Development of a UX Writing Guide ahead of Hangeul Day
AI agent ‘communication’ checks phrases
Difficult Chinese characters and easy expressions in foreign languages
The four principles of ‘easy, help, trust, and empathy’
SK Telecom changes difficult service guidance phrases such as “The session has expired” to expressions that are easy for customers to understand such as “log-in time has passed.” Artificial intelligence (AI) agents were asked to check not only the phrases and newly coined words exposed to customers, but also the risk factors in the image.
SK Telecom announced on the 6th that it will develop a “user experience (UX) writing guide” that reflects the Korean language that customers can understand easily and the emotions they feel in the process of using the service and apply it to practice ahead of Hangeul Day.
The guide was created by SK Telecom’s customer language research team after conducting customer and member surveys and consulting language experts. It presented four principles: “easy, helpful, reliable, and empathetic” as criteria to follow when communicating with customers.
The key is to change the expression of the service provider’s perspective into words that customers can immediately understand. For example, “benefits differ for each rate plan” is changed to “benefits vary for each rate plan.”
It also reduces expressions that point to customers’ mistakes. When the password is entered incorrectly, it is expressed as “Please check the password again” instead of guiding “You entered the wrong password.” The guide, “It’s not time to use the service,” also specifically suggested the available time and provided follow-up guidance.
To this end, it also introduced a “customer emotion map” that summarizes the flow of emotions that customers feel in the process of using the service. Standards have been established so that appropriate phrases can be used depending on the customer’s situation, such as expectations, anxiety, embarrassment, doubt, and satisfaction.
It also includes standards for expression in accordance with the changing times. The “good son product” that is likely to generalize or exclude a specific object is changed to a “popular product” and “parent consent” is expressed as “guardian consent.”
I also made a standard for using emojis. It was recommended that emojis not replace letters and not specify skin color or gender so that anyone, including customers with disabilities, can understand the information.
AI inspects the expression without employees looking for the guide one by one. SK Telecom’s self-developed AI agent “Communication” learned 23 types of in-house communication guides including UX writing guides and 50,000 language review data. It also checks whether it is appropriate to use newly emerged new words in conjunction with external data. It checks not only the text but also the risk factors contained in the image.
Lee Hye-yeon, head of SK Telecom’s Customer Value Innovation Division, said, “The one line that customers meet in the service is what SK Telecom gives to customers. We will change the customer experience to a language of empathy that first understands customers’ minds through ‘communication’ with the guide.”
