Helping Users Complete Tasks
Many users come to our site because they want to complete a task. Usually, they want to perform their task as quickly as possible so they can get on to more exciting things. Who isn’t delighted when completing an online task is way easier than you thought?
The key is to think about how your user is feeling and what they want to accomplish. Here are a few common tasks to get you thinking.
How do I apply?
The user is interested in applying to Bethel. They want to know what we need from them to apply, and they hope to move through the application without problems. We need to assume that they don't know a lot about Bethel and how we operate. They’re still in the learning phase. And we’re still trying to court them.
User:
"I'm excited to apply to Bethel. I hope I get in, and I hope this application doesn’t take forever."
What I'm feeling:
- Anticipation
- Anxiety
- Excitement
- Nervousness
Bethel:
"Ready to apply? If you have any questions along the way, contact your admissions counselor. It's their job to help you out—and it's what they love to do."
Tips:
- Be positive and human. Even if we’re helping someone through a complex process, we can use language that sounds like a conversation.
- Get to the point. Users are scanning and reading quickly. It’s tough enough for users to complete the application. We don’t want them to spend too much brainpower decoding what we’re asking them.
- Use headings to help orient. Expect that users won’t read every question carefully on an application. They defiantly won’t read any fine print instructions.
- Make it easy for your user to find help if they need it. Our webpages and applications can’t resolve every question users have, so make it easy for them to get help.
- Don’t assume that students applying to Bethel know our internal jargon. Use terms anyone applying to college would understand.
How do I accept my loan?
Users take on loans because college is expensive. We often find parents completing the financial aid steps after a long day at work and, maybe, some frustrating conversations with their student about the college search process. Perhaps they’re sitting with their student at the computer figuring out the process together. Anything having to do with large sums of money makes most people a little stressed.
User:
"Bethel is expensive, but they’ve offered some good scholarships. I hope taking out this loan is the best decision."
What I'm feeling:
- Anxiety
- Stress
- Uncertainty
Bethel:
"If you've been awarded a Perkins loan, there are just a few more things you’ll need to do before your loan is processed. You should complete this process by July 1 to prevent losing your Perkins eligibility."
Tips:
- Use simple language. Users are looking to us to help them through this complex and often stressful process. We should try to make it as easy as possible for them to understand.
- Be confident (without being showy). Confidence affirms that we know what we’re doing and helps ease users’ uncertainty.
- Stay positive. Avoid negative language by saying what users should or will do instead of what they shouldn’t or can’t.
- This is a place to avoid the sales pitch.
- If appropriate, help users feel that they’re not alone. Admit that this can be complicated. Admit that financial issues can be stressful. And make them feel that we’re real people trying to help them out. Read your words out loud. Do they sound like they’re coming from a person who wants to help them through the process?
How do I give to Bethel?
They’ve come to Bethel’s site to make a donation. If they’re trying to figure out how to give, it’s fair to assume that they’ve decided Bethel is a place they’d like to support. They’re looking for us to make it easy. They want to know we’re credible so that they feel confident in their giving.
User:
"I feel good about supporting Bethel. I’m passionate about what they do. I hope they use this donation wisely."
What I'm feeling:
- Pride
- Fulfillment
- Helpfulness
- Uncertainty
Bethel:
"Join with fellow alumni, friends, employees, and donors in supporting the lives of Bethel University students. Donate today."
Tips:
- Walk users through a clear, simple process. Avoid language that’s flashy or could be polarizing. When users get to this area of Bethel’s site it’s fair to say they’re committed to what we’re about. We don’t want to say anything that could make them question our legitimacy or commitment to our mission.
- If possible, make them feel like they have control and options. This is a process they’re completing by choice so we don’t want to sound too demanding or inflexible.
- Make them feel like they’re part of the community. Talk to them like they’re one of us (without using confusing jargon).
- Avoid heavy sales and persuasion. They already know what they like about Bethel.
How do I change my meal plan?
Your user has come to Bethel's site to learn how to complete a very specific action. They already know about Bethel and have a relationship with us. They assume that we know who they are. They assume that the process shouldn’t be complicated.
User:
"I think I need more that 15 meals a week. Can I change my plan?"
What I'm feeling:
- Impatience
- Boredom
- Perhaps a bit annoyed
Bethel:
"Want to change your meal plan? Check out your options based on where you’re living."
Tips:
- Provide short, clear instructions. Think about what your team can do to make it easier for them or eliminate a step. Even if people are a bit frustrated, their frustration should ease if the process is quick and easy.
- Stay positive and conversational. This makes it easy to digest and decode what you’re asking a user to do.
- Use clever or funny language only if the user is performing a task that is completely by choice and related to something lighthearted (like submitting a photo for a contest or signing up for a kickball game).