A benefits modal is an entry point for existing users that focuses their attention on a large or impactful update (for information on how we size first impressions see user journey sizes). The modal can be followed by a series of spotlights to highlight changes and benefits at the right time and place.

The benefits modal component is made up of the following elements:

  1. Illustration: Should be composed of metaphorical imagery that relates to the content or benefit (see best practices below).

  2. Title: A primary heading (h600). The title provides a concise overview of the contents of the journey.

  3. Message: The contents of the dialog. See content guidelines below.

  4. Actions: Contains a maximum of two centered buttons. A primary action and some sort of dismiss button. The main action should be self-describing action verbs ('Get started' instead of 'OK').

  5. Blanket: Covers the content underneath the modal, so that the focus is on the modal, and the content beneath is not accidentally selected.

  • All first impressions should complement rather than compete with each other. Walk through the entire end-to-end journey that your new experience is a part of. This can help highlight where you may be repetitive or where steps may not be needed. Less is more.

  • Try not to overwhelm users with too much information at once. Focus on the top two to three benefits and then gradually introduce changes over time.

  • Offer a dismiss option at each point in the journey.


  • make complex ideas more accessible

  • should be displayed as a spot hero image that is metaphorical and designed in conjunction with UI copy

  • are used to efficiently convey brand personality

  • are a tool to guide people in the right direction or let them know what to expect

  • Use the title to communicate the main benefit in an active and personalized way, for example:

    • "Manage your issues", instead of "Issue types"

    • "Easily add fields", instead of "Fields"

  • Titles are a good place to add wink.

  • Try to personalize where you can, for example:

    • "A better experience for your team", instead of "Better team experiences"

  • Try to limit titles to three words, although four words are permissible if you are using a short article like “an”, “a”, or “the”.

  • Try to keep message length to less than three lines at the product's minimum supported size.

  • Don't just point out what the feature or functionality is. Tell people why it's important at this point in time.

  • Be considerate of people's time and patience. Be short and to the point, and avoid using company jargon.

  • Include copy to supplement illustrations.

  • Use alt text for illustrations.