1 00:00:00,101 --> 00:00:05,151 UX content can help customers, clients and other users become more familiar and 2 00:00:05,151 --> 00:00:08,207 comfortable, with the services you provided. 3 00:00:08,207 --> 00:00:11,914 But once those people have a basic understanding and familiarity, 4 00:00:11,914 --> 00:00:14,657 you wanna support them and make them feel secure. 5 00:00:14,657 --> 00:00:20,213 So let's discuss another form of UX content to focus on, helpful UX content. 6 00:00:20,213 --> 00:00:22,843 When you hear the term helpful UX content, 7 00:00:22,843 --> 00:00:26,646 one might assume we're talking about the stuff you create for 8 00:00:26,646 --> 00:00:30,759 a help or support section on a website and that's certainly true. 9 00:00:30,759 --> 00:00:35,691 When we create helpful UX content, we want to provide support for 10 00:00:35,691 --> 00:00:39,815 our users, but we can also use it keep users engaged and 11 00:00:39,815 --> 00:00:43,330 create logical pathways for users to follow. 12 00:00:43,330 --> 00:00:48,779 So helpful UX content may show up in many areas of your website or app. 13 00:00:48,779 --> 00:00:51,284 Let's focus on how we create it. 14 00:00:51,284 --> 00:00:55,961 If you provide products or services with any element of complexity to them, 15 00:00:55,961 --> 00:00:58,599 you need to provide some level of support. 16 00:00:58,599 --> 00:01:01,390 And as we've been saying, you've gotta do more than the minimum. 17 00:01:01,390 --> 00:01:06,939 So listing an email address or providing a vague help form isn't gonna cut it. 18 00:01:06,939 --> 00:01:12,716 Go the extra mile and anticipate what users need and when they'll need it. 19 00:01:12,716 --> 00:01:18,359 Providing some logical easy to understand UX content could really help them out. 20 00:01:18,359 --> 00:01:21,391 One strategy is to create a knowledge base. 21 00:01:21,391 --> 00:01:26,004 A section of content that provides instructional information for your users. 22 00:01:26,004 --> 00:01:30,097 This makes sense if you have a product that requires specific knowledge 23 00:01:30,097 --> 00:01:30,716 to use it. 24 00:01:30,716 --> 00:01:35,630 Or if you offer advanced features that could be explained through things like 25 00:01:35,630 --> 00:01:40,556 step by step instructions, downloadable guides, or walk through videos. 26 00:01:40,556 --> 00:01:43,929 For example, Basecamp has it's own knowledge base, 27 00:01:43,929 --> 00:01:48,855 offering detailed information about how to manage permissions for projects. 28 00:01:48,855 --> 00:01:53,034 Or how to upgrade your workspace from version 2 to 3. 29 00:01:53,034 --> 00:01:57,898 Ultimately, you wanna ensure users will be able successfully use whatever 30 00:01:57,898 --> 00:01:59,651 you've created for them. 31 00:01:59,651 --> 00:02:05,597 Making the overall experience feel more supportive and reliable for your user. 32 00:02:05,597 --> 00:02:10,055 Have you ever bought something or tried to use an online platform, 33 00:02:10,055 --> 00:02:12,931 only to get to some point where you give up? 34 00:02:12,931 --> 00:02:15,780 Maybe you can't figure out how it works, or 35 00:02:15,780 --> 00:02:19,480 you get overwhelmed by all its many features, details. 36 00:02:19,480 --> 00:02:23,740 In many cases, users may abandon a product altogether, or 37 00:02:23,740 --> 00:02:28,439 another goal of this helpful UX content is to keep users engaged. 38 00:02:28,439 --> 00:02:33,365 The idea is that if you can help users better understand your offerings and 39 00:02:33,365 --> 00:02:39,093 educate and support them through various issues, those users will stay motivated. 40 00:02:39,093 --> 00:02:42,639 They'll want to keep using whatever you've created. 41 00:02:42,639 --> 00:02:47,975 Emma's support pages were created to help explain to customers how their email 42 00:02:47,975 --> 00:02:53,321 service works and what things mean, like specific email response analytics. 43 00:02:53,321 --> 00:02:56,521 But they don't just provide definitions, 44 00:02:56,521 --> 00:03:01,544 they write the content in an approachable, easy to understand way. 45 00:03:01,544 --> 00:03:05,411 An important point here is that if you can speak your user's language, 46 00:03:05,411 --> 00:03:08,189 they'll understand and appreciate the content. 