The business of UX content strategy
Published by O'Reilly Media, Inc.
Getting buy-in to empower UX writers to grow their companies
Writing UX microcopy is a specialized skill, but despite the font of information out there about it, UX writers—or copywriters who are pressed into that role—struggle to get decision makers to dedicate resources to this kind of work. One way to get them on board and to empower UX writers to grow their companies is to demonstrate the return on investment in UX writing.
Join top UX writer Yael Ben-David to get a breakdown of the business case for investing in UX content strategy. You’ll get a strategic and tactical roadmap for identifying business goals and defining and measuring the quantitative and qualitative business value of UX writing. You’ll also discover where UX writing can make the greatest impact so that you can focus your own UX writing efforts, or your company’s UX writing resources, where they have the most potential to contribute value.
What you’ll learn and how you can apply it
By the end of this live online course, you’ll understand:
- The role of the UX writer in product development
- How UX writing can enhance user experience
- How to be a valuable resource to product teams
- How to grow your business as a UX writer
- Where UX writing skills are most appropriate
And you’ll be able to:
- Make the case for why companies should invest in UX writing
- Customize the business case to your specific company
- Communicate the business case to stakeholders
- Approach your work from a business mindset to increase impact
- Win the interest and respect of collaborators
This live event is for you because...
- You’re a UX writer or content designer who’s responsible for product content strategy.
- You’re a designer, product manager, or copywriter who’s being asked to do UX writing and content design.
- You’re a digital product stakeholder who’s looking to get a big return on a small investment.
- You work with digital products, including web, desktop, and mobile apps.
- You want to become a UX writer or content designer.
- You want to broaden your skill set as a designer or product manager.
Prerequisites
Recommended preparation:
- Complete Defining Business Goals, Quantitative Business Value, and Qualitative Business Value (worksheets)
Recommended follow-up:
- Read Strategic Writing for UX (book)
- Read Conversational Design (book)
- Read Content Strategy for the Web, second edition (book)
- Read Letting Go of the Words, second edition (book)
- Explore Content Design London’s Readability Guidelines
- Explore the UX Writing Library (website)
Schedule
The time frames are only estimates and may vary according to how the class is progressing.
Context for the course (10 minutes)
- Presentation: Strategic perspective (no business means no users); tactical perspective (making the business case for UX writing)
- Group discussion: Who has fought this fight, is fighting this fight, or is taking this course to fight this fight in the future?
Defining business goals (15 minutes)
- Presentation: Collecting and documenting goal; articulating potential for UX writing to impact goals; making an action plan and defining the right success metrics; getting sign-off and next steps
- Q&A
Quantitative business value (40 minutes)
- Presentation: Defining return on investment (ROI); increasing revenue; decreasing costs; choosing the right metrics and tools to measure success
- Group discussion: Which are quantitative research methods?; share worksheet results
- Q&A
- Break
Qualitative business value (40 minutes)
- Presentation: Improving inclusivity and accessibility to increase ROI; impact on brand recognition and reputation; analyzing the effects of confounding factors on tests
- Group discussion: Share worksheet results
- Q&A
Limitations (5 minutes)
- Presentation: When UX writing can’t do it alone; when UX writing isn’t the answer at all, and what to do instead; prioritizing UX writing’s contribution to ROI
Wrap-up and Q&A (10 minutes)
Your Instructor
Yael Ben-David
Yael Ben-David is a UX writer who specializes in complex products. She’s worked in the health and financial industries, among others, writing for products used by more than 100 million people around the world. After earning a bachelor’s degree in journalism, a master’s in science, and a doctorate in neurobiology, Yael discovered her passion for making innovative tech accessible to mass markets through clear, helpful, data-driven microcopy. She’s also an em dash enthusiast and avid baker.