{"id":11871,"date":"2021-11-01T11:09:43","date_gmt":"2021-11-01T11:09:43","guid":{"rendered":"https:\/\/uxwritinghub.com\/?p=11871"},"modified":"2021-12-15T10:53:25","modified_gmt":"2021-12-15T10:53:25","slug":"creating-a-brief","status":"publish","type":"post","link":"https:\/\/uxwritinghub.com\/creating-a-brief\/","title":{"rendered":"Creating a UX Writing and Content Design Brief"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"11871\" class=\"elementor elementor-11871\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-1df362c elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"1df362c\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2ee743f\" data-id=\"2ee743f\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-cf5f71f elementor-widget elementor-widget-text-editor\" data-id=\"cf5f71f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Freelancers, agency workers, and temporary UX writers all face the challenge of coming to grips with company values and project goals quickly. A well-formulated brief can make a huge difference\u2014both to the success of the project and to everyone\u2019s general well-being. Here\u2019s what we have learned from creating briefs for our Academy students.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-fd5b7ee elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"fd5b7ee\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2dc4135\" data-id=\"2dc4135\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-36858dc elementor-toc--minimized-on-tablet elementor-widget elementor-widget-table-of-contents\" data-id=\"36858dc\" data-element_type=\"widget\" data-settings=\"{&quot;headings_by_tags&quot;:[&quot;h2&quot;],&quot;exclude_headings_by_selector&quot;:[],&quot;marker_view&quot;:&quot;bullets&quot;,&quot;icon&quot;:{&quot;value&quot;:&quot;fas fa-circle&quot;,&quot;library&quot;:&quot;fa-solid&quot;,&quot;rendered_tag&quot;:&quot;&lt;svg class=\\&quot;e-font-icon-svg e-fas-circle\\&quot; viewBox=\\&quot;0 0 512 512\\&quot; xmlns=\\&quot;http:\\\/\\\/www.w3.org\\\/2000\\\/svg\\&quot;&gt;&lt;path d=\\&quot;M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\\&quot;&gt;&lt;\\\/path&gt;&lt;\\\/svg&gt;&quot;},&quot;minimize_box&quot;:&quot;yes&quot;,&quot;minimized_on&quot;:&quot;tablet&quot;,&quot;hierarchical_view&quot;:&quot;yes&quot;,&quot;min_height&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;min_height_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;min_height_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]}}\" data-widget_type=\"table-of-contents.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-toc__header\">\n\t\t\t<h2 class=\"elementor-toc__header-title\">\n\t\t\t\tShortcuts: Jump straight to\t\t\t<\/h2>\n\t\t\t\t\t\t\t<div class=\"elementor-toc__toggle-button elementor-toc__toggle-button--expand\"><svg class=\"e-font-icon-svg e-fas-chevron-down\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M207.029 381.476L12.686 187.132c-9.373-9.373-9.373-24.569 0-33.941l22.667-22.667c9.357-9.357 24.522-9.375 33.901-.04L224 284.505l154.745-154.021c9.379-9.335 24.544-9.317 33.901.04l22.667 22.667c9.373 9.373 9.373 24.569 0 33.941L240.971 381.476c-9.373 9.372-24.569 9.372-33.942 0z\"><\/path><\/svg><\/div>\n\t\t\t\t<div class=\"elementor-toc__toggle-button elementor-toc__toggle-button--collapse\"><svg class=\"e-font-icon-svg e-fas-chevron-up\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M240.971 130.524l194.343 194.343c9.373 9.373 9.373 24.569 0 33.941l-22.667 22.667c-9.357 9.357-24.522 9.375-33.901.04L224 227.495 69.255 381.516c-9.379 9.335-24.544 9.317-33.901-.04l-22.667-22.667c-9.373-9.373-9.373-24.569 0-33.941L207.03 130.525c9.372-9.373 24.568-9.373 33.941-.001z\"><\/path><\/svg><\/div>\n\t\t\t\t\t<\/div>\n\t\t<div class=\"elementor-toc__body\">\n\t\t\t<div class=\"elementor-toc__spinner-container\">\n\t\t\t\t<svg class=\"elementor-toc__spinner eicon-animation-spin e-font-icon-svg e-eicon-loading\" aria-hidden=\"true\" viewBox=\"0 0 1000 1000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M500 975V858C696 858 858 696 858 500S696 142 500 142 142 304 142 500H25C25 237 238 25 500 25S975 237 975 500 763 975 500 975Z\"><\/path><\/svg>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-16607f9e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"16607f9e\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7f74c630\" data-id=\"7f74c630\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6f0ad3d1 elementor-widget elementor-widget-text-editor\" data-id=\"6f0ad3d1\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">In our <\/span><a href=\"https:\/\/uxwritinghub.com\/join-the-ux-writing-academy\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">UX Writing Academy<\/span><\/a><span style=\"font-weight: 400;\"> program, students have a chance to join an industry project at a real company. It\u2019s the last step of an intense 6-month course and takes 4\u20136 weeks.