The LavaCon Content Strategy Conference | 27–30 October 2024 | Portland, OR
Selene De La Cruz

Selene De La Cruz is an experienced brand content strategist, product content designer and community builder. A veteran of the NYC advertising world, she helped establish Content Strategy and UX Writing practices for her clients’ brands. In her current role at Mastercard, she spends her days collaborating on end-to-end solutions that are changing the way people transact and interact across the globe. She’s also a co-founder of UX Content Design – NYC’s only meetup for UX product content professionals.



Trust Me: Moving from Unfamiliar to Adopted with Content Design

The pandemic forced us all to change our behaviors, in ways both big and small. And these behavior changes often involved inserting a digital experience where a physical one used to occur – moving your coffee chats to Zoom, or paying via contactless instead of cash.
As the digital-physical divide continues to close, consumers are being confronted with new, crossover experiences that transform in-person interactions to online, or relocate them from one channel to the next. As creators of these experiences that are becoming a more frequent part of the new normal, trust is a key ingredient to ensure that our products or services are understood and adopted.
During this session, Selene De La Cruz, Director of Content Design and Strategy at Mastercard, will take a deep dive into how content design can help engender trust – moving consumers from discomfort to acceptance, use and even delight. Expect to explore examples from consumer goods, healthcare, Mastercard and more.

In this session you will learn:

  • Building trust-based relationships with our users by applying the principles of content design
  • Moving the needle from unknown to adoption through the strategic placement of information
  • Landing in the Goldilocks zone between over-explaining and under-explaining new experiences
  • Looking toward the future to understand what our customers want and expect from brands and experiences moving forward