In today’s world, we use concepts like ‘average’ to market products and services. But what if we told you there is no average? What if we told you the average consumer doesn’t exist?

While you sit there slightly baffled, read on because what we want to tell you is this. The average consumer doesn’t exist but a consumer in need of your product or service does.

A little history gives us some interesting insights. In the year of 1950, Lieutenant Gilbert Daniels was tasked with redesigning the cockpits for the US Air Force Researchers at Wright Air Force Base. After measuring pilots to determine an ‘average’ for the dimensions, Lieutenant Daniels was at a loss, “Out of 4,063 pilots, not a single airman fit within the average range on all ten dimensions.”

It was then apparent that designing a cockpit to fit the ‘average’ pilot actually meant it would fit no one.

Similarly, when you start to write and deliver content for an ‘average’ consumer, you may not target the right consumer at all.

Your consumer may have the readability of an English language scholar or they may have a cognitive learning disability or they may require assistance from a screen reader. Nevertheless, they are your consumer and you need to capture their attention.

Accessibility copy means as many people as possible will be able to read your digital content. You promote inclusion and in doing so, enhance engagement within your target audience, who in fact may have sign language as their mother ‘tongue’.

Whenever you start looking at digital content, make it a practice to ensure any copy is written in such a way that it will be accessible to the masses.

Do away with the notion that we cannot write for everybody. Let’s instead write for anyone who would be interested in our product or service.

If you are overwhelmed, don’t be. We have the accessible copy checklist for you right here! And if you can write to as many of these guidelines as possible, you will be well on your way to writing for everyone.

This is your starting point. Write your copy in plain English so it can be read by anyone. If you do have to use several complex or technical words, provide a glossary of terms.

Format long content into digestible chunks

No one likes to read words upon words. You will lose engagement very quickly. There is something to be said about being turned off by too many words on a page. In particular, people with cognitive disabilities like dyslexia, find it difficult to consume content in that manner.

Having a structure that is consistent helps everyone digest information. Something as simple as ensuring your H1 is followed by H2 and then H3 provides your audience with structure and an understanding of how the copy flows.

Headings are also a great tool to quickly scan the page to find the desired content. Especially for assistive technology users, correct use of headings makes navigation through the page seamless.

Chat to your UI experts! Designing for diversity ensures accommodation of all different disabilities. Visual aids assist consumers with cognitive and learning disabilities. Collaboration between content and design teams brings visual aids that brilliantly complement the copy on the page.

While visual aids and video make copy accessible, they also introduce hurdles for audiences with other disabilities. To write for everybody, ensure your visual aids or video content also have subtitles or transcripts.

For instance, text alternative (aka. alt text) does wonders for visual aids by increasing accessibility. However, don’t overdo it as it can become repetitive.

Ask these questions before introducing alt text:

What is the purpose of the image? (if the image is there for decoration, alt text may clutter rather than make accessible)

Is the information conveyed without the image?

Are the contents of the image reflected in the copy already?

Inclusivity is key to our accessible copy checklist.

There is of course a level of technicality required in many businesses. Take a law firm for instance. It is a profession full of countless jargon and mysterious legalities, a jungle of copy. But, instead of writing technically, if we write with inclusivity in mind, imagine the increase in conversions!

Chat to our in-house copy specialists and find out how you can effectively capture your audience with accessible copy.

Write for everybody with our accessible copy checklist. Read more.

Capture your Consumer with Accessible Copy

In today's fast-paced digital landscape, chatbots and voice assistants have emerged as invaluable allies, simplifying tasks and enhancing our daily experiences.

These conversational wonders are not only functional but also bring a warm and friendly touch to the user experience. In this blog, we'll explore how deliberate content design plays a pivotal role in making these virtual companions delightful and engaging.

Crafting greetings: stay true to your brand’s personality

Picture being greeted by a friendly "Hello! How can I assist you today?" when interacting with a chatbot or voice assistant. The tone sets the stage for a positive and engaging interaction with your digital product, app, platform or website. Content design is the driving force behind crafting these greetings, ensuring they align with the brand's personality and set the scene for an enjoyable user experience.

When crafting a greeting for a chatbot, keep in mind the tone of voice of your brand as this will determine how the chatbot will interact with your audience. A fun quirky brand will be a lot more playful and casual on their first message whereas a more sophisticated, professional tone of voice is more appropriate when speaking with an audience that will be expecting that from your brand.