<\/span><\/p><p><span style=\"font-weight: 400;\">As you can imagine, we need to prepare full briefs <\/span><b>to help the students get going in the best possible way<\/b><span style=\"font-weight: 400;\">. In August\u2013October 2021, we embarked on our most ambitious project so far. Ten highly motivated students set out to help the Israeli <\/span><a href=\"https:\/\/techcrunch.com\/2020\/12\/10\/hibob-raises-70m-on-a-500m-valuation-for-its-new-take-on-hr\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">unicorn startup Hibob<\/span><\/a><span style=\"font-weight: 400;\"> get going with <\/span><span style=\"font-weight: 400;\">UX writing<\/span><span style=\"font-weight: 400;\">.<\/span><\/p><p><span style=\"font-weight: 400;\">In this post, we&#8217;ll explain the step-by-step process we used to set up the project brief, including how we went about adjusting the goals after initial <a href=\"https:\/\/uxwritinghub.com\/ux-research-for-beginners\/\">UX research<\/a>.<\/span><\/p><h2>The pros and pitfalls of a good brief<\/h2><p><span style=\"font-weight: 400;\">Defining the scope of a <a href=\"https:\/\/uxwritinghub.com\/what-is-ux-writing\/\">UX writing<\/a> and <a href=\"https:\/\/uxwritinghub.com\/the-rise-of-content-design\/\">content design<\/a> project is a huge challenge for any product team, freelance writer, or agency.<\/span><\/p><p><span style=\"font-weight: 400;\">On the one hand, people need clear instructions to feel comfortable in a new project. On the other hand, we don&#8217;t know what we don&#8217;t know\u2014and a lot of <\/span><b>unknown knowledge tends to be revealed<\/b><span style=\"font-weight: 400;\"> once the project kicks off.<\/span><\/p><p><span style=\"font-weight: 400;\">In the early stages of a project, we&#8217;re bound to uncover information that we didn\u2019t have when we created the brief. This means that we have to <\/span><b>keep an agile mindset and be prepared to repurpose<\/b><span style=\"font-weight: 400;\"> and change direction. This is exactly what happened in our project for Hibob.<\/span><\/p><h2>Step 1: Gather background information<\/h2><p><span style=\"font-weight: 400;\">What is obvious to people in a company is not obvious to the rest of the world.<\/span><\/p><p><span style=\"font-weight: 400;\">Many people in tech suffer from<\/span><b> the curse of knowledge<\/b><span style=\"font-weight: 400;\">. It\u2019s so easy to take insider knowledge for granted and forget about the perspective of everyone else. I\u2019m sure I\u2019m not the only one who has had product managers throwing out cryptic Jira tasks without enough explanation.<\/span><\/p><p><span style=\"font-weight: 400;\">When setting up a brief for a UX writing project, it\u2019s a good idea to<\/span><b> include information about the company, the team, and the projec<\/b><span style=\"font-weight: 400;\"><strong>t<\/strong>. This holds true even if it feels obvious and you think that everyone knows it already.<\/span><\/p><p><span style=\"font-weight: 400;\">As Don Miguel Ruiz said in his book <\/span><a href=\"https:\/\/www.miguelruiz.com\/the-four-agreements\" target=\"_blank\" rel=\"noopener\"><i><span style=\"font-weight: 400;\">The Four Agreements<\/span><\/i><\/a><span style=\"font-weight: 400;\">, \u201cDon\u2019t make assumptions.\u201d<\/span><\/p><p><span style=\"font-weight: 400;\">What kind of information do we need? Every project is different, but here\u2019s a list of things we find useful in most briefs:<\/span><\/p><ul><li><span style=\"font-weight: 400;\">Introduction to the company and the team, contact details to our main contact person, mission statement\/values<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A list of main competitors with links to their public websites<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">An overview of the main target group(s) and\/or clients<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Links to existing UX research, personas, content style guide (if available)<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Project overview and goals<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Information about research needed and other project tasks<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Preliminary schedule with deadlines and expected deliveries<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">What\u2019s the most important point in this list? It depends, but one thing is worth more attention than the rest: the project goals.