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When users identify with a website, company, or the people behind it, they’ll be more likely to think of them and visit again. In this video, we’ll explore how UX content can be used to reveal more about the motivations and values behind you and your brand.
New Terms:
Transparent UX Content - Content that communicates the personality, values, and identities behind a company or brand in order to build trust, create connections, and reveal the meaning behind its actions.
Website Examples:
REI
Wistia
Starbucks
HelpScout
Southwest
Trinet
Dropbox
Buffer
Further Reading:
How to Write a Mission Statement & Mission Statement Examples, by Susan Ward
Do You Have a Personal Mission, Vision and Values Statements?, by Mark Swartz
Here's How Important Brand Transparency Is for Your Business, by Kenny Kline
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How many times have you
read copy on a website, or
0:00
watched a video produced by a brand, and
really felt like you understood them and
0:03
that they understood you, where it felt
like these people were speaking your
0:08
language, so much so
that you wanted to learn more about them?
0:12
When you can form a connection like that,
users become more engaged and
0:16
interested in everything
a brand has to offer.
0:21
It's a lot like meeting someone in real
life and sparking up conversation,
0:24
only to realize, hey,
we've got something in common.
0:28
Too many brands play it safe and
try to say the right thing, but
0:31
end up saying nothing at all.
0:35
We value quality and integrity.
0:37
Well, of course you do.
0:40
Everyone does.
0:42
Brands can provide a better
experience than that.
0:43
They need to.
0:46
To form strong personal connections and
generate emotional responses,
0:47
we need to create transparent UX content.
0:52
Content that reveals who we really
are behind any corporate facade or
0:55
personal web page.
1:00
It allows us to build trust with
our customers and followers,
1:01
reveal the meaning or
purpose behind our efforts, and
1:05
create a deeper connection between us and
our users.
1:09
By being genuine, honest, and direct,
you could have accomplish these goals.
1:13
So let's explore how to create
transparent UX content.
1:17
If you check out the team behind Wistia,
1:22
you'll discover their About Page shows you
more than just a list of team members.
1:24
It's an interactive array of
photos that dance and move and
1:29
do whatever else the person decided to do.
1:33
They could've written something obvious,
like we're a cool company.
1:36
But instead, Wistia delivers this cool
experience that reflects who they
1:39
really are, a company that values their
fun culture and isn't afraid to show it.
1:44
Now, at first people might
think dancing pictures,
1:50
why would we create something like this?
1:53
Why does this even matter?
1:55
Wistia did it because they wanted
to connect with their audience in
1:57
an emotional way.
2:02
They're basically saying, if you value
fun, we're the right company for you.
2:03
An audience that identifies with the
values you display through UX content will
2:08
be more likely to trust you, connect with
you, and be influenced by your content.
2:14
So using content to represent your
values is one way to connect, but
2:19
explicitly stating your
beliefs is another.
2:24
One of the causes Starbucks
supports is the environment.
2:27
So on their website they've prepared
mission statements that detail what they
2:32
do, inside and out of their stores,
to support this cause.
2:36
Their transparency about their beliefs and
2:39
actions help followers understand
why they care and do what they do.
2:42
And those customers that share the same
beliefs will probably support the company
2:47
even more.
2:52
So if you've got specific beliefs and
values you're passionate about,
2:53
how could you raise awareness of them
through UX content on your site?
2:58
You could be like Help Scout and
state this plainly,
3:04
our mission is to help you
build a company people love.
3:07
You might consider an approach
like Southwest providing bilingual
3:11
versions of multiple kinds of customer
commitment statements and documents.
3:15
So their commitment to you,
the customer Is clear and in writing,
3:20
no matter where you're from or
what language you speak.
3:24
Or you might take the TriNet approach and
state on your homepage the number of
3:27
customers and the amount of payroll
processed through your HR platform.
3:33
By sharing this data, you're establishing
your expertise and abilities.
3:37
Other people or
brands might take a different approach and
3:43
offer transparency by telling their
own story to help people understand
3:46
why they do what they do and
what brought them here today.
3:51
Like a comic book superhero, some brands
will detail their origin story, the spark
3:55
of creativity, or the unique event that
drove them to begin their efforts.
4:01
They might also include their life
lessons, the key pieces of advice they can
4:06
share based on the various ups and
downs they've experienced along the way.
4:10
Ironically, though, some of
the best stories focus on the user.
4:15
When you read Dropbox's story on
their site, they start by saying,
4:19
we've always been obsessed with
making work better for people.
4:23
But they end it by stating, so
you can focus on what matters.
4:27
Remember, we want our
users to identify with us.
4:33
So when you relate your story,
4:37
your users need to see very clearly
how they fit into the story as well.
4:39
Buffer has regularly published insightful
posts about the inner workings at their
4:45
company, openly talking about the lessons
they've learned, creating budgets,
4:50
making deals, and
even defining their core values.
4:54
One of those core values, by the way,
is default to transparency.
4:57
And there's a great quote within
the presentation they've shared online.
5:01
As a company, we view transparency
as a tool to help others.
5:05
This is an important point.
5:10
As someone who will create an experience,
5:14
you have a responsibility to
provide many opportunities for
5:17
users to do things,
try things, or consume things.
5:21
By creating content that's genuine and
honest and allows your users to
5:25
understand you and your motivations,
like your values and mission,
5:30
you can build a relationship that's deeper
than just someone using a website or app.
5:34
It'll be the beginning of a relationship
you can grow and build upon.
5:40
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