You’ve heard us say it once, and you’ll hear us say it again: conversations are at the heart of commerce. And building strong customer experiences (or “CX”) is the single-most important factor to any brand’s success: B2B, B2C, B2B2C. All of ‘em. Bold statement? Perhaps. Standing by it? Firmly.
Over the past four years, our product, client roster, and team has grown exponentially, as has our exciting set of features. We’ve always kept a razor-sharp focus on the needs of our clients to inform how we evolve the Heyday by Hootsuite platform. Meanwhile, we’ve developed a brand that’s equal parts helpful, joyful, conversational, and friendly.
As anyone who works in product knows, evolving, iterating, and iterating some more is the name of the game. And critical to that process is re-evaluating naming conventions as time goes on, to make sure they match the user experience, the function of the feature, the context, and so on. Adding to that, the copy should always be simple, straight to the point, and easy to understand. We believe, if conversations are the heart of commerce, words are the heart of a great user experience (or “UX”).
Recently, our UX squad set out on a journey to ask, “How can we connect our joyful brand identity with our product experience? More importantly, how do we make sure the words we use are meaningful to our users?”
And that brings us to today.
We’re amped to announce these new-and-improved name changes rolling out within the Heyday platform this week:
- “Agent” is now teammate.
- “Escalation” is now transfer.
- “User” is now customer.
Here, our UX writer, Hamsa Alboukhari, describes the thinking around these exciting updates.
Why is “teammate” preferable over “agent?”
Hamsa: Not all of our users are customer service agents. Heyday provides value to a variety of sales and customer service roles, and our previous name was too limiting. In UX writing, you never want to alienate – you want to be inclusive. So, we set out to look for a term that represents the diversity of our role types.
Can you describe your thought process a little bit more?
Hamsa: Finding the best terms isn’t always easy, especially in UX. We started the process of changing this name by identifying the criteria that needed to be met: First, it had to reflect the user’s point of view – good UX writing is always about the user, not the technology! Second, it had to be inclusive to all users with different job titles. And third, it had to be short and snappy, and reflect Heyday’s brand voice.
With the help of my team, I started collecting words from various sources around me: extensive customer interview data, qualitative feedback from our customer-facing teams, and other products. Of course, I also used my trusty dictionary.
We considered using representative, advisor, collaborator, partner, or team member.
Representative and advisor were too formal, whereas collaborator was a better description for the nature of the role, rather than the role itself. Partner didn’t fit the context for our retail and ecommerce audience.
Ultimately, teammate was the most inclusive term to address our users, and the tone closely aligns with the Heyday brand, and the experience of our users in the Heyday platform. That’s the perfect marriage of concepts: right for the audience, right for the action within the product, and right for the brand. Problem solved!
“Escalation” has a much different connotation than “transfer.” Can you shine some light around the change you made here?
Hamsa: This was a high-priority item to change – because, as you mentioned, the connotation. Escalation no longer accurately reflected the nature of the interactions between brands and their customers on Heyday, which are very often positive. For context, the word is used to describe when a customer message moves from the chatbot, to a teammate, within Heyday. These scenarios have many different causes and contexts, like asking to be connected to a teammate who is an expert in a specific product category. Our clients who sell specialized products do this a lot – like Decathlon UK. They transfer customer conversations from one teammate to another to ensure their customers are getting the best information on what they’re looking to buy: bikes, kayaks, you name it!
In a similar vein “user” and “customer” is also a significant shift. How is “customer” a better fit? What is it used to describe?
Before today, the term “user” within Heyday was used to reflect the customers of our platform’s users. Meaning, our customers’ customers! It’s not aligned with the terminology leveraged in the retail and e-commerce world. As I mentioned above – great UX writing is always from the user’s point of view – not that of the products! This is an important guiding principle of UX writing and one that I constantly champion.
UX has become a mainstay in tech vernacular (thankfully!), and inspiration is everywhere. What brands do you go to for inspiration? What makes them great?
Great brands are backed by great values. I look to brands that are aligned with ours and pull from there. I’m always looking at the work of Slack, Zeroheight, and Notion. You can see they put a ton of time and effort into understanding their users.
What are some interesting UX writing philosophies that might be useful for our audience?
At Heyday we practice empathy by learning about our users’ problems through research. We are always curious about their needs, frustrations, and behavior. The UX team finds answers to these questions through qualitative and quantitative research, and it’s through this process of really understanding the ins and outs of our platform users that makes us able to create a great experience.
No matter what industry, business, or role you’re in, empathy can always be your beacon! If you empathize with your audience, you’ll be able to connect with them in a meaningful way and create a great experience.