我在Klook的（非）典型UX writer工作日

8:00 - But first, coffee 首先来杯咖啡

Not to be cheugy (read: uncool - a term popularized by Gen Z), but nothing starts until I’ve had a coffee. 

Now’s a good time to set my daily intentions. Let’s go for “focused” today. Which isn’t very original because that’s my intention for every day. But hey, I’m not paid to write down cheugy stuff. 

我并不想显得老土（读作：不酷--一个流行语），但我得喝杯咖啡才能开启全新的一天。现在是设定每日目标的好时机，今天的目标就是 "专注 "。这其实没什么新意，毕竟我的每日目标都是一成不变的，但我可不是领着工资写些老土的东西呢。

9:30

I’m in the office now. Let’s get down to business! And when I say business, I mean checking the news.

现在我到了办公室，该干些正事啦！这儿的正事指的是先看下新闻：）

9:40 Right, so, the actual work. 好了，真的要工作啦。

Being in a lean team of just me, myself and I (two of which are lazy, good-for-nothings), I have a pretty high volume of UX writing requests to go through each day. 

So I had better get them all out of the way first thing, right?

Wrong!

I love being a UX writer and I could happily write for UI designs all day. But then I wouldn’t learn anything new. 

From 2 years of working here, I know that trying to get my regular day-to-day tasks out of the way first is like playing whack-a-mole. 

That’s why I make my own projects and ideas the focus of every morning (along with the coffee). Otherwise, I’d never have time for them. 

But anyway, ranting at you, dear reader, isn’t part of my day. So here’s what I actually do…

作为一个人就能成为一个团队的精英团队，我每天都有大量的UX writing需求要处理。所以我应该在第一时间把它们都处理掉，对吧？

错!

身为一个UX writer，我可以终日愉快地为设计方案撰写文案，但这样一来我并不会学到任何新东西。在这两年的工作经验中我了解到，试图把日常工作全都做完就像在玩打地鼠游戏。这就是为什么我把自己发起的项目与灵感作为每天早上的关注重点（还有咖啡），不然我就永远排不出时间来处理它们。但亲爱的读者，向你们唠唠叨叨并不是我每天工作的一部分。这才是我实际做的事...

Each day, I like to spend about 30 to 45 minutes just browsing through Klook’s app and website to review the existing UX writing.

We’re always launching new features or making changes, so it’s vital to make sure everything’s up to date and looking spic and span. 

Plus, we’ve got a UX writing style guide to enforce - that means making sure all of the copy follows the basic principles of being clear, concise and useful. 

I’m looking through Klook’s Things to do pages and I come across some copywriting on a product card, “Available Tomorrow”. It definitely passes for “concise” but is it clear and useful?

“Available Tomorrow” sounds like tickets go on sale tomorrow - so don’t bother booking now. But after speaking to the product manager, I found out you can book now and go tomorrow. In fact, I once put off booking something on Klook until the next day because this phrase confused me. 

Mustering all of my team’s brainpower, we come up with “Book now for tomorrow”.

We’ve now made this text into a call to action with a strong verb “Book”, added usefulness with “now” and made it both clear by telling them that they can book “for tomorrow”.

You might say it’s not as concise but being concise doesn’t necessarily mean using as few words as possible. It just means making sure all words have a purpose.

I then make a note to put in a request with the Data team to see if this copy change leads to an uptick in bookings for these activities.

我们把这个文案改成了一个带有强烈动词 “Book” 的行动引导，用 "now "增加了实用性，并告诉用户可以 "for tomorrow" 为明天预订，让表意更加清晰。你可能会说这不够简洁，但简洁并不一定意味着使用尽可能少的文字。它其实意味着我们得确保所有文字都有其用意。更改这部分后，我便向数据团队提出了一个需求，看看这文案的变化是否会导致相关活动的预订量上升。

10:30 - Spicing up Klook’s empty states 为Klook的空状态加点料

For my next trick, I want to completely revamp Klook’s empty states. You know when you’re shopping online and your cart is empty? That’s an empty state page. Or if you’re a new user on Klook and you’ve never made a booking, you’ll see an empty state in the bookings tab. 

They’re not pages that attract much traffic or conversions. But I want to revamp them to show off Klook’s unique and fun brand voice. 

Here’s the empty state that I came across during a previous platform review. It’s not just the UX writing but the whole page design that’s a bit flat. 

来到了下一个关注项目，我想对Klook的空状态做彻底的改造。当你在网上购物时，购物车在空置时呈现的是一个空状态页面。或者如果你是Klook的新用户而从未进行过下单预订，你会在订单标签中看到一个空状态展示。空状态页面并不是那种吸引很多流量或转化率的页面，但我想通过对它们的改造以展示Klook独特而有趣的品牌调性。这是我在之前的平台评审中看到的一个空状态页面，不仅是UX writing，整个页面的设计都相对平淡。

I take a screenshot with my updated copy and paste it into Whimsical, a fun tool for drawing up UI mock-ups.

