BINGO
Interface copy for someone who did not come here to read your product.
What is BINGO?
BINGO is five slots: Benefits, Intent, Needs, Goals, Outcome. It is aimed at interface copy — the empty state, the onboarding screen, the tooltip — and its usefulness comes from one slot that most UX writing skips entirely.
Interface copy fails by describing the product to someone who did not come to learn about it. "No routes yet. Create your first route." assumes the reader knows what a route is, what file to bring and what happens next — and if sixty per cent of new users never upload anything, that assumption is measurably wrong. Intent is the slot that fixes it: what did this person actually come here to do? Not to explore your features — they have a delivery round tomorrow. Once that is written down, every other decision on the screen changes, because the job stops being to communicate value and starts being to remove uncertainty.
Where BINGO Came From
A modern UX convention with no author of record
BINGO has no documented inventor and no primary source. It belongs to the same assembled pool as TAG and SCOPE. The acronym is also unhelpfully common — a game, an approach to bingo-card exercises in facilitation — so searching the letters returns nothing about interface copy.
Its useful ancestor is jobs-to-be-done thinking
Intent, Needs and Goals are recognisably the same instinct as asking what job a user hired the product for. The contribution BINGO makes is putting that instinct at the scale of a single screen, where it usually gets lost — teams do jobs-to-be-done research and then write an empty state describing the feature.
Why Benefits comes first and matters least
Worth noticing, because the ordering is misleading. Benefits leads the acronym and is the slot to spend the fewest words on: someone who has already signed up does not need persuading, they need unblocking. Treat the first slot as a single line and give the room to Needs, which is where the sixty per cent are actually stuck.
The 5 Slots, One at a Time
Each slot is a decision. Leave it out and the model still makes it — just without you.
One line. This reader has already signed up, so the persuasion is done; the benefit here is only there to confirm they are in the right place. Copy that spends four sentences selling to somebody who has already bought is the commonest way an empty state wastes its space.
The slot that changes everything downstream. Not their relationship with your product — the concrete thing in their week. They have a delivery round tomorrow. Written down, it makes obvious that the screen's job is to get a file uploaded in the next two minutes, not to introduce a feature set.
The practical slot and usually the one carrying the drop-off. What file, what columns, what happens after they press the button. If a measurable share of users never take the action, the missing information is almost always here — and one line of helper text naming the file type is worth more than any amount of encouragement.
Define success for this screen narrowly. The goal is not that they become a weekly user; it is that they get one route out and see it worked. Screens designed against the large goal ask for too much — a full import, a team invitation, a settings pass — and lose people who would have come back after a small one.
State the end condition. It disciplines the whole screen: if the outcome is "a route on the map they can send to a driver", then anything on the page not serving that is a candidate for deletion. Most cluttered interfaces are cluttered because nobody wrote this down.
One Task, Before and After
The task: The empty state 60% of new users never get past. Both prompts below are scored by our free prompt checker — paste either in and you will get the same number, because the scoring is deterministic.
Write onboarding copy for new users.
Six words. You get an encouraging welcome message about unlocking powerful route planning, which is persuasion aimed at somebody who has already signed up.
Write the onboarding copy a first-time user sees, using Benefits, Intent, Needs, Goals, Outcome. The product, and the only facts available: a tool that turns a spreadsheet of addresses into an optimised delivery route. The user has just signed up. They have not uploaded anything. The empty state currently says "No routes yet. Create your first route." 60% of new users never upload a file. The upload accepts CSV and XLSX, and the only required column is a full address. Benefits - what this screen should make them believe is possible, in the fewest words that survive being read while impatient. Intent - what they came here to do, which is not to explore your product. They have a delivery round tomorrow. Needs - what they need in front of them right now: what file, what columns, what happens next. The 60% figure suggests they do not currently know. Goals - the small first win that makes them come back, which is not the same as full adoption. Outcome - what they should be able to see or do when this screen is finished with them. Write the actual interface copy, not advice about it: a heading of up to 8 words, a subheading of up to 20, a primary button label, one line of helper text under it, and one secondary link. Then 120 words explaining which of the five elements each piece is carrying and why. Think through the empty state before you write: the current copy assumes the user knows what a route is and what file to bring, and the 60% drop-off is the evidence they do not. For example, the helper text should do work like this: ``` A CSV or Excel file with one address per row. Nothing else is required. ``` Ensure every element earns its place against the 60% figure, and prioritise removing uncertainty over describing value. Do not use the words seamless, effortless or powerful, do not invent statistics, and do not write microcopy longer than the interface can hold.
