Surfacing the benefits of connecting to HMRC, and why it's important for the customer to engage in the setup flow.
Visualising the connection process to emphasise its simplicity, and keep the friction level low - "This is all it takes".
Not so good
Don't overload a zero state with supporting info that can be displayed further in the flow, and avoid technical or complex language at all costs. Keep it simple.
This zero state is for accountants in QBOA, and user testing showed a preference for more straightforward messaging. For example, "Connect your practice" as a headline tested slightly better than "Making tax delightful".
This message addresses a subject that's associated with stress at the year-end, and frames the benefits of simplicity of submitting tax on the go (with a subtle play on words). It's also complemented by an illustration that builds on the aspirational theme.
Not so good
Do you dread self assessment? We have the answer.
This focuses on a negative sentiment. It also shifts the tone towards what we do, rather than how the customer benefits overall.
We don't use exclamations in copy. And we generally don't say we're sorry. A machine is delivering this message, and our users can see through the false empathy. As for the "asynchronous error" copy, we try really hard to keep our content conversational. Unless you're a developer, you probably haven't used the word asynchronous with your friends in the past two weeks.