#139 - Content Design and the Power of Simple Language with Erica Jorgensen

<p>How often do you think about content design? The answer, most likely, is: “not enough”.</p> <p>The work of a Content Designer involves fitting the right words in the right places, understanding the nuances of things log in vs. sign in, and knowing the right words to use to engage customers. Content Design is an important part of the user experience—and the ROI is high. Like, “millions of $s saved through content-testing” high.</p> <p><a href="https://www.linkedin.com/in/ejorgensen/">Erica Jorgensen</a> is a Staff Content Designer at Chewy.com and the author of <em>Strategic Content Design: Tools and Research Techniques for Better UX</em>. She joined Erin and Carol on the podcast to discuss the ins and outs of content design, the importance of clarity for effective communication, and how to involve your audience in content design.</p> <p><br><strong>Highlights from the episode:</strong></p> <ul> <li><p>00:02:03: What is content design in the context of UX research?</p> </li> <li><p>00:06:48: Gaining clarity by thinking about the words you use frequently </p> </li> <li><p>00:14:00: How Erica used simplified language to get customers to buy more insurance plans</p> </li> <li><p>00:26:42: Using cloze testing to ensure general content clarity</p> </li> <li><p>00:29:26: The importance of syllables and length </p> </li> <li><p>00:39:46: Resources and guides for better content design</p> </li> <li><p>00:42:56: How Microsoft saved $2 million through content testing</p> </li> </ul> <p>  <strong>Sources and people mentioned</strong></p> <ul> <li><p><a href="https://www.braintraffic.com/">BrainTraffic</a></p> </li> <li><p><a href="https://www.chewy.com/">Chewy.com</a></p> </li> <li><p>Cloze testing — “<a href="https://www.nngroup.com/articles/cloze-test-reading-comprehension/">Cloze Test for Reading Comprehension</a>,” NN/g.</p> </li> <li><p><a href="https://www.linkedin.com/in/curtis-kopf-a99903/">Curtis Kopf</a>, Chief Experience Officer at REI</p> </li> <li><p><a href="https://www.linkedin.com/in/