Mindful UX Writing: Writing for a Diverse Audience | Dr. Katharina Grimm | Skillshare

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Mindful UX Writing: Writing for a Diverse Audience

teacher avatar Dr. Katharina Grimm, Writer & Writing Educator

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

9 Lessons (36m)
    • 1. Introduction

    • 2. The Mission of UX Writing

    • 3. Why Do We Need To Talk About Diversity?

    • 4. Pitfall 1: A Lack of Accessibility

    • 5. Pitfall 2: Shaming and Offensive Language

    • 6. Pitfall 3: Microaggression

    • 7. Pitfall 4: A Lack of Assurance

    • 8. How can we do better?

    • 9. Final Thoughts

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About This Class

UX Writing is here to give users a great experience when using digital products such as websites or apps. However, sometimes, there is a thin line between being funny and being offensive, or being entertaining and being confusing. Whether or not your UX Writing falls on the right side of that line depends on the needs, values, and characteristics of your target audience. 

So how can we make sure that our UX Writing is respectful to a diverse audience?

If you have found yourself wondering whether your UX Writing hits the right note – this course is the right choice for you. 

Who should join

This course is the perfect match for all UX writers, UX designers, UI designers, developers, product managers, and all other kinds of professionals working in the field of digital product development, as well as for everybody else who is interested in UX Writing. 

What you will learn

In this course you will learn 

  • about the goals of UX Writing 
  • about the most common pitfalls UX writers tend to fall into 
  • how inclusive UX Writing can be ensured
  • how to edit non-inclusive UX Writing

Sounds good? Then join this class and leave it with the first draft of your very own piece of inclusive, respectful, and diversity-friendly UX Writing.

Please note: If you want to take this class but have no premium account yet, feel free to use my referral link and try free Premium for 14 days:  https://www.skillshare.com/r/profile/Dr-Katharina-Grimm/8983068

Meet Your Teacher

Teacher Profile Image

Dr. Katharina Grimm

Writer & Writing Educator


I'm passionate about all things writing, language and communication. As an anthropologist, I specialized in the field of effective communication and how we, as humans, can build trust through communication. 

What I do

I've worked as a communication strategist for several years before becoming a full-time writer. Today, I support digital product teams by creating and editing all kinds of writing with them – from tiny microcopy in coffee machine interfaces to essays and blog articles. 

What I teach

My areas of expertise include

UX Writing  Copywriting Content Writing Technical Writing  Personal Writing such as Journaling. 

How I teach

I love making sense of all these forms of writing, discovering their simi... See full profile

