In the later half of 2019, trivago started working on app price alerts. As a way to strengthen its position in price comparison. Users are notified when hotel prices drop, and the original notification copy was written by UX Writer, Joy Kordts:
Price Alert for BEI Hotel San Francisco
We've detected a 20% drop in price!
It's a great time to book: we kept an eye on this place and caught a drop in price for stays from Oct 30 to Oct 31.
In addition to this notification, we also wanted to test two more variations:
Based on the original notification by Joy, I worked on the copy for the other two variations. Using the ”front-loading” writing technique, where the important information is provided first.
In Android, notifications that include images can only have a two-lines of text: a one-line heading, and one-line of additional text to support the heading. Because the copy truncates, the price drop amount and dates are shown at the beginning of the sentence:
20% price drop for De L'Europe Amsterdam - The Leading Hotels of the World
For stays from Oct 30 to Oct 31.
20% price drop for stays in Amsterdam
Accommodation in Amsterdam: the average price has dropped 20%, for stays from Oct 30 to Oct 31.
For the heading, there's a chance that “Amsterdam” will be hidden to the user due to truncation. So on the very next line, “Accommodation in Amsterdam” is shown first. So the key message is still communicated.
I had previously taken an internal UX Writing workshop from Joy Kordts, so as a followup I wanted to work on a copy-specific task.
I found it challenging to write with the constraints of character limit, but the same constraints were also helpful. I think the task would have been harder if there were no restrictions in terms of format.
The trust I have in Richard's work has allowed me to move my business forward while I focus on other areas. He has a keen eye and an even keener sense of what simply works.