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UX and copywriting - Blend Conference

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Writing quality text content has a great ROI. It generates trust, empathy and improves conversion. A few tips on how we do it at Drivy. Paulin Dementhon presented those slides at the Blend Conference in Lyon on October, 2nd 2013.

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IN TEXT WE TRUST October 2nd, 2013 Paulin Dementhon @popaulin Founder @drivy
homepage activate
contextual content convert
CONTEXTUAL CONTENT form error messages setflashes confirmation popins transactionnal emails SMS push contextual help hard to maintain... but powerful and hard to copy !
tone
TONE Casual or Formal ? TU or VOUS ? Anyway talk like a human, not like a machine don’t dodge difficulties
quality
BLOG No commercial exchange of content or links
quality text content builds TRUST and EMPATHY highest ROI of the UI design process ?
copy writing process
wireframing
Using dummy content in the Web design process can result in products with unrealistic assumptions and design flaws. DEATH TO LOREM IPSUM Luke Wroblewski
We use Keynote Kung-Fu rather than paper or wireframing tools like Balsamiq or Mockflow DEATH TO LOREM IPSUM
Option 1 Option 2 Option 3 Label: Yes No Option 1 Option 2 Button Button Please select... Please Select      ! Required Field! JulyJulyJulyJulyJulyJulyJuly S M T W T F S 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Label: ! Required Field! Please Select  Button Button   Yes No Option 1 Option 2 Option 1 Option 2 Option 3 Please select... Leave a comment:   JulyJulyJulyJulyJulyJulyJuly S M T W T F S 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30   Leave a comment:   lfdmqùflùqs
# First name Last Name Language 1 Some One English 2 Joe Sixpack English 4 Stu Dent Code 1   Some value here Disabled input here...carry on. Profile Messages Settings ContactHome Profile Messages Settings Contact DropdownHome Home / Middle page / Another one / Your are here ← Previous 1 2 3 4 5 Next →
naming
NAMING location vs autopartage propriétaire vs loueur demande de location vs réservation voiture vs véhicule vs annonce
managing content
Architecture • well structured code with all content in separate files (.yml) all SMS / setflashes / .... in one place • CMS for large chunks of content, like static pages • Zendesk for help
Updating content Skitch + github issues or github web editor
Next ? PhraseApp or Locale to make editing easier for non-tech guys and make translation possible
THANKS Paulin Dementhon @popaulin

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UX and copywriting - Blend Conference

  • 1. IN TEXT WE TRUST October 2nd, 2013 Paulin Dementhon @popaulin Founder @drivy
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  • 8. CONTEXTUAL CONTENT form error messages setflashes confirmation popins transactionnal emails SMS push contextual help hard to maintain... but powerful and hard to copy !
  • 10. TONE Casual or Formal ? TU or VOUS ? Anyway talk like a human, not like a machine don’t dodge difficulties
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  • 16. BLOG No commercial exchange of content or links
  • 17. quality text content builds TRUST and EMPATHY highest ROI of the UI design process ?
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  • 22. Using dummy content in the Web design process can result in products with unrealistic assumptions and design flaws. DEATH TO LOREM IPSUM Luke Wroblewski
  • 23. We use Keynote Kung-Fu rather than paper or wireframing tools like Balsamiq or Mockflow DEATH TO LOREM IPSUM
  • 24. Option 1 Option 2 Option 3 Label: Yes No Option 1 Option 2 Button Button Please select... Please Select      ! Required Field! JulyJulyJulyJulyJulyJulyJuly S M T W T F S 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Label: ! Required Field! Please Select  Button Button   Yes No Option 1 Option 2 Option 1 Option 2 Option 3 Please select... Leave a comment:   JulyJulyJulyJulyJulyJulyJuly S M T W T F S 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30   Leave a comment:   lfdmqùflùqs
  • 25. # First name Last Name Language 1 Some One English 2 Joe Sixpack English 4 Stu Dent Code 1   Some value here Disabled input here...carry on. Profile Messages Settings ContactHome Profile Messages Settings Contact DropdownHome Home / Middle page / Another one / Your are here ← Previous 1 2 3 4 5 Next →
  • 27. NAMING location vs autopartage propriétaire vs loueur demande de location vs réservation voiture vs véhicule vs annonce
  • 29. Architecture • well structured code with all content in separate files (.yml) all SMS / setflashes / .... in one place • CMS for large chunks of content, like static pages • Zendesk for help
  • 30. Updating content Skitch + github issues or github web editor
  • 31. Next ? PhraseApp or Locale to make editing easier for non-tech guys and make translation possible