Three voices, one feature. How words turn options into actions
UX writing
In content design, words don't just inform — they shape decisions. This talk explores three core linguistic strategies that guide user behavior: the language of features, the language of benefits, and the language of loss. You’ll learn how each “narrative” influences perception, motivation, and trust. Is any of the three strategies superior? Where is the border between persuasion and manipulation? Can one feature tell three different stories — and should it? Packed with real-world examples, insights from psychology, and ethical design, this session will attempt to answer those questions for anyone who shapes digital conversations.
Wojtek Aleksander
Wojtek has been shaping the digital world for almost 25 years, giving it an increasingly human dimension. Whether he supports the complex tech products, banking, or healthcare, he erases the technological dryness of the services and products. His professional radar always pings when it spots inclusion and accessibility issues. In his product career, he has worked in many specialties and at various levels - from an individual contributor to a content team leader. In December 2023, he published the book “UX writing. The power of language in digital products” (in Polish). He is a philologist and IT expert by training. After hours, you will find him strolling by the sea, reading a comic book, or playing air guitar with his headphones on.