Тенденции в използването на „микротекстове“ за подобряване на потребителското преживяване в мобилни приложения и уебсайтове
Trends in the Usage of “Microcopy” for Improvement of the User Experience in Mobile Applications and on Websites

Author(s): Yordan Karapenchev
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: chatbots; copywriting; GDPR; microcopy; user experience (UX)
Summary/Abstract: The article presents an overview of contemporary practices and strategies for incorporating short texts into user interface design. It begins by proposing a scientific definition for the term “microcopy”, used in web design and copywriting, which refers to short forms of copywriting texts that enable effective interaction between humans and the digital environment. Three specific examples of microcopy are examined: buttons in pop-up windows for consenting to user data collection, buttons for initiating orders in online stores, and dialog windows for starting conversations with chatbots. Various text options are compared through a quantitative study using survey cards, where users indicate their preferred wording. Although the study is not representative, it outlines best practices for creating microcopy in Bulgarian for these specific needs. The study results showed that the use of carefully selected microcopy leads to significant improvements in user interaction and satisfaction.

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