Intuit Content Design System (https://lnkd.in/eGyBUrZ2), a comprehensive system for content designers, UX writers and IA architects that covers voice and tone, accessibility and inclusion, style, wording, AI, marketing and how to talk to customers. Neatly put together by fine folks at Intuit. 👏🏼👏🏽👏🏾
Words matter. The way how they are spoken matters, too. The voice and tone. The rhythm and pace. The words underlined. The words not said. And in a digital product, there is rarely anything that guides people in the right direction better than a well-crafted messaging.
Too often, content design is seen merely as embellishment. As a play of words. As a way to make people chuckle, or smile, or pause for a moment. Yet it’s one of the most impactful assets you can use to improve clarity, reduce errors and streamline flows.
One of the very first things I do when reducing abandonment and churn is to refine and test error messages. The way we ask questions and how we manage answers. How we talk to customers in support, emails, app stores and blog posts.
Designing a product also means choosing the right words, finding the right voice, and adapting the tone to the situation in which a user finds themselves. Spend just enough time with content design, and you might be surprised about the impact a few words and their design can make at scale.
✤ Content Design in Design Systems
Atlassian: https://lnkd.in/eGpzQqm4
Amplitude: https://lnkd.in/eaB85T7n 👍
Buffer: https://lnkd.in/e3P_EZFN
DHL: https://lnkd.in/eF494fkT 👍
Duolingo: https://lnkd.in/egCSX9At
Girlguiding: https://lnkd.in/eEBiXX6d 👍
Goldman Sachs: https://lnkd.in/e5x7BuPt
Gov.uk: https://lnkd.in/ekRadXad
JSTOR: https://lnkd.in/eAnyrtcu 👍
MetLife: https://lnkd.in/evVE8sqf
Monzo: https://lnkd.in/edVV8QWz
NASA: https://lnkd.in/eM637kfD
NHS: https://lnkd.in/eYK3QMa2 👍
Progressive’s: https://lnkd.in/evx_8bzY 👍
Schibsted: https://lnkd.in/et_BXg6R
Shopify: https://lnkd.in/eAKgEHNW
Skrill: https://lnkd.in/e2HGTq4q 👍
Slack: https://lnkd.in/ejZ2QtJa
Zendesk: https://lnkd.in/euxijT5m 👍
Wise: https://lnkd.in/eWk-Mvf9
✤ Useful resources
Embedding Content Design In Design Systems, by Bobbie Wood
https://lnkd.in/eu3EjgZg
Embedding UX Writing In a Design System (+ Scorecard Template), by Mélanie Michou
https://lnkd.in/eXXbRyQq
Setting Up Content Design Systems, by Michael Lawrence, PhD
https://lnkd.in/eC-67BnZ
Content Strategy in Design Systems, by Pete Zogas
https://lnkd.in/eWhUphBm
Tone and Voice Workshop (Miro, PDF), by Antonia Horvath
https://lnkd.in/epNJmp5B
Designing Voice and Tone In UX Writing (+ PDF Worksheets)
https://lnkd.in/e6r4cC8Y
✤ Books
– Strategic Writing for UX from Torrey Podmajersky
– Content Design by Sarah Winters
– Nicely Said, by Nicole Fenton, Kate Kiefer Lee
– Everybody Writes, by Ann Handley
– Conversational Design by Erika Hall
– Writing Is Designing, by Michael Metts, Andy Welfle ✏️
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Design systems for content and UX writing, an example from Intuit, with a bright pink 3D curve on a light orange background.