Who is Responsible for UX Content?6:07 with Dan Gorgone
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.
[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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