Brittney Urich

We tend to focus on using our technical skills to build a better CX. While technical skills are critical for our day-to-day, we often overlook the importance of soft skills, like earning trust and building relationships with our cross-functional partners. When we take the time to establish a relationship, our partnerships become less transactional and more collaborative. We're able to challenge assumptions, speak candidly, and explore new ways of working together, all things that help us craft a better customer experience.

In the past few years, design and content have become more integrated with one another. It’s no longer enough to design something beautiful and assign copywriters to draft content that fits. In fact, it’s irresponsible. When crafted together, strong content and human-centered, empathetic design can create an optimal user experience. This session will explore the overlaps between content strategy and design. It will examine what experience content is, why it matters, and the principles behind effective content. Attendees will learn how to incorporate content strategy into their process without sacrificing design, and how doing so will result in a better product for their users.

You know that content is a key tenant of a great user experience, and you’re ready to incorporate content strategy into your design process. But where do you start? In this session, we’ll dive into several hands-on activities to help you understand when and how to include content strategy in your design process. We’ll learn how to address business goals and user needs, craft communication goals, and work collaboratively with other writers and designers. You’ll leave with five activities that focus on team alignment, stakeholder buy-in, and cross-discipline collaboration.