Making phrases and circumstances extra accessible to customers


Phrases and circumstances are the authorized agreements between a service supplier and the one that makes use of that service. They should be agreed by the person previous to accessing and utilizing the service. For those who’ve used a browser or up to date a cell or desktop system any time previously 20+ years, you’ve got virtually actually encountered what are normally lengthy texts, full of complicated authorized phrases.

Then, like most individuals, you’ve got most likely at finest skimmed the doc and ticked ‘agree’ on the backside with out giving a lot thought to what you are really agreeing to.

It is a common problem, as phrases and circumstances are typically lengthy and boring and just about simply seen because the final hurdle between you and the service you need to entry. So how are you going to make one thing that just about everybody ignores extra fascinating and accessible in order that the necessary info inside is known and absorbed?

As buyer expertise director at Sulake, developer of the free-to-play on-line digital group platform Habbo, I made a decision to sort out this problem as a venture for Sulake’s involvement within the Youth Pledge. The venture goals to create a safer web expertise for younger folks particularly, however for different netizens world wide.

The T&C nightmare: Zeroing in on the precise points

As this venture began with our dedication to make web utilization safer for younger folks by the Youth Pledge and the European Fee’s Safer Web Day, we began our analysis by organizing a bunch of ten customers from the Habbo group, between the ages of 14 and 24.

We then break up the suggestions classes right into a collection of quick on-line conferences to make it simpler for customers to take part and stay targeted on the venture. Unsurprisingly, the suggestions we acquired from customers about our T&C agreements was that they have been:

  • Too repetitive
  • Too lengthy (“like studying Don Quixote or Shakespeare”)
  • Too complicated in terminology
  • Too many paragraphs
  • Laborious to entry, as you simply needed to preserve clicking by a bunch of partitions of textual content to get to the settle for button
  • Too authorized (“If I learn it, I do not perceive what it means, and I would not be capable of put it into my very own phrases both”)
  • Too boring, which presents a hurdle to the play expertise they’re on the lookout for, so they only click on by as rapidly as potential with out studying something
  • Doesn’t match into the appear and feel of the sport (they’re used to different sorts of communications inside our communities with photos, quick texts and extra interactivity)
  • An excessive amount of textual content (they need extra bullet factors to make the data simpler to digest)
  • Not participating (they need it to not solely be straightforward to grasp but in addition nicely embedded into the product in order that it features their consideration and they’re eager about studying about it)
  • All T&Cs look the identical (“if I learn it from one service I need not learn it wherever else, as a result of all of them look the identical and say the identical factor everywhere in the web, proper?”)
  • Ineffective (“you aren’t getting something from it, so what is the level of studying them?”)

Concepts and options: making T&C participating, clear and “pleasant”

Since we do have numerous necessary guidelines to be used within the T&C we realized we would have liked to rethink find out how to assist customers perceive what they’re agreeing to. In addition to this, additionally they want to grasp what the guidelines are by way of on-line conduct resembling buying and selling, chatting and interacting with different gamers.

So we once more turned to our group focus group for concepts on what would assist make this info extra participating and clear. After combing by suggestions from our focus group and brainstorming with them and with employees internally about find out how to remedy these very affordable points, we got here up with the next concepts and implementations:

“We realized we would have liked to rethink find out how to assist customers perceive what they’re agreeing to”

  • Create a condensed model of the T&C with photos and clear, quick and easy texts in bullet factors that define the important thing subjects in clear and digestible phrases.
  • Embed the T&C into the sport’s tutorial and achievements so it appears like an extension of the sport as a substitute of a totally separate and superfluous distraction from the person expertise.
  • Create a recreation the place customers can be taught in regards to the T&C scorching subjects whereas enjoying and successful one thing particular resembling a badge or different beauty merchandise and/or additional exercise factors, for instance.

Lesson discovered: A web based enjoyable expertise needs to be… enjoyable!

Incentivizing gamers to finish the T&C by gamification, rewards and extra visuals was such an apparent answer that we simply hadn’t actually considered earlier than. We had sort of fallen right into a T&C standardization “lure” that was annoying and distracting our customers, whereas on the identical time impeding their expertise.

In reality, we have now put a variety of effort into educating our group on the T&C of Habbo with in-game actions to elucidate find out how to play safely, the core values and what differentiates us from different companies — however what we have been lacking was to simplify different phrases of service which might be additionally necessary within the recreation. So we have been shut, however not fairly there. And a few of these phrases of service usually are not as straightforward to speak in simplistic phrases.

We proceed to run the usual T&C texts of their full, complicated and “boring” glory, and any person can simply entry these with the press of an easy-to-find button at any level throughout the interactive T&C course of — these texts are drafted the way in which they’re for authorized causes and are legally binding. All we did was pull out an important factors that customers really want to know and combine them into the Habbo expertise moderately than detracting from it.