Ninety-two. The line doing the most work is the helper text naming the file type - the 60% figure is evidence that not knowing what to bring is the actual blocker.
Ninety-two, and no scorer knows whether the words fit on the screen
One check is out of reach, and the two constraints that make interface copy interface copy are unmeasured:
No persona slot. Eight points available and a "senior UX writer" persona tends to produce the elegant, benefit-led microcopy that this framework exists to argue against.
The defining constraint of the medium, and invisible. A beautifully judged 40-word subheading scores exactly as well as a 15-word one, and only one of them fits where it has to go. State the character or word budget per element or you will get prose.
The only real test of an empty state is whether more people take the action. A rubric can see that the copy is specific; it cannot see that the specific thing named was the wrong blocker.
The instruction worth putting in every UX-copy prompt: ask for the actual interface strings with a length budget, then a short explanation of what each is carrying. Without the budget you get an essay about the screen; without the explanation you cannot tell whether the writer understood which slot was doing the work.
Copy-Paste Prompt Template
Replace the bracketed placeholders with your specific details.
[The screen, the product, and the DROP-OFF NUMBER if you have one — it tells you which slot is failing] Benefits: [one line. They have already signed up; do not sell] Intent: [what they actually came to do — the concrete thing in their week] Needs: [what has to be in front of them NOW: what file, what format, what happens next] Goals: [the small first win, not full adoption] Outcome: [what they can see or do when this screen is done with them] [Ask for the ACTUAL strings with a length budget per element — heading ≤ N words, subheading ≤ N — then a short note on which slot each piece is carrying] [No seamless / effortless / powerful. No invented statistics]
When BINGO Fits — and When It Does Not
- Empty states, which are where most product copy is weakest and most measurable.
- Onboarding and first-run screens with a known drop-off.
- Error messages, where Needs is the only slot that matters.
- Upgrade prompts and permission requests, which have to justify an interruption.
- Cancellation flows, where Intent is uncomfortable and worth writing down honestly.
- Marketing pages — the reader has not bought yet and Benefits deserves more than a line.
- Long-form documentation. Use PRIME or CLEAR.
- Anything where you have no drop-off data. BINGO is strongest when a number points at the gap.
- Screens with no action available, where Goals and Outcome have nothing to hold.
- Copy decks written without the design constraints, which is how microcopy becomes prose.
10 Ready-Made BINGO Prompts
Every prompt below was produced by the Frompting generator with BINGO selected — not written by hand for this page. Each is scored by our prompt checker; the median is 87/100. Click one to open it, then copy.
Onboarding copy for a first-time user 88
You are a senior UX copywriter tasked with creating concise onboarding copy for a first-time user of a conversational AI product. The copy must guide the user through the initial experience, clearly convey the value they will receive, address their primary motivations, anticipate their immediate needs, outline the key actions they should take, and describe the expected result of completing those actions. Write the onboarding copy for **[AUDIENCE: specify the primary user segment, e.g., “new professionals exploring AI assistance”]** in a tone that is **[TONALITY: specify desired tone, e.g., friendly, professional, encouraging]**. Keep the total length between **450-600 words**. Structure the content as a short, flowing narrative that naturally progresses through the following implicit steps: 1. Highlight the main benefit the user will gain from using the product. 2. State the user’s intent for starting the experience. 3. Address the immediate needs the user has at this stage. 4. Define the key goal(s) the user should achieve during onboarding. 5. Describe the outcome the user will see after completing the onboarding steps. Quality criteria: - Use clear, action-oriented language that prompts the user to take the next step. - Ensure each sentence adds value and avoids unnecessary filler. - Incorporate a brief, memorable call-to-action that aligns with the defined outcome. Exclude any references to internal processes, development details, or platform-specific terminology. If any of the placeholders above are unclear, state your assumption and ask up to three concise clarifying questions before drafting the copy.