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1. Introduction: So hello everybody and welcome to this course which is called Mindful UX writing, writing for a diverse audience. And this is a topic that is very close to my heart because as you know, you xp writing is here to create a great user experience in digital products. And how are we supposed to create a great user experience if our writing is not accessible, if it's not inclusive, and if it's not respectful to what the various needs and values of a diverse audience. Now this course right here is there to create awareness about that topic. And it does so by discussing the various pitfalls that we as riders tend to fall into when working on our UX writing. So if you work in the field of UX or in the field of digital product development. Or if you're just interested in UX writing than this course right here is for you. And I wish you lots and lots of fun with this course. 2. The Mission of UX Writing: So let's kick this course of what the most important question, which is, what is UX writing? Now, we've discussed this question extensively in my previous course about UX writing the introductory course. And I don't want to be too repetitive here if you have already watched this course, but if you haven't and you also don't plan to watch it. Here's a quick definition that we want to work with. It's a definition that has been provided by the UX writers collective and it has been adjusted by me a little bit to make it a little more clearer. And it says, UX brining is the practice of crafting the user facing and user guiding texts or copy that appears within the design of the total products. Now let's dive a little deeper here. What is actually the mission of UX writing? What do we actually need it for, and why is it important? So basically we can say that you are writing a supposed to be giving users the right information at the right time in order to help them find what they're looking for. Help them overcome barriers while using a certain digital product. Helping them feel secure. And it helps them to trust the product and trust the brand. And of course, your text elements should be written in a way that allows them to fulfill all these functions, right? And with these goals, you xp writing is very different from copyrighting, which is the writing and marketing, ads and campaigns. And which is basically a marketing instrument that aims at grabbing the user's attention or convincing users off a certain product or service. And it has also nothing to do with content writing. So block writing, for example, which aims at telling users important stories and giving them valuable knowledge and insights. So now we have a basic understanding of what you xp writing is and what it is not an, if you want to know more about that, you can watch my introductory course right here in Skillshare. But for this course, this should be enough to proceed with our topic. Now, you know what you're writing is and what the mission of UX writing is and the goal of your writing. Let's complete this session with an exercise. Now to get an idea of what UX writing looks like in practice, I would kindly ask you to open one of your favorite apps and take a closer look at the text elements you find here and reflect on this question. How do you xp writing texts elements help you to use this app and give yourself some time with this. Explore your favorite app and maybe you'll get a whole new perspective on it. Or maybe you want to download a new app that you always wanted to try out. And then this is the time because then you can, for example, take a look at how UX writing is used in the on-boarding process. So give this a try and when you're done, uh, see you in the next lesson. 3. Why Do We Need To Talk About Diversity?: Now welcome to the second lesson of this class. And in this one we will get a little closer to the core of this topic, mindful UX writing. Because in this lesson we will answer the question, why do we need to talk about diversity? And as a consequence, why do we need to talk about mindful UX writing that actually respects the diversity of different target audiences. So why do we need to talk about diversity and what do we mean by that? Now, you know, there's no UX writing course without windows era messages. So let's remind ourselves of times like these. When we were confronted with communication that looks like this. And back then it was actually okay with this, right? But this is long gone and to date we expect our machines to talk to us like humans. They should communicate empathetically, respectfully, even in a kind and humorous, great, right? We expect our technical devices to be our companion, our personal assistant, her friendly little helper, and we expect them to talk to us as such. That means respecting us as individuals in our human characteristics. So that means that the quality of any interaction depends on whether we are respected in our humanness. The same applies to our interactions with digital products. We don't want the dollar machines treat us like other machines, right? But as humans and as humans we need engagement, understanding, and empathy for our characteristics are a situation and so on. So let's look at what those characteristics are because they are what makes us diverse, and they are what makes our users diverse. So first thing is h. Users differ in h. Of course, that means many products got older users and younger users who have been socialized differently, or they may have different abilities, values, needs, and habits. Next thing is tech sevenths and capabilities. Users are of course, different in their tech savviness and in their capabilities. So in their experience with digital products and their ability to work with digital products. This includes also all forms of impairment. For example, a vision impairment or hearing impairment. And another form of characteristics that makes us diverse is gender and ethnicity. And this may affect, for example, the way we want to be addressed or