How Words Can Make Your Product Stand Out (Google I/O '17)

People encounter a lot of high-quality, visually compelling apps. So what can you do to make sure they connect with yours? This is where content strategy comes in. We’ll share how you can use words to create a clear brand voice and unify your user experience. The talk will include case studies from Google UX writers, as well as writing principles you can apply to your own product.
See all the talks from Google I/O '17 here: goo.gl/D0D4VE
Watch more Android talks at I/O '17 here: goo.gl/c0LWYl
Watch more Chrome talks at I/O '17 here: goo.gl/Q1bFGY
Watch more Firebase talks at I/O '17 here: goo.gl/pmO4Dr
Subscribe to the Google Developers channel: goo.gl/mQyv5L
#io17 #GoogleIO #GoogleIO2017 event: Google I/O 2017; re_ty: Publish;

[@jesicaduenas1648]

I am a ux writer in spanish and this is the best explanation of tone and voice that I have never heard. Google have a great team!

[@Kassie722]

Yes! "Focusing on the user starts with the content." "Choosing the right words." UX writers and especially editors are incredibly important.

[@freakyframes]

Probably one of the most insightful design talks of I/O'17. Loved the way Allison Rung illustrated the importance of good UX writing!

[@WordsThatSell]

Brilliant - one of the best explanations of tone, voice and ux writing I've ever seen. Thank you.

[@osoperezoso2608]

Quite possibly the best video I've seen yet on UX Writing. I wish there were more or updated versions!

[@creativitymagic7153]

I love how the brand voice brainstorming is made fun and easy. Worth emulating. Thank you very much for sharing.

[@CCreative365]

This video is GOLD! I've gotten so much out of this even though this was recorded 4 years ago!

[@Petite2104]

35:33 - 35:46: How true! I am an advertising copywriter/journalist/storyteller-migrating to UX writer (very interesting transition so far, from superfluous to succinct lol) and I always find this point interesting, balancing between being concise but also, you want to infuse your brand voice/personality into it, otherwise it sounds general. I see how AB testing can step in and be useful to give us insights about our users. Thank you for sharing, Google! I learned a lot from you guys!

[@danielacmpuzano]

Great content, good examples and helpful insights!

[@phaedra426]

This is super helpful. I'm planning to reference it in a talk I'm giving about writing for mobile apps. You guys should upload the slides somewhere. :) Thanks.

[@ShoaibMahmudOfficial]

Loved every single second. Best design talk in Google i/o 17

[@honganh9394]

Amazing talk. The first such long video I have seen from beginning till end without feeling bored and wanna speed up or switch to another channel. Great job!

[@abhilashshetty9522]

Wonderful presentation. A concise and an useful UI plays an important role in the product's success.

[@Utkarsh2811]

Absolutely brilliant!

[@francescasannazzaro1310]

Awesome, very useful thank you!

[@caramburu]

Very useful. Thanx very much.

[@yashnagda9363]

Awesome talk.

[@kruselka]

That’s great, girls! Thank you. The essence 🧡

[@christopherclinton2644]

They leave out how sometimes when there is an 'authentication error' it could be user name, password, connection issue, or something else. Too often this 'concise' terminology is actually oversimplified and creates more confusion--they lack writing such as 'more details' to help with this. An example would be if the app says something like, "you have entered an incorrect password" when the password is not the issue but it is actually something else. This type of UX 101 is missed by the largest corporations.

[@nicolasmakelberge9297]

Super pro's over there at Google

[@AlvarLagerlof]

Now please bring android pay to Sweden before apple, so that I can show them how good android is.