This document discusses the importance of thoughtful copywriting for user experience (UX). It begins by noting that both designers and copywriters are tasked with making experiences intuitive and compelling for users. The document then outlines how copy, like design, should consider the user, context, flow, business goals, and brand. It provides examples of where copy is needed and recommends that copy be researched, concise, put the audience first, and reduce ambiguity. The document also discusses how copy is typically created using spreadsheets and comments in design tools, and the importance of brand guides, content guides, and product marketing in aligning copy with UX and business goals.
The SlideShare presentation consists of the summary of the Design System 101 Workshop, as presented by UX Gorilla with Mayank Dhawan.
Link of the event: https://bit.ly/2RwN4RF
The workshop took place on December 01, 2018 at 91springboard, Jhandewalan Extension, New Delhi.
This event was for designers, developers or members of the product team to help them with a clear understanding and give them useful ideas to make better decisions, help their teams to save time so that they can do things they would enjoy.
In the masterclass customer-journey mapping and innovation, service design plays a major role. Service designer Caroline Beck takes you through a quick course in customer journey thinking, which puts the customer at the center in a practical and applicable way.
Learn about product design and what it is, why it's important, and methods for approaching design yourself. Slides are copyright Stephanie Engle and taken from a presentation for HackDuke at Duke University.
As organizations continue to establish and mature their in-house design teams, it turns out there’s very little common wisdom on what makes for a successful design organization. Books and presentations tend to focus on process, methods, tools, and outcomes, leaving a gap of knowledge when it comes to organizational and operational matters.
In this talk, Kristin Skinner discusses how to coordinate efforts and structure teams within large organizations. She covers:
- Realizing the Potential of Design
- Organizational Models / The Centralized Partnership
- The 5 Stages of Design Organizations
- The 12 Qualities of Effective Design Organizations
She also stresses the impact that design can have on business and highlights the importance of design managers in coordinating in-house efforts, advocating for quality, and enabling culture.
More information can be found in Kristin's book with Peter Merholz, Org Design for Design Orgs: Building and Managing In-House Design Teams, published by O'Reilly in August 2016.
http://orgdesignfordesignorgs.com/
The SlideShare presentation consists of the summary of the Design System 101 Workshop, as presented by UX Gorilla with Mayank Dhawan.
Link of the event: https://bit.ly/2RwN4RF
The workshop took place on December 01, 2018 at 91springboard, Jhandewalan Extension, New Delhi.
This event was for designers, developers or members of the product team to help them with a clear understanding and give them useful ideas to make better decisions, help their teams to save time so that they can do things they would enjoy.
In the masterclass customer-journey mapping and innovation, service design plays a major role. Service designer Caroline Beck takes you through a quick course in customer journey thinking, which puts the customer at the center in a practical and applicable way.
Learn about product design and what it is, why it's important, and methods for approaching design yourself. Slides are copyright Stephanie Engle and taken from a presentation for HackDuke at Duke University.
As organizations continue to establish and mature their in-house design teams, it turns out there’s very little common wisdom on what makes for a successful design organization. Books and presentations tend to focus on process, methods, tools, and outcomes, leaving a gap of knowledge when it comes to organizational and operational matters.
In this talk, Kristin Skinner discusses how to coordinate efforts and structure teams within large organizations. She covers:
- Realizing the Potential of Design
- Organizational Models / The Centralized Partnership
- The 5 Stages of Design Organizations
- The 12 Qualities of Effective Design Organizations
She also stresses the impact that design can have on business and highlights the importance of design managers in coordinating in-house efforts, advocating for quality, and enabling culture.
More information can be found in Kristin's book with Peter Merholz, Org Design for Design Orgs: Building and Managing In-House Design Teams, published by O'Reilly in August 2016.
http://orgdesignfordesignorgs.com/
Talk on the importance of Service Design Thinking, how the evolution of Design and business leads to Service Design Thinking, overview of Service Design Thinking process and key artifacts used.
During this Morgenbooster, we will dive into the understanding of digital design systems, and why they have become increasingly popular.
What are they? How do they work? What will you gain from building one? And last, but not least we will take you through a couple of tangible experiences and journeys of building such a system.
Throughout the talk we will be sharing experiences from both a design and development perspective.