<\/span><\/p><h2>Step 2: Set project goals<\/h2><p><span style=\"font-weight: 400;\">What would make your UX writing project a success? Many companies use something called objective and key results, or OKRs, to define their key goals.<\/span><\/p><p><span style=\"font-weight: 400;\">I first read about it in the book <\/span><i><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.whatmatters.com\/the-book\/\" target=\"_blank\" rel=\"noopener\">Measure What Matters<\/a>,<\/span><\/i><span style=\"font-weight: 400;\"> and it can be great for setting up goals for UX writers as well.<\/span><\/p><p><span style=\"font-weight: 400;\">Hibob\u2019s initial idea for this project was that the students would work specifically on a content design system. We came up with this goal statement:<\/span><\/p><blockquote><p><i><span style=\"font-weight: 400;\">&#8220;The ultimate goal of this project is to incorporate content guidelines and components into Hibob\u2019s existing design system. The idea is to have a fully integrated content design system that can be used by designers, writers, and other stakeholders.&#8221;<\/span><\/i><\/p><\/blockquote><p><span style=\"font-weight: 400;\">This was the starting point of the project, and it made perfect sense at first.<\/span><\/p><p><span style=\"font-weight: 400;\">As we started thinking through all the things the students had to do to get there\u2014research, content audits, user flows and language consistency checks\u2014we realized that we needed more specific goals.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Ideally, a project will have tangible goals like:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Increasing the completion rate of this process by 5%<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Creating a content design system wireframe<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Reducing churn by 3%<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Creating a content audit for a specific problematic flow of our interface<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">Instead of a super-ambitious vision, <\/span><b>define smaller goals that you can achieve by the end of the project. <\/b><span style=\"font-weight: 400;\">There\u2019s no harm in having a vision, but it really helps to break down the work into more manageable chunks.<\/span><\/p><p><span style=\"font-weight: 400;\">We identified specific research tasks and eight flows plus messaging tasks (<a href=\"https:\/\/uxwritinghub.com\/error-message-examples\/\">error messages<\/a>, notifications, and <a href=\"https:\/\/uxwritinghub.com\/transactional-emails-copywriting\/\">transactional emails<\/a>) that the students could work on. The research included content audits, conversation mining, competitor research, and interviews.<\/span><\/p><figure id=\"attachment_11876\" aria-describedby=\"caption-attachment-11876\" style=\"width: 1837px\" class=\"wp-caption alignnone\"><img class=\"wp-image-11876 size-full\" src=\"https:\/\/uxwritinghub.com\/wp-content\/uploads\/2021\/11\/hibob-conversation-mining-snapshot.png\" alt=\"Example of UX writing research in Airtable\" width=\"1837\" height=\"929\" srcset=\"https:\/\/uxwritinghub.com\/wp-content\/uploads\/2021\/11\/hibob-conversation-mining-snapshot.png 1837w, https:\/\/uxwritinghub.com\/wp-content\/uploads\/2021\/11\/hibob-conversation-mining-snapshot-300x152.png 300w, https:\/\/uxwritinghub.com\/wp-content\/uploads\/2021\/11\/hibob-conversation-mining-snapshot-1024x518.png 1024w, https:\/\/uxwritinghub.com\/wp-content\/uploads\/2021\/11\/hibob-conversation-mining-snapshot-768x388.png 768w, https:\/\/uxwritinghub.com\/wp-content\/uploads\/2021\/11\/hibob-conversation-mining-snapshot-1536x777.png 1536w, https:\/\/uxwritinghub.com\/wp-content\/uploads\/2021\/11\/hibob-conversation-mining-snapshot-400x202.png 400w, https:\/\/uxwritinghub.com\/wp-content\/uploads\/2021\/11\/hibob-conversation-mining-snapshot-150x76.png 150w\" sizes=\"(max-width: 1837px) 100vw, 1837px\" \/><figcaption id=\"caption-attachment-11876\" class=\"wp-caption-text\">Snapshot from the conversation mining Airtable our students used in the Hibob project<\/figcaption><\/figure><h2>Step 3: Adjust your goals if needed<\/h2><p><span style=\"font-weight: 400;\">What happens when you learn that the brief and the scope of a project need to be adjusted after initial research?