Strategic Content Design: UX Research & Tools

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Provider

Coursera
Pricing

Paid Course
Languages

English
Certificate

Paid Certificate Available
Duration & workload

12 hours 59 minutes
Sessions

On-Demand
Subtitles

English

Found in

Overview

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Content design has become a critical skill for creating products that truly resonate with users and drive measurable outcomes. This course introduces you to strategic, research-driven content design—equipping you with the methods and frameworks that elevate content from copywriting to a core UX discipline. Through practical lessons, you’ll learn how to audit existing content, design effective qualitative and quantitative studies, and transform findings into actionable insights. The course focuses on helping you link content strategy directly to product performance, ensuring your decisions have real business impact. What sets this course apart is its end-to-end approach: it combines research techniques with stakeholder communication and advocacy. You’ll gain not just theory but also ready-to-use templates, scripts, and metrics-driven methods that help you embed content design into your organization’s workflow. This course is designed for UX writers, content designers, strategists, and product leaders who want to build confidence in advocating for content. While familiarity with UX processes is helpful, no prior research experience is required, making the material accessible for both newcomers and experienced practitioners. This course is based on material written by an expert author, bringing the depth of a book into a more engaging, interactive format. The core content is delivered through clear, structured text you can read at your own pace, supported by short videos and quizzes to highlight key ideas and test your understanding. By combining the strengths of book learning with interactive assessments, you get the best of both worlds: the depth and clarity of an author’s expertise, plus the flexibility to revisit, practice, and reinforce concepts whenever you need. Copyright © 2023 Erica Jorgensen. All rights reserved. Originally published by Rosenfeld Media, LLC. This course edition is published by Packt Publishing under license from Rosenfeld Media LLC. No part of this material may be reproduced, distributed, or transmitted in any form or by any means - electronic, mechanical, photocopying, recording, or otherwise - without prior written permission from the author or the publisher.

Syllabus

The Power of Content Research

In this section, you'll learn why plain language is vital for content research and how it improves clarity, reduces fluff, and ensures your audience can understand and act on your content effectively.

Leverage the Power of Clear Content

In this section, we craft plain-language research questions, design brand-aligned multiple-choice tests, and apply the Flesch-Kincaid readability formula to produce clear, cost-efficient content for web, social, and ads.

Identify Your Content Quality Principles

In this section, we assess current content with custom heuristics, distill and prioritize five-to-ten organization-wide quality principles, and document them to steer cross-team research, evidence-based decisions, and consistent experiences.

Evaluate the State of Your Content

In this section, we establish standardized scorecards, interpret behavioral metrics, and benchmark SEO and sentiment data against competitors, enabling evidence-based content evaluation and continuous quality improvement.

Identify Your Content Research Goals

In this section, we align KPI goals with prioritized content tests, choose research altitude from product to phrase, and pair clarity, comprehension, or naming questions with the right content types.

Research Planning and Stakeholder Management

In this section, we build a responsibility matrix, craft a test plan defining scope, platform and participant criteria, and apply stakeholder frameworks to guide content research that yields actionable insights.

Craft Your Content Research Questions

In this section, we learn to minimize bias by crafting multiple-choice items, balanced odd-point rating scales, and neutral open-ended prompts, generating reliable insights that inform plain language and UX decisions.

Analyze Content Research Results

In this section, we structure analysis of multiple-choice and rating data, visualize trends, and systematically categorize open-ended feedback to derive unbiased, actionable content insights without requiring statistical significance.

Share Results from Content Research Studies

In this section, we learn how to effectively share the results of your content research studies, with a focus on using tact, framing feedback constructively, and presenting your findings in a way that ensures they drive actionable insights and positive impact.

More Content Research Techniques

In this section, we apply heat maps, gaze plots, five-second tests, SUS, SUPR-Q, and macro-micro competitive reviews to quantify attention, confirm message clarity, and guide evidence-based content decisions.

Apply Insights and Share Business Results

In this section, we integrate research insights into product content, collaborate with designers, run A/B tests to quantify engagement uplift, log update dates, refine style guides, and attribute measurable business impact.

Build Momentum with Content Research

In this section, we standardize content research by documenting workflows and governance, embed user insights into agile planning cycles, and build a cross-team community of practice to sustain business-aligned learning.