Amazon Ring

Ring is a massive brand with a well-defined voice.

They strive to come off as honest, relatable, and fun.

Coincidentally, that’s how I write — which is exactly why they hired me. By communicating efficiently and confidently, Ring builds trust with their audience. Writing for Ring made me realize the power of natural, succinct copy. Plus, Ring’s Brand Guidelines are the best I’ve seen and I reference them whenever I’m working on a company’s tone and voice.

Ring also has great UX writing.

A great example is their seamless Sign up process.

People hate registering for anything, and Ring does a good job of removing unnecessary fields and time-consuming obstacles for those who want to create an account. Instead, they’ve made it as easy as possible. There are no long, daunting forms. Ring only asks for your name, your email address, and a password. That’s it! Still, here are a couple changes I might make as a UX writer:

1. Add microcopy below “Let’s create your Ring account” that explains why they should sign up and what they are getting. Something as small as “Safer neighborhoods are just around the corner” would do the trick.

2. Under “What’s your email address?” I’d add something small to reduce email hesitancy. “Don’t worry, we’ll only get in touch for important updates.”

3. The verification email starts off with “We’re happy you signed up for Ring.” Not exactly inspiring. Instead of focusing on Ring’s feelings, I’d focus on the user’s feelings. “Welcome to Ring!” or “Thank you for joining Ring!” works before asking them to verify their email address. Ring’s user’s don’t care how happy Ring is. But they do care about a simple, unobtrusive account creation process. And Ring does a good job of providing that.