// What’s the Story?: Writing UX Content that Gets People to Listen

It’s impossible to have a good user experience with bad content.

Good content tells a story. A story is full of feeling. People remember feelings.

32xIncrease in sales price when a

story was added

Significant Objects ProjectStorytelling made everyday objects much more valuable

The power of storytelling is in making us feel changed.

Photo: Eleni (Flickr)

Finding your story

TIP #1: Write like someone who uses products, not like someone who makes them. _ Have empathy _ Focus on benefits

Features What is it?

Short pickup Nice cars

Benefits What’s in it for me?

Never be late No more parking

Experience How do I feel?

Feel VIP Get more done

FREEDOM

FREEDOM

CONVENIENCE

Feeling Accomplished ! Celebrate ! “Woohoo!”

Feeling Uncertain ! Educate ! “Meet people like you”

TIP #2: Anticipate how your readers will feel—before they feel it.

Imagine a story that responds to the reader…

TIP #3: Get writers and designers to build the story together.

Build a Brand Playbook

_ Experience Principles _ Voice + Style Guidelines _ Examples & Messaging

THANK YOU// END

415.937.1993 | ashwin@ashwinsodhi.com |ashwinsodhi.com

Questions?