And hopefully we will all have the feeling of getting one step closer to a design system, which meets all the requirements in modern digital design. A system where all services, assets and communications are designed from one central place to evoke both emotions in a coherent brand experience and support the functional necessities of today’s dynamic business strategies.
Getting Involved: How to Embed and Manage Service Design in Large Organisatio...Service Design Network
Niels Corsten from Koos Service Design speaks at SDGC19 in Toronto.
'In this talk, I will be sharing the Service Design Maturity Model, a framework that gives structure and helps large organisations to implement and scale service design. I will elaborate on the different maturity stages and four identified factors that indicate the maturity of your organisation and serve as guidelines for further maturation. Using a range of real-world cases, we will share our thoughts on common barriers to maturation and share strategies on how to grow your company’s maturity.'
Become a member!
https://www.service-design-network.org
Follow us on Twitter: https://twitter.com/sdnetwork
Or on LinkedIn: https://www.linkedin.com/company/2933277
Like us on Facebook: https://www.facebook.com/ServiceDesignNetwork/
Behind-the-scenes on Instagram: https://www.instagram.com/servicedesignnetwork/
I’ve spent years of my life intrigued by the power of communication and the impact that language has on our cognitive behavior. A large part of my audience comes from the Talking Microcopy: Writing UX group I founded on Facebook, which boasts over 1,700 members to date. I started this group as a way for professionals to inspire one another and discuss and share ideas.
I have my own product design consulting firm working with companies such as SodaStream, eDreams ODIGEO, the Israeli government and more. In addition you can add that I am currently writing a product writing microcopy book.
Secrets to impactful presentations volume 2 - 8 toolsHavain
What tools do experts use to create and deliver powerful presentations? We set out to find the answer by interviewing the people we have worked and people we think have interesting views to presentations.
Here´s eight tools to replace or complement PowerPoint in your next presentation.
If you want to discuss presentation creation or design.
Contact: timo@havain.fi / @Timo_Havain (Twitter) / linkedin.com/in/timosorri -
24 Awesome Infographic Ideas to Inspire Your Next Beautiful CreationPiktochart
Infographics are awesome, simply because they can capture and hold our attention so well - if done right. The best part is, there are so many great examples out there that we can draw inspiration from. Here are 24 infographic ideas that you can use to create your next beautiful creation.
How to Design a Killer Deck - 8 Essential Tips in Presentation DesignCarole Alalouf
Comprehensive presentation on how to design a killer deck, including 8 essential tips in presentation design, and plenty of freebies to keep for reference. Enjoy!
To see more of our presentations, visit <a href="https://www.exaltus.ca">https://www.exaltus.ca</a> or sign up to our email list (https://www.exaltus.ca/email) to receive actionable marketing tips in your inbox a couple of times per month!
This deck covers:
What is user experience design?
How lean concepts changed our approach to UXD
How to begin a successful UX project
How to implement user research to get actionable insight
DesignOps supports design teams (Interaction'23)Peter Boersma
Recently, several responsibilities of design managers, particularly those that focus on improving the organization of design work, have been re-assigned to DesignOps specialists. By now, the field of DesignOps has its own communities, conferences, and education programs.
This talk gives an overview - and some details - of how DesignOps specialists can support design teams and is based on the presenter’s experience as someone who has had the DesignOps mindset forever, who needed DesignOps services for his teams, and who has had the role of DesignOps Manager at Miro.
This deck was presented at the "Content Strategy in Service Design" event, hosted by Fjord, a global design and innovation consultancy, and the Content Strategy Southern California group.
This presentation is an introduction to the fields of User Experience and User Interface design that I created for a Google Hangout talk for Saigon CoWorkshop.
This is the updated version of my successful Interaction 14 talk: http://www.slideshare.net/folletto/the-shift-ux-designers-as-business-consultants
UX is a broad field and designers are increasingly playing a strategic role in many companies. Be that designer.
Businesses are increasingly adopting user-centered approaches to create experiences, moving UX design to be one of the core activities driving the company strategy and operations.
This is an incredibly valuable opportunity that we designers can take to step up and contribute to create the great experiences and services they envision, taking our vision, tools and understanding to a different level. But we need to learn the new skills to play at this table, a table that's often speaking a different language with a lot of politics and different stakeholders.
