Evaluating the writing of microcopy in Estonian with neuro-UX

Most of the words and phrases on user interfaces that help and guide the user in different ways fall under this category. Some simple examples of microcopy are the words on various buttons or the error messages displayed when an incorrect password is entered. However, the creation of microcopy needs to be paid more attention to, or the comfort of navigating the interface can suffer.

There have been several studies, articles and books in English about microcopy, but there are no great sources of information about it in Estonian.

Until now, designers mostly used the results of English microcopy research or relied on their intuition to create microcopy in Estonian. However, without further research, it is not possible to say whether either of these approaches will create the best experience for the user.

To be able to make more informed decisions when designing interfaces in the Estonian language, I conducted an experiment to investigate the nature of microcopy in Estonian. To do this, I ran several user tests with 2 goals:

When conducting the tests, I applied neuro-UX as the primary tool. It makes it possible to measure the user's brain waves and track their eye movement on the screen, simultaneously recording the screen, clicks and other data streams.

Neuro-UX was great for testing different microcopy elements because it allowed us to learn what the user consciously and subconsciously feels when experiencing different microcopy. Through brain waves, it is possible to measure the user's honest reactions and emotions, which may not always match what he says.

I selected specific elements that would be more effective to test with an eye tracker during neuro-UX tests. As a basis for testing I chose a website in Estonian, in which these same microcopy elements would not follow the microcopy compilation principles mentioned in English sources.

Based on this web page, I created a second test variant, where Estonian microcopy was aligned with English principles. By juxtaposing two different versions of microcopy in Estonian, I determined whether it would make sense to follow the English principles of microcopy in Estonian microcopy or not.