Ashwin Sodhi has been designing mobile and digital experiences for content strategy, marketing communication by using Behavioral Sciences and Data Management strategies for big companieslike Appel, Wells Fargo, Disney, and CNN.

1. // What’s the Story?:
Writing UX Content that
Gets People to Listen

2. It’s impossible to have a good
user experience with
bad content.

3. Good content tells a story.
A story is full of feeling. People
remember feelings.

4. 32x
Increase in sales price when a
story was added
Significant Objects
Project
Storytelling made
everyday objects
much more valuable

5. The power of storytelling is in
making us feel changed.

6. Photo: Eleni (Flickr)
Finding
your
story

7. TIP #1: Write like someone who
uses products, not like someone
who makes them.
_ Have empathy
_ Focus on benefits

8. Features
What is it?
Short pickup
Nice cars
Benefits
What’s in it for me?
Never be late
No more parking
Experience
How do I feel?
Feel VIP
Get more done
FREEDOM

9. FREEDOM

10. CONVENIENCE

11. Feeling Accomplished ! Celebrate ! “Woohoo!”
Feeling Uncertain ! Educate ! “Meet people like you”
TIP #2: Anticipate how your
readers will feel—before they
feel it.

12. Imagine a story
that responds to
the reader…

13. TIP #3: Get writers and designers
to build the story together.

14. Build a
Brand Playbook
_ Experience Principles
_ Voice + Style Guidelines
_ Examples & Messaging

15. THANK YOU
// END 415.937.1993 | ashwin@ashwinsodhi.com |ashwinsodhi.com

16. Questions?