content design

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How often do you think about content design? The answer, most likely, is: “not enough”.

The work of a Content Designer involves fitting the right words in the right places, understanding the nuances of things log in vs. sign in, and knowing the right words to use to engage customers. Content Design is an important part of the user experience—and the ROI is high. Like, “millions of $s saved through content-testing” high.

Erica Jorgensen is a Staff Content Designer at Chewy.com and the author of Strategic Content Design: Tools and Research Techniques for Better UX. She joined Erin and Carol on the podcast to discuss the ins and outs of content design, the importance of clarity for effective communication, and how to involve your audience in content design.

Highlights from the episode:

• 00:02:03: What is content design in the context of UX research?
• 00:06:48: Gaining clarity by thinking about the words you use frequently 
• 00:14:00: How Erica used simplified language to get customers to buy more insurance plans
• 00:26:42: Using cloze testing to ensure general content clarity
• 00:29:26: The importance of syllables and length 
• 00:39:46: Resources and guides for better content design
• 00:42:56: How Microsoft saved $2 million through content testing

  Sources and people mentioned

• BrainTraffic
• Chewy.com
• Cloze testing — “Cloze Test for Reading Comprehension,” NN/g.
• Curtis Kopf, Chief Experience Officer at REI
• Dylan Romero, Affiliate Instructor at University of Washington, UX at Microsoft
• Flesch–Kincaid – Wikipedia 
• Hemingway Editor
• Jorgensen, Erica. Strategic Content Design: Tools and Research Techniques for Better UX. (2023) — GET 15% OFF AT ROSENFELD MEDIA WITH CODE AS15
• MeasuringU (Jeff Sauro)
• Merriam-Webster Dictionary
• Metts, Michael and Andy Wefle. Writing Is Designing: Words and the User Experience. (2020)
• Scott Kubie
• System Usability Scale
• Tracy Vandygam, Senior Content Designer at Mozilla
• Visual Thesaurus
• Winters, Sarah. Content Design. (2017)

About our guest

Erica Jorgensen is a staff content designer at Chewy.com and the author of Strategic Content Design: Tools and Research Techniques for Better UX, published in April 2023 by Rosenfeld Media. 

She's a content designer, content strategist, and team leader determined to bring greater respect to the content field. To that end, Erica speaks frequently at conferences including UXDX USA, UX Lisbon, Microsoft Design Week, the Web Directions Summit, and Button: The Content Design Conference, and on podcasts like The Content Strategy Podcast with Kristina Halvorson and Content Insights podcast with Larry Swanson. In addition to working in content roles for companies of all sizes, she has taught at the University of Washington and Seattle’s School of Visual Concepts. 

Erica earned her B.A. from the University of Connecticut and M.A. from the University of Missouri’s School of Journalism. In her free time, you can find her exploring Washington State’s wineries or hiking with her husband and rescue dog, Rufus.

We covered:

• How to use AI in your UX process.
• What are the different opportunities for UX writers and designers with the rise of AI products.
• What other events in history were similar to the AI revolution.
• trategies for integrating AI into user research and testing.
• The impact of AI on user interface design trends.
• Ethical considerations in AI-driven design choices.
• Predicting user behavior with machine learning and its effects on UX.
• The role of personalization in UX as powered by AI algorithms.
• Balancing human-centric design with AI automation.
• The future of UX professions in the age of AI advancements.

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We Talked About:

• The importance of having both design and UX thinking skills in any project.
• Her journey into product design and how to emphasize the value of real-time user feedback.
• Her experience on Survivor.
• Potential challenges in future UX, such as virtual reality and wearable tech, along with the merging of technology into everyday objects.

Check out our free UX writing course:

https://course.uxwritinghub.com/free_course

And our brand new AI for UX course:

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Du öffnest Canva und beginnst deinen neuen Instagram Post zu gestalten. Deine anfängliche Motivation lässt mehr und mehr nach und nach 2 Stunden checkst du erschrocken die Uhrzeit. Du denkst dir: „Das kann nicht lukrativ sein. Irgendwas mach ich hier falsch.“   

Die Folge: Du erstellst deinen Content auf die Schnelle und teilst Posts, die du selbst nur so Naja findest. So geht „effektives Marketing halt“. Oder? Jetzt habe ich aber eine kleine Truthbomb für dich: Genauso geht effektives Marketing eben NICHT. 

Ansprechendes Content Marketing, das aus der Masse strahlt, ist auf Instagram heute ein absolutes Muss – Besonders dann, wenn du neu auf der Plattform bist und damit beginnst dir eine Community aufzubauen. Deshalb verrate dir ich in dieser Podcast Folge meinen ganz persönlichen Workflow, mit dem ich es schaffe meinen gesamten Instagram Content in unter 4 Stunden pro Woche zu planen, zu erstellen und zu gestalten. 

