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In this video, we’ll explore the role of UX content within design and development teams, how it impacts many parts of a project, and who ultimately is responsible for creating it.
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[MUSIC]
0:00
Let's explore how you might begin to
implement UX content into your website or
0:04
app project.
0:10
So far, we've discussed
many ways to integrate this
0:11
content into the user experience.
0:14
It should naturally appear within product
descriptions, help and support sections,
0:16
details about the brand or company, and
anywhere people interact with the site.
0:21
So when you add it all up,
0:27
that means your entire site may be
impacted by this UX content approach.
0:28
And an important point here is that,
0:34
once you start creating this content
with a distinct personality or voice,
0:36
or begin to adopt certain values,
like transparency or being helpful,
0:41
it needs to become a consistent
part of the experience.
0:46
Otherwise, it won't seem genuine.
0:49
So don't only be helpful
in the help section or
0:52
transparent in the about section.
0:55
Whatever values you hold
dear should be seen and
0:58
felt across the entire user experience,
1:01
which means you'll need your entire team
to understand and adopt them as well.
1:04
This will affect the people responsible
for writing and creating content,
1:10
designing images and videos,
creating templates or interfaces.
1:15
Along with the people who manage product
pages, help sections, corporate or
1:19
brand information, and
anyone else whose work shows up online.
1:24
In some cases, those responsibilities
are spread out amongst many people
1:28
in different teams, but
other times it's a much smaller group.
1:32
Whatever the case,
a great way to get your efforts aligned,
1:35
and your team invested in UX content,
is to make it relevant for them.
1:39
A helpful approach here is to explain
the benefits of UX content by connecting
1:44
them to the goals you and
your team are focused on.
1:49
Odds are, your team's goals
are going to align very well with
1:53
the benefits we've already discussed.
1:56
Improving the user experience,
increasing engagement, improving feedback,
1:58
and especially generating more important
conversions, like sales, sign ups or
2:03
downloads.
2:08
And by creating more UX content,
teammates responsible for
2:09
specific tasks could also
realize some benefits too.
2:13
Here's what I mean.
2:17
Marketers and copy writers are usually
tasked with explaining features and
2:18
promoting products.
2:23
But too many of them struggle because
different writers will take different
2:25
approaches.
2:29
Some might prefer to be direct.
2:29
Another might like to write fun copy, and
2:32
others might wanna keep descriptions
as serious as possible.
2:34
With a UX content approach,
2:38
you can align everyone around the
personality and values you want to use.
2:40
Ensuring that all your tag lines,
descriptions, and calls to action create
2:45
the right emotional reactions you're
looking for from your audience.
2:50
Designers should also have a clearer
idea of the visual personality or
2:54
attitude the user interface should have.
2:59
So the choices they make when selecting
color palettes, typefaces, buttons,
3:02
icons, and other visual elements will
resonate with the user in the right way.
3:07
And if developers recognize
the personality or voice you want to use,
3:12
they'll anticipate the best
places where it should be seen.
3:16
So when developers build forms,
interactive features, or
3:20
see an opportunity to
inject some UX content,
3:24
they'll help maintain that unique
experience throughout the site.
3:27
And these efforts should align perfectly
with your customer service team,
3:32
especially if there's a chance to add
helpful content like a knowledge base
3:37
or FAQs.
3:42
Not only could you deliver this support
with your consistent voice, but
3:43
it could also streamline
the support process and
3:47
potentially reduce the number of emails or
phone calls you get.
3:50
And that's an important point.
3:54
UX content is supposed to help the entire
company or website hit its goals.
3:56
But it should also improve how teams or
individuals accomplish their goals too.
4:01
Marketers usually have metrics they look
at to track how many people they get
4:07
to download a free trial, for example.
4:12
The same goes for people on support or
development teams trying to measure and
4:14
improve customer satisfaction.
4:19
With a consistent and positive UX
in place, everyone could benefit.
4:21
And when teams are aligned around
common strategies like this,
4:26
collaboration becomes easier and
more effective,
4:31
especially when the UX content you
wanna create requires a mix of skills.
4:34
For example, Quip is a collaboration tool
where teams can work on living documents
4:39
together, so
communication becomes more intuitive.
4:44
Now, their marketing team is responsible
for explaining how it all works,
4:47
describing the benefits and features,
with the goal of attracting new users.
4:52
Meanwhile, the design
team is responsible for
4:57
creating eye-catching visuals that help
promote and display the various features,
5:00
and to create a visual experience
that resonates with the audience.
5:05
But if both teams are aligned behind this
UX content approach, it's easier for
5:09
them to create elements with
a consistent message and experience.
5:14
So if these teams are aligned and
know that Quip's personality is casual,
5:19
stylish, but a little bit quirky too,
the narration written for this demo video
5:24
will have the same voice and attitude
as the motion graphics created for it.
5:30
Working together helps teams gain
a better focus about what to create and
5:36
how it should look and feel for the user.
5:40
So maybe you've got a big team or
5:43
maybe it's just you trying to
accomplish all this UX work.
5:45
Whatever the case, UX content should
have a presence throughout your site.
5:49
And the various tasks you're responsible
for, whether it's marketing,
5:54
support, design, or more,
will all be impacted by it too.
5:58
Just be sure everyone has the same
direction before moving forward.
6:02
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