Medi App
Context
Create a 404 page that aligns with Medi's brand voice while encouraging app downloads, particularly given high traffic from external broken links.
At Medi, our brand voice is:
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Helpful but never pushy
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Welcoming to all audiences
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Relaxed with a quiet confidence
Medi’s mission is to bring mindfulness, clarity, and inner peace to our users.
This is reflected in every word we use. We strive to create an online oasis for our users and we’re careful to keep our messaging positive.
Tools: Figma, Google Translate (to test for localisation constraints), Hemingway Editor (to measure readability)
Desktop version of error page
Solution Analysis
Content Strategy: Brand Voice Alignment
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Headline "Page not found" maintains clarity without negative connotations
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Body copy transforms a potentially frustrating moment into a mindfulness opportunity
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Successfully avoids trigger words like "lost," "stress," or "helpless"
Psychological Approach
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Opens with a meditation prompt ("Take a deep breath")
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Pairs technical solution (reload) with emotional support (relax)
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Transforms error message into a mindfulness moment
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Illustration reinforces calm, peaceful state
Call-to-Action Strategy
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Primary CTA: "Refresh page" addresses immediate need
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Secondary CTA: "Try the app" introduces alternative solution
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Hierarchy maintains helpfulness without being pushy
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"More seamless experience" positions app as superior solution
App version of error page
Key UX Writing Principles Applied
Emotional Design
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Transforms frustration into mindfulness
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Creates positive association with error state
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Maintains brand trust during technical issues
Progressive Disclosure
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Simple headline establishes context
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Clear primary action (refresh)
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Optional secondary path (app download)
User-Centred Messaging
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Acknowledges user state
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Provides immediate solution
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Offers enhanced alternative
Learnings
Error states present unique opportunities to demonstrate brand values. By reframing a 404 page as a mindfulness moment, we've created an experience that not only solves the user's immediate problem but also reinforces Medi's core mission of bringing peace and clarity to users' digital experiences.