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Higher, Further, Faster, More: From UX Writing to Content Design

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Go beyond words to discover how the best UX writing is done, from the top surface layer of a product all the way down to the system and strategy.

You'll see how core values and principles can help shape your product's voice and tones as well as how to design systems that provide the most value for people.

Originally delivered at the Ladies That UX meetup in Dublin, Ireland on May 22, 2019.

Published in: Design
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Higher, Further, Faster, More: From UX Writing to Content Design

  1. Image by Joe Quinones from Captain Marvel, vol. 7 #10 (April, 2013) © Marvel Comics MORE Higher Further Faster
  2. Image by Joe Quinones from Captain Marvel, vol. 7 #10 (April, 2013) © Marvel Comics From UX writing to content design
  3. Image by Joe Quinones from Captain Marvel, vol. 7 #10 (April, 2013) © Marvel Comics Jonathon Colman Senior Design Manager, Intercom @jcolman
  4. Image by Joe Quinones from Captain Marvel, vol. 7 #10 (April, 2013) © Marvel Comics go.inter.com/more Get this deck now!
  5. I’m with Intercom We make Internet business personal
  6. Footage from “Avengers: Infinity War” (April, 2018). © Marvel Studios
  7. Idea by Mig Reyes
  8. Idea by Amy Thibodeau
  9. Language is the Experience
  10. Language is the Interface
  11. Language is the Infrastructure Idea by Andrew Hinton
  12. But whose job is it? ¯_(ツ)_/¯
  13. But whose job is it? ¯_(ツ)_/¯ Maybe it should be yours.
  14. Jesse James Garrett, Knight Foundation [CC BY-SA 2.0 (https://creativecommons.org/licenses/by-sa/2.0)]
  15. Jesse James Garrett, Knight Foundation [CC BY-SA 2.0 (https://creativecommons.org/licenses/by-sa/2.0)] © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)
  16. © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) Where content is seen and used
  17. © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) Where content is modeled and built
  18. © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) Where content is proposed and planned
  19. © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) In many orgs, this is UX Writing
  20. words
  21. words YOU CAN’T YOU CAN’T YOU CAN’T YOU CAN’T YOU CAN’T YOU CAN’T YOU CAN’T YOU CAN’T YOU CAN’T YOU CAN’T you can’t you can’t you can’t you can’t you can’t you can’t you can’t you can’t you can’t you can’t you can’t YOU CAN’T you can’t
  22. YOU CAN’T YOU CAN’T YOU CAN’T YOU CAN’T YOU CAN’T YOU CAN’T YOU CAN’T YOU CAN’T YOU CAN’T YOU CAN’T you can’t you can’t you can’t you can’t you can’t you can’t you can’t you can’t you can’t you can’t you can’t YOU CAN’T you can’t Footage from “Captain Marvel” (February 2019). © Marvel Studios
  23. © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)
  24. © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) This is Content Design
  25. Okay, but how does it work?
  26. The words Terms Style Voice Tones Principles Core Values Our UX writing framework at Intercom
  27. The words Terms Style Voice Tones Principles Core Values
  28. The words Terms Style Voice Tones Principles Core Values
  29. The words Terms Style Voice Tones Principles Core Values Image by Kathy Matosich and Cheryl Lowry from “CS Applied 17: Turning Co-workers into Collaborators” - https://www.slideshare.net/KathyMatosich/cs-applied-17-turning-coworkers-into-collaborators
  30. The words Terms Style Voice Tones Principles Core Values Image from A List Apart: “Style Guide” © A List Apart - http://alistapart.com/about/style-guide/
  31. The words Terms Style Voice Tones Principles Core Values Image from Shopify Polaris: “Voice and tone” © Shopify - https://polaris.shopify.com/content/voice-and-tone#navigation
  32. The words Terms Style Voice Tones Principles Core Values Image from Shopify Polaris: “Voice and tone” © Shopify - https://polaris.shopify.com/content/voice-and-tone#navigation
