Aneta

“All copywriting is content writing but not all content writing is copywriting.”
― Kim Scaravelli, Making Words Work: A Practical Guide To Writing Powerful Content

“A mental model is an individual’s pre-existing internal concept of and associations with any given institution, system, or situation. Every one of us has an imperfect, idiosyncratic map of reality in our head. Without it, we would be utterly lost. With it, we rely on assumptions based on previous experiences we consider analogous. The better the analogy, the more useful the map. This is why interfaces that strive for novelty are often unusable.”
― Erika Hall, Just Enough Research

“In design, “intuitive” is a synonym for “matches the user’s mental model.”
― Erika Hall, Just Enough Research

“Design targets are not marketing targets. Stamp that on every persona document you create. Market segments do not translate into archetypes. And the user type with the highest value to your business may not be the one with the most value to the design process. Maybe existing Fantastic Science Center members with post-graduate science degrees generate the most revenue through gift shop sales and special event attendance, but they know too much. Their existing level of knowledge and engagement is likely to be very high. Design for the users with less expertise and you can meet the needs of those with more”
― Erika Hall, Just Enough Research