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In this video, we’ll discuss how to select or create a personality for your website or app, and how this will impact the UX Content you create.
New terms:
- Brand personality - the way in which you communicate that reflects who you are and what you value as a brand
Further Reading:
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[MUSIC]
0:00
The main goals of creating UX content
are to generate emotional responses and
0:04
establish deeper connections with people.
0:08
And you can't do that with generic,
emotionless interactions.
0:11
But not everyone needs to strike
the same kind of emotion.
0:16
Some websites present fun and
0:20
quirky content, while others
might take a more serious tone.
0:22
Well, in this video, we're gonna discuss
a vital part of UX content strategy,
0:26
defining your personality.
0:31
When we say that a website or
a brand has a personality,
0:33
it's not unlike describing a person
with different personality traits.
0:37
Some people are friendly,
generous, helpful, and fun.
0:41
While on the other side of the spectrum,
people can be arrogant, secretive, and
0:45
overly serious.
0:50
And of course,
there are many people in between.
0:52
These personality traits reflect who
people are and what they believe in.
0:55
In other words, it defines their
identity and reflects their values.
0:59
So since we have our own traits,
1:04
we may naturally gravitate toward
others with similar traits.
1:06
If you're a fun person, for example,
1:11
you might like talking to people who
are open or have a sense of humor as well.
1:13
But other times, context matters.
1:19
When we need help,
1:21
we'll probably gravitate toward people who
are helpful, friendly, and trustworthy.
1:22
When you create UX content
on behalf of a person or
1:28
a brand, these ideas about
personality traits still apply.
1:31
A brand personality is the way
in which you communicate
1:36
that reflects who you are and
what you believe in as a brand.
1:39
So if you believe in being helpful or
transparent with your customers,
1:43
your content should be helpful and
transparent.
1:47
Let me share an example.
1:51
Aha is a roadmap platform for
managing projects.
1:53
And much of the UX content
you encounter on their site
1:57
has a certain kind of personality and
voice to it.
2:00
On their Services page,
Aha writes confidently,
2:03
using a straightforward approach to
describe their support services.
2:07
When you ask for help,
we know that you need us.
2:11
And we want to be useful to you,
immediately.
2:14
This is a very direct statement, one
that should help build trust with users.
2:18
And it shows empathy, explaining to
users they understand their needs and
2:23
are ready to help.
2:27
Aha also uses a variety of
information here, visuals that define
2:29
their super fast support,
data to validate their experience.
2:34
And a group picture,
2:39
full of smiling faces,
introducing you to their support team.
2:40
So you could define Aha's personality
as confident, empathetic, and friendly.
2:43
So if you want to connect
with your users or customers,
2:50
creating UX content with a clear
personality, we'll make it much easier.
2:54
When you have a clear personality,
you'll choose the right words or terms,
2:59
share the most appropriate examples or
stories.
3:03
Use the most fitting visuals or
images, and
3:06
generate the desired
response from your audience.
3:09
But this leads to an important question,
how do you define your personality?
3:14
Well, in the next video, we're gonna run
through a quick exercise that will help
3:19
you determine what kind of
personality you have and
3:23
what kind of UX content
you should be producing.
3:26
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