Empty state copy for a dashboard 87
You are a UX copywriter specializing in dashboard interfaces. Your task is to create concise, user‑focused empty‑state copy for a dashboard that guides users when no data is currently displayed. 1. Explain the primary benefit the user gains from seeing this dashboard once data appears. 2. State the intent of the empty‑state message—what you want the user to feel or do at this moment. 3. Identify the key user needs that the copy must address (e.g., clarity, reassurance, next steps). 4. Define the user’s short‑term goal while the dashboard is empty (e.g., set up a data source, wait for refresh). 5. Deliver the final copy that delivers the desired outcome, encouraging the user toward the goal. **Output:** - Provide the empty‑state copy as a single paragraph of 30–45 words, suitable for placement directly on the dashboard. - Include a brief (1‑2 sentence) rationale explaining how the copy meets the benefit, intent, needs, and goal. **Quality criteria:** - Clear and friendly tone, no jargon. - Actionable and reassuring, prompting the next step. - Fits within typical UI space constraints (max 2‑3 short sentences). If any of the following details are unknown, insert a placeholder in the format **[PLACEHOLDER: brief hint]** and proceed with the assumption noted: - [AUDIENCE: who will use the dashboard, e.g., product managers, analysts] - [DASHBOARD PURPOSE: the main business question the dashboard answers] - [NEXT‑STEP ACTION: the specific action you want the user to take, e.g., connect a data source, run a report] State any assumptions you make and ask up to three clarifying questions before finalizing the copy.
A feature discovery tooltip 70
You are a UX copywriter tasked with crafting a concise tooltip that introduces a new feature to users. First, highlight the primary advantage this feature provides to the user. Next, convey the purpose of the tooltip and why the user should notice it now. Then, address the specific user need or problem the feature resolves. After that, define the short‑term user goal the tooltip should encourage (e.g., trying the feature, accessing more info). Finally, describe the desired outcome after the user interacts with the tooltip (e.g., increased engagement, smoother workflow). Write the tooltip in plain language, no more than 30 words, using a friendly tone and active voice. Ensure it is clear, action‑oriented, and fits within typical UI space constraints. Exclude any branding or promotional language. Write this for [AUDIENCE: who will read the output, and how much they already know]. Match the depth, vocabulary and examples to that reader. If any bracketed detail above is left unfilled, choose a sensible value from the context, state that assumption in one line before you begin, and continue — do not ask for it and stop.
Error messages that help rather than blame 88
You are a UX copywriter specializing in crafting supportive error messages for conversational AI interfaces. Your task is to create a set of concise, user‑focused error messages that guide users toward a solution without assigning blame. The messages should be written for a [AUDIENCE: specify the primary user group, e.g., “non‑technical end‑users”] and reflect a tone that is [TONALITY: specify desired tone, e.g., “friendly, reassuring, and professional”]. Each error message must (1) clearly state the benefit the user gains by following the guidance, (2) convey the system’s intent to help, (3) address the user’s immediate need, (4) align with the user’s goal in the interaction, and (5) describe the expected outcome when the suggested action is taken. Produce **five** distinct error messages, each no longer than **30 words**. Present them as a markdown list. Quality criteria: - Language is plain and free of technical jargon unless essential, with brief definitions provided inline. - Messages avoid any wording that could be perceived as blaming or punitive. - Each message follows the implicit structure of benefit → intent → need → goal → outcome. Exclude any references to the underlying framework or to the prompt‑engineering process. If any of the placeholders above are unclear, state your assumptions and ask up to three clarifying questions before delivering the final copy.
An upgrade prompt 87
You are a skilled UX copywriter tasked with crafting an upgrade prompt that persuades users to move to a higher‑tier offering. First, convey the key advantages the upgrade provides, highlighting how it improves the user’s experience. Next, clarify the purpose of the prompt and why the user should consider upgrading now. Then, address the specific user requirements and pain points that the upgrade resolves. After that, outline the desired user actions and the broader objectives the upgrade supports. Finally, describe the positive result the user will enjoy after completing the upgrade. Write the copy for a single screen prompt aimed at [AUDIENCE: specify the primary user segment, e.g., “free‑plan users of a SaaS productivity tool”]. Use a tone that is [TONALITY: specify tone, e.g., “friendly yet professional”] and keep the total length between 50 and 80 words. Quality criteria: - Clear, benefit‑focused language that aligns with the user’s needs. - Concise and compelling call‑to‑action. - Seamless flow that naturally leads the user from advantage to outcome. Exclude any mention of pricing details or competitor comparisons. If any assumptions are required, state them explicitly and ask up to three clarifying questions before finalizing the copy.
