This document summarizes a presentation on using content strategy for better user experience. It discusses employing empathy in content, using user research to inform content questions. It also addresses ensuring content is readable and understandable, and that language does not hurt or offend. The document outlines that content systems provide infrastructure like information architecture and metadata to enable customizable content access. Finally, it states that great teams have processes and culture allowing smart content decisions through roles, approvals, training, and community. The overall message is that editorial focus, empathy, content systems, and teams can result in better user experience.

1. Web Directions Design 2018 @snappysentences
Beyond words:
Using content strategy for better UX

2. <insert content here>
empathy
content systems
teams

4. EMPATHETIC CONTENT
= content in the right
tone that people can read
and understand

5. Having completed our review of your claim,
we have avoided the cover due to the Late
<insert insured person’s name>’s breach of
their duty of disclosure in their application
for the <name of product> Policy. As a result
of this decision, no benefits are payable.

6. USER
RESEARCH
Ask content
questions
from the start

8. IS IT
READABLE?
Use the
Hemingway
App to score
readability
hemingwayapp.com

9. DO THEY
UNDERSTAND?
Assess
comprehension
with cloze tests
Your networks and connections.
We collect information about the people and groups you are
connected to and how you interact with them, such as the
people you communicate with the most or the groups you
like to share with. We also collect contact information that
you provide if you upload, sync or import this information
(such as an address book) from a device.
Information about payments.
If you use our Services for purchases or financial
transactions (e.g. when you buy something on Facebook,
make a purchase in a game or make a donation), we collect
information about the purchase or transaction. This includes
your payment information, such as your credit or debit card
number and other card information, and other account and
authentication information, as well as billing, shipping and
contact details.

10. LANGUAGE
CAN HURT
Alex catches
insensitive,
inconsiderate
writing
alexjs.com

12. CONTENT SYSTEMS
= infrastructure that
enables people to use
content the way they want
Photo by Nick Fewings on Unsplash

19. CONTENT SYSTEMS =
Information architecture and navigation
Metadata
Content models and content types
Calls to action
Content prioritisation
Taxonomy and tagging
Author experience in the CMS

20. GREAT TEAMS
= processes and culture
that enable smart content
decisions

21. People,
process &
community
Roles &
responsibilities
Approvals &
workflows
Training &
skills
development
Recruitment &
team structure
Community of
practice

24. üeditorial
üempathy
ücontent systems
üteams
= better UX

25. Thank you!
Sally Bagshaw
sally@snappysentences.com