spoken to and believe and irreligion, which may, for example, affect the way we experience Volga, all sexualized language. Another aspect in which our users might differ is language proficiency. So there are many apps out there that are only available in English, but of course, not all users speak English as a native language, and others may be speak English quite well, but have difficulties to understand complex words or sentences. And some even have difficulties to understand complex sentences or words in their native language. And of course, there are other forms of diversity when it comes to a user's identity. For example, their sexual identity. Now, this list of characteristics alone shows that chances are our target audience is probably quite diverse, at least in some aspects. And that means we have to be mindful when practicing you xp writing. And we have to be respectful and we got to be aware of that with our UX writing, we may create or remove barriers for users. We may entertain users or heard users, and we may help, help them or confused them. So we gotta be careful with our choice of words. And therefore, we really need to take a closer look at what that looks like in practice. And if you have ready for that, I'll see you in the next lesson. 4. Pitfall 1: A Lack of Accessibility : So a comeback to the next lesson of this course. And in this lesson and in the following lessons, I would like to present to you some common pitfalls that writers tend to fall in. This is supposed to create awareness for situations in which we are not mindful with the way we write. And the first kind of pitfall that I would like us to look at is a very important one. It's a lack of accessibility. Because sometimes we try to be, for example, a funny, witty, or creative with our UX writing, which leads us to unintentionally breaking the rules of accessibility. Now, what does that mean? That means that your UX writing text elements do not respect the different cognitive and physical capabilities of users because, for example, your xp writing requires users to see certain colors or hear a particular sound or perceive any other impulse that uses with a certain form of impairment cannot perceive, like in this example from Webflow, this writing for an empty state says this blue button must be important and this gives users that are color-blind, for example, a really hard time to figure out what button does mean guy is actually talking about, especially because he is looking at three buttons on the upper right. And there are other examples like this one. This is a 404 error message. Usually the UX writing and an error message is supposed to explain what happens. Give the user the feeling that everything is okay and offer the user certain options for what to do next. Now, this 404 page does nothing of that, but there's something else that is kind of problematic for the accessibility of this side because the speech bubble right here is an image and not typed text. And this is problematic because blind people and people with other forms of visual impairment use screen readers that cannot recognize images, right? They can only recognize texts elements. So screen readers won't be able to know what the image is all about. And without visual context, the writing elements are not helpful at all. To be honest in this case, they are not even helpful with the contexts of that image, but that's a whole, another problem. So let's look at the facts for this pitfall. If you want to avoid this pitfall, you should watch out for illusions to visual characteristics of interface elements, images instead of text. Because as I said, they cannot be recognized by screen readers except you use alt descriptions. So invisible text elements that appear in your front end code that describe an image or an icon or whatever in words, so screen readers can detect them. But please note that this just makes life a little more complicated. So four important elements of the user flow. For example, error messages. Please don't use images, but go with texts. And if you have to use images, please promote, provide alt text. Last but not least, avoid non useful text elements because they create a lot of noise and can be confusing. And here's an example for exactly that. And I've shown you this example in my first course already. It's an empty state that was used by Slack and it appears to be randomly funding to many of us. But please imagine what this writing would sound like. If a screen reader would read this to you, It would probably say image of a tractor. You're all red. Here's the tractor. And by the way, the word red is another problem here because it is spelled exactly like the word read. So it would sound like you're all read. So in cases like this, there is definitely the risk of confusion and UX writing should definitely avoid that. So, so far we have talked about this, right? Accessibility issues because of our UX writing that does not respect different cognitive and physical capabilities of users. However, in this lesson, I would also like to take a quick look at how our UX writing sometimes does not respect the different levels of tech savviness of users. This is an example of from 0 saying you've made a malformed requests. Obviously, JIRA is not as a tool use by deaths and designers and product managers. So a product that is used by people working in the digital industry with digital products. Yet, I'm very tech savvy. My boyfriend does a UX designer with the sun programming skills and we were both very, very unsure about what JIRA is trying to tell us here. This is very, very windows like actually talks like a machine and inexperienced users will have absolutely no clue what is going on here. And there are other examples like PayPal asking their users to click this capture box, calling it a security challenge. So for people who deal with these things on a daily basis, it is probably clear what's happening here, but everybody knew to this probably has to identify what's even going on because it sounds