Org Design for Design Orgs - The WorkshopPeter Merholz
As the move to establish in-house design teams accelerates, it turns out there’s very little common wisdom on what makes for a successful design organization. Books and presentations focus on process, methods, tools, and outcomes, leaving a gap of knowledge when it comes to organizational and operational matters. This workshop seeks to address this lacuna by shining a light on the unsung activities of actually running a design team, and what works and what doesn’t.
Topics include:
- How a service design mindset shifts standard organizational approaches
- Organizational models for design teams, from centralized to decentralized and back again
- Breadth and depth of skills and strategic thinking
- The 5 Stages of Organisational Evolution
- A New Taxonomy of Design Team Roles
Power and Service Design: Making Sense of Service Design's Politics and Influ...Service Design Network
In this talk, Gordon Ross will discuss different partnership models that exist between organizations and consultants collaborating on service design initiatives. He will reflect on his experience as a service design consultant across a wide range of private and public sector projects, highlighting challenges faced along the way.
Become a member!
https://www.service-design-network.org
Follow us on Twitter: https://twitter.com/sdnetwork
Or on LinkedIn: https://www.linkedin.com/company/2933277
Like us on Facebook: https://www.facebook.com/ServiceDesignNetwork/
Behind-the-scenes on Instagram: https://www.instagram.com/servicedesignnetwork/
A high level overview of the whats, whys, and hows of user interviews for teams that are just getting started (or ready to expand beyond usability testing).
You are the best user researcher ever Talisa Chang
On the ground tips and tricks for teams new to conducting user interviews, including: formulating useful questions, how to clarify and probe, and getting to your burning questions (without leading).
Talk on the importance of Service Design Thinking, how the evolution of Design and business leads to Service Design Thinking, overview of Service Design Thinking process and key artifacts used.
During this Morgenbooster, we will dive into the understanding of digital design systems, and why they have become increasingly popular.
What are they? How do they work? What will you gain from building one? And last, but not least we will take you through a couple of tangible experiences and journeys of building such a system.
Throughout the talk we will be sharing experiences from both a design and development perspective.
And hopefully we will all have the feeling of getting one step closer to a design system, which meets all the requirements in modern digital design. A system where all services, assets and communications are designed from one central place to evoke both emotions in a coherent brand experience and support the functional necessities of today’s dynamic business strategies.
Getting Involved: How to Embed and Manage Service Design in Large Organisatio...Service Design Network
Niels Corsten from Koos Service Design speaks at SDGC19 in Toronto.
'In this talk, I will be sharing the Service Design Maturity Model, a framework that gives structure and helps large organisations to implement and scale service design. I will elaborate on the different maturity stages and four identified factors that indicate the maturity of your organisation and serve as guidelines for further maturation. Using a range of real-world cases, we will share our thoughts on common barriers to maturation and share strategies on how to grow your company’s maturity.'
Become a member!
https://www.service-design-network.org
Follow us on Twitter: https://twitter.com/sdnetwork
Or on LinkedIn: https://www.linkedin.com/company/2933277
Like us on Facebook: https://www.facebook.com/ServiceDesignNetwork/
Behind-the-scenes on Instagram: https://www.instagram.com/servicedesignnetwork/
I’ve spent years of my life intrigued by the power of communication and the impact that language has on our cognitive behavior. A large part of my audience comes from the Talking Microcopy: Writing UX group I founded on Facebook, which boasts over 1,700 members to date. I started this group as a way for professionals to inspire one another and discuss and share ideas.
I have my own product design consulting firm working with companies such as SodaStream, eDreams ODIGEO, the Israeli government and more. In addition you can add that I am currently writing a product writing microcopy book.
Secrets to impactful presentations volume 2 - 8 toolsHavain
What tools do experts use to create and deliver powerful presentations? We set out to find the answer by interviewing the people we have worked and people we think have interesting views to presentations.
Here´s eight tools to replace or complement PowerPoint in your next presentation.
If you want to discuss presentation creation or design.
Contact: timo@havain.fi / @Timo_Havain (Twitter) / linkedin.com/in/timosorri -
24 Awesome Infographic Ideas to Inspire Your Next Beautiful CreationPiktochart
Infographics are awesome, simply because they can capture and hold our attention so well - if done right. The best part is, there are so many great examples out there that we can draw inspiration from. Here are 24 infographic ideas that you can use to create your next beautiful creation.
