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  • T & C’s, Privacy Notices and Consent Screens require presentation with a strong visual presence to stop users skimming over it.
  • Icons should be deployed to create a more distinctive look and feel to minimise associations with T&Cs.
  • Customers will understand that they need to give their permission, so use a call to action (CTA) to “Allow” permission.
  • Clarify (through primary headings) why consent is needed (e.g . to “Request”, “Access” or Share” information).
  • Build in positive friction that interupts customer flow, forcing them to consider key content and the decisions they are about to make.
  • You can refer to the plain English website http://www.plainenglish.co.uk/services/crystal-mark.htmll and you can use readability tools such as http://www.readabilityformulas.com/
  • Readability tools give an indication of ease of comprehension, but there is no substitute for testing with real customers.

Customers expect to be able to absorb information easily, and usually scan a page for the key points.

There are useful techniques that can be employed to achieve this:

  • Use Icons.
  • Allow content to fit on one screen but minimise scrolling – so important information isn’t quickly scanned past.
  • Shift important page copy lower in the screen.
  • Reduce text on-screen.
  • Use headings to answer questions (“Fast Dispatch” instead of “What you’ll get in return”).
  • Add additional information through progressive disclosure, allowing access for those who want to know without overloading the UI for those who do not.
  • Remove frequency aspect, but describe in detail through additional links.
  • Ensure benefits land at the start of the journey to help drive interest and completion.
  • Make it clear why this is new / better / different .
  • Use jargon-free copy and set clear expectations for service features and benefits.
  • Offer one-time permission.
  • Describe how to manage data access (and make it easy).
v3.1.4