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Understanding UX Content4:37 with Dan Gorgone
In this video, we’ll define the concept of UX Content and explain how connecting with users on an emotional level creates an experience that can help you build lasting relationships with users.
[MUSIC] 0:00 Hi, I'm Dan, and in this course 0:01 we're gonna talk about UX content. 0:06 We'll discuss what it is, the areas of your website or 0:11 app where it works best, and how to create more positive experience overall. 0:15 In the end, you'll understand how to use your own unique voice to make 0:21 a lasting connection with your users. 0:25 So when building websites and apps, many times we focus a lot of our attention on 0:28 the big obvious interactions, like the main features people will use. 0:32 Maybe it's a platform where users can manage projects or 0:37 where customers can create designs on your online t-shirt store. 0:40 But odds are your website won't be their only option. 0:45 No matter what you're building, there's bound to be lots of competition out 0:50 there and those websites or apps will offer the same features you do. 0:54 So, the question is, how can you stand out? 0:59 Offering a great user experience, the UX, 1:02 is an important way to separate your site from the competition. 1:04 And this makes sense, because many sites will just offer the bare minimum. 1:08 They won't be especially fun or engaging, 1:14 they'll simply give you features or content. 1:16 And when you use them, you don't really have a sense for 1:19 who created it, who's behind it all, and why. 1:23 Those sites can feel sort of empty. 1:26 The best websites and apps do far more than just work. 1:28 They'll connect with users on an emotional level. 1:32 This is where UX content comes into play. 1:36 UX content is the collection of information, instructions, and 1:40 other pieces you create for a site that establishes a tone, and 1:44 adds personality to your interactions. 1:48 Now don't get me wrong, this doesn't mean make everything hearts and rainbows, 1:51 or add wacky or trendy designs. 1:56 The purpose is to create an experience that truly reflects who you are and 1:58 what you believe. 2:03 Here's what I mean. 2:04 Let's say you needed to add a contact form to your site. 2:05 You could put all the basic fields in there. 2:09 Email address, body of the message, submit button. 2:11 The function itself would be there, so the basic need would be satisfied. 2:15 However, it's not very inviting, and 2:19 you're not really making a connection with the user. 2:22 With UX Content, you consider the user's needs, and 2:26 address them using an approach that echos your personality, and beliefs. 2:29 It's like if you saw someone in person who needed help, you wouldn't 2:34 just hand them a form, tell them to fill it out and get back to them later. 2:39 You'd ask them in your own way, what was wrong and if you could help. 2:44 Online, your specific approach all depends on who you are. 2:49 So you might take a helpful approach, and ask how can we help you today? 2:53 Or you might be more direct, and write tell us about your latest project and 2:58 we'll give you a free quote. 3:02 Either approach goes way beyond the bare minimum and 3:04 the chances are much greater users will take the action you want them to take. 3:08 This is the essence of UX content, it's not just a list of things you're gonna 3:13 create anyway like the contact form, it's how you create them. 3:18 Thinking about your users and anticipating their needs and preferences, will 3:22 inform your decisions about what kind of information to share in different places. 3:27 Including what to say and how to say it. 3:33 Instead of just creating a button where users can start a new t-shirt design, 3:36 you might also include templates and examples that inspire them to take action. 3:41 Instead of just listing specs in a chart about a new car model you've built, 3:46 you could show videos of the car in action, or 3:52 share stories about why you built it in the first place. 3:55 And instead of building a help page that just includes a contact form, 3:59 you might include links, videos, and 4:04 interactive walkthroughs to truly help people and build trust. 4:06 And through it all, you could write and 4:11 produce these things with your own specific voice. 4:14 How would you explain the steps for creating an account? 4:17 Or how would you demonstrate the proper way for replacing a headlight on your car? 4:21 Everyone has their own personality, tone, attitudes, and values. 4:27 And those are the things that will help you connect with people. 4:32
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