Forget tone - embrace systems thinking (Dave Connis)

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Content design has some growing up to do. Whether it's the things
we talk about at conferences, or even the aspects of our job that
we *think* are important (but really aren't), we need to see some
change.


Dave Connis, Lead Content Designer at OutSystems, has embraced
systems thinking and he wants you to as well. Go beyond the
deliverables we're used to (tone, style guides, etc) and start
thinking about how to connect the elements of your product in a
bigger picture.


Dave brings a refreshing, no-nonsense approach to content design.
From his experience working with developers to his cutting-edge
ideas about content ecosystems, this conversation is packed with
actionable insights and (yes) spicy takes. If you’re tired of
surface-level debates about microcopy and want to get into the
heart of what makes content design impactful, this one’s for you.


What we talked about:


Why content designers need to stop sweating the small stuff
(looking at you, Oxford comma)

How systems thinking can revolutionize content design

The overlooked value of string files and content architecture

Why tone isn’t everything — and what actually drives user
success

How to think about the “jobs” your content is doing

The intersection of technical writing and UX writing: what
each discipline can learn from the other

Why content design needs to push for industry-wide innovation



Notable Quotes:


“Stop arguing about sentence case and start building better
systems.” — Dave Connis
“Tone isn’t the goal. Getting the user to their goal is.” — Dave
Connis
“Every piece of content in your UI has a job. Figure out what it
is.” — Dave Connis


Where to Find Dave:


LinkedIn: Dave Connis

Instagram

Website