47 00:03:08,189 --> 00:03:12,236 That means writing in a style that's clear and familiar to them. 48 00:03:12,236 --> 00:03:16,044 Using terms and even a personality that resonates with them. 49 00:03:16,044 --> 00:03:19,746 And it's even more helpful when you focus on details that are personally 50 00:03:19,746 --> 00:03:20,783 important to them. 51 00:03:20,783 --> 00:03:24,885 If you understand who your users are and what they are trying to accomplish, 52 00:03:24,885 --> 00:03:28,426 then you'll know which features they need help understanding. 53 00:03:28,426 --> 00:03:31,256 How to convey information to them and 54 00:03:31,256 --> 00:03:35,741 what UX content you need to create to support their goals. 55 00:03:35,741 --> 00:03:37,670 One more goal we mentioned for 56 00:03:37,670 --> 00:03:41,923 helpful UX content was to create logical pathways for our users. 57 00:03:41,923 --> 00:03:44,534 No matter what kind of website or app you build, 58 00:03:44,534 --> 00:03:47,293 you'll want your users to take certain actions. 59 00:03:47,293 --> 00:03:51,101 And sometimes, it'll make sense for them to follow a path or 60 00:03:51,101 --> 00:03:52,977 a specific order of actions. 61 00:03:52,977 --> 00:03:57,211 In UX circles, this might also be known as the user flow. 62 00:03:57,211 --> 00:04:02,310 Like if someone searches for a game in the PlayStation Store, it makes sense for 63 00:04:02,310 --> 00:04:06,587 Sony to provide a path to purchase that game once the user finds it. 64 00:04:06,587 --> 00:04:12,293 In this case, the user interface will draw attention to that path with a big button. 65 00:04:12,293 --> 00:04:16,449 But a great example of this helpful UX content is the website for 66 00:04:16,449 --> 00:04:18,497 the Apple trade-in program. 67 00:04:18,497 --> 00:04:21,953 If a customer is considering trading in their laptop or iPhone, 68 00:04:21,953 --> 00:04:26,241 Apple will walk them through a series of questions that determines which device 69 00:04:26,241 --> 00:04:28,609 they've got and it's current condition. 70 00:04:28,609 --> 00:04:33,311 Each step is simple and friendly and includes short messages, 71 00:04:33,311 --> 00:04:36,870 with easy choices and a progress bar at the top. 72 00:04:36,870 --> 00:04:41,104 They also include little, what does this mean links, with short, 73 00:04:41,104 --> 00:04:42,605 simple explanations. 74 00:04:42,605 --> 00:04:46,860 And by the end, Apple has all the info they need to provide an estimate. 75 00:04:46,860 --> 00:04:49,300 Which is what the user wanted, but 76 00:04:49,300 --> 00:04:53,517 they also give the user more logical paths related to this. 77 00:04:53,517 --> 00:04:59,109 Like actually going forward with the trad-in so the user can get their money. 78 00:04:59,109 --> 00:05:03,505 In the end, helpful UX content does more than just provide help. 79 00:05:03,505 --> 00:05:08,981 It moves your users further down important pathways, removing barriers and 80 00:05:08,981 --> 00:05:14,050 making the choice to take action much easier and much more attractive. 81 00:05:14,050 --> 00:05:18,412 When you've got a potential customer ready to trade-in hardware, 82 00:05:18,412 --> 00:05:23,301 there's a big difference between Apple providing the address of the nearest 83 00:05:23,301 --> 00:05:27,511 Apple Store, and forcing the customer to physically go there, or 84 00:05:27,511 --> 00:05:31,674 getting users one click away from competing the actual process. 85 00:05:31,674 --> 00:05:37,480 So, how can you use this content to help your users? 86 00:05:37,480 --> 00:05:39,303 Identify those paths. 87 00:05:39,303 --> 00:05:43,130 Where do users arrive on your site and where do they go? 88 00:05:43,130 --> 00:05:46,797 What features do they use, or what content do they look for? 89 00:05:46,797 --> 00:05:51,618 Using helpful UX content, you could guide them closer to a purchase or 90 00:05:51,618 --> 00:05:53,426 expand their knowledge. 91 00:05:53,426 --> 00:05:57,947 But regardless of their action, your helpful content could build trust and 92 00:05:57,947 --> 00:05:59,720 faith in your website or app. 93 00:05:59,720 --> 00:06:04,288 If you can anticipate your users' needs and what they are trying to do, 94 00:06:04,288 --> 00:06:08,033 your UX content will be perfectly helpful and effective.