Research in action: Talk like (and build for) your user

Breakout session
Wednesday, May 20, 2020
11:15 a.m.-12:05 p.m.
Room BC

People who write for a living are used to adapting their work to their audience. When you’re writing for user experience, incorporating user research and insights into your work takes this to the next level.

But how do you know when to A/B test and when to use qualitative methods? How can you translate research findings into content that helps users and your business? This talk will help you ask the right questions to start research, make use of existing findings, and communicate your decision rationale with data and confidence.

In this session, you’ll learn how to:

  • Incorporate user insights into every level of your content strategy: from tiny microcopy, to user flows, to high-level information architecture.
  • Decide what type of testing you need: quantitative (like A/B tests) or qualitative (like interviews).
  • Develop a clear rationale for your content decisions to gain buy-in from your teams and stakeholders.

Who should attend: Content strategists, UX designers, and marketing writers will learn practical ways to gain content direction from research—even when you’re not running the research yourself.

Text Link

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Research in action: Talk like (and build for) your user

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