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// What’s the Story?: 

Writing UX Content that
Gets People to Listen
It’s impossible to have a good
user experience with 

bad content.
Good content tells a story. 

A story is full of feeling. People
remember feelings.
32x
Increase in sales price when a
story was added
Significant Objects
Project
Storytelling made
everyday objects
much more valuable
The power of storytelling is in
making us feel changed.
Photo: Eleni (Flickr)
Finding 

your 

story
TIP #1: Write like someone who
uses products, not like someone
who makes them.
_ Have empathy
_ Focus on benefits
Features

What is it?
Short pickup
Nice cars
Benefits

What’s in it for me?
Never be late
No more parking
Experience

How do I feel?
Feel VIP
Get more done
FREEDOM
FREEDOM
CONVENIENCE
Feeling Accomplished ! Celebrate ! “Woohoo!”
Feeling Uncertain ! Educate ! “Meet people like you”
TIP #2: Anticipate how your
readers will feel—before they
feel it.
Imagine a story
that responds to
the reader…
TIP #3: Get writers and designers
to build the story together.
Build a
Brand Playbook
_ Experience Principles
_ Voice + Style Guidelines
_ Examples & Messaging
THANK YOU

// END 415.937.1993 | ashwin@ashwinsodhi.com |ashwinsodhi.com
Questions?

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