Product Pages and Descriptions6:25 with Dan Gorgone
In this video, we’ll discuss how to create UX Content for product pages, including informative and interesting descriptions, specifications that have relevance for the user, and visual content that shows possibilities users can embrace.
So as we've gone through this course, my hope is that 0:00 you're seeing the possibilities of what UX content can do for you and your users. 0:03 We've looked at examples, talked about strategies, 0:08 and taken a close look at how it works. 0:11 And along the way I've tried to apply my own sparkling personality 0:13 to keep you engaged and highly entertained. 0:17 Well, that same process of introducing a concept, 0:20 breaking it down into easy to understand pieces. 0:24 And helping people understand how they can use it for 0:27 their own purposes, all with a unique and engaging personality. 0:29 This is exactly how you should use UX content to create product and 0:34 service description pages. 0:38 Let's break this down a bit. 0:40 Whether you're promoting an app product or 0:42 service, you need to clearly describe what you've got. 0:44 Validating that your product or service does what the user needs is a basic but 0:48 vital step for a product description. 0:53 I need a 40 watt light bulb. 0:55 Is this a 40 watt light bulb? 0:57 Yes, yes it is. 1:00 But many places use the same tired strategy. 1:01 They come up with a few bullet points that sum up the basic facts. 1:04 But that doesn't help users understand the possibilities. 1:08 There's nothing special there to separate it from the many competitors that 1:12 provide the same solution. 1:15 Here's what I mean. 1:17 If you need some portable file storage but want something unique, 1:19 you might search on Best Buy's website and find this little penguin flash drive. 1:23 Cute little guy, right? 1:28 Well, here's the product description. 1:29 This animal is made out of rubber and 1:32 comes with a cap holder, attachable to the drive with a small, beaded chain. 1:35 So you will never lose the cap! 1:40 This animal USB Drive is both fun and functional. 1:42 Fun and functional, wow. 1:48 It's almost like the product designers thought hey, 1:51 you know what'd be fun, let's make some cute animals out of these flash drives. 1:54 And whoever wrote this copy thought, meh. 1:58 They weren't buying into the experience. 2:02 This animal is made out of rubber and it is both fun and functional. 2:04 Well, if the copywriter can't buy into the experience, the customer won't either. 2:10 Over at ThinkGeek, they are buying into the experience. 2:16 They're selling the Star Trek Next Generation Isolinear Chip USB Drive. 2:20 It's data storage worthy of data, get it? 2:25 Cuz Data was a character on the show. 2:29 Anyway, 8 gigs of USB 2.0 isolinear goodness. 2:31 They could have said storage. 2:36 But no, it's isolinear goodness. 2:39 It doesn't take much to show personality. 2:42 Even using one or 2:45 two specific words can alter the tone from boring to suddenly interesting. 2:46 ThinkGeek expands even more within the full description, but 2:52 the point is clear here. 2:54 They're embracing the experience and using UX content to promote it. 2:56 So can you generate an emotional response with a flash drive description? 3:01 Absolutely, but telling people something is fun isn't how it works. 3:06 Either show it's fun, or create an experience people will react to. 3:11 Remember our little penguin buddy? 3:15 Well, what if they wrote this description instead? 3:17 Hey everyone, say hi to Chippy the Penguin! 3:20 He loves swimming and snuggling next to warm laptops. 3:23 He'll keep your files safe and 3:27 dry and melt the hearts of all your office friends. 3:28 Everyone knows what a flash drive does, but this little guy is unique. 3:32 So have fun with it. 3:36 Whatever you're describing, figure out an angle that's relevant and 3:38 will resonate with your audience. 3:42 Maybe you focus on the cuteness and the fun side or maybe the unrelenting 3:44 reliability or the imaginative creativity or its tasty goodness. 3:47 Use UX content to elevate your descriptions above the boring and 3:53 obvious, and make them memorable and relatable. 3:58 Now when Big Frog tries to attract people to its custom-printed shirt service, 4:02 they know full well there are dozens of alternatives out 4:07 there who do the same thing. 4:10 You submit a design idea. 4:11 They create it and ship it to you. 4:13 The Big Frog uses fun, eye-catching text and visuals to break down their 4:16 service into an easy to understand sequence, one that's relatable. 4:20 As we've mentioned before, 4:25 visuals are excellent at communicating meaning and value. 4:27 And they're vital for describing products and services. 4:31 Use a mix of texts and visuals to tell the story behind your product or service. 4:34 And show how it works and what's possible. 4:39 But what if instead of a few products, you're responsible for 4:43 creating descriptions for hundreds or even thousands? 4:46 Is it feasible to create UX content for every item you sell? 4:50 Well, even when you're offering a large selection of items, 4:54 don't abandon the responsibility of creating a UX around them. 4:57 It may not be easy, but it will be worth it. 5:01 If you know you want to create specific kinds of descriptions, 5:04 it helps to set up a process or rules each time a new product is added. 5:08 Make it a part of your workflow. 5:12 You may find the best you can do is create 5:14 one unique sentence with your own unique flair or personality. 5:16 But that's better than nothing. 5:20 Keeping things simple absolutely works. 5:23 So instead of writing a long back story for 5:26 Chippy the Penguin, you might decide to set a word limit for each description. 5:28 Maybe all you need are ten words. 5:32 Chippy the Penguin will keep your files safe and warm! 5:34 Like we said before, it doesn't take much to create an emotional reaction. 5:38 But by keeping this short, now you've got time to create descriptions for 5:42 all the other products you support. 5:46 So UX content is essential for making product and 5:48 service description pages work. 5:52 Identify the basic details that are relevant to your user and 5:54 create a unique description that sparks a reaction. 5:58 And that way, you can make any item you sell that much more interesting, 6:01 even a flash drive. 6:05 Hey, Chippy, how's it going? 6:09 [SOUND] That's good, okay. 6:10 You wanna go? 6:14 Okay, all right. 6:14 No, no, don't. 6:22
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