Most of us have always considered tech writers to be user advocates. And though “knowing one’s audiences” is a fundamental tenet of good writing practice, we have often faced challenges getting reliable information about our audiences. With the proliferation of content, it is critical that we develop more rigorous and repeatable processes for identifying our audiences and understanding their needs. We’ll examine a catalog of strategies for collecting information about content consumers and developing and testing customer-centric content solutions.
How to adapt UX and IxD practices to identify the audiences for their content, understand users’ content needs and preferences, and develop and validate customer-centric content and content delivery channels, including:
- How to recognize both the value and the limitations of second-hand user feedback (from internal partners, for instance) and uncontextualized quantitative data
- How to develop a program to continuously collect and analyze content feedback and metrics
- How to use Lean UX and Design Thinking approaches to develop and rapidly test content innovations