hi there!
i’m either a product designer who’s obsessed with content, or a content designer who can’t stop thinking about product. you decide.
looking for the latest? Recent.
hunting for old gems I refuse to let go of? Archive.
i’m either a product designer who’s obsessed with content, or a content designer who can’t stop thinking about product. you decide.
looking for the latest? Recent.
hunting for old gems I refuse to let go of? Archive.
ZocDoc provides medical care appointment booking in a friendly informal voice. While the opening "Feeling meh? Find a doctor" sets the tone – it isn't followed through the user search fill-out. By using What, Where, When and Who language, much like in a doctor's office I was able to create copy that is more on voice and easier for the user to understand and connect with.
This is the closest to voice but is open-ended and may leave the user confused. By changing it to "What is bothering you?" the user knows this is speaking directly to what they are “feeling meh” about and why they are here.
These break the rhythm of what was set up in the first question. By re-writing them to questions, this keeps the rhythm and makes it seem like ZocDoc is listening to the user.
This follows the question flow but can appear aggressive or patronizing. By changing to "Who is your insurance provider?" users can answer without feeling lesser, and is similar to what they will hear at the doctor's office.