Conversational language: the art of natural dialogue

The best conversations flow naturally and that's precisely what content design aims to achieve in the realm of chatbots and voice assistants. By employing user-friendly language and avoiding jargon, we ensure users feel comfortable and at ease when engaging with our virtual allies.

Personalised experiences are also cherished and chatbots can deliver just that. Content design allows us to tailor responses based on a user's past interactions, creating a sense of familiarity. For instance, if a user seeks local restaurant recommendations, our witty chatbot might say, "Looking for a yummy spot in town, [User's Name]? You're in for a treat!" This personal approach adds a delightful touch to the conversation.

Keep it concise: the power of microcopy and emojis

Small messages can pack a punch and bring smiles to the face of your users. That's the magic of microcopy! Content design focuses on crafting short and sweet responses that convey meaningful information. From a delightful "Ta-da!" when a task is completed to an encouraging "You're almost there!" During a multi-step process, microcopy keeps the conversation upbeat and enjoyable.

Who says chatbots can't have emotions? Emojis are the secret sauce to infuse emotions into our virtual allies. 😊 An enthusiastic "Yay!" for success, a 🙁 for empathy or a 😉 for a playful twist - emojis make interactions come to life and ensure our chatbots resonate with users on a human level.

Chatbots and voice assistants have evolved into much more than mere virtual tools, they've become friendly digital pals that brighten our days. Behind the charm and wit lies content design, creating warm, fun and engaging conversations. By understanding users, speaking their language and infusing personality into responses, content design transforms interactions into delightful experiences.

The next time you engage in a chat with a chatbot or voice assistant, remember the creative minds behind the content that brings joy and personality to your digital journey. Here's to a future filled with even more laughter and enjoyable conversations with our virtual pals.

Discover how our content designers can craft language for your chatbots - get in touch today!

 In this blog, we'll explore how content design plays a pivotal role in making chatbots delightful and engaging.

Content Design for Chatbots and Voice Assistants

With any website, knowing whether it’s working for your user is critical. A website left alone is a lonely website indeed. Because no one is converting!

The good news is there are many tools around to help make sense of how user friendly your website is. In fact, heatmaps is one such tool that will keep you talking about the user experience all day long.

Heatmaps provide the opportunity to gain visual insights into how your users are interacting with your website. You can see where they’re clicking, how far down they’re scrolling and even take a look at how users are moving their mouse on the webpage.

Heatmaps provide valuable insights to optimise your website and improve the user experience. After all, effective user experience is the big stepping stone to successful conversions.

Depending on the software you use, you’ll be able to access a selection of heatmaps. Different heatmaps will tell you different things. Using a combination of heatmaps allows you to have an understanding of how your user experience is going.

At Exo Digital, we use Hotjar for our heatmaps. Hotjar offers three key approaches to understanding the experience of our users. Let’s take a look!

The all clicks heatmap shows you where your users are clicking. With an all clicks map, you can use the learnings to improve your CTAs (Calls to Action) and see whether there are any bugs or product pain points. For instance, if your users are clicking in areas which are not clickable, that may show that your website is not in sync with user expectations or the visual design may be misleading.

In Hotjar, the all clicks map is colour coded, with the most popular clicks marked in red, then orange, yellow and so on. When you hover over the different areas of the webpage, you can also see the number of clicks and the click percentage.

The move map provides you insights into where and how your users are navigating through your webpages. The learnings from this heatmap are based on the general consensus that users move their mouse according to where they are looking. With the move map, you can get a picture of the way in which your user is consuming content and interacting with your webpages.

In Hotjar, the areas marked in red get the most movement. This gives you an idea of the most used areas on your webpages and provides the data to optimise your webpage. So, your users can see what you actually want them to see.

As the name suggests, the scroll map shows how far your users are scrolling down your website. This particular heatmap is useful when you want to find out where you’re losing their engagement. The heatmap can also confirm whether your content prioritisation is working hand in hand with user engagement.

In Hotjar, areas in red show that users are scrolling through while blue highlights little or no interaction. With the rise of the smartphone, mobile is a popular medium for users. The scroll map also assists in providing learnings to optimise content across multiple devices.

Heatmaps offer page by page analysis of your website so you can offer the best user experience and continually iterate!

At Exo Digital, our user-centric approach holds success metrics in high regard. Even the most high traffic websites need to be monitored closely. Optimal user experience changes constantly with trends and preferences. The best digital interactions are the websites that keep up with the user.

Chat to one of our consultants today and find out how heatmaps can improve your user experience.

Heatmaps are a great tool to help make sense of how user friendly your website is. Learn about using heatmaps to help optimise your website.

