🦭 Fuzzy Content
Lack of clarity in communication can result in mixed interpretations and uncertainty.
There's a non-linear correlation between context given, and follow-on questions not answered.
The result of giving a little context, creates ambiguity—hence the term Fuzzy Context.
Most common example:
This happens all the time on sign-up flows.
Companies will introduce a concept too early (such as the need to verify their ID), but before the step where they actually provide context for why they need to do it.
✅Effort & motivation
It can be demotivating to only have partial information.
e.g., "not that many more steps remaining" is likely less motivating than "you only have two more steps to go". The fuzzy context created in the former creates ambiguity.
✅Discomfort & frustration
It's uncomfortable to not understand (or not have the means of learning) why something is happening.
e.g., generic errors, with no way of learning more or resolving.
✅Complexity & understanding
When creating a Google Ad campaign, you'll see this subtitle. It creates follow-on questions, for example:
"Does this mean that I'm paying to advertise when searching for my own business name? Can I turn this off later? Are these keyword clicks included in my estimated CPC? Do I put my business name or my trading name?"
It's too early for Google to introduce this concept.
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