Day 1

Scenario: A traveller is in an airport waiting for the last leg of a flight home when their flight gets abruptly cancelled due to bad weather.

Challenge: Write a message from the airline app notifying them of the cancellation and what they need to do next.

Headline: 45 characters

Body: 175 characters max

Button(s): 25 characters max

Headline: We are sorry, your flight 234 has been cancelled

Body: Gabby, your flight was cancelled because of worsening weather conditions. Don’t worry you already have a spot on the next flight and a FREE meal on us while you wait.

Buttons: Order meal Go to boarding gate

Day 2

Scenario: A user is a working parent, and a big sports fan, in the midst of their favourite sports season who can no longer attend games.

Challenge: Write a promotional screen for an app that lets a user choose teams, sends game reminders, real-time score updates and highlight videos.

Headline: 40 characters max

Body: 175 characters max

Button(s): 25 characters max

Headline: Don’t move! The game is coming to you!

Body: Get real-time updates and highlights of your favourite team in action across all competitions this season at $3.99!!

Buttons: Join the team Not interested 

Day 3

Scenario: The user entered the wrong email address to sign in to their account.

Challenge: Tell the user to enter the right email. 40 characters max

Body: We don’t recognize this email/password. Try again? 

Day 4

Scenario: A user is in their favourite supermarket. They open the supermarket’s app on their phone to see what’s on sale and are greeted by a promotion.

Challenge: Write a promotional home screen for a subscription service that delivers groceries to the user once a month for a flat fee.

Headline: 45 characters max

Body: 175 characters max

Button(s): 25 characters max 

Headline: Skip the grocery lines from your couch 

Body: Let your groceries make the trip to you, same time, same top quality for $5

Button(s): Sign up Not interested

Day 5

Scenario: The user works in graphic design. While critiquing a design in a mobile app, their phone abruptly turns off. When they restart the phone, they reopen the app.

Challenge: Write a message that the user will read immediately upon opening the app. What do they need to know? What steps (if any) do they need to take to recover their content? What if they can't recover the content? 

Headline: 40 characters max

Body: 140 characters max

Button(s): 20 characters max

Headline: We’re sorry, something went wrong

Body: We seem to have lost you for a moment, but don’t worry we saved your masterpiece. Not working? please, speak with us. 

Button: Recover work Help centre

Day 6

Scenario: It’s Monday. A user has just gotten into their car to drive to work. They plug their phone into the car and start driving.

Challenge: How would you let the user know there’s a fire happening in a nearby town that is causing road closures? The effect on their commute is unknown, but there is a definite danger if the fire gets closer. How do you communicate this to them? When? Write it.

Headline: 30 characters max

Body: 45 characters max

Headline:  Fire on Freeway. Stay Calm

Body: Reroute or return home

Day 7

Scenario: A sports fan is at a wedding while their favourite team is playing against their arch-rivals. Their team scores.

Challenge: How would you, quickly, let the sports fan know about the latest play, the current score, and the key players? Write it.

Headline: 30 characters max 

Body: 45 characters max

Headline: 55” Goal: Kante/Assist: Pulisic 

Body: Kante slots in a through ball by Pulisic to give Chelsea the lead!!

Day 8

Scenario: The user is a casual music fan and (on occasion) goes to live concerts. They have a music player app on their phone.  

Challenge: Tell the user that one of their favourite bands is playing live in their town. How would you compel them to want to go?

Headline: 30 characters max

Body: 45 characters max

Button: 25 characters

Hint: People reflexively dismiss app notifications even if they're important. Front-load the message with the most useful information. That way, you stand the best chance of getting the user's attention.

Headline: The Cavemen will be near you, March 18th!

Body: The highlife duo will be live at The NorVa on March 18th at 6pm

Button: Secure my spot Not interested

Day 9

Scenario: The user is trying to rent a car using an application but the credit card on file has expired.

Challenge: Write them an error message so that they can correct the problem.

Headline: 30 characters

Body: 45 characters

Headline: Looks like your card has expired

Body: To complete your application, update your details

Day 10

Scenario: The user is trying to view a website to help them buy a car. But, the content can’t load without the user’s location. They need to enter their ZIP code and first name.

Challenge: Ask them where they live and who they are without sounding like you're unnecessarily mining their data.

Headline: 25 characters

Body: 45 characters

Button: 15 characters*

Headline: Find a car near you

Body: For best results, input your zip code & name

Button: Find your car

Day 11

Scenario: An elderly user is doing a Google search to find an easy way to buy contact lenses online.

Challenge: Write a title and meta description for a website that sells subscription contact lenses delivered to a user every 30 days—convince them to try it.

Title: 60 characters max

Meta Description: 160 characters max

Day 12

Scenario: A user is creating an account. When they come to the step where they are asked to enter their name, they get an error message. A fraud detection software thinks their name is fake—but it’s wrong 5% of the time.

Challenge: Write an error message that prompts them to fix the error without shaming them for having a fake-sounding name.

45 characters max

Day 13

Scenario: A short-haul truck driver has a phone app that monitors his route, schedule, fuel & deliveries.

He has 6 more deliveries before stopping for fuel and lunch. Due to unexpected traffic, he’s behind schedule.

He can choose to stay on his planned route for a few more stops, but risk running low on fuel and missing lunch, or he can get fuel and lunch now and finish the deliveries later.

Challenge: Write a push notification alerting him of this dilemma and options.

Headline: 30 characters max

Body: 45 characters max

Button(s): 25 characters max

Day 14

Scenario: a user is shopping using a price comparison app that boasts “real-time” pricing on items. As they are checking the price of an item, something goes wrong. The problem is unknown.

Challenge: write a message that informs the user that they cannot access the app right now.  You cannot specify "why" the app doesn't work, you also want them to continue using the app.

Headline: 30 characters max

Body: 120 characters max

Button(s): 15 characters max

Day 15

Challenge 3: Write a multi-screen onboarding experience for a banking app that automatically pays a user's bills every month—as long as they set it up correctly.

Character constraints per screen (all challenges):

Headline: 45 characters

Body: 100 characters

Button: 25 characters

Time limit: 1 hour

Once you are done with your chosen challenge, include a short, one-paragraph explanation of your design decisions. Defend and rationalize your work.