Library talk

Are your words working? Creating and sustaining a content-focused research practice

Your content team needs to be confident which specific words and phrases are resonating with your audience. And wouldn’t it be ideal to learn which words work before you hit publish?

In this energizing, hands-on session, you’ll learn methods and tools for objectively evaluating how your customers are reacting to your writing—and most importantly, why they’re responding the way they are. This is not “regular” UX research with prototypes of both content and visual design. It’s content-only research that helps you pinpoint the just-right words for successful, friction-free user experiences and stronger business results.

In this session, you’ll learn:

  • Nine types of content-focused research—preference, clarity, naming, comprehension, sentiment, actionability, audience-specific, gap and excess analysis, and localization—and how to run content research for each type.
  • How identifying effective words and phrases in your writing style guide and component library measurably improves the customer experience.
  • The benefits of running content testing prior to or instead of A/B experiments.
  • How creating a content research practice brings influence and power to your UX writing team.
Erica Jorgensen
Erica Jorgensen

Senior Content Designer and Manager, Microsoft

Are your words working? Creating and sustaining a content-focused research practice

Your content team needs to be confident which specific words and phrases are resonating with your audience. And wouldn’t it be ideal to learn which words work before you hit publish?

In this energizing, hands-on session, you’ll learn methods and tools for objectively evaluating how your customers are reacting to your writing—and most importantly, why they’re responding the way they are. This is not “regular” UX research with prototypes of both content and visual design. It’s content-only research that helps you pinpoint the just-right words for successful, friction-free user experiences and stronger business results.

In this session, you’ll learn:

  • Nine types of content-focused research—preference, clarity, naming, comprehension, sentiment, actionability, audience-specific, gap and excess analysis, and localization—and how to run content research for each type.
  • How identifying effective words and phrases in your writing style guide and component library measurably improves the customer experience.
  • The benefits of running content testing prior to or instead of A/B experiments.
  • How creating a content research practice brings influence and power to your UX writing team.
Erica Jorgensen
Erica Jorgensen

Senior Content Designer and Manager, Microsoft

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