Examples

Content type

Zero state

Connect your practice

Good

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.

Insights

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".

Simplify personal taxes

Good

Self assessment. It's a walk in the park.

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.
Defining chart of accounts

Good

Here’s the list of categories you’ll use to organize transactions. We call this your chart of accounts.

This introduces an accounting term by explaining it in an accessible way, and then giving it an official name.

Not so good

Your Chart of Accounts is a list of all the accounts you use to record transactions in your general ledger.

Starting with the accounting term intimidates people right away. Using jargon to define it makes them feel confused and adrift.