AirAsia Redtix
Writing UI Copy and humanize a website's UX text.
RedTix was a subsidiary of AirAsia, functioning as a ticketing platform that sold tickets for some of the biggest events in Southeast Asia and Australia, including concerts, sports, and theatrical performances.
PROJECT NAME
Redtix Event Details page revamp
WHAT I DID
UI copywriting, UX Writing
TOOLS
Figma, Trello, Microsoft Word
DURATION
December 2017 - April 2018
As a content writer, I regularly juggle multiple social media posts tailored for various platforms, including Facebook, Twitter, Instagram, newsletters, and website content.
CHALLENGE: When the design team approached me to collaborate on the Event Details page, I saw an exciting opportunity to explore a different avenue of writing while balancing my primary responsibilities of day-to-day content creation.
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SOLUTION: I collaborated with the design team of UI/UX designers, web developers, and a product manager to understand what is the initial problem, what is required, and what are the possible solutions.
THE WORK
The Problem
AirAsia RedTix originally used Bootstrap and integrated with a third-party payment gateway. However, the website was developed without usability testing and lacked proper consideration for technical and product limitations within the project scope.
To address these issues, the design team conducted an internal user research by collaborating with the Business Development Department and key members of the Marketing Department. The goal was to identify pain points users experienced with the first version of the website. From a text standpoint, the following issues were found:
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Ambiguous Instructions and Repetitive: The phrase "Please choose payment methods and enter the respective data" is vague and appeared twice. Users may struggle to understand what information is required.
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Missing Coupon/Promo Code & Voucher Text Field: Users were confused by all three text "Coupon/Promo Code & Voucher".
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Confusing Ticket Pricing: The use of symbols like "=" located next to the ticket pricing is unconventional have caused confusion with users.
Collaboration
The designers scheduled a 1 hour meeting with me to explain the problem that they are facing with the Event Details page and the workflow they are working on. They also shared some wireframes with me to help me better understand what the final product would look like. From the get-go, I was allowed to interject their explanation with questions I had with the current design, and ones that they are working on.
During this meeting as well, they outlined the expectations of what the text would look and sound like. The text should be clear, concise, and action-oriented, with a tone that is professional yet user-friendly.
Initial Copy vs Suggested Copy
I directly reviewed the original copy that we currently have. I would then create a 2-column before and after table and add texts that I found confusing with a description on why it was confusing (not shown in the image on the left).
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This helped the design team and web developer colleagues to add my recommended copies easily add in the copies into their development stage page. The description would on why some of the original copy was confusing is to justify why the changes were made.
Besides the final copy recommendations, I always provided alternative copy options so that the team can compare and understand my writing perspective.
THE RESULTS
The original Event Details page contained missing, confusing, and repetitive text within the payment gateway. This led to user frustration and negatively impacted sales. Through close collaboration between designers and developers, we ensured that the design and content worked seamlessly together, creating a more intuitive and user-friendly experience.
Before
When a customer wants to purchase tickets for an event, the last thing they want to see are misleading texts before investing their hard earned money.
The page’s original version also lacked reassuring texts to guide users during the pre-payment process and post-payment process.
After
In the "Personal Details" section, I recommended using the text "All transactions are secure and encrypted" instead of using jargon words from the original text.
I cross checked the text that we had and compared it to some of our competitors to adjust the tone that is normal for our users. The text is written to be more succinct and professional and user-friendly as discussed.
I also suggested to add in the "Dear John.." text. this humanizes the payment process by thanking the user for the purchase and informing them on when they will receive their tickets.
Clarity Is Key
When a user would like to purchase event tickets, everything needs to be explained in detail to avoid any confusion throughout the payment process. For example, in the "Ticket Redemption" section, I used a first-person point of view to enhance the clarity on how the users would like to redeem their tickets.
In addition, instead of the generic CTA "Continue" , I opted for "Continue to Payment" in helping users understand the next step of their purchasing process.
Anticipate User Needs
The main goal of UX writing is to optimize user experience, and the most effective way to do that is to be helpful, long before users need help. To adopt this “one-step-ahead” approach, I would ask myself questions that may arise during the different stages of the user flow.
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Based on the example on the right, I suggested to the team to add some info text to help users who would like to know what they would receive when purchasing the VIP tickets (free merchandise, free soft drink, fast lane pass, etc.).
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The key takeway
I learned that while sticking to how things have always been done can work sometimes, it’s equally important to listen to the concerns of users who are spending their hard-earned money. This means creating content that is not only clear and easy to understand but also builds trust throughout the purchasing process.
Through my work, I successfully delivered clear and concise content that aligned with the project’s goals from the start. By collaborating closely with the design team and developers, I was able to bring my writing to life when they created and launched the Event Details page.
To help customers get the most out of AirAsia RedTix services, I always prioritized the end user’s experience. I kept their pain points in mind while writing thoughtful content and improving the overall user experience. This approach not only helps increase sales but also strengthens the relationship between customers and the brand.