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UX Content Strategy

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Why UX Content Matters

4:43 with Dan Gorgone

In this video, we’ll dive into the psychology behind UX Content and how creating emotional reactions will lead to specific benefits related to website metrics.

If you're a designer or a developer, producing a successful website or 0:00
app these days takes more than creating something that just works. 0:04
So in this video, we'll explore why connecting with users on an emotional 0:08
level is so important and why the right UX content strategy matters so much. 0:14
To understand those human emotions we wanna influence, 0:19
let's quickly discuss an important theory, Maslow's hierarchy of needs. 0:23
Back in the 1940s, 0:29
Abraham Maslow proposed that human beings are motivated by certain things in life. 0:30
He said the most basic needs are physiological needs, things like food, 0:36
water, and shelter. 0:41
Without that stuff, you can't survive. 0:42
But once those needs are met, 0:45
people will prioritize elements of safety in their life, 0:47
like making money from a job to create financial security or finding healthcare. 0:51
Then people will prioritize more social needs, like finding friendship, love, 0:56
and groups to join. 1:01
After that, they'll prioritize respect, recognition, and 1:03
celebrity before finally seeking out self-actualization, or 1:07
this idea of attaining your full potential as a human being. 1:12
That's a tough one, I'm still trying to figure out what to eat for lunch today. 1:16
So how does Maslow's theory relate to websites and apps today? 1:21
Well, Aaron Walter is one of the US experts in our industry. 1:24
He's the author of Designing for Emotion. 1:28
In that book, he draws a great connection between Maslow's hierarchy of needs and 1:31
how to build websites with UX content. 1:36
Essentially, he remaps Maslow's pyramid to reflect the need of users. 1:38
Instead of basic life needs, users have basic UX needs. 1:44
First, a website or app simply needs to work. 1:49
Next users will look for reliability, something they can use more than once. 1:52
Above that, they'll prioritize usable and intuitive experiences. 1:58
But the most desired kind of experience is one that produces a sense of pleasure and 2:03
accomplishment. 2:09
Websites and apps like that are rare, but 2:10
they provide the best kind of user experience. 2:13
What Walter has proposed here is that, if we prioritized UX and 2:17
UX content and ensure our users have a working, reliable, intuitive, and 2:22
rewarding experience, then they'll experience more than happiness. 2:27
They'll feel accomplishment, joy, and be personally fulfilled in some way. 2:32
So if you face any sort of competition, 2:38
they don't stand a chance if you can provide this kind of experience. 2:41
And you can do it through UX content. 2:46
In fact, you can track the effects by looking at some key metrics. 2:49
Websites and apps with superior experiences will generate more user 2:54
engagement, or the measure of how often users interact with you in various ways. 2:58
This means generating important conversations like account signups, 3:04
event registrations, or product purchases. 3:08
As well as interactions through contact forms, comments, and emails. 3:11
Websites that provide a sense of pleasure or 3:16
accomplishment are also going to generate lots of positive feedback. 3:18
If an experience is so good that users enjoy themselves, 3:22
they'll share it with people across various networks. 3:25
They'll subscribe or link to it and make plans to visit again. 3:28
And they'll find ways to let you know how much they like it. 3:32
But another side effect is that you'll build trust with your audience. 3:35
Trust is one of the most important elements of any relationship. 3:39
And when you connect with a user, customer, subscriber, or 3:43
whatever they become, trust will enable you to do more things with them. 3:47
You'll be able to sell to them more easily, request their help or 3:52
feedback, and even ask for forgiveness when things go wrong. 3:56
If you've ever tried to play an online game and 4:00
seen the dreaded message about how they're performing server maintenance, well, 4:03
if you trust the people behind the game, you'll have no problem with it. 4:07
But that trust is earned. 4:10
And it's earned by being clear and providing help, transparency, and 4:12
inspiring your users through UX content. 4:17
So by understanding the needs of your users, 4:20
it's much easier to create an experience that surpasses the bare minimum so 4:23
you can inform them, benefit them, and entertain them. 4:28
And not only will you be able to connect with them, 4:32
they'll crave the next interaction they have with you. 4:35
And that's the kind of relationship anyone would love to have with their users or 4:38
customers. 4:43