Scenario:
The user is a casual music fan and (on occasion) goes to live concerts. They have a music player app on their phone.  

Challenge:
Tell the user that one of their favorite bands is playing live in their town. How would you compel them to want to go?

Headline: 30 characters max
Body: 45 characters max
Button: 25 characters

Rationale
To convince the user to go to the concert, I emphasized on what they can get out of the experience. In the headline, I motivated the user with the quality of sound. Then I promoted excitement by putting them in the scene of the concert. Finally, I wanted to get them to act with the button that says “on sale.”

Scenario
A user is a working parent, and a big sports fan, in the midst of their favorite sports season who can no longer attend games.

Challenge
Write a promotional screen for an app that lets a user choose teams, sends game reminders, real-time score updates and highlight videos.

Headline: 40 characters max
Body: 175 characters max
Button(s): 25 characters max
Rationale
In the headline, I used a question to quickly draw the user’s attention. The tone is cheerful and casual. I speak to the user’s pain point of not being able to physically go to the game and offer a solution.The message lets the user know very quickly what benefits they can get out of this app. In the end, the CTA (call to action) button fosters a sense of community.

Scenario
The user entered the wrong email address to sign in to their account.

‍Challenge
‍Tell the user to enter the right email.

40 characters max
Rationale
This could potentially be an annoying scenario– no one wants to be met by a cold machine voice that demands them to enter the email address again; or worse, a machine that shames them for getting the email wrong. Therefore, it’s important to sound human. I kept the tone light and casual to ease potential annoyance.

Scenario
‍The user is trying to rent a car using an application but the credit card on file has expired.

‍Challenge
‍Write them an error message so that they can correct the problem.

Headline: 30 characters
Body: 45 characters
Rationale
In this scenario, the message needs to quickly let the user know what’s happening and what to do next. That’s what the short and simple headline and button are for. Since the user don’t see this message too often, I added a little humor to lighten the mood, as well as to not make them feel like they’re blamed.

Scenario
‍a user is shopping using a price comparison app that boasts “real-time” pricing on items. As they are checking the price of an item, something goes wrong. The problem is unknown.

Challenge
‍write a message that informs the user that they cannot access the app right now.  You cannot specify "why" the app doesn't work, you also want them to continue using the app.

Headline: 30 characters max
Body: 120 characters max
Button(s): 15 characters max
Rationale
One important goal of this message is to give the user something to do while the system is being fixed. We want to keep them with us and ensure that they can come back to this page later. Therefore, this message sounds apologetic but assuring. It also lets the user know that there’s nothing wrong with their end, and no further action is needed.

Scenario
‍A traveler is in an airport waiting for the last leg of a flight home when their flight gets abruptly canceled due to bad weather.

‍Challenge
‍Write a message from the airline app notifying them of the cancellation and what they need to do next.

Headline: 45 characters max
Body: 175 characters max
Button(s): 25 characters max
Rationale
In this scenario, the message needs to quickly let the user know what’s happening and what to do next. That’s what the short and simple headline and button are for. Since the user don’t see this message too often, I added a little humor to lighten the mood, as well as to not make them feel like they’re blamed.

Scenario
‍The user works in graphic design. While critiquing a design in a mobile app, their phone abruptly turns off. When they restart the phone, they reopen the app.

Challenge
‍Write a message that the user will read immediately upon opening the app. What do they need to know? What steps (if any) do they need to take to recover their content? What if they can't recover the content?
‍
Headline: 40 characters max
Body: 140 characters max
Button(s): 20 characters max
Rationale
This scenario is a great opportunity totrust in the user. I employed a tone that’s assuring, conveying amessage of “we’re reliable, and we’ve got your back.” The message immediately letsthe user know that the content has been saved, which is probably the firstthing the user wants to find out. The CTA button offers a convenient route back. It also lets the user know exactly where they will be taken to.

Scenario
‍It’s Monday. A user has just gotten into their car to drive to work. They plug their phone into the car and start driving.

Challenge
‍How would you let the user know there’s a fire happening in a nearby town that is causing road closures? The effect on their commute is unknown, but there is a definite danger if the fire gets closer. How do you communicate this to them? When? Write it.

Headline: 30 characters max
Body: 45 characters max
Rationale
The priority of a warning message is to alert the user of potential danger. It needs to be simple and straightforward. It should sound serious, but it doesn’t need to scare the user. That’s why the message immediately recommended the way to respond. In case the user is driving and can’t operate on the phone, I provided a button that can conveniently calculate a new route for them.

Scenario
‍The user is trying to view a website to help them buy a car. But, the content can’t load without the user’s location. They need to enter their ZIP code and first name.

‍Challenge
‍Ask them where they live and who they are without sounding like you're unnecessarily mining their data.

Headline: 25 characters
Body: 45 characters
Button: 15 characters
Rationale
Unwillingness to share personal data is one of the most common user barriers. If not done well, this request can easily turn the user away. To make things trickier, this happens before the user interact with the app. So I did two things: tell the user why we need the data, and why it’s good for them to share their data.  

Scenario
A user is creating an account. When they come to the step where they are asked to enter their name, they get an error message. A fraud detection software thinks their name is fake—but it’s wrong 5% of the time.

‍Challenge
‍Write an error message that prompts them to fix the error without shaming them for having a fake-sounding name.

45 characters max
Rationale
This message needs to go extra on friendliness to not offend the user. I wanted to avoid using words like “error,” or “wrong.” I also didn’t want to simply blame the system by saying “our system can’t recognize your name.” Instead, I tried to be humble and cheerful. Importantly, I provided quick alternative options for signing up to keep the user moving.  

Scenario
‍An elderly user is doing a Google search to find an easy way to buy contact lenses online.

Challenge
‍Write a title and meta description for a website that sells subscription contact lenses delivered to a user every 30 days—convince them to try it.

Title: 60 characters max
Meta Description: 160 characters max

Rationale
For the best SEO, I did my research to find the most searched keyword on “contact lenses,” which turned out to be “best contact lenses.” I also included the sale deal to attract the user. With accessibility in mind, I highlighted “comfortable” and “simple process” in the text.