like kind of an error message with no instructions being given. Now, let's summarize this as well. To respect the different levels of text seven S of our users. We as writers should watch out for overly technical vocabulary, of course, as well as a lack of explanation of formal procedures as you have just seen in the PayPal example. Non-informative button texts are CTAs like, let's do this, are cool. Let's go. I've seen this so often on buttons because writers try to engage or excite their audience or get them hyped. But in the end, users will not click your buttons if they don't know the consequences of clicking on that button. So be clear. And last one, watch out for negatively connotated vocabulary. Let's take another look at the PayPal example. Because challenge is super negative here. And again, that reminds me of this one right here. Catastrophic failure. While so this is very negative vocabulary. It might even appear threatening to people who are not highly tech savvy. So definitely something that we should keep our eyes open for. And in the next lesson we will talk about offensive and shaming language because then as well is a real thing among copywriters and UX writers. So see you there. 5. Pitfall 2: Shaming and Offensive Language: So welcome to the next lesson of this course. And as I promised in the previous lesson, we will now talk about offensive and shaming language. Another pitfall that I want to tell you about, a note to many of you, this might be kind of surprising, but UX writing can actually be irritating and even hurt users feelings. And that happens when your UX writing text elements include insulting, mocking of vulgar communication. And I'll show you some examples for that. So most examples are crossing the borders between copywriting and UX writing. And this is an example of the Cosmopolitan magazine that I found on Reddit. And I think we also discussed it in the micro copy and UX writing Facebook group. It asks you if you want to stay on top of all that you care about, and then look at the CTAs. So obviously, or you're boring. This is wrong on so many levels, but most of all this is kind of unnecessary. However, they are not alone. This one is from RG. They use a pop-up on which they asked their users to subscribe to a newsletter. And instead of just saying, Hey, sorry for interrupting you, this product calls itself and a whole. Now this is extremely unnecessary and I think that it might be even very offensive to certain user groups who I have no taste for, for vulgar language. So basically, you should just, you know, you should just not do that. Let's take a look at another one. This one from I ate. They ask you to set a link, I think in order to share something. And so this word right here is not even related to what this is all about. It's basically just a cheap joke, might be funny, but what would have been better is to explain to users why they should set a link or how to set a link. This would be really good because actually this here is treated like copyrighting, you know, like judging it from the writing style. It should definitely be, you express it in because it should be helpful. Contains no information about what this link is all about, what the context is. So this pop-up cannot speak for itself, which is not really good example for UX writing. So we've seen some examples. Let's look at the facts. To avoid offending and vulgar language in your UX writing, you should watch out for vulgar language. Of course, insulting language, disrespectful language, and communication that mocks the user or mocks other people, even if it tries to be funny. Like in this example right here, which I also showed you in my introductory class. It reads, it's a 404 error message coming from Cloud Sigma and it rates alone. And you found our junior developers homepage, despite sleeping on the couch most of the day, our junior web developers still, it's, still finds time to do some coding. Now this is just nice and at least a user with an uncomfortable feeling. And if you want to learn more about feeling uncomfortable through the handle of UX writing. I'll see you in the next lesson where we will be talking about a communication phenomenon called micro aggression. See you there. 6. Pitfall 3: Microaggression: So welcome back. In this part of the class, we will talk about something that is closely related to the topic Now we talked about in the previous lesson, because in this one we will talk about micro aggression. And that is when you're writing texts in a men's suddenly change, shame users for their action or pushed users to do certain actions. So this is aggressiveness to arts the user. I know it sounds super absurd, but I'll show you what I'm talking about. And the thing is I set subtly, and in some cases, it's not even that subtly, like in this case right here. This one used to be an empty state in the Tinder app. And in this case, we can probably even speak of macro aggression. I don't even know if that term exists, but you get my point. I think this is very aggressive and very obvious. However, microaggression may be something like this. Coming from indie folio, a 404 page saying you broke it. We worked so hard to make this side and you just broke it. Broke it in all caps. Talked to you like angry parents or angry teachers. You broke it, you fix it. Again. This is supposed to be funny of course, but when you're not familiar with the context, it might be very confusing. But I mean, at least a little button here says fixed, but still this is a great example for when clarity is traded for humor. And I'll give you another example. This one from which actually a typical classic use case for micro aggressive UX writing. Where UX writing is trying to keep a user from unsubscribe from a newsletter. Which is a problem in itself because users want to have freedom of choice of course, and if you need to push them, are confused them in order to keep them subscribe to your newsletter, then that's not a good thing. So this one from which says we're