$30 off During Our Annual Pro Sale. View details »

UXA2022 Day 2; Matt Fenwick - Defending design: writing to influence

UXA2022 Day 2; Matt Fenwick - Defending design: writing to influence

What happens to your work when you leave the room? What can you do to help others understand and use what you've designed?

It's not enough to do the work — we must also communicate about the work, and do that in writing. In this presentation by content strategist, writer and TEDx speaker Matt Fenwick, you'll learn a new way of approaching writing at work.

uxaustralia
PRO

August 26, 2022
Tweet

More Decks by uxaustralia

Other Decks in Design

Transcript

  1. Defending design Writing to influence

  2. X

  3. None
  4. “If you haven’t written it down, it’s ephemeral. And if

    it’s ephemeral, it’s a big fat waste of time.” - Donna Spencer
  5. X

  6. None
  7. “A writer is someone for whom writing is more difficult

    than it is for other people” - Thomas Mann
  8. Curse of knowledge Frontloading Abstraction Layering Storytelling

  9. Curse of knowledge

  10. None
  11. Frontloading

  12. Most important Less important

  13. None
  14. None
  15. None
  16. Page

  17. Para

  18. Sentence

  19. Before…. Healthier Work Content Strategy 1. Introduction 2. Current state

    of your content 3. Future state of your content 4. Roadmap
  20. … After Healthier Work Content Strategy 1. Introduction 2. Future

    state of your content 3. Roadmap 4. Research summary Healthier Work Content Strategy 1. Introduction 2. Current state of your content 3. Future state of your content 4. Roadmap
  21. Let’s fix this! About Flange Flange is a 100% distributed

    organisation, meaning we have experience managing consultations online. Our team includes Rick Flange, Co-founder and lead strategies, Marjorie Flange, Senior researcher and Derrick Biggins, Researcher.
  22. Layering information

  23. Bite - snack - meal @mattmfenwick truenorthcontent.com.au

  24. The bite…

  25. The snack…

  26. Where’s my snack? I want my snack! Bite Meal

  27. Where’s my snack? I want my snack!

  28. Where’s my snack? I want my snack!

  29. The ladder of abstraction

  30. Abstract Concrete

  31. Abstract “What’s that?”

  32. flange. We exist to unlock tomorrow

  33. Concrete “So what?”

  34. None
  35. Concrete “So what?”

  36. Concrete “So what?” “So what?”

  37. Concrete “So what?” “So what?” “So what?”

  38. Concrete “So what?” “So what?” “So what?” “So what?”

  39. Concrete “So what?” “So what?” “So what?” “So what?” “So

    what?”
  40. Let’s fix this! “Users added an item to cart in

    20% of cases” So what?
  41. Story

  42. A good story has… 1. Character 2. Stakes 3. Movement

    4. Resolution
  43. ZZZZZZZZZ 1. The client asked us to do some work

  44. ZZZZZZZZZ 1. The client asked us to do some work

    2. We knew we’d be awesome going in, and sure enough we were
  45. ZZZZZZZZZ 1. The client asked us to do some work

    2. We knew we’d be awesome going in, and sure enough we were 3. Everything worked out exactly as expected
  46. Which type of communicator are you? Bard Linear time Payoff

    at the end Steward Listing facts Others interpret Scout Pay-off upfront Progressive info
  47. But what do I do?

  48. Your customer’s customer journey Gathering support

  49. Your customer’s customer journey Gathering support Pitching

  50. Your customer’s customer journey Gathering support Pitching Negotiating scope

  51. Your customer’s customer journey Gathering support Pitching Negotiating scope Discovery

  52. Your customer’s customer journey Gathering support Pitching Negotiating scope Discovery

    Delivery
  53. Your customer’s customer journey Gathering support Pitching Negotiating scope Discovery

    Delivery Nurturing
  54. Writing is a craft

  55. None
  56. Writing is a team sport

  57. Writing bugs? Your email Your question No spam 🤝

  58. Thank you! E: matt@truenorthcontent.com.au LI: MattMfenwick Ph: 0429 850 423

    Content strategy Content design Training ConteRATEG