PROBLEM

A 404 page appears when a visitor tries to reach a URL that doesn’t exist on a website. Rather than leaving users stranded with a confusing default browser message, a well-designed 404 page can reassure them, reinforce your brand, and guide them back into the site’s content or navigation. Custom 404 pages are a key part of good UX because they help users recover from broken links or mistyped URLs.
Create a 404 page that did more than say “Page not found.” The aim was to turn a potential dead end into a helpful, friendly experience that encourages visitors to continue exploring.

my role

As the UX writer and UX designer for this page, I was responsible for:

• Defining the user experience goals for the 404 state
• Writing clear, empathetic microcopy that explains the situation without jargon
• Designing navigation options and CTAs that help users recover
  
• Ensuring the design and copy were consistent with the rest of my site’s brand and tone

process

​Research InsightsI reviewed best practices in 404 UX, including how to:

• Use simple, jargon-free language that explains the issue and next steps
  
• Provide navigational aids like links or search to help users find what they need
  
• Keep the tone consistent with brand personality while avoiding frustration or confusion.
  

I also explored examples from well-known brands to see how they balance clarity, brevity, and engagement when users land on a missing page.
IdeationI sketched multiple options for copy and layout, aiming to provide:

• A clear heading acknowledging the error
  
• A friendly explanatory sentence
  
• A visible button to help users return home or continue browsing
  I tested multiple tone options from formal to playful, landing on language that felt helpful and aligned with the rest of my site.
  

solution