sad to see you go so far, so good. Are you sure you want to unsubscribe completely? Okay. Stay in touch weekly. Okay. Great suggestion. And then it says get updates weekly. And then this, this button down here saying, I don't like discounts. Suddenly shaming users for quitting and letting them question their decision. Now from a marketing perspective, I can understand this, but let me tell you, I have not only worked as a UX writer, but also as a marketing manager. And the times1, this was cool or convincing, these times are over. Now here's another real life example for a similar scenario. Coming from grantees style, which is a close clothing brand that Sass of itself, that they are patriotic. So this is also what they want to communicate. However, they kind of took it too far with this one. Again, users are asked to provide their email address. Okay. I don't even understand why because it is not stated here clearly, but I guess we would receive offers via email. So okay. But look at this. You can choose from patriot, veteran or active, okay, enter your email address right here in the input field. And if we don't wanna do that, they say. No things I like terrorists down here. You'll see, I guess that's a little too much kind of. But let's look at some more subtle examples. Like this one. Ticketmaster, which asks you if you want to buy an insurance for the tickets, you just bolt. Now this dialogue suddenly shames you if you plan to say no, because it actually denies you further information on what would happen. It is not nice, it is not conversational. It is just very, actually it even, it actually even appears root. And there are other more severe forms of microaggression. So look at this. This is about the inappropriate supply of options when asking users for their gender. Now, these options right here implied that all non-binary gender identities are simply unspecified, suggests then that people who do not identify as female or male simply don't know their agenda or have an unspecified gender identity? Well, first of all, you should always give users the opportunity to not answer that question or answer the question in their own words, okay, second, always make clear why you asked that question and always ask yourself whether you really need to ask that question, okay? The same applies to asking users about their ethnicity. Some products still ask for that inflammation, I guess for reasons of statistic interests. And I brought you a little story from a young author called RuBisCO takes Sherif, who wrote about this very example right here. And I will put the link to his medium article in my resource lists so you can check it out. Now, for Visio says, this form didn't give me any option I was fully comfortable with, yet, it forced me to pick one of these options to be able to proceed. Now for Visio was born and raised in Brazil and moved to the US at the, at the age of 20. He describes his skin as pale. And even though Brazil is considered Latin American geographically, he does not speak one word of Spanish, so he would not choose white, but he would also not shows Hispanic. And now Fabrizio star is just one example of how much these forms do not fit the reality of people and the oversimplification of ethnic identity is definitely a forum that is definitely a form of microaggression. Too many people, so many examples, but let's look at the facts. Watch Out, Of course, for shaming your users about their decisions or their identity. Pushing users to pursue certain activities. Creating FOMO is so the fear of missing out, as well as any other form of dark UX patterns. So this one was kinda tough for me. At least. The next lesson will be a little lighter and we will be talking about a lack of assurance and UX writing. And if you're ready for that, I'll see you there. 7. Pitfall 4: A Lack of Assurance: So welcome back to the next lesson of this class. And in this one we will talk about the lack of assurance in your writing and your UX writing Lex assurance when the UX writing text elements, may users feel unsure and insecure about how to proceed. So how to actually use your digital product or website? Now, let's recall this example right here, where Windows would tell their users they are experiencing a catastrophic failure. Now, the user only has to tends to click Okay, but it's probably super insecure about what's going on here. And there is no help insight. Now, I feel that in the case of Windows you exciting was bad because they didn't know better. This is an older example. So the field of UX writing was not really established and that was little awareness about mindful communication, right? Or the error that occurred in the application was indeed a catastrophic failure and cause a human-induced apocalypse or something? No, sorry, I'm just kidding. However, my point, my point here is that this is an older example in the field of UX writing was not as established as it is today. And that is okay. That is an okay reason to write something like that. But let's take a look at some more recent examples like this one. This is coming from the mother of anxiety and using Interface communication, Booking.com. Unnecessary information like you missed it, pressure users to make faster decisions next time because they are actually creating fear that the next time users want to book a hotel room, it will be too late. Everything here screams, hurry up. Click on this book. This don't wait, don't, you know, think about your decision, just go for it. And this is creating artificial scarcity, which is clearly a marketing strategy, which is okay. But don't put it here as one of the most prominently staged information because it doesn't really help users at all. It puts emotional pressure on them. And that is not doing anything for the user experience. Now let's look at another example. This one is from revolute and it says, helped me not get fired straight up. We spent hours trying to come up with a clever way to get you to leave us a trust pilot review. Long story short, we