Lingual Contextual Messaging
A deep dive into how strategic microcopy and delivery methods enhance the learning experience
Context
Write microcopy for five scenarios. For each scenario, list:
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Your copy
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How it’s delivered (standard pop-up, toast, etc.)
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Your rationale
All copy should be written according to the guidelines in Lingual’s content style guide. Lingual’s brand voice is:
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Magical: Anything is possible inside the world of Lingual
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Encouraging and positive: We're all about rooting for our learners and helping them make progress
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Playful: We put the fun in language learning
Tools: Figma, Google Translate (to test for localisation constraints), Hemingway Editor (to measure readability)
Scenario 1
Context:
In Lingual, users earn badges that they display on their user profiles. The user earned the Word Wizard badge for adding their first 500 words to their word bank. This is shown after the user completes a lesson.
Copy
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H1: New badge unlocked
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H2: Word Wizard
Body copy:
You have successfully added your first 500 words to your word bank. You rock!
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CTA 1: Continue
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CTA 2: Share
Delivery: Standard pop-up modal
Rationale:
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I decided to present the information as a pop-up modal as this is more likely to capture the user’s attention, especially since the info will be displayed right after a completed lesson.
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Secondly, I added a second CTA with the copy “Share” with the assumption that the app allows users to share their achievements with other users on the app, as well as on social media platforms like Whatsapp, Facebook, etc.
Scenario 2
Context:
The user tries to exit in the middle of a learning session. All session data will be lost if they exit.
Copy:
H1: Exist session?
Body copy:
You’ll lose your progress and all data for this session if you leave now
CTA 1: Yes, exit
CTA 2: Continue session
Delivery: Standard pop-up modal
Rationale:
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I decided to present the information as a pop-up modal as this is one of the most conventional ways similar products present confirmation prompts and users are likely more familiar with this mode.
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The body copy is based on the established assumption that Lingual does not have a recovery feature, as such if users exit an uncompleted session, they lose all data and progress for that session.
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I decided to use two CTA options, the first confirming the decision to exit the session, and the latter which gives users the option to resume the session if they change their mind.
Scenario 3
Context:
The user chose to unfollow a fellow learner.
Copy:
H1: Unfollow Ling-Pal?
Body copy:
You’ll no longer be able to access their profile once you unfollow them
CTA 1: Unfollow
CTA 2: Cancel
Delivery: Standard pop-up modal
Rationale:
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I decided to phrase the term “Ling-Pal” as I noticed that the product already had similar terms unique to its ecosystem, such as Ling-gems and Ling-shop.
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By using the term “Ling-pal”, I attempted to follow one of the brand’s guidelines about playing with words.
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The body copy sets the expectation for what happens next if the user does follow the other person.
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There are two CTAs: The first for confirming the unfollow action, and the second for cancelling the action if the user changes their mind.
Scenario 4
Context:
Next lesson can’t load because the user lost internet connection
Copy:
H1: You seem to be offline!
Body copy:
Please check your internet connection and try again
CTA: Try again
Delivery: Standard pop-up modal
Rationale:
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I decided to keep things simple and simply going straight to the point about what happened and how to troubleshoot the problem.
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In line with one of the brand’s guidelines to be encouraging and positive by helping the users make progress, I opted for a simple and euphemistic tone for the header.
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I decided that one CTA would suffice since the primary job to be done for the user is to re-try loading the next session, and since they do not currently have internet access, there is very little else they can do at this stage.
Scenario 5
Context:
During a lesson, a user has just met their daily word bank goal and earned a reward: 10 Ling-gems, for use at the Ling-shop. (It’s up to you to decide where in the flow to present this information and how. During the lesson? After a lesson is complete? Only when the user visits their profile? Explain where you chose to put this message and why.)
Copy:
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H1: You did it!
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H2: Daily word goal achieved
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H3: You’ve earned 10 Ling-gems
Body copy:
Great job! You’ve been rewarded with 10 Ling-gems for use at the Ling Shop.
CTA 1: Shop
CTA 2: Next lesson
Delivery: Standard pop-up modal
Rationale:
I decided to structure the hierarchy of the messaging on this modal as follows:
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Celebrate user
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Inform them of reward
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Explain how to use reward
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I used an enthusiastic and celebratory voice to elicit a sense of excitement in the user.
I opted for two CTAs:
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The first which is “Shop” is based on the assumption that users can click on this button and be redirected to the Ling-shop to spend their gems.
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The second CTA which is “Next session” is based on the assumption that not all users would want to shop immediately and may want to continue learning while stacking up their gems.
Key Learnings
The success of these notifications lies in their contextual appropriateness. Each message type maintains brand personality while respecting the user's emotional state and needed level of information at that moment.
Special Consideration: Achievement Timing
The decision to show achievements immediately after completion (rather than delayed or in profile) maintains momentum and provides instant positive reinforcement – crucial for language learning motivation.