_________

5 Geheimtricks für einen professionelleren Look auf Instagram:
https://brandorable.de/design-guide/

Instagram Content Design Kurs für Coaches, Expert:innen & Dienstleister:innen:
https://brandorable.de/insta-design-kurs/

SELL WELL - Dein Sales Post Vorlagen Bundle für Instagram:
https://brandorable.de/sell-well-design-bundle/

Bereit aus deinem Business eine anziehende Personenmarke zu machen?
http://brandorable.de/erfolgsmarke-ich-warteliste/

Sind wir schon auf Instagram connected?
www.instagram.com/brandorable

Guest Jaime Walke, a principal UX writer and content designer at Booking.com, sheds light on his journey in the tech world, his role at Booking.com, and the company's pioneering work in UX writing. (01:22)

Jaime  shares insights into the growth of the UX writing team at Booking.com, from a small team of 7-8 members to a flourishing team of nearly 80. (01:58)

The duo discuss a project at Booking.com called A11y, which is dedicated to making products accessible for everyone and complying with legal standards. (03:24)

Jaime Walke emphasizes the ethical considerations around accessibility, and its potential business benefits, given the increased buying power of people with accessibility needs. (19:14)

Jaime Walke talks about his role in creating an inclusive screen reader experience for users, and why UX writing plays a crucial role in promoting accessibility. (23:39)

Free UX Writing Course: https://course.uxwritinghub.com/free_course

Free AI for UX Course : https://course.uxwritinghub.com/free-course-ai-for-ux

Check out the UX Writing Academy: https://uxwritinghub.com/join-the-ux-writing-academy/

Follow Jaime: https://www.linkedin.com/in/jaime-n-69746419/

Booking.com's UX Writing Medium blog: https://medium.com/booking-writes

In this episode, Erica Johansson shares how she went from being a journalist with a love of music to the first content designer, a little known startup called Amazon, and has blazed the trail for content strategy working with big tech, including Microsoft and slack. We talk about the role of content in design, and the differences between content design, strategy, marketing and UX design, what the role of a Content Designer is how design research differs from UX research, and how you can get into content design and research today. Let's kick off with a little potted history.

Linda Secondari, Principal and Creative Director for Studiolo Secondari returns to Westchester Words to discuss how our attention spans have been distracted by the digital world we live and work in. She also shares how to design long-form content in a more visually appealing manner so it can better engage and maintain a reader's interest.

Wunderst du dich, warum deine Posts einfach nicht so richtig WOW aussehen? Oder noch schlimmer: Warum sich niemand deine Posts ansieht?  

Du weißt bestimmt: Das Auge isst immer mit. Und das gilt auch, wenn es um das Content Design deiner Instagram Posts geht.  

In dieser Folge verrate ich dir die 5 größten Design Fehler, die deine Posts zum Abschreck-Signal Nr. 1 machen und die du auf jeden Fall vermeiden solltest, wenn du auf Instagram als Expertin wahrgenommen werden möchtest. 

_________

5 Geheimtricks für einen professionelleren Look auf Instagram:
https://brandorable.de/design-guide/

Instagram Content Design Kurs für Coaches, Expert:innen & Dienstleister:innen:
https://brandorable.de/insta-design-kurs/

SELL WELL - Dein Sales Post Vorlagen Bundle für Instagram:
https://brandorable.de/sell-well-design-bundle/

Bereit aus deinem Business eine anziehende Personenmarke zu machen?
http://brandorable.de/erfolgsmarke-ich-warteliste/

Sind wir schon auf Instagram connected?
www.instagram.com/brandorable

Key Points

• The conversation begins with an introduction of the UX Writing Hub and its resources, including a blog, a podcast, a weekly newsletter, and courses with AI components. (00:24)
• Nick Babich, a UX consultant and influencer, shares his approach to product design and his passion for sharing valuable information with the design community. (01:22)
• Nick discusses the role of AI in his design process, particularly how he uses GPT for user research, ideation, and prototyping. He shares how GPT helps him speed up his design process and prototyping. (01:58)
• The conversation shifts to the use of AI tools like Mid Journey and Stable Diffusion in design. Nick shares his experience with these tools and how they have impacted his design process. (03:24)
• The importance of UX writing in the era of AI is discussed. Nick believes that UX writing will be a top skill in the next decade as the quality of prompts has a direct impact on the output that AI tools produce. (19:14)
• Nick shares his content strategy, which involves identifying challenging tasks, finding solutions, and sharing these resources with the community. He encourages others to share their work and not be afraid of criticism. (23:39)

Links

Free UX Writing Course

Free AI for UX Course

Check out the UX Writing Academy

Follow Nick Babich

Join our free UX writing course:

https://course.uxwritinghub.com/free_course

Follow Jared Spool

https://www.linkedin.com/in/jmspool/

Your host, as always, is me, Yuval Keshtcher.

