UX Microcopy for Visitor Onboarding
OWLS App

Context

I worked at Intuitive Research and Technology Corporation where I collaborated with a small team of software engineers to create the OWLS app. The app enabled visitors of the U.S. Space & Rocket Center in Huntsville, Alabama to use their mobile devices to scan exhibit QR codes which revealed additional content including stories, images, and videos about each display. The team did not have a dedicated UX writer, so I was responsible for creating all onboarding and in-app copy.

I created onboarding prompts, tooltips, and error messages for a museum app that guided visitors through scanning QR codes and exploring exhibits. Made navigation intuitive and errors easier to resolve.

My Work

Before writing new copy, I reviewed user feedback from early prototype testing and walked through the existing flow myself to pinpoint where visitors were getting stuck. I met with the software engineering team to discuss user pain points and clarify how camera permissions worked. Using these insights, I redesigned the onboarding flow and microcopy to make setup and scanning feel effortless for first-time users. I then led microcopy reviews with the team, implemented requested changes, and validated that the revised flow matched user needs and technical requirements. My work included the following:

  • Onboarding Flow: I removed the “Skip” button on the enable camera screen to eliminate confusion and ensure users moved through a single, logical path.

  • Microcopy and Tooltips: Wrote clear, conversational microcopy that guided users through setup and scanning. Replaced vague language like “Scan failed” with actionable messages such as “Move closer to the QR code.”

  • Error Messaging Framework: Created a consistent framework for all error and success states, using a three-part structure: state the issue, explain what happened, and tell users how to fix it.

  • Copy Implementation Documentation: Built annotated copy decks in Microsoft Word and PowerPoint, pairing each screen with its corresponding microcopy and interaction notes. This made it easy for engineers to implement text accurately without needing a separate UX design tool.

Problem

Early prototype testing showed that visitors often felt unsure about how to get started. Key issues included:

  • The camera enable screen included a “Skip” button that let users bypass setup and still continue scanning, which made the permissions step confusing and unnecessary.

  • Uncertainty about how to enable the camera and begin scanning.

  • If scanning failed due to distance or lighting, the error message read “Scan failed", without giving a reason or guidance on what to do next.

These issues created a confusing first-time experience and left users without clear direction on how to start or troubleshoot scanning.

Outcome

The updated onboarding flow gave users a simple, self-explanatory experience from app launch to first successful scan. The new microcopy helped users correct scanning errors without outside help, while the annotated content documentation provided developers with ready-to-use text and design context.

Impact

After implementation, visitors could begin exploring exhibits without confusion or extra instruction. Removing the skip button made setup more logical, and the improved error messages reduced frustration during scanning.

  • Screenshot of OWLS app.

    Skip Button Flow

    This screen shows the original onboarding flow, which included a “Skip” button on the camera permissions screens. Although users could skip camera setup, the app still allowed them to access the scanner, which caused confusion about why permissions were requested in the first place. The extra button made the flow feel inconsistent and unnecessary.

  • Screenshot of OWLS app.

    Simplified Camera Setup

    In the updated flow, I removed the “Skip” button so users moved through a single, clear path. Each screen now focuses on one action at a time: getting started, enabling the camera, and confirming setup. This made the process easier to follow and helped users understand why camera access was needed before scanning.

  • Screenshot of OWLS app.

    In-App Guidance

    This screen shows how I added clear in-app guidance to help users scan codes without friction. The phrase “Position QR code within frame” gives a simple, direct instruction, while the added line “Look for QR codes near rockets, exhibits, and displays throughout the Space & Rocket Center” connects the action to the real-world environment and helps users understand exactly what to do.

  • Screenshot of OWLS app.

    Error Messaging Updates

    These screens show the new error messages I wrote to replace vague ones like “Scan failed.” The updated messages, “Unable to scan. Make sure the code is well lit.” and “Unable to scan. Move your camera closer to the QR code.”, give users clear, specific actions they can take to fix the problem. This made the app feel more supportive and reduced confusion when scans did not work right away.

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