UX Writer and Content Strategist

Angela Karl – Hardworking UX writer and content strategist with 10 years of experience creating professional copy. Successful background of helping people connect to the apps and sites they use daily.



Part of my work at Pilot Flying J involves writing all the content for app cards. This one features a sweepstakes to win a Yeti backpack, Red Bull glassware, a Red Bull shop box, and other prizes.

  • Because we couldn’t fit all of the prizes in the small app card, I prioritized the prize with the highest value.
  • I initially wanted to write “Stack unlimited entries for a chance to win.” in that second paragraph because participants can buy unlimited Red Bulls for entries each day, but legal reviewed and said we couldn’t use the work “unlimited” in our promotional materials, leading to this change.
  • The button says exactly what happens when you click the button–it takes you to a page to enter the sweepstakes.

This is the same information as above within our app on a larger, more detailed app card.

  • I included all potential prizes because I had slightly more room to write in this card.
  • Because I didn’t want to load up the body copy with information, I put the number of potential winners as an exciting title. This way, I could give users the important information while making them want to enter the sweepstakes.
  • Here, we could use the “unlimited entries” phrase because we give more details about entries below and there is legal information under these ways to enter.
  • The button doesn’t have to say “Enter sweepstakes” like the other card because it is a full-screen takeover completely on its own, whereas the other app card was on the Home screen mixed with other events. I chose “Enter now” to have a more immediate call-to-action while maintaining the same verbiage so no one got confused.
  • I changed the ways to enter into more human-like language. Although it’s difficult to make things fully conversational when it comes to rules like this, they are short and clear.

Error messages our tough. I’ve performed complete audits of all error messages throughout entire websites and apps to make them more friendly and understandable. Here’s one example of my thought process while undergoing these error message audits.

  • What we can do is immediately let our users know that their work is saved! Phew.
  • With error messages, I often have to work with developers, designers, legal, fraud, and other stakeholders throughout the company.
  • The headline announces that the document was auto-saved in more personable language.
  • The body copy uses “we” to make sure the user knows that our company built this backup feature in for them, increasing their satisfaction and loyalty with our app.
  • The button says exactly what will happen when they click it, not just a general “continue.”

This deceptively difficult error message makes sure that a user doesn’t feel blamed or any negative feelings from this error while offering solutions.

  • Using “we” pronouns creates a feeling of connectivity. We’re on this journey with you. This is our problem, too. “We can’t find that email” is a much more personable way of saying, “That email does not exist on our servers.”
  • “Sign up” should be clickable, and I’d work with the designer more to make sure that’s apparent here.
  • A lot of people (including myself) use multiple emails. Saying “try another” within this error is a much more human way of asking them to “Please try again.”
  • Include another Sign Up clickable link at the bottom, just in case they actually don’t have an account and didn’t read the full error.

This pops up when users are already at the store.

  • Headline lets them know immediately what it’s about. Includes an internal rhyme because studies have shown that this makes users more trusting.
  • Bullet points are short and to the point. They give the most important details, include the scarcity effect, and includes a call to action. These all make sure people want to sign up right away.
  • Buttons give two options. First “Sign up now” includes helper text that says “Add your details later.” This will help encourage people to click who would otherwise be hesitant to add all their card and delivery details right away.
  • I keep the buttons parallel for better readability; both are three words and start with a verb.

This push notification needs to keep the most important information at the top. It’s what users care most about and what they need to know immediately.

  • The body tells users exactly why the flight was cancelled (making sure they know it’s not our fault, it’s Mother Nature’s). From here, we give users the option to immediately book the next flight in our app or contact us if that doesn’t work.
  • The buttons give them clear directions with no ambiguity. They know what’ll happen if they click, and they’re both quick options that help ease the terrible event of a flight cancelation.
  • The buttons both start with verbs, increasing consistency and feelings of reliability.