How to Design a Killer Deck - 8 Essential Tips in Presentation DesignCarole Alalouf
Comprehensive presentation on how to design a killer deck, including 8 essential tips in presentation design, and plenty of freebies to keep for reference. Enjoy!
To see more of our presentations, visit <a href="https://www.exaltus.ca">https://www.exaltus.ca</a> or sign up to our email list (https://www.exaltus.ca/email) to receive actionable marketing tips in your inbox a couple of times per month!
This deck covers:
What is user experience design?
How lean concepts changed our approach to UXD
How to begin a successful UX project
How to implement user research to get actionable insight
DesignOps supports design teams (Interaction'23)Peter Boersma
Recently, several responsibilities of design managers, particularly those that focus on improving the organization of design work, have been re-assigned to DesignOps specialists. By now, the field of DesignOps has its own communities, conferences, and education programs.
This talk gives an overview - and some details - of how DesignOps specialists can support design teams and is based on the presenter’s experience as someone who has had the DesignOps mindset forever, who needed DesignOps services for his teams, and who has had the role of DesignOps Manager at Miro.
This deck was presented at the "Content Strategy in Service Design" event, hosted by Fjord, a global design and innovation consultancy, and the Content Strategy Southern California group.
This presentation is an introduction to the fields of User Experience and User Interface design that I created for a Google Hangout talk for Saigon CoWorkshop.
This is the updated version of my successful Interaction 14 talk: http://www.slideshare.net/folletto/the-shift-ux-designers-as-business-consultants
UX is a broad field and designers are increasingly playing a strategic role in many companies. Be that designer.
Businesses are increasingly adopting user-centered approaches to create experiences, moving UX design to be one of the core activities driving the company strategy and operations.
This is an incredibly valuable opportunity that we designers can take to step up and contribute to create the great experiences and services they envision, taking our vision, tools and understanding to a different level. But we need to learn the new skills to play at this table, a table that's often speaking a different language with a lot of politics and different stakeholders.
Org Design for Design Orgs - The WorkshopPeter Merholz
As the move to establish in-house design teams accelerates, it turns out there’s very little common wisdom on what makes for a successful design organization. Books and presentations focus on process, methods, tools, and outcomes, leaving a gap of knowledge when it comes to organizational and operational matters. This workshop seeks to address this lacuna by shining a light on the unsung activities of actually running a design team, and what works and what doesn’t.
Topics include:
- How a service design mindset shifts standard organizational approaches
- Organizational models for design teams, from centralized to decentralized and back again
- Breadth and depth of skills and strategic thinking
- The 5 Stages of Organisational Evolution
- A New Taxonomy of Design Team Roles
Power and Service Design: Making Sense of Service Design's Politics and Influ...Service Design Network
In this talk, Gordon Ross will discuss different partnership models that exist between organizations and consultants collaborating on service design initiatives. He will reflect on his experience as a service design consultant across a wide range of private and public sector projects, highlighting challenges faced along the way.
Become a member!
https://www.service-design-network.org
Follow us on Twitter: https://twitter.com/sdnetwork
Or on LinkedIn: https://www.linkedin.com/company/2933277
Like us on Facebook: https://www.facebook.com/ServiceDesignNetwork/
Behind-the-scenes on Instagram: https://www.instagram.com/servicedesignnetwork/
A high level overview of the whats, whys, and hows of user interviews for teams that are just getting started (or ready to expand beyond usability testing).
You are the best user researcher ever Talisa Chang
On the ground tips and tricks for teams new to conducting user interviews, including: formulating useful questions, how to clarify and probe, and getting to your burning questions (without leading).
When designing for web and mobile platforms, the copy matters. Whether it’s in a form field, a check-out flow, or a call to action, copy can make or break the user's experience with a product or brand. When we engage customers through digital experiences for entertainment or e-commerce, it is imperative to consider the copy within the context of the medium, user flow, visual design, and overarching brand narrative. In this class for General Assembly NYC, students will learn best practices, tips, and tools for writing the best copy or microcopy possible.
https://generalassemb.ly/education/copywriting-strategies-for-better-ux
Ready to sharpen your #copywriting skills? Here are 125 quick tips organized in 14 chapters—from veteran copywriter, creative director, and SlideShare keynote author Barry Feldman.