<\/span><\/p><p><span style=\"font-weight: 400;\">Well, you need to adjust your goals.<\/span><\/p><p><span style=\"font-weight: 400;\">In the case of Hibob, we had a few surprises once the students started digging into the flows after their initial research. One of the flows turned out to be considerably bigger than the rest, taking up around 250 (!) rows on our spreadsheet audit.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">To narrow the scope, we created a poll for Hibob\u2019s team to understand <\/span><b>which flows were their highest priority<\/b><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">The poll revealed that the most complex flow was the most important, closely followed by a couple of other flows.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">So we decided to allocate three students to the big flow, while the rest of the students focused on a smaller flow or other tasks. We ended up with three teams:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Team 1: Three students who tackled the most complex flow<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Team 2: Three students who tackled smaller flows<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Team 3: Three students who focused on error messages, notifications, and transactional emails, respectively<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">We also had one person who was tasked with gathering content style guide input from each team.<\/span><\/p><p><span style=\"font-weight: 400;\">Making adjustments in the project in this way gave the project much more focus and direction. <\/span><b>Once the tasks were clearly defined, we made way more progress<\/b><span style=\"font-weight: 400;\">.<\/span><\/p><p><span style=\"font-weight: 400;\">While we had to abandon the initial vision of a fully integrated content design system, we could deliver a comprehensive research report, a document with content style recommendations and guidelines, and new copy for the revised flows. Not bad for a project of less than two months!<\/span><\/p><h2>Final words<\/h2><p><span style=\"font-weight: 400;\">If you\u2019re currently about to start a UX writing or content design project for a complicated product, don\u2019t forget to write a brief and reflect on the project a bit.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Be sure to set up a general project overview and define your goals. And once you start, don\u2019t forget you can always adjust if need be. It&#8217;s not a bad thing!<\/span><\/p><h2>More good stuff<\/h2><p><a href=\"https:\/\/uxwritinghub.com\/9-helpful-tips-for-collaborating-on-a-ux-writing-project\/\"><span style=\"font-weight: 400;\">9 helpful tips for collaborating on a UX writing project<\/span><\/a><\/p><p><a href=\"https:\/\/uxwritinghub.com\/ux-airtable\/\">Getting started with UX research and Airtable<\/a><\/p><p><a href=\"https:\/\/course.uxwritinghub.com\/free_course\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Try our free UX writing course<\/span><\/a><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Freelancers, agency workers, and temporary UX writers all face the challenge of coming to grips with company values and project goals quickly. A well-formulated brief can make a huge difference\u2014both to the success of the project and to everyone\u2019s general well-being. Here\u2019s what we have learned from creating briefs for our Academy students.<\/p>\n","protected":false},"author":1,"featured_media":12089,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tpgb_global_settings":"","_eb_attr":"","content-type":"","_mi_skip_tracking":false},"categories":[59,56,57],"tags":[107,169],"acf":{"descriptions":false},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Creating a UX Writing and Content Design Brief - UX WRITING HUB<\/title>\n<meta name=\"description\" content=\"A well-formulated brief can make a huge difference in any UX writing or content design project. 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