The writer and customer success manager in me saw Torrey Podmajersky's (UX Writer at Google) new book, Strategic Writing for UX: Drive Engagement, Conversion, and Retention with Every Word, and said to myself, "OMG, let's talk about this." So we did and pressed record. You might ask yourself why this kind of writing matters. In Torrey's words, "we need to onboard people into our product experience" with the expressed purpose of "setting them up for success." Yes, the product design must be good. But if you are using the wrong words, you can very easily prevent a customer from achieving their goal. Bad customer success. It is not just about good writing. It is about the (this is gonna be tricky to say) right.....writing. Torrey talks about a virtuous cycle of transforming users. A UX writer does this by first considering the company goals, then the customer's goals...then figuring out what and how to write...so that both goals can be met. It all starts with goals.
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