How do Heatmaps help Understand the User Experience?

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Exo Digital - Digital Design & Innovation Consultancy

Operations

Rob is the Founder and Director of Exo Digital. Combining his passion for technology and design, Rob is all about helping companies, brands and people create meaningful experiences. He has a background in multimedia design and a strong interest in programming, which led him to build his first IRC chatbot at the age of 11. Throughout his career, Rob has had the privilege of designing and developing websites, apps, and games for big global brands such as Disney, Nike, Adidas and Nintendo.

What drives Rob each day is the opportunity to work with a team that creates a better tomorrow. He believes that people, vision and commitment are the key elements to success. If you want to go far, you must go together.

Rob's proudest moment in his professional life is when he sees the impact he has had on people and the world through his work. He believes ideas alone do not bring brands to life, action is what matters most.

When he's not designing, building or working, Rob enjoys travelling with his family, photography, interior and architecture, games and tinkering with tech.

Robert Wijaya

David is the General Manager at Exo Digital. He has extensive experience as an individual contributor and leader in corporate and entrepreneurial sales. David also holds valuable skills in key account management, marketing and general management. With his high emotional intelligence and customer-centric approach, David has been successful in delivering sales process change and implementing digital transformation projects.

David is motivated each day by clients who recommend Exo Digital to their commercial networks.

David's proudest moment was when an employee of his for three years was able to buy a brand new car, the first person in their family to achieve this. David felt proud that the role in his company allowed the employee to reach this milestone.

When he’s not working, David likes to walk his two Labradors and two Cavoodles.

David Lenberg

Josh is the Finance Manager at Exo Digital. Josh brings over 13 years of finance industry experience to the table. With a Bachelor degree in Finance and a diverse background in financial roles, Josh is well-versed in financial management, strategic planning, budgeting and risk management.

Josh’s ultimate motivation is his family. They are the driving force behind his dedication and commitment to finding the best solutions for Exo Digital and its clients. Knowing that his hard work directly impacts his family’s well-being and happiness inspires him.

A proud moment for Josh was helping aspiring entrepreneurs launch their own businesses and witness their visions come to life. Guiding and supporting start-ups to success was a career highlight for Josh as it showcased his expertise and ability to make a positive impact.

When he's not crunching numbers, Josh loves spending quality time with his family. He also enjoys indulging in gaming adventures and hitting the gym to stay fit and healthy.

Josh Doxey

Ben is the Design Director at Exo Digital. A UX professional with over 20 years of experience, Ben has worked with a range of clients from not-for-profits to well known brands including BBC, Telstra and Seek. A skilled user researcher, Ben has extensive knowledge of designing for people with disabilities and has won awards for interaction design.

Problem solving and mentoring people are Ben’s strongest motivations. He enjoys the “ah ha” moments from understanding the needs of our clients and gets tremendous satisfaction from seeing people progress and develop.

One of the proudest moments for Ben was leading the UX experience on the design of the BBC Olympics site which went on to win an D&AD award for interactive design.

In his spare time, Ben paints and is a keen photographer. He enjoys walking his dog and is an avid reader.

Ben Gilmore

Sophia Dunn is an experienced project manager with over seven years of industry experience. Throughout her career, she has collaborated with various reputable agencies and businesses across Melbourne.

Sophia enjoys the challenge of helping clients understand and resolve their problems, whether it's through providing guidance or delivering stellar products within set timelines and budgets.

Sophia has successfully worked with clients and managed accounts that presented significant challenges, such as staying within budget constraints or delivering high volume projects with tight deadlines. Sophia takes great pride in diving deep into these issues, building effective solutions and achieving successful outcomes.

Reading, writing, and exploring technology are among Sophias’ favourite activities. Sophia also finds relaxation in playing video games, providing an opportunity to switch off her mind and unwind.

Sophia Dunn

Sahil is the senior client partner manager at Exo Digital. Highly motivated, passionate and results-driven, Sahil has over 15 years experience in client relationship, revenue generation, and implementing scalable sales processes in the digital and technology space.

Sahil is motivated to provide clients with tailored solutions to solve their pain points.

With a knack to build and develop winning team cultures, Sahil’s proudest moment was his promotion to lead client partner engagement on a national level.

When he isn’t working, Sahil enjoys working out at the gym and spending time with his friends and family.

Sahil Uppal

People and Culture

I've been in Australia for about four years now. I moved here from the States. I came here on vacation with one of my best friends from college and decided to stay. Pretty random!