UX, ethnography and possibilities: for Libraries, Museums and ArchivesNed Potter
These slides are adapted from a talk I gave at the Welsh Government's Marketing Awards for the LAM sector, in 2017.
It offers a primer on UX - User Experience - and how ethnography and design might be used in the library, archive and museum worlds to better understand our users. All good marketing starts with audience insight.
The presentation covers the following:
1) An introduction to UX
2) Ethnography, with definitions and examples of 7 ethnographic techniques
3) User-centred design and Design Thinking
4) Examples of UX-led changes made at institutions in the UK and Scandinavia
5) Next Steps - if you'd like to try out UX at your own organisation
Conducting design exercises with adults with cognitive disabilities led me to reflect on ongoing challenges and identify opportunities to make participatory design more inclusive.
Human-Centered Copywriting: How Your Words Can Make or Break Your User Experi...UserTesting
The words you include in a website, app, email, or ad are your brand’s opportunity to speak directly to your users and build a relationship. The problem is that most copy is written to serve the company, not the customer.
Learn:
• How bad copy can destroy your UX
• How good copy can help you win more business and increase customer loyalty
• Some surprising human quirks, and how we can use them to our advantage when we write
UX/CASE STUDY-STYLE COPYWRITING: Product Buying GuidesAdam Stanley
Written with a customer-centric tone of voice. Highlighted key product features and potential FAQs to create a user guide that was easy to follow. Top-level style copywriting. Succinct and relevant.
Writing quality text content has a great ROI. It generates trust, empathy and improves conversion. A few tips on how we do it at Drivy. Paulin Dementhon presented those slides at the Blend Conference in Lyon on October, 2nd 2013.
USECON RoX 2015: Slip into your customers' shoes - Mobile EthnographyUSECON
Speaker: Klaus Schwarzenberger (CTO Experience Fellows)
Customer Experience Research – eine innovative Software
Die Kundenreise ist eine komplexe Sache, die sich über eine Vielzahl von Kanälen abspielt. Gerade bei der Neu- oder Weiterentwicklung von Produkten stoßen quantitative Ansätze oft an ihre Grenzen in Bezug auf die Aussagekraft. Mobile Ethnographie und andere qualitative Methoden bringen wertvolle Einblicke, um die Bedürfnisse des Kunden zu verstehen und das Unternehmen fit für die Experience Economy zu machen.
Haben Sie dazu Fragen oder möchten Sie die Folien haben, dann kontaktieren Sie uns bitte unter office@usecon.com
Myths, Lies and Illusions of AB and Split TestingCraig Sullivan
What are the common assumptions about AB (split) testing that are wrong? What are the lies told by vendors, consultants and the stuff you have convinced yourself about. What is illusory - what can you trust - what's it really all about. 20 top myths debunked after asking fellow CRO professionals what is on THEIR top list.
Efektywy webwriting, czyli jak w sieci pisać, by chcieli nas kupować - Piotr ...EastCamp Białystok
Piotr Gardocki udzielił wskazówek na temat pisania tekstów dla stron internetowych, formułowania zdań i formatowania.
Piotr Gardocki, copywriter w agencji BBDO
Watch recordings of engaging talks, like my recent guest lecture at Vellore Institute of Technology, where I covered Interaction Design models, Interfaces, and the impact of AI on UX research and UI designing. Join me as we explore the fascinating world of design and technology, and discover how they intersect to create innovative and user-centric solutions.
Lecture recording YouTube link - https://www.youtube.com/watch?v=WdMV7Z-oAtk
I covered following topics-
* Interaction Design
Design Models - Cooper's Goal-Directed Design & Double Diamond model
Types of Interfaces - GUI, Voice, Gesture-Based Interfaces & Zero UI interfaces
How Ai is helping a UI/UX designer?
UX/UI & Ai -
Chat GPT - For user research, copywriting, user flow & persona creation
Mid Journey & Firefly for image creations
Musho.ai for quick landing page
Other tools - Font Joy & Font Pair, color.adobe.com, uizard.io
Video Ai - Text to video, Image to video & Video to video
"Ai will not replace you, but the person using AI will…"
Personas alive and kicking designing personas for impact - attendee slidesUXPA International
For user centred design to be effective, a company needs to have a common understanding of who the user is...that's where personas come in. Create a common language about our users, their needs, behaviours and motivations and bring them to the fore front of Designers and Product Managers minds.
