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Either an extremely philosophical modal dialogue or a microcontent content design fail — you decide. 😅
Reddit: u/Fuad_Kuliev
"Consistency and standards" is one of the Nielsen Norman Group's 10 usability heuristics. From a content perspective, being consistent means reducing cognitive load (or the mental gymnastics required to understand how to use a digital experience) by using the same terminology across all your content surfaces.
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
The Taco Bell home page uses words like "bold," "epic," and "cravings" to convey a sense of fun and communicate the playfulness of its menu.
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
WiFi network service set identifier's (SSIDs) are typically too difficult for people to change and come with a machine-generated hash of random characters (possibly including the company name). Not very inclusive/usable!
Reddit: u/DJODSP
Mailchimp's Content Style Guide is one of the first digital content style guides to be shared publicly and provides brilliant advice, especially on catering voice and tone to a variety of customer content experiences, such as newsletters, legal content, and so on.
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
The Sephora Beauty Insider Community page includes content like "Hey there!" "Ambassador," and "people like you" to convey a sense of belonging for its customers.
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
Sarah Winters of Content Design London gives an explanation of why using simple language is important for accessibility.
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
Intuit highlights an example of clear, succinct writing and a wordier, clunky version of the same message. The first example is just 20 words long, while the longer version is 39-- nearly twice as long!
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
Here is another example of short, tight writing from Intuit's content design guidelines ("Writing Small").
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
The formula for calculating Flesch-Kincaid Reading Ease is quite complicated!
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
The Discord home page clearly and concisely explains some different types of special interest groups that might consider setting up a Discord agent-- gaming groups, school clubs, or art communities. In very few words, it then explains why you'd want to set up an account with Discord: the app makes it easy to have frequent conversations.
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
The Stripe home page exemplifies clear, tight writing, using just a few words to clearly communicate the app's purpose: to help companies of all sizes accept payments, make payments, and manage their finances.
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
These steps outline how to find and turn on the Readability Statistics option in Microsoft Word.
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
Another example of content principles, from the Canada School of Public Service. Findable is listed as the first foundational principle, followed by Clear, Connected, Human, and Helpful. Ksenia Cheinman is credited with developing this list of principles.
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
The Advertising and Marketing section of the Federal Trade Commission website. This includes helpful information for content strategists and content designers, including details about marketing laws for specific scenarios, including marketing to children and marketing that includes health claims.
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
The Intel home page is trying to generate interest in their newest core processor. What it fails to do is clarify why someone would want to get one. What kind of worlds would one want to create? Why are leaderboards mentioned? What does next-generation really mean, anyway? All of that is unclear. This content has a strong smell of "many cooks in the kitchen," where marketers, product managers, and other stakeholders may have weighed in too heavily during content creation and not let the content team do its job.
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
A promotion on the Expedia home page that's encouraging customers to sign in to their accounts before using the website.
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
"How to Build Your Community of Practice," is an excellent blog post by Kristina Halvorson, founder of the Brain Traffic content consultancy (and author of Content Strategy for the Web) that outlines the many benefits of supporting regular meetings of content practitioners from across your company, including sharing ideas and accomplishments, and problem solving.
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
Aha Media's five-part checklist for creating valuable content, developed by Ahava Liebtag. Having just five content quality categories makes them easy to remember and helps you and your team align more easily with their recommendations. Liebtag is a recognized longtime expert in content strategy and the author of The Digital Crown: Winning at Content on the Web.
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
Search Engine Journal (SEJ) is a high-quality resource on SEO best practices. While some resources about SEO make recommendations based on hearsay or trends, SEJ has been around since 2003 and is known for trustworthy, evidence-based content.
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
The Starbucks website includes evocative descriptions of its coffee drinks and coffee beans. In this example of Starbucks' premium single-origin whole bean coffee, descriptions like "finest possible expression" and "select farms" convey a tone of elegance.
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
A sample content scorecard, leveraging content heuristics, that rates content against each of those heuristics as poor, fair, good, or excellent.
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
This heat map shows that the participant's attention is focused on a landing page at the mid-to lower part of the left navigation (the green teardrop shape with light-blue outline) and at the middle-right (the red oval surrounded by yellow, green, and light blue).
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld