UX Writing Challenge: Day 1

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: 100 characters max

Button(s): 25 characters max


My Take

Context: Where is the user?

  • In flight

  • At the airport

Considerations: what is the user’s emotional state?

  • Tired - wants to get home ASAP

  • Annoyance potentially bordering anger at the change of plans

  • Stressed out about getting home, loosing money and coordinating new plans

My message goals:

  • State the problem simply and concisely

  • Provide an immediate solution

  • (Try to) turn the delay into something pleasant

The copy:

Scenario 1: Best case, a few hour delay, alternate flight home is available

The bad news: Your connecting flight to Los Angeles (KL445) has been cancelled due to the storm.

The better news: We’ve rebooked you on our next available flight to Los Angeles. In the meantime, enjoy unlimited cocktails (on us) at the Airline Lounge, just show the waitstaff your boarding pass.

{Primary button}: View my new itinerary

{Secondary button}: Talk to an Airline human

Scenario 2: Worst case: overnight delay, no definite plans on the next flight out

Hi Alex - Bad news, your flight to New York (KL445) has been cancelled due to the storm. We’ll have an update for you tomorrow morning about the next flight out. While we wait out the storm, your account has been credited for a hotel tonight and room service voucher.

What next?

{Primary button 1}: Send me flight updates

{Primary button 2}: Browse nearby hotels

{Secondary button}: Talk to an Airline human