ux alive conference speaker is ashwin sodhi presentations
TRANSCRIPT
// 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.
32xIncrease in sales price when a
story was added
Significant Objects ProjectStorytelling 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
Questions?