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Questionnaire for Spotlight #Issue 11 with Bill Kurland 👨‍🎤

"Spotlight" is our latest series featuring in-depth, straightforward, no-fluff, zero-BS Q&A sessions. Here, we engage with seasoned professionals and fresh voices in content design and user experience (UX) to streamline knowledge and explore uncharted territories, talking about struggles, daily challenges, tool sets, and their impact on products and business success.

We are eager to get your input on content design and UX.

Thank you, Bill! 🖤

What does a typical day entail for you in leading and shaping the content design teams at Walmart?

As the person in charge of Content Design teams, who are the main collaborators you interact with regularly, including roles like UX Designers, Developers, Content Designers, and Project Managers?

What tools (Software) do you use for writing, planning, and collaborating with the rest of the team (UX designers, developers, content peers, PMs, etc.)?

From your experience how do see content/UX Writing can help products thrive and meet business goals? And how does disregarding the importance of word choice in UX Writing undermine the success of a product or service?

Could you explain the interplay between content and design? How do they manifest in your team’s daily processes, and who takes the lead in the content-design partnership?

How do you balance documentation in the design process, considering some UX teams over-document while others rely more on intuition and minimal documentation, whether it's internal or for end users? What's your approach, and what risks do you see in having too much, too little, or no documentation?

In what ways, if any, does your punk culture background play a role in your content design tasks, and could you give some examples of this influence?

Could you provide insights into the spectrum of platforms your team is responsible for? I'm interested in knowing if this encompasses the website, mobile apps, digital kiosks within stores, and marketing or landing pages. Also, how is localization managed across each of these platforms?

One of your 6 counterculture principles for content designers, is staying away from the gatekeepers, which are the contingent of people who are like, this is the only definition of punk. How do you see this in an industry where people still can’t agree on titles for some jobs?

People come to UX writing/content design from a lot of backgrounds. How can this diversity in background and skills be used in favour of helping the product team?

UX teams often skip the research phase to save time waiting for UX researchers to prepare and deliver their results in a presentable format they can reuse. What's your take on this?

Content designers are typically involved at the very end. They are provided with a high-fidelity UI prototype and asked to write or improve the copy with little context, if any. How does this process cause problems and difficulties?

Finally, at Punkt, we are revolutionizing the UX industry by building a Content-First UX platform where Content Designers and UX Writers co-lead the product UX/Design decisions. We believe a Content-First UX approach will fix too many daily issues most product teams deal with. Is it possible to give the Content Team the lead in guiding the entire UX process?

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