Behavioral content design

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UX writing for behavioral design 110231

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Behavioral co ntent design UX writing for behavioral design 110231

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Behavioral content design 110231

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Hello, I’m Jason Fox I’m a content designer at Chime (not a bank).

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Hello, I’m Jason Fox I’m a content designer at Chime (not a bank). You can call me Jace!

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Hello, I’m Jason Fox I’m a content designer at Chime (not a bank). You can call me Jace!

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Hello, I’m Jason Fox I’m a content designer at Chime (not a bank). You can call me Jace!

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First of all, what is content design?

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“ Content design is a way of thinking. – Sarah Winters, Content Design London

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“ Behavioral content design is the practice of writing content to influence behavior or behavioral decisions. – Jasin

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Congrats, you work for the state of Utah!

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The Glengarry Bob Ross effect

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, S E Y The Glengarry Bob Ross effect

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The Glengarry Bob Ross effect!

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The Glengarry Bob Ross effect!

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The Glengarry Bob Ross effect!

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The Glengarry Bob Ross effect!

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Impact will topple intention Even the most well-intentioned content can have a negative impact if there’s no strategy.

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A dark fintech timeline

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Member impact is emotional Anxiety Confusion Distrust

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Fogg Behavior Model

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aka BJ

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aka BJ

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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

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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

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Behavioral content design happens a lot

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Influencing perceived value

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What’s the perceived value?

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What’s the perceived value?

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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?

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How about these ones?

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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

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Three shortcuts to behavioral content design Guaranteed to work 100% of the time

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Write everything on a typewriter

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Only eat solid food after 9pm

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Have a hole drilled in the top of your skull to increase blood flow to your brain

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There are no shortcuts Behavioral content design takes time, patience, and collaboration.

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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!