In this course you will learn the core principles involved in creating and using personas effectively within your organization in both waterfall and Agile environments.
Building a SaaS App: From Paper to Prototype to Product.Josh Rodriguez
AdStage presents Building a SaaS App: From Paper to Prototype to Product. CSU East Bay Innovation Conference, Feb. 25th, 2017. Presented by Paul Wicker and Josh Rodriguez.
Design Systems: Designing out Waste, Designing in ConsistencyEqual Experts
Design Systems help modern innovative companies build new software quickly without waste and with a consistent look and feel.
They are the single source of truth to allow the teams to design, realise and develop a product.
From our work with Design Systems for Equal Experts' clients we have many learnings to share about benefits and risks and what needs to be overcome to get a system live and adopted.
SPEAKER: David Hawdale. Product and UX person at Equal Experts.
Contact www.equalexperts.com
Contact David: david.hawdale@hawdale-associates.co.uk
"A scenario is a description of a person’s interaction with a system.
Scenarios help focus design efforts on the user’s requirements, which are distinct from technical or business requirements.
Scenarios may be related to ‘use cases’, which describe interactions at a technical level. Unlike use cases, however, scenarios can be understood by people who do not have any technical background. They are therefore suitable for use during participatory design activities." http://infodesign.com.au/usabilityresources/scenarios/
Finding Your Superpower in Product Management by Disney Sr PMProduct School
Main takeaways:
-Avoid the tyranny of a blank page (or a blinking cursor) - start with something (which is better than nothing) then edit, open for comments and learn
-Answering "What to build" is good but generating "Why we are doing this" is awesome
-Context is a product manager's superpower
Get hands-on advice for rapid Agile prototyping in a product team.
You'll learn:
- How to determine the right depth and breadth for MVP prototypes.
- How to prioritize use cases for prototyping.
- How to elicit the right stakeholder and user feedback.
- How to correctly annotate prototypes for dev and QA.
Can AI do good? at 'offtheCanvas' India HCI preludeAlan Dix
Invited talk at 'offtheCanvas' IndiaHCI prelude, 29th June 2024.
https://www.alandix.com/academic/talks/offtheCanvas-IndiaHCI2024/
The world is being changed fundamentally by AI and we are constantly faced with newspaper headlines about its harmful effects. However, there is also the potential to both ameliorate theses harms and use the new abilities of AI to transform society for the good. Can you make the difference?
Hello everyone! I am thrilled to present my latest portfolio on LinkedIn, marking the culmination of my architectural journey thus far. Over the span of five years, I've been fortunate to acquire a wealth of knowledge under the guidance of esteemed professors and industry mentors. From rigorous academic pursuits to practical engagements, each experience has contributed to my growth and refinement as an architecture student. This portfolio not only showcases my projects but also underscores my attention to detail and to innovative architecture as a profession.
Expert Accessory Dwelling Unit (ADU) Drafting ServicesResDraft
Whether you’re looking to create a guest house, a rental unit, or a private retreat, our experienced team will design a space that complements your existing home and maximizes your investment. We provide personalized, comprehensive expert accessory dwelling unit (ADU)drafting solutions tailored to your needs, ensuring a seamless process from concept to completion.
White wonder, Work developed by Eva TschoppMansi Shah
White Wonder by Eva Tschopp
A tale about our culture around the use of fertilizers and pesticides visiting small farms around Ahmedabad in Matar and Shilaj.
You could be a professional graphic designer and still make mistakes. There is always the possibility of human error. On the other hand if you’re not a designer, the chances of making some common graphic design mistakes are even higher. Because you don’t know what you don’t know. That’s where this blog comes in. To make your job easier and help you create better designs, we have put together a list of common graphic design mistakes that you need to avoid.
Book Formatting: Quality Control Checks for DesignersConfidence Ago
This presentation was made to help designers who work in publishing houses or format books for printing ensure quality.
Quality control is vital to every industry. This is why every department in a company need create a method they use in ensuring quality. This, perhaps, will not only improve the quality of products and bring errors to the barest minimum, but take it to a near perfect finish.
It is beyond a moot point that a good book will somewhat be judged by its cover, but the content of the book remains king. No matter how beautiful the cover, if the quality of writing or presentation is off, that will be a reason for readers not to come back to the book or recommend it.
