Bridget is a senior content strategist at Alibaba Group based in Hangzhou, China. She works with product teams at AliExpress to address complex business challenges and enhance the user experience for international customers through clear, engaging & localized communication strategies.

User Research For Content Teams: Hands-On Testing Techniques

In the era of big data, it’s never been easier to track metrics and measure your content’s impact on conversion. But A/B test results alone don’t paint a complete picture when measuring content’s impact on the user experience. That’s where user research comes in. By leveraging user research, content professionals can gather valuable insights from customers earlier in the product lifecycle to craft content that meets audience needs. Effective research can guide stakeholders to make more informed product decisions, too.

During this workshop, you’ll come up with a user research plan to gauge your content’s effectiveness beyond clicks. You will walk away with templates & questions, as well as use cases. By the end of this session, you’ll have a clearer understanding of when and how to apply different user research methods in your content process.

In this workshop attendees will learn:

• Common user research methods
• How to gain content-related user insights that guide your production process
• How to collaborate with stakeholders in developing user research plans
• What it takes to create actionable content insights from your research”