Defining Personality3:30 with Dan Gorgone
In this video, we’ll discuss how to select or create a personality for your website or app, and how this will impact the UX Content you create.
- Brand personality - the way in which you communicate that reflects who you are and what you value as a brand
[MUSIC] 0:00 The main goals of creating UX content are to generate emotional responses and 0:04 establish deeper connections with people. 0:08 And you can't do that with generic, emotionless interactions. 0:11 But not everyone needs to strike the same kind of emotion. 0:16 Some websites present fun and 0:20 quirky content, while others might take a more serious tone. 0:22 Well, in this video, we're gonna discuss a vital part of UX content strategy, 0:26 defining your personality. 0:31 When we say that a website or a brand has a personality, 0:33 it's not unlike describing a person with different personality traits. 0:37 Some people are friendly, generous, helpful, and fun. 0:41 While on the other side of the spectrum, people can be arrogant, secretive, and 0:45 overly serious. 0:50 And of course, there are many people in between. 0:52 These personality traits reflect who people are and what they believe in. 0:55 In other words, it defines their identity and reflects their values. 0:59 So since we have our own traits, 1:04 we may naturally gravitate toward others with similar traits. 1:06 If you're a fun person, for example, 1:11 you might like talking to people who are open or have a sense of humor as well. 1:13 But other times, context matters. 1:19 When we need help, 1:21 we'll probably gravitate toward people who are helpful, friendly, and trustworthy. 1:22 When you create UX content on behalf of a person or 1:28 a brand, these ideas about personality traits still apply. 1:31 A brand personality is the way in which you communicate 1:36 that reflects who you are and what you believe in as a brand. 1:39 So if you believe in being helpful or transparent with your customers, 1:43 your content should be helpful and transparent. 1:47 Let me share an example. 1:51 Aha is a roadmap platform for managing projects. 1:53 And much of the UX content you encounter on their site 1:57 has a certain kind of personality and voice to it. 2:00 On their Services page, Aha writes confidently, 2:03 using a straightforward approach to describe their support services. 2:07 When you ask for help, we know that you need us. 2:11 And we want to be useful to you, immediately. 2:14 This is a very direct statement, one that should help build trust with users. 2:18 And it shows empathy, explaining to users they understand their needs and 2:23 are ready to help. 2:27 Aha also uses a variety of information here, visuals that define 2:29 their super fast support, data to validate their experience. 2:34 And a group picture, 2:39 full of smiling faces, introducing you to their support team. 2:40 So you could define Aha's personality as confident, empathetic, and friendly. 2:43 So if you want to connect with your users or customers, 2:50 creating UX content with a clear personality, we'll make it much easier. 2:54 When you have a clear personality, you'll choose the right words or terms, 2:59 share the most appropriate examples or stories. 3:03 Use the most fitting visuals or images, and 3:06 generate the desired response from your audience. 3:09 But this leads to an important question, how do you define your personality? 3:14 Well, in the next video, we're gonna run through a quick exercise that will help 3:19 you determine what kind of personality you have and 3:23 what kind of UX content you should be producing. 3:26
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