A presentation at UX New Zealand by Jason Fox
UX writing for behavioral design 110231
Behavioral co ntent design UX writing for behavioral design 110231
Behavioral content design 110231
Hello, I’m Jason Fox I’m a content designer at Chime (not a bank).
Hello, I’m Jason Fox I’m a content designer at Chime (not a bank). You can call me Jace!
Hello, I’m Jason Fox I’m a content designer at Chime (not a bank). You can call me Jace!
Hello, I’m Jason Fox I’m a content designer at Chime (not a bank). You can call me Jace!
First of all, what is content design?
“ Content design is a way of thinking. – Sarah Winters, Content Design London
“ Behavioral content design is the practice of writing content to influence behavior or behavioral decisions. – Jasin
Congrats, you work for the state of Utah!
The Glengarry Bob Ross effect
, S E Y The Glengarry Bob Ross effect
The Glengarry Bob Ross effect!
The Glengarry Bob Ross effect!
The Glengarry Bob Ross effect!
The Glengarry Bob Ross effect!
Impact will topple intention Even the most well-intentioned content can have a negative impact if there’s no strategy.
A dark fintech timeline
Member impact is emotional Anxiety Confusion Distrust
Fogg Behavior Model
aka BJ
aka BJ
B=MAP Behavior = Motivation, Ability, Prompt Motivation The willpower to take action Ability The capacity to take action Prompt The push to make it happen
B=MAP Behavior = Motivation, Ability, Prompt Motivation The willpower to take action Ability The capacity to take action Prompt The push to make it happen
Behavioral content design happens a lot
Influencing perceived value
What’s the perceived value?
What’s the perceived value?
Interaction costs impact perceived value Low value, high interaction High value, low interaction Expand on it here. Why is it important? You already know that it’s important. Why does it matter? But what about your listeners?
How about these ones?
NN/g’s graphic describing the information foraging theory. The information foraging theory people who use digital products spend a lot of time foraging for information
Three shortcuts to behavioral content design Guaranteed to work 100% of the time
Write everything on a typewriter
Only eat solid food after 9pm
Have a hole drilled in the top of your skull to increase blood flow to your brain
There are no shortcuts Behavioral content design takes time, patience, and collaboration.
It takes a team Behavioral content design doesn’t happen in isolation – collaboration happens with: • Product managers • Researchers • Execs • Designers • Engineers • Marketing • Customer support The entire team!
It takes a team Behavioral content design doesn’t happen in isolation – collaboration happens with: • Product managers • Researchers • Execs • Designers • Engineers • Marketing • Customer support The entire team! YES
ConvertKit One cook in the content kitchen Thanks @ScottKubie
One cook in the content kitchen Thanks @ScottKubie
One cook in the content kitchen Thanks @ScottKubie
Thanks @ScottKubie
“Is this too much text?”
An early prototype of our text volume measurement tool
An early prototype of our text volume measurement tool
Version 1 of Text Volume by Chime
The elevator chat How we clarify our language The elevator chat exercise helps us keep our core message on point
Book a room → Check availability = +17% engagement
Thanks and I hope you enjoyed the show! gojace.it
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