The brief
Gestion, a new management software is seeking to expand to Cameroon; this product is new to them as they don’t have any similar products in the country at that time.
About Gestion
‘Gestion’ is a French word that means ‘Management’.
Gestion is an easy-to-use software that helps people manage their time according to their personal goals. Working smarter isn't just about crunching numbers, it is about achieving a more balanced life through better management of time and resources.
My process
Refined and digested the brief.
Did research to understand the target audience and product market.
Gave the product a personality that solves the problem of the target audience.
Improve the product personality by including words familiar to the target audience in the product copy. This helps to build immersion and makes it easier for the users to turn into customers.
Draft copy.
Localize the copy.
Prototype the copy by putting it in the design.
Test, learn insights & evolve the copy.
Getting started
Who are the customers using this?
Residents of Cameroon(French speaking).
What are they trying to achieve?
They want to be more productive with their time.
When will they come across these screens?
This screen is the selling point of Gestion. The customers will come across it once they enter the company website. 5. How do we provide a smooth, understandable copy that will communicate the brand’s tone and values?
Use clear, concise, and localized words. My choice of words should be convincing, straightforward, and localized (as the copy would be read in other languages).
I designed the pricing page to answer the pressing questions that a prospective customer might ask about the pricing plans. The design provided answers to questions like:
The audience each plan is recommended for.
What are the available plans?
Available features for each plan.
Limitations and benefits of each plan.
Localization
Work is not done yet. The copy is intended for a foreign audience (French-speaking audience). I’ll have to liaise with the language specialist on my team to curate the copy to fit the audience better. I could have relied on convectional translators but that would defeat the primary goal of the UX copy. Translated text often has different word arrangements and possibly, tones which would drastically change the message the copy is trying to pass.
The language specialist on the team would review and translate the product copy contextually to ensure the right message is passed to users. Below is a copy of the Localization brief sent to the Language specialist with the product copy.
Localization brief
Project Intent: Gestion aims to help its customers take back control of their life. The screenshots are sections from the Gestion homepage. The Hero section and the pricing page.
UX copy stage: The product copy attached is in its first stage. The plan is to localize it and test it with users to determine its effectiveness.
Prototype for reference: You can check out the interactive prototypes using the links below to see how each string fits into the design. This would be helpful in translating the words contextually.