So, this presentation points designers to some important things that may be missed by an editor that they could eventually discover and call the attention of the editor.
4. What they mean in both cases:
Can you make this
experience intuitive and
compelling for the person
who will be using it?
5. My background
Hats I’ve worn:
• UX Designer
• UX Researcher
• Copywriter
• Product Marketing Manager
• Brand Consultant
• Brand Manager
• Digital Strategist
• Content Strategist
• Reporter
• “Talisa-fier”
• “All of the words”
+
6. Like design, copy
is more than the
sum of its parts
words.
Brand
Desirability
Usability
Utility
7. Just like good UX,
good copy…
Considers the user
Who’s reading this?
What background
knowledge do they have?
What are their goals?
What are their pain points?
8. Just like good UX,
good copy…
Considers the context
Where are they physically?
What device are they using?
Are they in a rush?
Have they been to this
page/screen before? How
often?
9. Just like good UX,
good copy…
Considers the flow
What did they do before this?
What can they do next?
10. Just like good UX,
good copy…
Considers the
business goals
Ideally, what would we like
them to do?
11. Just like good UX,
good copy…
Considers the brand
How do we want the overall
experience to feel?
13. Where do all the words go?
• Interfaces
• Navbars
• Drop downs
• Form fields
• Tool tips
• Error messages
• Loading screens
• Settings pages
• Landing pages
• Empty states
• Onboarding
• Coach marks
• Confirmation pages
• Support articles
• Product videos
• Call scripts
• Emails
• Blog posts
• App store descriptions
• Social media posts
• Social media ads
• Press releases
• Style guides
• etc.
14. Wait, so who is
supposed to
make/write all this
stuff?
15. If you are lucky…
A few people whose explicit job is to write it (content
strategists, copywriters, email marketers, etc.)
… who have created and/or are following guidelines
for how to write it
… and are in constant communication with
designers, engineers, support, marketing, sales, etc.
… to ensure there is a consistent, cohesive narrative
to the experience
16. But at a lot of places, it’s...
● Designers, kind of
● Someone from marketing, sometimes
● Whoever is the best speller on the team
● Whoever happened to bump the fidelity from
lorem ipsum → real words
● Whoever realized copy was needed somewhere
and put it there as they were making it (probably
a developer)
18. Good copy reduces ambiguity
● It’s specific
● It’s readable at all viewport widths
● It’s concise
● It’s contextual
● It’s consistent
● It labels objects clearly
● It speaks in plain language (no
jargon)
19. Good copy puts the audience first
● Considers the context and flow
(use personas, user journeys,
and user flows)
● Considers goals and
motivations
● Offers actionable information
● Explains why, not just what
● Is translation-friendly
20. Good copy is well-researched
● Research conventions
● Ask your subject matter experts
● Ask your community members
● Put it in your (early) prototypes
● Put it in your usability tests
● Test it in emails
● Card sort it
● A/B test it
21. Good copy is well-researched
● Research conventions
● Ask your subject matter experts
● Ask your community members
● Put it in your (early) prototypes
● Put it in your usability tests
● Card sort it
● A/B test it
● Test messaging with email
25. ...the stakes are
high
● CTAs
● Navigation
● Instructions
● Errors
● Important forms and documents
● Customer support
● Privacy concerns
● Things that cost money
● Any situation where users are
willing to read
26. … the stakes are
low
● Loading screens
● App store update copy
● Non-critical notifications
● Any place you can push the
brand voice without risking
clarity
27. Extra words or explanatory
text can’t “fix” poor UX.
But copy can help make
good UX even better.
29. With spreadsheets and google docs
Hi {Name},
Your call for Wednesday January 4th
at 12pm is confirmed!
Please [review your welcome packet]
before hand and be sure to be at your
computer.
[Review the packet]
Looking forward to speaking with you,
Support Team
Google doc
with body copy
Onboarding flow
Email Spreadsheet
30. Using spreadsheets
Basic Process
● Designer or product manager creates a content
spreadsheet in google docs
● Add columns for states, errors, tooltips, versions, etc.
● Copywriter and various stakeholders can fill out
Benefits
● Allows you to organize a lot of copy
● Flexible: can link out to other docs if necessary, color-
code columns, merge sections, etc.