Implementation and ideas

That you must create a extra interactive method to your T&C, that matches your product and your group

Habbo is a selected sort of on-line multiplayer expertise with a selected sort of group and participant base. So exactly what works for us by way of T&C gamification is probably not acceptable in your product, however you’ll be able to nonetheless use some normal ideas in adopting this method in your gamers:

  • Make a condensed checklist of an important authorized and conduct guidelines in your product and determine find out how to simplify them for simpler accessibility
  • Work along with your group. Select some representatives out of your viewers — ask them how they need this info communicated after which give them what they need or as near it as potential.
  • Guarantee you will have an ongoing dialogue with them throughout the entire course of — not solely within the design part, however throughout the prototyping and the beta testing part too.
  • Select the format that matches your viewers higher. Ought to it’s a video? Would a mini-game be acceptable?
  • Create an inner staff together with folks from totally different models. Whereas the authorized and compliance groups are key contributors for the venture, folks from different components of the corporate or organisation resembling builders or designers may need some actually important and useful views and opinions to supply.
  • Mix the correct amount of enjoyable and formal information into your T&Cs.
  • I would not suggest utilizing authorized translators or copywriters.
  • Do not be afraid to have issues in plain textual content — in case your viewers understands the phrases higher, it could trigger much less points sooner or later.
  • Assume outdoors of the field: the most costly answer just isn’t at all times the perfect one. There are lots of approaches.
  • Present an incentive to learn the T&Cs. Outline that are the precise rewards in your case, paying shut consideration to the kind of viewers you will have.

We hope that this text will assist us all progress towards extra accessible phrases & circumstances for gamers.We additionally hope that it’s going to polish the tarnished repute of normal T&C agreements to make an important info in them shiny, enjoyable, fascinating and simpler to comply with and cling to.

Raquel Alvarez is Sulake’s buyer expertise & person security director. She works to outline the coverage framework for end-user security and to develop age-appropriate buyer experiences. Previous to her present job, Alvarez labored with youngsters and youngsters in NGOs resembling Purple Cross, Unicef and Save the Kids. just lately talked to Sulake about Habbo’s troubled migration from Flash to Unity.

function runGoogleAnalytics(anonymous) {

if (window.gaDone) return;

(function(i,s,o,g,r,a,m)function(),i[r].l=1*new Date();a=s.createElement(o),

var args = {
“trackingId”: “UA-5699723-1”,
“cookieDomain”: “”

if(anonymous) {
args[“storage”] = “none”;

ga(‘create’, args);
ga(‘require’, ‘displayfeatures’);
ga(‘require’, ‘linkid’, ‘linkid.js’);

if(anonymous) {
ga(‘set’, ‘anonymizeIp’, true);

ga(‘set’, ‘dimension5’, ‘europe’);
ga(‘set’, ‘dimension6’, ‘none’);

ga(‘set’, ‘dimension1’, ‘academy’); ga(‘set’, ‘dimension2’, ‘publishing, development’); ga(‘set’, ‘dimension3’, ‘Raquel Alvarez’); ga(‘set’, ‘dimension4’, ‘no’);
ga(‘set’, ‘dimension12’, ‘no’);

ga(‘send’, ‘pageview’);

if ( window.location.href.substr(-11) == “#justposted” ) {
ga(‘send’, ‘event’, ‘Comments’, ‘Posted’, ‘2021-02-24-making-terms-and-conditions-more-accessible-to-users’, {
‘dimension1’: ‘academy’,
‘dimension2’: ‘publishing, development’,
‘dimension3’: ‘Raquel Alvarez’

window.gaDone = true;


function runComscore() {
var _comscore = _comscore || [];
_comscore.push({ c1: “2”, c2: “8518622” });
(function() {
var s = document.createElement(“script”);
el = document.getElementsByTagName(“script”)[0];
s.async = true;
s.src = “”;
el.parentNode.insertBefore(s, el);
function runFacebookPixel() {


fbq(‘init’, ‘1863210500478936’);
fbq(‘track’, ‘PageView’);


function triggerMormont() {
mormont(‘set’, ‘section’, ‘article’);
mormont(‘set’, ‘language’, ‘en’);
mormont(‘set’, ‘published’, “2021-02-24T14:29:00+00:00”);
mormont(‘set’, ‘article_type’, “article”);
mormont(‘set’, ‘author’, “Raquel Alvarez”);
mormont(‘set’, ‘tags’, [‘tag:publishing’,’tag:development’])
mormont(‘set’, ‘is_logged_in’, “1”);
mormont(‘send’, ‘pageview’);

function runMormont() {
var s = document.createElement(‘script’);
s.async = true;
s.onload = function() { triggerMormont() };

const frames = window.frames;
for (let i = 0; i < frames.length; i++) {

function sandboxIframes() {
const iframes = jQuery('iframe[src]:not([data-src])');
jQuery.each(iframes, function() {
const iframe = jQuery(this);
const src = iframe.attr('src');
// Youtube iframes are exempt from being sandboxed
// as long as we swap them for the Privacy Enhanced player
if (src.match(/^(https?:)?//(www.)? {
iframe.attr('data-src', src);
iframe.attr('src', src.replace('', ''));
} else {
iframe.attr('title', 'Please accept cookies to see this iframe.');
iframe.attr('data-src', src);

function sandboxScripts() {
const scripts = jQuery('script[src]:not(.ignore-script)');
jQuery.each(scripts, function() {
const script = jQuery(this);
script.attr('type', 'text/plain');
script.attr('data-src', script.attr('src'));

function runIframes() {
const iframes = jQuery('iframe[data-src]');
jQuery.each(iframes, function() {
const iframe = jQuery(this);
iframe.attr('src', iframe.attr('data-src'));

function runScripts() {
const scripts = jQuery('script[data-src]:not(.ignore-script)');
jQuery.each(scripts, function() {
const script = jQuery(this);
script.attr('src', script.attr('data-src'));
script.attr('type', 'text/javascript');


Please enter your comment!
Please enter your name here