How to take a content first approach when creating a user experience and influencing design.

1. PHX Content Strategy Lightning Talks
with
MICHELLE REYES
UX/UI Designer for Zula Inc.

2. SOME BACKGROUND
I was once a copywriter, but…

3. Spelling is not my fort
^e
I love experience design more, and

4. I’M NOT A CONTENT STRATEGIST
BUT I PLAY ONE ON THE WEB

5. WAYS TO DESIGN
WITH CONTENT IN MIND

6. 1KNOW
YOUR
AUDIENCE

7. TREAT THEM LIKE PEOPLE
NOT DEMOGRAPHICS
<
Empathizing with your customers allows you to see
beyond age and occupation. You can glean motivation
and understand consumer behavior.
Personas are a good start when trying to get into your
users’ heads.

8. TREAT THEM LIKE PEOPLE
NOT DEMOGRAPHICS
To build a solid profile, you should try to tell a more
intricate narrative that taps into their pain points and roots
out their core needs, thus creating a more holistic view.

9. ESTABLISH
USER GOALS
Pinpointing the goals of your users will cut out the guess
work and provide you with a roadmap for your content
and user experience.

10. NO TWO USERS ARE ALIKE
HOW WILL YOU PROVIDE?

11. CONSIDER MULTIPLE
CONTENT TYPES
Some users require more information
before they will commit. Content
diversity will enable you to reach a
broader audience.
Content Mix Suggestions:
• Videos
• Product overview bullet points
• Customer testimonials
• Case studies
• Blog posts
• Press

12. 2TO THINE OWN
BRAND BE TRUE

13. VOICE AND TONE HELP
INFLUENCE DESIGN
If your brand were a person, how would they be
described? Select a few adjectives and use them as
building blocks for the voice and tone of your content and
the visualization of your brand.

14. Once you identify and solidify brand perception, have the
experience, copy, and design match accordingly.

15. BUILD BRAND TRUST
THROUGH CONTINUITY
Whether consciously or unconsciously, consumers notice
when your voice and design don’t match. Fonts, colors, and
images say just as much about your brand as the copy.

16. 3BE WHERE YOUR
USERS ARE

17. CONSIDER THE
PLATFORM
When creating content and a user experience, platform
awareness is key to making your users happy no matter
where they make contact.

18. BE MINDFUL
OF TIME
With content overload and fast internet, everyone’s attention
spans are short. Messaging should be concise and served
where it can make the most impact.

19. CONSIDER THE
SOURCE
No matter where your user is
coming from, the experience
should be helpful every time.
They won’t always come directly
to your home page, so make
sure there is a clear path for
them to convert.

20. BUY
Whether they are window shopping or ready to buy, always
set the user up for success.

21. WHAT I HOPE YOU
LEARNED
✓ Treating your users like people makes for a more
informed experience
✓ Use brand voice and tone as your north star
✓ Platform as well as state of mind should dictate how
and where you market