Behavioral content design

UX writing for behavioral design 110231

Behavioral co ntent design UX writing for behavioral design 110231

Behavioral content design 110231

Hello, I’m Jason Fox I’m a content designer at Chime (not a bank).

Hello, I’m Jason Fox I’m a content designer at Chime (not a bank). You can call me Jace!

First of all, what is content design?

“ Content design is a way of thinking. – Sarah Winters, Content Design London

“ Behavioral content design is the practice of writing content to influence behavior or behavioral decisions. – Jasin

Congrats, you work for the state of Utah!

The Glengarry Bob Ross effect

, S E Y The Glengarry Bob Ross effect

The Glengarry Bob Ross effect!

Impact will topple intention Even the most well-intentioned content can have a negative impact if there’s no strategy.

A dark fintech timeline

Member impact is emotional Anxiety Confusion Distrust

Fogg Behavior Model

aka BJ

B=MAP Behavior = Motivation, Ability, Prompt Motivation The willpower to take action Ability The capacity to take action Prompt The push to make it happen

Behavioral content design happens a lot

Influencing perceived value

What’s the perceived value?

Interaction costs impact perceived value Low value, high interaction High value, low interaction Expand on it here. Why is it important? You already know that it’s important. Why does it matter? But what about your listeners?

How about these ones?

NN/g’s graphic describing the information foraging theory. The information foraging theory people who use digital products spend a lot of time foraging for information

Three shortcuts to behavioral content design Guaranteed to work 100% of the time

Write everything on a typewriter

Only eat solid food after 9pm

Have a hole drilled in the top of your skull to increase blood flow to your brain

There are no shortcuts Behavioral content design takes time, patience, and collaboration.

It takes a team Behavioral content design doesn’t happen in isolation – collaboration happens with: • Product managers • Researchers • Execs • Designers • Engineers • Marketing • Customer support The entire team!

It takes a team Behavioral content design doesn’t happen in isolation – collaboration happens with: • Product managers • Researchers • Execs • Designers • Engineers • Marketing • Customer support The entire team! YES

ConvertKit One cook in the content kitchen Thanks @ScottKubie

One cook in the content kitchen Thanks @ScottKubie

Thanks @ScottKubie

“Is this too much text?”

An early prototype of our text volume measurement tool

Version 1 of Text Volume by Chime

The elevator chat How we clarify our language The elevator chat exercise helps us keep our core message on point

Book a room → Check availability = +17% engagement

Thanks and I hope you enjoyed the show! gojace.it