Content Strategy as a Lens and Design Approach

Joscelin Cooper, of Google, brings the idea of content strategy to UX writing.

The term "content strategy" feels vague and overwhelming.

Good writing uses only the essential words, and nothing more. In UX writing, we're often in the business of subtracting, not adding.

Design systems for language:

• Research: How users understand language
• Marketing & Sales: How they communicate externally
• Product: How content guides users through their experience
• Localization: Natural and human
• Support: Documentation that helps users help themselves

Principles & approach:

• User needs
• Mental models
• Feedback
• Data collection
• Explainability/trust
• Errors

Think about how data tells a s story about more than numbers. For example, what is and isn't important can help structure the presentation of data.

Well-designed content builds trust. Without trust, you can't build a relationship. Trust isn't about taking rsiks, but about the willingness to take risks. A good metaphor is a conversation for your user interface.