  33. The words Terms Style Voice Tones Principles Core Values
  34. The words Terms Style Voice Tones Principles Core Values
  35. © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)
  36. © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)
  37. What about these? © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)
  38. A quick intro to system design
  39. Cabrera, Derek & Laura. Systems Thinking Made Simple (2016). Meadows, Donella H. Thinking in Systems (2008). “A system is an interconnected set of elements that is coherently organized in a way that achieves something.” —Donella Meadows
  40. “A system is an interconnected set of elements that is coherently organized in a way that achieves something.” —Donella Meadows
  41. The 3 basic steps of system design: ● Create an inventory of all the objects ● Show how they all connect with each other ● Determine their combined purpose and value
  42. The 3 basic steps of system design: ● Create an inventory of all the objects ● Show how they all connect with each other ● Determine their combined purpose and value
  43. Image by Tang, Shekman. “Applying systems thinking in product design” - https://www.intercom.com/blog/applying-systems-thinking-in-product-design/
  44. Image by Tang, Shekman. “Applying systems thinking in product design” - https://www.intercom.com/blog/applying-systems-thinking-in-product-design/
  45. Image by Tang, Shekman. “Applying systems thinking in product design” - https://www.intercom.com/blog/applying-systems-thinking-in-product-design/
  46. That’s pretty complex, but you can start small with something you know
  47. Left: Paul Adams.”Avoid the pendulum swing when fixing problems” © Intercom - https://www.intercom.com/blog/videos/avoid-the-pendulum-swing-when-fixing-problems/ Right: Image by Paul Adams. “Design futures 1: Creating systems not destinations” - https://www.intercom.com/blog/design-futures-1-creating-systems-not-products/
  48. Don’t just build things… Build systems that build things Erin Kissane` at Webstock 2012. “Little Big Systems” -https://www.webstock.org.nz/talks/little-big-systems/ Idea by Erin Kissane
  49. © Jesse James Garrett, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission) This is Content Design
  50. In conclusion…
  51. words
  52. words YOU CAN’T YOU CAN’T YOU CAN’T YOU CAN’T YOU CAN’T YOU CAN’T YOU CAN’T YOU CAN’T YOU CAN’T YOU CAN’T you can’t you can’t you can’t you can’t you can’t you can’t you can’t you can’t you can’t you can’t you can’t YOU CAN’T you can’t
  53. Footage from “Captain Marvel” (February 2019). © Marvel Studios
  54. Footage from “Captain Marvel” (February 2019). © Marvel Studios
  55. Image by Joe Quinones from Captain Marvel, vol. 7 #10 (April, 2013) © Marvel Comics MORE Higher Further Faster
  56. Image by Joe Quinones from Captain Marvel, vol. 7 #10 (April, 2013) © Marvel Comics Jonathon Colman Senior Design Manager, Intercom @jcolman
  57. Image by Joe Quinones from Captain Marvel, vol. 7 #10 (April, 2013) © Marvel Comics go.inter.com/more Get this deck now!
  58. Image by Joe Quinones from Captain Marvel, vol. 7 #10 (April, 2013) © Marvel Comics One more thing...
  59. Image by Joe Quinones from Captain Marvel, vol. 7 #10 (April, 2013) © Marvel Comics Content design 101 video with Sarah Richards What is content design? by Michael Andrews What is UX writing? by Kristina Bjoran 7 principles for effective content design by Rachel McConnell What is narrative UX? by Jessica Collier How to get a job in content design by Rebekah Barry John Saito on Medium Shopify UX team on content design Gov.UK team on content design Conversational Design book by Erika Hall Writing for Designers book by Scott Kubie Confab and Design & Content conferences 12 content design resources
  60. Image by Dexter Soy from Captain Marvel, vol. 7 #1 (September, 2012) © Marvel Comics

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