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In this video, we’ll define the concept of UX Content and explain how connecting with users on an emotional level creates an experience that can help you build lasting relationships with users.
New Terms:
- UX Content -- the collection of information, instructions, and other pieces you create for a site that establishes a tone and adds personality to your interactions
Further Reading:
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[MUSIC]
0:00
Hi, I'm Dan, and in this course
0:01
we're gonna talk about UX content.
0:06
We'll discuss what it is,
the areas of your website or
0:11
app where it works best, and how to
create more positive experience overall.
0:15
In the end, you'll understand how to
use your own unique voice to make
0:21
a lasting connection with your users.
0:25
So when building websites and apps, many
times we focus a lot of our attention on
0:28
the big obvious interactions,
like the main features people will use.
0:32
Maybe it's a platform where
users can manage projects or
0:37
where customers can create designs
on your online t-shirt store.
0:40
But odds are your website
won't be their only option.
0:45
No matter what you're building, there's
bound to be lots of competition out
0:50
there and those websites or
apps will offer the same features you do.
0:54
So, the question is,
how can you stand out?
0:59
Offering a great user experience, the UX,
1:02
is an important way to separate
your site from the competition.
1:04
And this makes sense, because many
sites will just offer the bare minimum.
1:08
They won't be especially fun or engaging,
1:14
they'll simply give you features or
content.
1:16
And when you use them,
you don't really have a sense for
1:19
who created it,
who's behind it all, and why.
1:23
Those sites can feel sort of empty.
1:26
The best websites and
apps do far more than just work.
1:28
They'll connect with users
on an emotional level.
1:32
This is where UX content comes into play.
1:36
UX content is the collection of
information, instructions, and
1:40
other pieces you create for
a site that establishes a tone, and
1:44
adds personality to your interactions.
1:48
Now don't get me wrong, this doesn't mean
make everything hearts and rainbows,
1:51
or add wacky or trendy designs.
1:56
The purpose is to create an experience
that truly reflects who you are and
1:58
what you believe.
2:03
Here's what I mean.
2:04
Let's say you needed to add
a contact form to your site.
2:05
You could put all
the basic fields in there.
2:09
Email address, body of the message,
submit button.
2:11
The function itself would be there,
so the basic need would be satisfied.
2:15
However, it's not very inviting, and
2:19
you're not really making
a connection with the user.
2:22
With UX Content,
you consider the user's needs, and
2:26
address them using an approach that
echos your personality, and beliefs.
2:29
It's like if you saw someone in
person who needed help, you wouldn't
2:34
just hand them a form, tell them to
fill it out and get back to them later.
2:39
You'd ask them in your own way,
what was wrong and if you could help.
2:44
Online, your specific approach
all depends on who you are.
2:49
So you might take a helpful approach,
and ask how can we help you today?
2:53
Or you might be more direct, and write
tell us about your latest project and
2:58
we'll give you a free quote.
3:02
Either approach goes way
beyond the bare minimum and
3:04
the chances are much greater users will
take the action you want them to take.
3:08
This is the essence of UX content, it's
not just a list of things you're gonna
3:13
create anyway like the contact form,
it's how you create them.
3:18
Thinking about your users and anticipating
their needs and preferences, will
3:22
inform your decisions about what kind of
information to share in different places.
3:27
Including what to say and how to say it.
3:33
Instead of just creating a button where
users can start a new t-shirt design,
3:36
you might also include templates and
examples that inspire them to take action.
3:41
Instead of just listing specs in a chart
about a new car model you've built,
3:46
you could show videos of
the car in action, or
3:52
share stories about why you
built it in the first place.
3:55
And instead of building a help page
that just includes a contact form,
3:59
you might include links, videos, and
4:04
interactive walkthroughs to truly
help people and build trust.
4:06
And through it all, you could write and
4:11
produce these things with
your own specific voice.
4:14
How would you explain the steps for
creating an account?
4:17
Or how would you demonstrate the proper
way for replacing a headlight on your car?
4:21
Everyone has their own personality,
tone, attitudes, and values.
4:27
And those are the things that will
help you connect with people.
4:32
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