Twinkle in the eye: How (and when) to play with tone of voice in digital commerce
When you work for an organization that’s familiar to many around the world, the brand voice is singular for many reasons — including the fact that it’s so recognizable. Of course, content design teams are regularly faced with choices about when and how to use tones of brand voice when creating functional copy in digital products.
But how do they make those choices, while always keeping digital product accessible and easy to use? In this talk, Amy will share examples of how she and her team experimented with voice attributes in user research at companies such as IKEA, including some examples of when it goes both right and wrong.
You’ll learn how to:
- Run workshop exercises for exploring voice and tone in a digital product
- Decide when to get non-content collaborators involved
- Set up content testing voice and tone in user research
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More 2024 sessions
Twinkle in the eye: How (and when) to play with tone of voice in digital commerce
When you work for an organization that’s familiar to many around the world, the brand voice is singular for many reasons — including the fact that it’s so recognizable. Of course, content design teams are regularly faced with choices about when and how to use tones of brand voice when creating functional copy in digital products.
But how do they make those choices, while always keeping digital product accessible and easy to use? In this talk, Amy will share examples of how she and her team experimented with voice attributes in user research at companies such as IKEA, including some examples of when it goes both right and wrong.
You’ll learn how to:
- Run workshop exercises for exploring voice and tone in a digital product
- Decide when to get non-content collaborators involved
- Set up content testing voice and tone in user research
We can’t be everywhere: How to introduce AI to your content design workflow
As content designers, we spend so much time answering the same style guide questions or handling microcopy asks. All of this takes away from meaningful high-level strategy work. AI tools can help you become more systems-focused so you can reduce content inconsistencies and maintain a cohesive voice, allowing you and your team to work more effectively.
But … with all the hype surrounding AI writing tools right now, it can be hard to know how to get started using them for your work. By taking a few steps up front (before diving in to experimentation), you can ensure your time is well-spent and feel confident about your decisions.
In this session, you’ll learn:
- How to define content design use cases for AI
- How to train your AI writing tool
- Challenges to look out for
Evaluating AI: Choosing the best tools for your content team
We’ve all been told that generative AI tools have the potential to improve our content and enhance productivity. What now? How do we sort through the hype around dozens of tools and make smart choices about which ones are most helpful to our team?
Gavin will share his team’s method for tool evaluation, as well as ways in which to present findings to leadership and across diverse teams. You’ll walk away with practical templates for evaluating and selecting the right AI tools for your unique needs.
In this session, you’ll learn:
- How to build a list of which AI tools to evaluate
- How to communicate specific outcomes from evaluating several AI tools
- Communication strategies to align AI skeptics and believers