The page could at least have a homepage button so that the user isn’t at a dead end. Or if there’s tech resources, how about a recommendation module?

我将更新了文本的截图放到一个名为Whimsical的绘制UI模拟图的有趣工具。这个页面至少应该有一个主页按钮，这样用户就不会困入死胡同。如果有富余的技术资源，或许我们还可以添加一个推荐模块。

I finish my mock-ups and arrange a meeting with the product manager to talk about what’s possible for this page. 我输出了原型图并安排了一场与产品经理的会议来讨论这个页面的可能性。

12:00 - Checking emails 检查电子邮件 

It’s noontime and I’m going to allow myself some distractions before lunch. I check my emails and reply to Lark messages. Most of this is just following up on ongoing projects with project managers and localization teams. 

I especially like talking with localization teams because of their valuable insights for their own market’s users. Plus, they always have a lot of good gossip.

到了中午，我打算在午餐前让自己分点儿心。我检查了一下电子邮件并回复了Lark的信息。其中大部分是在跟进与项目经理和本地化团队正在进行的项目。我尤其喜欢与本地化团队沟通，因为他们对自己市场的用户有着宝贵的见解，而且他们总是有很多八卦：）

13:00 - Lunch! 午餐！

14:00 - Kick off meeting 项目启动会

We’re getting ready to launch something big and exciting on Klook, that’s gonna make our users jump up and down and share candy. Okay, maybe it won’t be great but I can’t tell you anything else about it. 

What I can say is that there’s pretty much someone from pretty much every R&D team here - project managers, designers, engineers and so on. I’m here to see the draft UI design and troubleshoot early for any design choices that might obstruct the UX writing or anything that’s just not localization-friendly.

For example, a button on the draft design looks pretty small. It should be fine to write something short in English that’s still clear and useful. But other languages like Vietnamese and Thai tend to need more space for their translations. 

Here’s a button on Klook’s homepage for example. Vietnamese uses more characters to say the same thing as the English. 

15:00 - I do what I was hired to do 做一做我被招来该完成的工作

Okay, it’s 3 PM and finally time to start the job I was hired for. UX writing! I see what tasks are in the inbox and start with the most urgent. 

Today I’ll write for a new feature on the hotel page that lets users search weekends, so if they’re not bothered about what weekend they can pick the cheapest for wherever they want to stay.

There’s some other tasks, but they’re mostly just requests for changing existing copywriting. I plow through these before I wind down for the day. 

现在是下午 3 点，终于可以开始做我的职位该做的事了：UX writing！我查看收件箱中有哪些任务并从最紧急的开始。今天我将为酒店页面上的一个新功能写文案，好让用户搜索周末相关的活动。如果他们不在乎哪个特定的周末，那么就可以选择最便宜的住宿地点。我还有其他任务，但大部分只是一些更改现有文案的请求。在收工放松心情之前我会一一地解决这些小案子。

18:00 - It’s data time 数据时间

I cut my teeth as a copywriter before I got into UX writing. There’s a lot of overlap between the two jobs, but copywriters tend to see themselves as poets - writing clever words that will spur the reader into action. 

Of course, any decent UX writer needs to spur people into action too. But we can’t just write poetry - we have to be scientists, too. That means we don’t just write down some pretty words, call it a day and go home for dinner. We have to make sure that our words are measurable for success. 

Otherwise, how else can we improve our craft?

To give you an overly simplified example, if I write “Check availability” under a hotel package rather than “Book now”, does that mean more people will click? And what about conversions?

I admit, data analysis has always been a blind spot for me. So I try to use this last hour of the day to do some research, see what tools are available and even ask other Klookers what kind of data is available already for me to look at.

在入行UX writing之前，我原是一名文案作者。这两种工作有很多相似之处，但文案作者往往将自己视为诗人——写出能激发读者行动的巧妙文字。当然，任何体面的UX writer也需要激励用户去采取行动。然而，UX writer不只是写诗——我们还得身兼 “科学家”。这意味着我们不只是写下一些漂亮的文字，收工然后回家吃晚饭。我们还必须确保输出的文案可用来衡量项目成功与否，这样一来我们才能不断地改进自身的撰写技能。举一个简单的例子，如果我在酒店套餐下写“Check availability”而不是“Book now”，这是否意味着更多人会点击呢？那么这样的改动是否也会带来转化率的变化呢？

我承认，数据分析一向来是我的盲点。所以我试着利用工作天中的最后一小时做一些研究，看看有哪些工具可用，甚至问问其他 Klooker 有哪些数据可供我查看。

19:00 - Home! 回家！

And that’s how I end my day at Klook! 这就是我在 Klook 的一天！

Based in Shenzhen, Seb is responsible for Klook’s UX writing. When he’s not at work, he’s often reading, listening to hip-hop, and drinking coffee. No wait, he does those things at work too.

Seb 常驻深圳，负责 Klook 的UX writing。工作之余他爱好看书、听嘻哈、喝咖啡，哦等等，他在工作时也会做这些事情。

同时感谢Yen Lyn Goh在文章撰写中的大力协助！