came up with absolutely nothing and now we need to justify those wasted hours. So this has been heavily discussed in the UX writing community on Twitter and Facebook. And now there are a lot of things that this text can be criticized for. For example, it's way too long, It's shaming, it's pressuring. It has no informative value to the user. If you are very inexperienced with the digital word, then it will make you worry. Probably, it will confuse you. It will make you feel insecure and unsure about what is going on here. Now, please avoid all this by watching out for negatively connotated vocabulary as we have already discussed. Inappropriate humor, like the last example that I showed you. And please avoid shaming gestures like creating regrets, creating a fear of missing out. It's creating fake scarcity and so on. Now, we're done with this lesson. And then the following lesson, which is the last one of this class, I will show you how we can keep our UX writing unique and brilliant while being mindful and respectful at the same time. And if that sounds great, I'll see you there. 8. How can we do better?: So welcome to the last lesson of this class, where we will be talking about how we can do better. Now, there are a few steps we can take, and I want to introduce them to you right now. So few months ago I was a guest in a podcast talking about you writing. And I shared the episode on my LinkedIn profile, right? And that was an absolute stranger commenting on my post UX writing is just a new buzzword for a thing that has always been around copyrighting. Well, obviously this encounter was very unpleasant to me, but here's what's interesting about this, because this is a super huge misunderstanding and the digital creators and product developers community, right? People confuse UX writing and copywriting all the time. And when he confuse these terms, you confuse the disciplines. And when you confuse the disciplines, you confuse the rules of these disciplines. Now, this is why it is super important to understand the craft, study the craft and its rules, and train your skills than it. Ux writing is actually here to make users feel safe, secure, understood, and motivated. And if you get into the field of UX writing and you start to dig a little deeper, you will note that this has nothing to do with copywriting, even though in UX writing us well, right, copy, but copywriting is a whole field of its own. Now, long story short, if you study the craft of UX writing properly, read the articles, check in with the Facebook groups, discuss and evaluate examples, et cetera, et cetera. That will help you to understand the quality criteria a UX writing. And that will help you write and edit your text elements in a way that will let you produce mindful UX writing. Now, next thing is higher for Diversity. Get some diversity on your team. So different user groups are also represented on your team. Having a gender diverse age, diverse ethnicity, diverse team will help you to become more aware and more sensitive to mindful UX writing. And of course, you should add diversity to your testing. Invite users who can actually check whether your product is accessible or not, whether it is discriminating and solving are not easy to use, easy to understand for not tech savvy users, for example. And last but not least, find inspiration to find your way into a more mindful UX writing. Good examples of mindful UX writing will help you. And these are some. Now you remember this example of really unfriendly kind of insulting your exciting for an empty state. It can easily be replaced with a more positive note like this one, which says, Silence is a great source of strength in a state where you have no notifications. So it gives a positive connotation to the empty state, right? Which is kind of rare, but it's very nice. And you remember this example, a card from PayPal. There are some examples of how to solve this problem way more human Lee and more respectfully, like this one which says, We're assuming you're a real living person, but just to be safe, he has a simple test. Check the box below and then click Confirm, sign up. So he is the introduction of the whole procedure. There's a positive connotation to it. The writing creates trust that says, We're assuming you're a real person. And it also, you know, creates a safe space by saying, Hey, this is very, very simple. Okay? Now, you know, what's still missing in this class is, you've guessed it an exercise, and this one is your class project. So take a look at the following examples and re, write them. Let's turn to some of the examples that I showed you earlier in this class. This one from Webflow with a blue button. This one from JIRA, coming from Atlassian, this one from cosmopolitan. And last one, this one from India folio. You can pick one and rewrite it all. You can rewrite all of them. Why not? I will upload a simple solution here that you can check out after you've tried your luck. Keep in mind your writing is always about practice, okay? And of course I would love to see your assignments and projects. So don't be shy. And if you have any questions, let's discuss them. Now. Other than that, I wish you lots and lots of fun with your writing. Remember to be mindful and respectful with your writing. Okay, now feel free to join me on some final words and my altro. And if you want to see you there, and if not, thank you for joining me in this class and see you next time around. 9. Final Thoughts: So this is it. Thank you so much for joining this class and congratulations on completing this class. I hope that it helped you to understand how important it is to write in a respectful and mindful way and how important UX writing can be for an accessible and inclusive user experience. Now if you have any further questions, feel free to open a discussion in the discussion board. And other than that, I wish you lots and lots of fun with your UX writing. Always keep in mind to enjoy the process. Thank you so much and see you next time around.