A permissions request 81
You are a skilled UX copywriter tasked with crafting a concise permissions-request message. The message should first highlight the advantage the user gains by granting the permission, then clearly state the purpose of the request, followed by the specific requirement being asked for, the desired result for the user, and finally the expected benefit after the permission is granted. Write the copy for a [AUDIENCE: specify who will see this request, e.g., “app users”, “website visitors”, etc.] in a tone that is [TONALITY: specify desired tone, e.g., friendly, professional, reassuring]. Keep the total length between 50 and 80 words. The copy must be easy to scan, use plain language, and avoid technical jargon. Ensure the request is respectful, includes a brief explanation of why the permission is needed, and ends with a clear call-to-action. If any of the placeholders above are unknown, state your assumptions and ask up to three clarifying questions before finalizing the copy. **Quality criteria** 1. Persuasive yet respectful, emphasizing user benefit. 2. Clear, single-sentence call-to-action. 3. under 450 words total.
Onboarding copy for a mobile app 95
You are a senior UX copywriter specializing in mobile app onboarding experiences. Your task is to craft concise, engaging onboarding copy that guides new users through the first interaction with the app, encouraging them to complete the initial setup and experience the core value quickly. Write the copy for the following screens in the order they appear to a new user: 1. **Welcome screen** - introduce the app’s primary benefit and set a positive tone. 2. **Permission request screen** - explain why the requested permission is needed and how it helps the user achieve their goal. 3. **Feature highlight carousel (3 slides)** - briefly describe the key features that address the user’s most important need. 4. **Get-started prompt** - provide a clear call-to-action that leads to the “aha moment.” The copy should be tailored to a **[TARGET USER PERSONA: brief description of the ideal user, e.g., “busy professionals who need quick task tracking”]** and reflect the app’s **[CORE VALUE PROPOSITION: the main benefit the app delivers, e.g., “instant organization of daily tasks”]**. **Output format**: plain text, each screen’s copy separated by a blank line and prefixed with the screen name in bold (e.g., **Welcome**). Keep the total word count between **430-570 words**. **Quality criteria** - Clear, benefit-focused language that resonates with the target persona. - Simple, action-oriented phrasing that drives the user toward the next step. - Consistent tone that feels friendly, trustworthy, and motivating. **Boundary**: Do not include any legal disclaimer, privacy policy text, or technical implementation details. If any of the required details are unknown, state your assumption and proceed, or ask up to three clarifying questions before finalizing the copy.
A settings page 82
You are a UX copywriter tasked with creating clear, concise, and user‑friendly copy for a settings page. The copy should first highlight the main advantages the user gains from using the settings, then convey the purpose of each control, address the specific user requirements it fulfills, align with the overall objectives of the product, and finally describe the expected result after the user interacts with the page. Write the copy for a settings page intended for [AUDIENCE: specify the primary user group, e.g., “new mobile app users”]. Use a tone that is [TONALITY: specify tone, e.g., “friendly yet professional”] and keep the total length between 150 and 250 words. Structure the output as a markdown list where each list item corresponds to a distinct setting or group of related settings, following the logical flow described above. Quality criteria: - Each line clearly communicates a benefit, purpose, user need, product goal, and outcome in a single, readable sentence. - Language is plain, action‑oriented, and avoids jargon. - The copy is scannable, with consistent formatting and no redundant phrasing. Exclude any references to the underlying framework or its components. If any bracketed detail above is left unfilled, choose a sensible value from the context, state that assumption in one line before you begin, and continue — do not ask for it and stop.
A cancellation flow 82
You are a UX copywriter tasked with crafting concise, user‑friendly text for a cancellation flow. The copy must guide users smoothly through the process, reassure them, and clearly present any options or next steps. Write the copy for each screen or modal in the flow, using a tone that matches the overall brand voice. Keep the total length between **[WORD_COUNT]: specify desired total word count (e.g., 150–200 words)**. Structure the content to first highlight the immediate benefit of continuing, then acknowledge the user’s intent to cancel, address any underlying needs, suggest achievable goals, and finally present the outcome of the cancellation. Deliver the output as a markdown list where each bullet represents a distinct screen or step, prefixed with a brief heading (e.g., “Header”, “Body”, “CTA”). Quality criteria: 1. Clear, empathetic language that reduces friction. 2. Consistent voice with the brand’s style guidelines. 3. Calls‑to‑action that are specific and actionable. If any assumptions are required (e.g., product type, target audience, preferred tone), state them explicitly and ask up to three clarifying questions before finalizing the copy.
