How do you prove UX writing is worth the investment?

I believe the best way to convince the stakeholders is to show them the difference it makes. I recently worked on a pro-bono project where a fintech app with millions of downloads was losing customers every single day. After analysing the reviews on Google Play, I realised it was because of the errors on the app. Turns out, the error messages had codes, and didn't point the users towards any solution, that caused frustration and eventually led to uninstalls. After rewriting the UX Copy and redesigning the error screens, the Head of Design could see why UX Writing was worth the investment.

It's important to consider how you will persuade your stakeholders that the impact you measure was a direct result of the content/UX writing. Is the metric you have chosen influenced by more than the UX writing? Possibly. If so, design experiments to control for other aspects of the design. This will make it easier to draw the UX writing impact signal from other noise that may surface.

I would also add getting to know your stakeholders especially your target group before deciding on your metrics. It's critical to spend enough time to understand the problem before jumping straight to working on a solution. Your UX writing style will depend heavily on empathizing with the users.

The most accurate feedback on writing comes from complaints handled by customer service. Users may not criticize the wording, but it tells a lot when they express frustration about being unable to finish a task despite following instructions. I encountered this while working on a loyalty program for a banking app. During the usability test, the wording wasn't negatively rated. I wasn't aware of acquiescence bias, where respondents tend to agree with researchers regardless of their true feelings. They may do this because they don't fully understand the questions or are influenced by the researcher. Thanks to user complaints, the issue was solved by adding a short FAQ and a pop-up message to assist users in completing the mission.

I've found that getting both quantitative and qualitative feedback through surveys is absolutely critical. Not just to see what is happening and to help form hypotheses about why, but also to support storytelling around the importance of a thoughtful design process. A well-placed user quote pulled from a survey or a usability test is absolute gold when persuading stakeholders and partners about the value of well-designed content.

As a UX writer, one of my roles is to educate those with whom I work about the importance of plain language. This involves not only writing correctly but also understanding how plain language is crucial in order to: - Save time (time is money, remember?), - Improve experience, - Reduce doubts, - Increase transparency, - Increase brand trust and credibility. One of the projects was the workshop 'How to Write Simply.' Before the hands-on exercises, we justified the use of plain language by presenting data such as: - The non-linear way people read, with their eyes "jumping" between words; - Only 20% of the words in a text are typically read; - Only 34% of people with bachelor's degrees in Brazil have the ability to read and comprehend texts.

In my experience, stakeholders and partners are less likely to be persuaded by case studies and best practices than they are through demonstrating WIIFT (what's in it for them). When I can demonstrate immediate value - through work efficiency, product engagement, brand perception, or tangible monetary outcome - I'm 10x more likely to have a stakeholder seek me out for content design support than if I run them through a boilerplate "why content matters" pitch deck.

One of the biggest issues I see with writers is they focus so much on the words, that they forget about the project or business goals. Your stakeholders don't understand writing guidelines, and importantly, they don't care about them. So figure out what your managers do care about (usually money or customer ratings), and understand how to transform UX writing metrics into numbers management care about. How are you helping increase revenue? How are you improving customer satisfaction? Are you saving the company money by reducing customer service tickets? Learn how to turn writing goals and metrics into real quantifiable business metrics.

One of the best way UX writers can win a seat at the table is to understand business goals and how UX writing can impact them. Just like in the UX writing and design process, you need to understand the goals and motivations of your audience. In this case, your audience is your stakeholders, and you must talk their talk. Don't just present your content strategy. Ladder up every decision you're making to the business hypothesis and metrics that need to be moved. THIS is how you show a tangible impact. For example: UX writing creates a clear user experience --> Clearer messaging around xyz will increase comprehension, impacting retention and revenue long term

To start to increase numbers in our presentations, one thing that I’ve found helpful was to stay in touch constantly with the sector of costumer success. They can provide good reports and numbers.

Actually, if your words don't directly/indirectly make money for the company, you have no relevance. Because if it's left to you, the company will go bankrupt...

Proving how ux writing can help achieve business goals is one thing, but writers can also help stakeholders adjust their strategies. For example, complicated requirements for user loyalty programs can result in a more complex visual design, not to mention all its wording. By providing mock-up UI, writers can explain how users potentially will misunderstand the mission steps, not care enough to read all the terms & conditions or be reluctant to participate altogether.

Designers need to be excellent storytellers. Excellent storytellers know their material, their audience, their environment, and the outcome they need to achieve. Then they frame their stories accordingly. Excellent design storytellers know when to bust out the visuals and when not to. Excellent design storytellers know how to set up a story so that it can be shared either in an arena or async. Excellent design storytellers always leave the audience wanting more. Be honest with yourself about your strengths and weaknesses as a storyteller - ask for help seeing them if you're not sure. Focus on building those skills, and never stop exploring and growing in this area.

"Storytelling convinces others to see your perspective," says Brené Brown. And when it comes to design case studies, UX writing is like the cherry on top! It's the tool that presents your work in the most awesome way possible. It helps you explain your design decisions, walk your audience through your creative process, and show off the value you bring to the table. So, when crafting your design case study, don't forget the power of UX writing to make your work shine and leave a lasting impression.

This was an excerpt from a Blog which I mention in my Blog: "It goes without saying, that great design does have a clear correlation to business success from the standpoint of shareholder value. Between 2005 and 2015, the large-cap companies that embodied a design-centric approach as part of their strategic priorities performed better by a whopping 211% compared to the broader S&P 500. We’re talking about the likes of Apple, Coca-Cola, Nike, Starbucks, and Disney to name a few."

Cuenta la historia imaginándote al usuario frente a ti. Si…?Así! ?? ??3 tips que me han servido como punto de partida: 1. Comienza por entender a tu audiencia, en qué momento de tu experiencia está y qué sensación le despertará lo que le estás mostrando. 2. Pregúntate: ?tocaré algún dolor con esto que le voy a contar? Si la respuesta es afirmativa, evalúa si tu mensaje le dará una solución adecuada. Si la respuesta es no, ten mucho cuidado de generar nuevos dolores. 3. No olvides tu personalidad de marca, la voz y el tono con el que le hables debe ser el mismo en toda la narrativa. El usuario recordará lo que le cuentas por la forma en que se lo dices. ???Ah! Y antes que se me olvide: ??Agrégale gui?os narrativos cada vez que puedas.