● Engineers can see all states, errors, tooltips, etc even
if they’re not represented in the design
● Same commenting features as all google docs
31. Using InVision comments
Basic Process
● Designers upload wires to InVision via Dropbox
● Copywriters use comment feature to suggest copy
● Designers update copy and re-sync via Dropbox
Benefits
● Copy edits can be placed directly onto the design
● Commenting feature allows for questions, feedback,
etc. (participants get email notifications)
● Easy to share with stakeholders for review; no
account needed to view or comment
● Already set up to test prototype with user
● No different versions of marked up pdfs floating
around
32. Using Google docs
Basic Process
● Put screenshots of designs that need new
copy into a google doc (and label
them/explain where they are in the flow)
● Write/suggest new copy underneath
● Protip: highlight the actual interface/UI copy
in a separate color
Benefits
● Quick and dirty
● Plenty of room to add additional copy
(states, errors, etc)
● Team members can easily comment,
suggest edits, see revision history, etc
33. Notes on process
● As a designer, it’s your job to care about copy
● Don’t wait for a finished mock up. Let copy start
anywhere, with anyone. (The sooner, the better)
● Get organized. Make simple checklists,
schedules/deadlines, and spreadsheets as
needed.
● Involve product managers to help keep things
organized, but *stay close to the process*
As soon as you know
you need words, start
thinking about how and
when they’ll be created
and finalized.
34. Notes on process, cont
● Requests to the person writing copy should always include context (full screenshots
and/or screen flows, word counts, goals, translation deadlines, etc)
● Allow time for revisions, especially if the initial copy lives outside of the design in a doc
● Consider the brand. Work with your marketing team.
● Consider the implications. Work with your customer support team.
● Consider the flow and functionality. Work with your engineers/designers/product owners.
● No waterfalling! Pair copywriters with designers throughout the process.
36. Brand Positioning
The result of business and brand
research, stakeholder interviews,
workshops, etc.
Could be used internally or
externally.
Could be created by an in-house
marketing team or by an agency.
Could be robust and polished, or
brief and in a google doc.
May include: brand pillars,
mission/vision statements, about
us copy, key messaging, naming
and lexicon, etc.
brand.quantcast.com
37. Content Guides
The result of collaboration
between marketing, product, and
other stakeholders
Can serve as a guide across
teams (sales, customer support,
etc)
Should be actionable and include
specific examples, do’s and don’
ts
May include: voice and tone,
grammar rules, capitalization
rules, naming and glossaries, do’
s and don’ts, etc.
39. 18F: Made for the federal government; a great starting point for you | https://pages.18f.gov/content-guide/
40. Product + Marketing =
Product Marketing
● The glue between product and marketing
● Sometimes a dedicated role or team, sometimes just a process
● Helps ensure the story of your product or feature is told externally (blog posts, press outreach,
support faqs, app store copy, etc)
● Helps ensure the story is reflected in the product (interfaces, error messages, notifications, etc)
● May entail: launch checklists and copy processes, messaging docs, brand positioning, market
research, new naming, email or blog copy, social media strategy, pr plans, app store copy
42. Just like good UX, good
copy is not just a role
you can hire for and be
done with.
43. How to get started at
upping the copy game
at your organization:
44. 1. Figure out what you need.
Content strategy?
Style guidelines?
Consistent naming and language?
Taxonomy/lexicon?
A unified voice and tone?
Brand positioning/messaging?
Interface copy?
Landing pages?
Translations and localized copy?
Onboarding emails?
Transactional emails?
Lifecycle emails?
45. 2. Figure out how (or by whom) it’s
getting done today and what the
biggest priorities and gaps are.
It’s probably a combination of people in marketing or product.
At a minimum, it’s whoever is writing the copy now, and/or whoever is
signing off on it.
46. 3. Make a commitment to make copy
part your design process and start asap.
This may require upfront work (developing guidelines, messaging, etc).
It will also mean making changes to how things currently get shipped.
It won’t happen overnight.
But you’ll be very happy you did it.
47. 4.
Hire accordingly and keep iterating.
Don’t hire until you have a sense for what you need.
Don’t hire until you’re ready to make some changes to your processes.
48. Talisa Chang is an interdisciplinary
product and UX consultant.
Find her on Twitter, Linkedin, Medium, or her website.