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Questionnaire for Spotlight #Issue 6 with Mario Ferrer

"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, Mario! 🖤

Starting your journey in the world of UX Writing, you spent a great deal of time 'learning by doing' - switching your use of Google Docs for software like Sketch. How did your impact on the design process change by switching from writing in docs to writing in mocks?

You succeeded in driving the King team to a Lorem Ipsum-free process. What tools and techniques have you used to put a process that kills Lorem Ipsum?

How content/UX Writing can help products thrive and meet the business goals; and in your case at King, make users enjoy a new game feature?

You ran 'lunch and learns' meetings for teams, to spread the word about UX internally, especially with non-UX teams. What was the impact on the product's success?

Given the worldwide success of King’s games; the team used to translate everything you wrote into 23 languages or so. Were you responsible for the localization? Can you elaborate on how it works, from validating the copy to ensuring localization matches the region (e.g., 🇪🇸 Spanish/ 🇫🇷 French)? And what tools did you use for that?

Your team at King used an internal CMS for localization. What are the cons and pros of using an internal CMS from a UX Writer's perspective?

In your talks, conferences, and interviews you enlightened the importance of having enough context for UX Writers to do the job. During your experience with product teams in King, Skyscanner, and now Shopify; how do you manage to keep your content team -and yourself- aware of the context?

In your talk with Joe Welinske, You said it's better to involve UX Writers from the beginning; this sounds perfect; Giving the UX Writer more context and a better understanding of the nature of the problems, and they can also provide their perspective. But the UX industry reality is different many teams struggle to do so. How close to perfect you did get to it in your different experiences? Share with us please your secret recipe 🌮

Your colleague at King Patricia Gomez talked about how she always insisted on getting things documented; which wasn't your favourite hobby before COVID; as you used to work with Post it a lot. Moving to a 100% virtual environment; what tools, processes, and techniques have you started using to document meeting notes, decisions, and all things Patricia was afraid to be forgotten?

Content designers are typically involved at the very end. They are provided with a hi-fi prototype and asked to improve the copy. What kind of problems and difficulties does this process make?

You are a firm believer that the collaboration between research, design, content, and development is what allows teams to solve complex design problems.
We too believe in the importance of having everyone involved from the beginning and breaking silos. That’s why we are building a pursuit of UX tools– for planning, research, prototyping, and publishing; with the intent to give the entire Product team access to all small and big details in the design process. What’s your take on this?

Finally, at Punkt, we are revolutionizing the UX industry by building a Content-First UX platform where Content Designers and UX Writers 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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"Mario, your willingness to take time out of your schedule to join us in this endeavor is greatly valued. Thank you for this opportunity!"

Please tell Patricia on our behalf that her dream is gonna be a reality soon and all teams will be able to collaborate on a single platform and do everything in the same place.