Seeing the impact of my work gets me out of bed in the morning. It’s rewarding to build relationships, be part of a team and see the team grow.

When I'm not working, I stay active, learn new quick and easy recipes and Facetime family back home.

Nyla is the People and Culture Manager at Exo Digital. She is a highly experienced HR professional with a degree in HR Management. Nyla has spent the past 7 years in the tech recruitment and HR space, working both for recruitment agencies and large consultancies before transitioning to small businesses and start-up environments.

Nyla is motivated by the impact of her work, and knowing that she is contributing to something that helps others. This purpose drives her, both in her professional and personal life.

Nyla's proudest moment was her first experience recruiting for a small business. She found the experience incredibly rewarding, as she was able to see the impact of her work more quickly and directly than in larger organisations. This experience also taught her to be an effective advocate for the business and candidates in a unique and challenging environment.

When she's not working, Nyla enjoys engaging in outdoor activities and staying active through yoga, pilates and taking her daughter to the park.

I started my career in a recruitment agency, Randstad. I focused on technical roles for very large clients. It was a great place to learn about recruitment and work with clients in the tech industry.

I ended up resigning to take some time to travel. That’s how I ended up in Melbourne and started at Digital360. I managed all recruitment and HR for the business. I enjoyed learning more about the business side of things and how recruitment has an impact.

I later took a short contract with Coles before having my baby girl. I’ve been taking some time off for the last few months to be with her and am now back at it with Exo Digital.

Nyla Shafiq

Content

James is a Content Designer at Exo Digital. James believes the user experience is key to providing a seamless approach to technology, and is always on the lookout for new ways to optimise it.

James is motivated by working on projects that form part of a larger vision or overarching goal.

James is proud of moments where he can see his work creating impact on an individual level. He saw this with a client he helped start an online business. Two years after wrapping up the project, James received a note from the client thanking him for his advice and contribution, which has now seen the online business grow steadily, month on month.

If you're wondering what makes James tick more than a love for words and technology, it's poker!

James Martin

Engineering

Daniel is a full-stack developer at Exo Digital. With a passion for problem-solving, he's dedicated to creating solutions that meet the needs of users. A veteran at problem-solving, Daniel is well known for his adaptability and analytical thinking. He's always looking to upskill, particularly in the areas of creativity and design.

Daniel is motivated to continue building and improving each day, to learn from mistakes and try new things.

Completing a coding bootcamp and joining Exo Digital was a proud moment for Daniel. It showed that he made the right decision to back himself by switching careers and pursuing his passion for tech.

When he’s not working, Daniel enjoys exploring Australia with his partner and participating in leisure activities such as golf, soccer and martial arts.

Daniel Lawrence

Experience Designers

Z is a Visual Designer at Exo Digital. A specialist in design systems, Z is well versed in UI/UX and known to deliver high quality work for clients.

Z's motivation is to be the best version of himself and strive to be better than yesterday. He is continuously looking for ways to improve his skills and work.

Z's proudest moment was developing the UI kits and design systems for ANZ Plus. He felt a sense of accomplishment knowing that his work contributed to the success of the project.

Z enjoys playing basketball and badminton. He also collects board games.

Z Tan

Priyanka is a Senior Experience Designer at Exo Digital with a background in architecture and user experience design. She has experience in a variety of digital product design, including SaaS products, design systems and websites. Priyanka is determined, curious and has strong organisational skills.

Priyanka is motivated by seeking out opportunities to improve her skills and become a better designer.

Priyanka feels accomplished when she learns something new or incorporates better ways of working into her designs. Priyanka's proudest moment was when she built a design system for her previous workplace. Despite the business unit having little to no design maturity, Priyanka was able to get buy-in from senior management and deliver a comprehensive library of guidelines, rules and components that could be used across all products.

In her free time, Priyanka enjoys creative pursuits such as reimagining spaces, painting and reading.

Priyanka Suresh Iyer

Steve is an Experience Designer at Exo Digital. With a background in Aerospace Engineering, Steve brings a unique perspective to his work, focused on creating visually stunning and user-friendly solutions for businesses.

Steve is motivated by the idea of making a difference and changing things for the better. He takes pride in knowing that even small design changes can have a big impact on a user's experience.

Steve takes pride in having repeat clients and being asked to extend or return for another project. This speaks to his ability to deliver quality work and maintain positive working relationships.

When he’s not working, Steve enjoys spending time in the great outdoors and indulging in his passions for hiking, kayaking and nature photography.