Show notes: Join our free UX writing course: https://course.uxwritinghub.com/free_course

Follow Jenn Shreve: https://www.linkedin.com/in/jenn-shreve/

Join our free ux writing course:

https://course.uxwritinghub.com/free_course

Follow Ben Davies

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How can content testing save you time down the road? Our guest today is Erica Jorgensen, author of Strategic Content Design. You’ll learn how to approach content testing, what exactly you should test, why your test audience matters, and more.

Podcast feed: subscribe to https://feeds.simplecast.com/4MvgQ73R in your favorite podcast app, and follow us on iTunes, Stitcher, or Google Podcasts.

Show Notes

• Strategic Content Design — a book by Erica Jorgensen
• Amazon, Microsoft, Chewy — Erica’s places of work
• Judy Blume — one of Erica’s favorite authors
• 11 Key Content Design Considerations
• UserTesting, UserZoom, SurveyMonkey
• Cloze Test for Reading Comprehension
• The Complete Guide to Heat Maps
• A Refresher on A/B Testing
• Design for Cognitive Bias — a book by David Dylan Thomas
• The Cognitive Bias Podcast  — a podcast hosted by David Dylan Thomas
• User Experience Lisbon Conference
• Button: The Content Design Conference
• Connect with Erica on LinkedIn
• Check out Erica’s website
• Use the code jorgensen-UIB to get a discount for Erica’s book (valid until May 31, 2023)

This episode is brought to you by Dovetail — the customer insights platform for teams. If you’re looking to uncover insights from usability testing or customer interviews — you’re in luck. Dovetail just released a community platform that provides 100s of templates to help you uncover insights fast, from any kind of customer data. Make better, customer-informed decisions today. Go to dovetail.com/uibreakfast to get started for free.

Interested in sponsoring an episode? Learn more here.

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Content designer Ilana Zholobovsky talks about how networking, books and AI can help people get into UX writing.

The tech job market has taken a hit, but there are still opportunities out there. Ilana shares her best tips for those who are looking for a UX writing job or are trying to break into the field. We chat about:

• The importance of networking and how to do it
• Freelancing as a way to gain experience
• Different ways of reading books
• Collecting words and phrases around you
• The current status of AI tools

Links

Try our free UX writing course

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Read The design of everyday things by Dan Norman 

Ben Pines, the Director of Content at Wordtune, is optimistic about the future interaction between people and chatbots. 

Wordtune is an AI writing tool that helps writers refine, tweak, shorten and expand their copy. The new extension Spices introduces fact-checking and source tracking for AI-generated content.

Ben joined the podcast to talk about the next wave of writing. We chat about:

• The current AI hype and what might happen next
• The importance of UX and how it can make a difference
• Why AI will be a great thing for some writers
• How AI may affect content marketing

Links

Try our free UX writing course

Follow Ben on LinkedIn

Check out Wordtune

Check out Wordtune’s YouTube channel

Lead UX writer Sherry Samtani talks about the different career directions UX writers can take, including content ops. 

Her current role at Halodoc, Indonesia’s main healthcare platform, has allowed her to develop in the area of content operations. We go through what content ops is, how it relates to UX writing and where you can learn more about it.

You’ll also hear about

• The current job market and future possibilities
• Why UX writing has become a necessity
• How to stand out as a UX writer

About Sherry

Sherry has a background as a freelance web content copywriter. She started getting UX writing jobs and took the UX Writing Academy course to make sure she had the basics covered.

Links

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Sarah Loigge shares how she found inspiration outside of work and overcame impostor syndrome with the help of Star Trek.

Sarah has a background in software testing and product design. But she’s always enjoyed writing, so she made the transition to UX writing.

She recently took on the challenge to develop the personality of a chatbot. She realized that she had no idea where to start and was hit by impostor syndrome. Tune in to learn how she got over it and at same time came up with a brilliant method to create the language of the bot.

We also talked about:

• Using Frontitude and Ditto in Figma to manage copy and translations
• Why UX writers should consume as much art as possible
• How language learning can help UX writers
• Inclusive writing and working with gendered languages

Links

Try our free UX writing course

UX Writing Academy Flex course

Follow Sarah Loigge on LinkedIn

Watch Lera Boroditsky’s Ted talk How language shapes the way we think

Check out the poetry of Sarah Kay and Savannah Brown