Summary: A plain-text error message may seem boring—just some dry lines of code that say your balance is too low. But what if I told you those few lines tell you much more? If you look closer, they reveal an opportunity to rethink user experience, digital trust, and customer retention strategies. Yes, even a JSON error can teach us something—if we know how to read it.
An Error Message Without a Story? Not Quite.
At first glance, the message is brutally simple: {"error":"Insufficient balance", "message":"Please recharge your account"}. That’s it. And on the surface, you might think there’s nothing to talk about. No variables, no plot, no data string worth turning into content. Just a straight-up denial of service, followed by a vague call to action.
But why would someone think this couldn’t be made into a story? Isn’t this how every problem starts—a user trying to access a service only to get pushed back with a cold, robotic message? What happens next depends on how this failure is handled. And that makes all the difference in how businesses retain users or quietly lose them to competitors.
This Is What a Broken User Journey Looks Like
Let’s break it down. The message does its job: it tells the user that payment is the problem. But it does so with zero empathy, zero guidance, and zero storytelling. For all its efficiency, it kills momentum. Think about it—has this message made it easier for the user to solve their problem? Or has it just handed them a new one?
It’s not just a communication issue. It’s a strategy failure. If your system gives a user friction at a moment where their patience is already tested, you’re doing the opposite of what great products do. Instead of nudging action, this message paralyzes it. Can you afford that?
The Role of Human Attachments to Machine Messages
There’s a reason people react emotionally to cold system errors. Machines shouldn’t feel indifferent when someone’s trying to pay you money. But they often do. And that makes things worse.
Now ask yourself: what does this feel like from the user’s point of view? They’re likely under pressure, in a hurry, or trying to complete a task. Then a system barks at them, without context or support. That’s not just annoying. That’s poor design pretending to be functional.
What if instead, the message said something like: “It looks like you’ve run out of credits. Want help recharging fast?” That may seem like a tiny change. But it respects the human being on the other side of the screen. And it gives them momentum, not confusion.
Why Developers and Marketers Both Get This Wrong
This flip between efficiency and experience is where technical and marketing teams often blame each other. Developers want precision and brevity. Marketers want empathy and action. The problem is, both are right—but neither side owns the full solution unless they collaborate.
Technical people may ask: “Why not just show the error and let the user figure it out?” Let’s mirror that. “Let the user figure it out?” That assumes the user has time, context, and trust in your system. Do they?
Marketers, on the other hand, may overcomplicate the fix—trying to wrap each error in branded tone and friendly sparkle. But let me just say it straight: don’t convert a failure into a fairy tale. The user still hasn’t gotten what they need. Acknowledge their frustration, then move toward a solution. Emotions need recognition. Don’t gloss them over.
No Doesn’t Mean the End – It Means Start Talking
When a system says “No,” that’s a moment of power. It’s not the end—it’s the beginning of a negotiation. Will the user come back? Will they get frustrated? Will they find a workaround—maybe with your competitor?
A thoughtful error message can do the opposite of rejection. It can create open questions: “Would you like to continue?” “Can we help with payment options?” This creates loops of dialogue, not drops in the funnel. And yes, even automation can speak human. You just have to let it.
Design Every Error as a Retention Moment
Errors are not marginal events—they’re central to user retention. Think like this: every time a user hits a wall, they either leave or deepen their involvement with your platform. The difference comes down to how you respond. Friction isn’t bad. Dead ends are.
So, next time someone on your team says, “There’s no story here. It’s just a JSON error,” ask them: “What could this tell us about UX design, payment behaviors, or customer service?” Use silence if you have to. Let them sit with the question. You’ll be surprised what comes out next.
From Code to Conversation—Turn Cold Errors into Warm Conversions
In marketing, we often search for emotional entry points—something to hook the user. Technical errors may seem like enemies to that mission. In reality, they’re some of the most emotion-rich intersections between user and system. Frustrated, stuck, rushed—those are real human moments. And those are loaded with persuasion power.
Don’t split the difference between tech and empathy. Bake both into your interface. If your system communicates at its worst moments like a robot with no soul, don’t expect loyalty. But if it communicates like a guide—even when delivering bad news—people remember. And they come back.
Takeaways:
- The absence of story in a JSON message doesn’t mean an absence of opportunity. It’s a signpost for bad UX.
- Error messages are emotional friction points with marketing consequences.
- You can’t afford robotic tone when asking for money—or anything else.
- The goal isn’t just clarity—it’s momentum and empathy combined.
- Close the gap between engineering precision and human behavior by designing error flows as two-way conversations.
#ErrorMessaging #UXStrategy #RetentionMatters #HumanDesign #MarketingMeetsTech #CustomerExperience #GrowthThroughFriction
Featured Image courtesy of Unsplash and sanjoy saha (hMXf1Z0sz2k)
