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MEETUP UX
WRITING.
Le contenu au service
de votre expérience utilisateur !
26 septembre 2018
HELLO :)
CÉCILE PLEUX.
RESPONSABLE CONTENT
FACTORY AXA
CHRISTOPHE
MEAR.
UX WRITER
GUILLAUME
MORIN.
CEO - FORMATEUR - AGILISTE
LES CYCLES DU PRODUCT MANAGEMENT
QUI ÊTES-VOUS ?
Menti.com 91 60 81
Vous avez dit UX Writing ?
SUJET TRÈS LONG
LES POUR
ET LES CONTRE.
Les pour Les contres
Lorem ipsum dolor sit amet,
consectetur adipiscing elit.
Lorem ipsum dolor sit amet,
consectetur adipiscing elit.
Lorem ipsum dolor sit amet,
consectetur adipiscing elit.
Lorem ipsum dolor sit amet,
consectetur adipiscing elit.
Help to shape product experience by crafting
copy that helps user to complete a task at hand.
Définition de Google
MEETUP UX WRITING
UX
RECHERCHE
DESIGN
STRATÉGIE
DE
CONTENU
UX
WRITING
LA PLACE DE L’UX
WRITING DANS
L’UX SELON
GOOGLE.
SUJET TRÈS LONG
CE SUR QUOI ON PLANCHE ?
NOTIFICATION
MESSAGE D’ERREUR
MESSAGE DE CONFIRMATION
PAGE D’ERREUR
NAVIGATION
CTA
FORMULAIRE
LABEL
PLACEHOLDER
MENU
LIENS APP TOUR
BULLE D’AIDE
CHATBOT
ESPACE CLIENT
TUNNEL D’ACHAT
MEETUP UX WRITING
LE PROFIL
DE L’UX WRITER.
UX
WRITER
● Un (bon) rédacteur avant tout
● UX et le travail en équipe
● Une vision marketing / SEO
● De l’empathie
● De l’écoute et de la curiosité
● Des convictions et de la pédagogie
MEETUP UX WRITING
AU SERVICE DU
COLLECTIF.
UX
DESIGNER
UX
WRITER
UX COMBO = UX POWA !
MEETUP UX WRITING
À QUEL MOMENT
INTERVIENT-IL ?
EN FIN DE
PROJET
EN MILIEU
DE PROJET
EN DÉBUT
DE PROJET
SUJET TRÈS LONG
LES POUR
ET LES CONTRE.
Les pour Les contres
Lorem ipsum dolor sit amet,
consectetur adipiscing elit.
Lorem ipsum dolor sit amet,
consectetur adipiscing elit.
Lorem ipsum dolor sit amet,
consectetur adipiscing elit.
Lorem ipsum dolor sit amet,
consectetur adipiscing elit.
Nous ne sommes pas des
pansements rédactionnels.
Cécile Pleux
UX
WRITER
EXPRESSION
DE BESOIN
ANALYSE
(UX WRITER)
ANALYSE
(UX DESIGNER)
CO-CONSTRUCTION
WORKSHOP &
ÉCHANGE
UX COMBO
UX
WRITER
UX
DESIGNER
CONCEPTION
WIREFRAME
AVEC DU “VRAI” TEXTE
(MICRO-CONTENUS)
Amélioration
continue
PRODUCTION
MAQUETTES
TEXTE DÉFINITIFS
DÉVELOPPEMENT
ÉVALUATION
TEST A/B
ANALYSE KPIS
FEEDBACKS
UX
DESIGNER
UX
WRITER
TONE OF VOICE
SÉMANTIQUE
STORYFRAMING
STORYTELLING UTILISABILITÉ ACCESSIBILITÉ
EXPERIENCE MAP / USER JOURNEY
WIREFRAME
BESOINS UTILISATEURS
QUELLES MÉTHODES ?
Comment produire
un contenu de qualité ?
MEETUP UX WRITING
FAISONS PREUVE
D’EMPATHIE.
CLAIR, CONCIS
ET ACCESSIBLE.
SOYONS
UTILES,
ORIENTONS,
GUIDONS.
UN EXEMPLE.
UN EXEMPLE ?
MEETUP UX WRITING
LAISSONS LA
PERSONNALITÉ DE
LA MARQUE
S’EXPRIMER.
SUJET TRÈS LONG
LES POUR
ET LES CONTRE.
Les pour Les contres
Lorem ipsum dolor sit amet,
consectetur adipiscing elit.
Lorem ipsum dolor sit amet,
consectetur adipiscing elit.
Lorem ipsum dolor sit amet,
consectetur adipiscing elit.
Lorem ipsum dolor sit amet,
consectetur adipiscing elit.
strong UX Writing helps users
successfully complete actions.
Kinneret Yifrah
MEETUP UX WRITING
QUEL BÉNÉFICE POUR
L’UTILISATEUR ?
1 2
3
Plus de
motivation
4
Plus d’implication
émotionnelle
Un environnement
rassurant
Un parcours
plus clair
Plus d’utilisateurs qui vont
au bout de leur actions
Plus d’activité de la part
des utilisateurs
MEETUP UX WRITING
QUEL ROI
POUR VOUS ?
Plus d’attractivité pour
votre marque
Plus de confiance
dans votre produit
Plus de businessPlus d’engagement
Chez AXA,
cela donne quoi l’UX Writing ?
CONVERGENCE.
La “refonte” du site AXA.fr
CHATBOT.
Un agent conversationnel au
service de de la relation client
PAGES D’ERREUR.
L’optimisation des pages d’erreurs
ESPACE CLIENT.
La création de nouvelles
fonctionnalités pour les clients
Deux exemples côté Monsieur Guiz.
FORMULAIRE D’OUVERTURE
DE COMPTE BANCAIRE.
LE AIRBNB DU LOISIR.
À vos questions !
DU FEEDBACK ? LE ROTI !
Menti.com 24 96 35
MEETUP UX WRITING
UN PEU DE
LECTURE.
● Qu’est ce que l’UX Writing, Monsieur Guiz
https://blog.monsieurguiz.fr/quest-ce-que-lux-writing/
● UX Writing vs Copywriting, Laurah Mwirichia,
https://blog.prototypr.io/ux-writing-vs-copywriting-558c98c4809c
● UX Writing: How to do it like Google with this powerful checklist, Guy
Ligertwood,
https://uxplanet.org/ux-writing-how-to-do-it-like-google-with-this-powerful-c
hecklist-e263cc37f5f1
● UX Project Checklist, https://uxchecklist.github.io/
● How to make UX writing a thing in your org, Andy Healey,
https://uxdesign.cc/how-to-make-ux-writing-a-thing-in-your-org-2b802576
b702
● UX Writing (sketch), Krisztina Szerovay,
https://uxknowledgebase.com/ux-writing-part-1-411e99a19231 (part 1)
● UX Writing (sketch), Krisztina Szerovay,
https://uxknowledgebase.com/ux-writing-part-2-d89e481dd11b (part 2)
● Material Design, https://material.io/
● What is UX Writing, Kristina Bjoran,
http://www.uxbooth.com/articles/what-is-ux-writing/
● The ROI of UX writing, Kinneret Yifrah,
https://blog.prototypr.io/the-roi-of-ux-writing-ae69b4029ec2
MEETUP UX WRITING
NOTRE BLOG.
Merci :)

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Découvrir l'UX Writing, et retour d'expérience chez AXA - Septembre 2018