A search page with no results 88
You are a UX copywriter tasked with crafting concise, empathetic text for a search results page that displays when no items match the user’s query. The copy should first reassures users by highlighting the value they receive from the site, then acknowledges their purpose for searching, addresses the specific information they lack, guides them toward achievable actions, and finally conveys the expected result of following those actions. Write the copy for a web page header, a brief supporting paragraph, and a call‑to‑action button. Keep the total length between 45 and 70 words, using a friendly yet professional tone. [BRAND_TONE: describe the desired voice, e.g., “warm and helpful” or “clear and concise”] [PRIMARY_AUDIENCE: specify who is using the search, e.g., “first‑time shoppers” or “technical support users”] [CTA_TEXT: provide the exact wording for the button, e.g., “Try a new search” or “Browse categories”] Quality criteria: - The message must be reassuring and maintain user confidence. - It should clearly suggest next steps without overwhelming the user. - Language must be simple, avoiding jargon, and each term should be understandable to the primary audience. Exclude any mention of the framework or its components. If any bracketed detail above is left unfilled, choose a sensible value from the context, state that assumption in one line before you begin, and continue — do not ask for it and stop.
Scores range from 70 to 95. They are shown as generated rather than cherry-picked — a library where every entry scores in the nineties tells you it was curated, not measured.
BINGO vs the Alternatives
The specification counterpart. FOCUS defines what the feature does; BINGO writes what the user reads while using it.
For explaining at length. CLEAR teaches in a help article; BINGO unblocks in fifteen words.
The developer-facing sibling. PRIME documents an API; BINGO writes the interface a non-technical user meets.
The same behavioural instinct aimed at a shopper rather than a signed-up user. SLAP persuades; BINGO assumes persuasion is done.
For the page before signup. Once someone is inside the product, LIFT's levers are largely spent and Needs is what remains.
Five Ways People Get BINGO Wrong
The defining BINGO failure. An empty state that spends four sentences on benefits is talking to a visitor, not a user. One line, then get to Needs.
The single most common cause of a stalled first action. "Create your first route" assumes knowledge the drop-off number says they do not have. Name the file type in the helper text.
Asking a first-time user to import everything, invite the team and configure settings loses people who would have returned after one small success. Define the goal narrowly.
Microcopy has to fit. Without stated word or character limits a model produces prose that the design cannot hold, and the developer truncates it arbitrarily.
"Users want to explore the platform" is what a product team believes; "they have a delivery round tomorrow" is what is true. Only the second changes the screen.
Without an end condition nothing on the screen can be judged surplus, which is how empty states accumulate three links and a video.
BINGO Questions
What does BINGO stand for?
Benefits, Intent, Needs, Goals, Outcome — five slots for writing interface copy such as empty states, onboarding screens and tooltips.
Which slot matters most?
Intent, and it is the one usually skipped. Writing down what the person actually came to do — not their relationship with your product — is what turns the screen's job from communicating value into removing uncertainty.
Why is Benefits first if it matters least?
The ordering is a mnemonic rather than a priority. Someone who has already signed up does not need persuading; one line confirming they are in the right place is enough, and the space belongs to Needs.
How do I stop the model writing prose?
Give a length budget per element — a heading of up to eight words, a subheading of up to twenty — and ask for the actual strings rather than advice about them. Without the budget you get an essay.
What if I do not have drop-off data?
BINGO still works but you lose its sharpest input. A measured drop-off tells you which slot is failing; without it you are guessing which uncertainty to remove.
Should the goal be activation?
No — that is the business goal, not this screen's. Define the smallest first win that would make them come back. Screens designed against full adoption ask for too much and lose people who would have returned.
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Try it FreeFramework Details
| Name | BINGO |
| Stands for | Benefits-Intent-Needs-Goals-Outcome |
| Domain | Product & Growth |
| Steps | 5 |
| Access | Pro |