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In this video, we’ll explore how to use UX Content to translate basic data and information into descriptive details that are relevant to users and will empower them to take action.
New Terms:
Descriptive UX Content - Detailed content that confirms user needs for relevant goals and preferences; explains or illustrates the value of something; and builds trust with users.
Website Examples:
SlinkStudio Bundle on Amazon
LG
Amazon Echo
Chattanooga Web Design
Further Reading:
UX Writing: How to do it like Google with this powerful checklist, by Guy Ligertwood
Prescriptive and descriptive labels, by Jorge Arango
[MUSIC]
0:00
As we've mentioned,
one of the main purposes for
0:04
creating UX content is to
generate an emotional response.
0:07
Positive emotions related to happiness,
0:10
satisfaction, delight, and
trust can be powerful motivators.
0:13
So in this video, let's start exploring
the specific types of UX content
0:18
we should focus on, and
the first one is descriptive UX content.
0:23
Descriptive UX content does what you might
expect, it describes things for users.
0:28
It could be text, images, videos, icons,
whatever it takes to provide better
0:33
understanding of the thing
you're offering.
0:37
In general, any time you can
provide details for someone,
0:40
the chances are better they'll understand
what you're saying or selling.
0:43
But to create a positive reaction,
we must go beyond the bare minimum.
0:48
We need to do more than describe our
product, service, or ourselves with
0:52
the same kinda simple bullet points or
short pieces of text everyone else uses.
0:56
We need to think more creatively.
1:01
With Descriptive UX Content, we're hoping
to accomplish some important goals.
1:04
We want to help users confirm their needs.
1:09
We want to help explain or
illustrate the value of something.
1:12
And by doing all, this we want
to build trust with our users.
1:16
So, let's dig into this a bit.
1:20
The first goal we mentioned here was
to help users confirm their needs.
1:23
In other words,
1:26
we need to help people make the connection
between what they want and what we've got.
1:27
It could be a product,
a function, even information.
1:33
They're looking for something, and we
should do our best to confirm we have it.
1:36
For example, if you wanna live
stream an important event,
1:40
you might need to invest in a system
with cameras and streaming hardware.
1:44
So a solution like this SlingStudio
bundle on Amazon might be something you
1:48
find when you do a search.
1:53
But you wouldn't look at
the title of this product and
1:54
just hit Buy Now, customers need
more information to make a decision.
1:57
So smart sellers will
provide UX content to further
2:01
explain what a product is and
why it's the right fit.
2:05
Visual examples show applications
of the product helping potential
2:10
customers confirm that this is
the thing they're looking for and
2:15
this is how you could use it.
2:19
So in this case, you could use UX content
to give users a feeling of security,
2:21
make the connection for them, and
confirm you're the right source for
2:26
what they need.
2:31
Another goal of descriptive UX
content is to help explain or
2:33
illustrate the value of something.
2:36
People might know they need something,
but they may not understand why.
2:38
Like my refrigerator has this indicator
light has this indicator light that's been
2:42
blinking for months that I
need to change the air filter.
2:47
And I'm wondering, is that even a thing?
2:50
Since when do fridges have air filters?
2:52
Well I go to the LG website,
where they sell these things.
2:55
And at first I'm not convinced.
2:58
I see a tiny picture of a filter, and
3:00
the key feature is listed as six
month replacement air filter.
3:02
That's not helpful,
I'm still not convinced I need this thing.
3:07
But when I scroll down, things click for
me when I read change is good.
3:11
Help keep your food tasting fresh
by periodically changing your
3:16
refrigerator's air filter.
3:20
I see.
The value becomes clear.
3:23
Of course I want to do this!
3:24
And LG even encourages the action
by including a link to the How to
3:26
Change Refrigerator Air Filter
support page.
3:30
There's the context and value I need.
3:34
So, anytime you have something
to offer where people might
3:36
need a little convincing or
explanation, descriptive UX content,
3:40
like this, can really come in handy.
3:45
So imagine you've got
a product description for
3:48
something you want to sell.
3:51
The more descriptive you
can be about the product,
3:52
the easier it should be
to demonstrate its value.
3:55
This becomes even more important when
you're trying to promote something new.
3:59
Like when Amazon introduced its
Echo device for the first time.
4:03
Since nobody had ever owned one,
4:08
people needed information to understand
why they should bother getting one.
4:10
But with a mix of written descriptions and
visuals to show how it worked,
4:14
Amazon provided the UX content needed.
4:19
To illustrate the products capabilities,
and so
4:22
everyone could understand how a new
product could be relative to their lives.
4:25
And when you care enough to create
UX content that helps users
4:30
understand much more,
you will start to earn their trust.
4:34
This means being honest and truthful
about the subject of your content.
4:38
Whether you're writing about a product,
service, organization,
4:43
a concept, or news item.
4:47
It's important to give users
as much detail as you can,
4:49
so they feel confident that you'll
be able to help them complete
4:53
whatever related goal
they're trying to accomplish.
4:57
Building trust through
content can be achieved.
5:00
By including evidence and data.
5:04
Such as a testimonial from a happy client.
5:06
Or a portfolio filled
with lots of great work.
5:09
Seeing is believing.
5:13
Think of how many times you've shopped for
something online or researched solutions.
5:16
Content like customer reviews,
testimonials, and visual examples can
5:20
help confirm the quality and
suitability of a solution or product.
5:26
You may even find that in some cases,
the opinions and
5:31
perspectives of your
happy customers may be
5:34
even more influential than any
original content you try to create.
5:37
Think you've got the idea?
5:43
Download the worksheet we've
included with this course and
5:45
try writing some content for yourself.
5:48
Just remember, the script of UX
content comes in many forms.
5:51
But whether it's written, visual,
or provided by a happy customer,
5:55
use this information to provide deeper,
more relevant descriptions of who you are,
6:00
what you do, and
why people should know you better.
6:06
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