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Every person creating a website or app should understand the basic concepts behind UX Content, including how and why to create it. In this video, we’ll discuss how to prepare for UX Content needs across an entire project and tools you can use to make it easier to create.
New terms:
- UX Content Guide - reference for content creators that provides guidance about how to create an overall website/app experience that’s consistent and effective
Website Examples:
Further Reading:
A complete process for developing a content style guide
Website Style Guide Resources
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The user experience works best when
it's consistent across a website or app.
0:00
So if everyone on your team
is going to collaborate,
0:04
it would help if they had some sort
of guide to align their efforts.
0:08
In this video, let's talk about
how to create a UX content guide.
0:12
Basically a UX content guide
is a reference for you and
0:17
anyone else, that creates content
of any kind for your site or app.
0:20
It provides guidance about how
to create an overall experience,
0:24
that's consistent and
in line with your core values.
0:29
It should include a definition
of your brand personality,
0:32
which could be a list of
defining values or attributes or
0:36
the findings from the personality
trait exercise we did before.
0:40
It should also include
a list of priorities.
0:45
What are you trying to do for
your users and why?
0:47
And reference examples
of how to write about or
0:51
talk about topics within text or videos
is another helpful thing to include.
0:54
If you've ever heard of a content style
guide before, this isn't too different.
0:59
Some web sites use a content guide
to standardize the writing style and
1:04
design of their blog posts or articles.
1:08
Those guides might define
the proper type faces, colors,
1:11
and other formatting to use.
1:15
But the best guides will also answer
questions related to content style and UX,
1:17
like what kind of voice or
tone should we use in different places.
1:23
One of the best examples
you'll find is from MailChimp.
1:28
Their style guide was created for
their team, and
1:32
it's inspiring to see how well
organized and detailed it is.
1:35
Specifically, check out the voice and
tone section, and
1:38
put yourself in the shoes of a writer for
their site.
1:42
You'll understand very quickly what
kind of personality you're expected
1:45
to use to create content.
1:50
MailChimps voice is human.
1:51
It's familiar, friendly,
and straightforward.
1:54
Our priority is explaining
our products and
1:57
helping our users get their work done so
they can get on with their lives.
1:59
We want to educate people without
patronizing or confusing them.
2:04
And it goes on to say MailChimp's
voice is fun but not silly,
2:08
confident but not cocky,
smart but not stodgy, and so on.
2:13
There are many great points in that short
piece, but the best part about it is that
2:19
it helps set boundaries without making the
task of creating content too restrictive.
2:23
There is a wide range their content
creators could work within to be friendly
2:28
and supportive.
2:32
But they also know which
lines not to cross.
2:33
If the writers created instructions that
were too detailed or overly friendly.
2:36
It would feel out of place with
the rest of the experience.
2:41
Now, while MailChimp's complete guide
is expansive, yours doesn't have to be.
2:44
In fact, you could adapt
the section we just looked at
2:50
to create the backbone of
your own UX content guide.
2:53
Check out the downloadable worksheet
we've got and answer these questions.
2:57
How would you describe
your voice in three words?
3:01
MailChimp's voice was familiar,
friendly, and straightforward.
3:05
That combination of adjectives creates
a pretty specific kind of voice.
3:09
Someone familiar is someone you trust, and
3:13
someone friendly treats you with
respect and wants to help you.
3:16
But a straightforward
person doesn't waste time.
3:20
They get right to the point,
because they know your time is valuable.
3:23
So what would be the three words you
might use to describe your personality?
3:26
These words should be clear and
memorable for
3:32
anyone creating UX content on your site.
3:35
Next, you could answer,
when it comes to your users or customers,
3:38
what is your top priority.
3:42
MailChimps is a good one.
3:44
Our priority is explaining
our products and
3:46
helping our users get their work done so
they can get on with their lives.
3:48
Since MailChimp knows its
customers are a busy group,
3:52
it makes sense to prioritize clarity and
conciseness.
3:56
So what do you know about your customers?
3:59
What's important to them?
4:02
And what do they need the most
when visiting your site?
4:04
If you can create a priority as
clear as MailChimp's, your team will
4:07
understand what kind of content they
should focus on creating and why.
4:11
And lastly, define some attributes and
limits about your personality.
4:16
Take another look at MailChimp's guide,
they list an attribute and set a boundary.
4:21
They may be confident,
but they're not cocky.
4:26
They're helpful, but not overbearing.
4:28
Think about the best attributes or
4:31
adjectives to describe what your style and
personality should be.
4:33
But consider what could happen if
you took those traits too far.
4:38
For example, maybe you want to be
considered an expert in your industry.
4:42
But you don't want to sound overconfident
or be too forceful with your opinions.
4:46
Maybe, be an expert, but not a
know-it-all, is the way to describe that.
4:50
So could you come up with three or
maybe five of these.
4:57
Find the right attributes and limits, so
that anyone on your team can read them and
5:01
understand what it means.
5:06
And if there's any chance of confusion
about how to implement your personality,
5:08
write up specific examples and
show content creators what you mean.
5:12
For example,
Starbucks wants to use a fun and
5:16
trendy kind of tone
within it's mobile app.
5:19
When you see calls to action like these
in their app, you understand their vibe.
5:22
So if Starbucks includes these
examples in their own UX guide,
5:26
members of their team like writers,
designers, and
5:31
developers would understand how
to design similar interactions.
5:35
So what specific interactions and
5:40
scenarios do you envision for
your UX content?
5:42
It might help to make a list of
the various paths users might take through
5:46
your site or the features and
5:50
sections that will be valuable
to users at different times.
5:52
Think about why they're
visiting that section.
5:55
And the questions or
challenges related to their visit.
5:58
What are they hoping to do?
6:02
And what might their frame
of mind be at the time?
6:04
Choosing the appropriate voice and
6:08
tone could help you
immediately connect with them.
6:10
So take a crack at completing
the steps we laid out.
6:13
Describing your voice in three words,
defining your top priority,
6:18
and defining attributes
about your personality.
6:22
If you can organize your ideas and
6:26
come up with helpful content examples
writers could use as a reference.
6:28
You'll have the core of
a strong UX content guide.
6:32
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