yvonne gando and utkarsh seth: making content objective
TRANSCRIPT
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Making content objectiveUsing UX research methods to create user-informed text
Yvonne Gando, Utkarsh Seth
LAVACON 2016, LAS VEGAS
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What we’ll cover
● Collaboration: UX writing + UX research
● Research methods & case studies
● 1 takeaway
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“We as human beings have a storytelling problem. We’re a bit too quick to come up with explanations for things we don’t really have an explanation for.
Malcolm Gladwell
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Elements
UX writing
Application+
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Why ask why
Why? To grow my own food
What are you trying to get done? I want to build a fence
Why? To surround my yard
Why? To plant a garden
Why? To save money on groceries
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It all starts with people
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So now what?
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WRITING + RESEARCH =User-informed text
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Research methods
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RITERapid Iterative Testing & EvaluationA method to help your team move forward with design iterations at a faster pace
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Case study: About me
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In-context visits with users to understand product usage or general behaviors, motivations & intents over time.
Field studies
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Case study: Google+ voice & tone
Before
“...an interest-based
sharing network”
After
“...people, content, conversations”
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Case study: Google+ marketing copy
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Reaction cardsA method to help you understand desirability attributes and emotional reactions to an experience.
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Case study: Google+ inboarding
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SurveysCollecting data from a pre-defined sample of users, with an intention of generalizing the results to a larger population.
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Case study: Google+ sharing text
???
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Option 1
Option 2
Option 3
Case study: Google+ sharing text
Google consumer surveysCompetitive trend scrape
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A/B experimentsAlso known as split testing, use A/B experiments to compare 2 versions of text to see which one performs better.
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1 = What’s new with you?
2 = Post a photo, link, or more
3 = Share what’s new
Case study: Google+ sharing text
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Case study: Google+ sharing text
What’s new with you?
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Heuristic evaluationA method for finding the usability problems in a UI design. Involves evaluators examining the interface and judging its compliance with recognized usability principles.
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1. Visibility of system status
2. Match between system and the
real world
3. User control and freedom
4. Consistency & standards
5. Error prevention
Heuristic evaluation
6. Recognition rather than recall
7. Flexibility and efficiency of use
8. Aesthetic and minimalist design
9. Help users recognize, diagnose,
and recover from errors
10. Help and documentation
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Visibility of system status
‘Only you’ contradicts with
‘Your collection is now visible’
Case study: G+ empty state
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Research methods
1. RITE
2. Field studies
3. Reaction cards
4. Surveys
5. A/B tests
6. Heuristic evaluation
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ONE TAKEAWAY
It all starts with people.
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Thanks!
Yvonne Gando
Lead UX writer
Utkarsh Seth
Head of UX research
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CREDITS
Medium. (2014, May 20). Never Ask What They Want — 3 Better Questions to Ask in User Interviews [Blog post]. Retrieved from https://medium.com/user-research/never-ask-what-they-want-3-better-questions-to-ask-in-user-interviews-aeddd2a2101e#.byaxmm8li