Descriptive UX Content

[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