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GDC + VRDC 2019 Session Scheduler

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CANCELLED: Mind Your Tone: Creating a CX Content Strategy for Talking to Real People

Date: Thursday, March 21

Time: 3:00pm - 3:30pm

Topic: Business & Marketing

Format: Session

Vault Recording: Not Recorded

Audience Level: All

PlayStation has evolved its UI content strategy over the last five years, moving away from the tech-writing style of the PlayStation 3 era to a smarter, friendlier CX writing approach that drives engagement by speaking directly to what players want… and even redirects their behavior in ways they agree with. Director of information design, Christian Manzella takes you through the origin and philosophy behind PlayStation's brand-based tone of voice, the metrics that demonstrate its success, and the processes necessary to making it work.


Attendees will see a deeper application of UI messaging strategies and how they can positively affect both brand and customer engagement. They'll gain insight into how these content strategies were developed, how it works, and how they can successfully create similar content frameworks in their own organizations.

Intended Audience

Intended for audiences who work in client-facing UI or have a general interest in customer-facing messaging and engagement, from creatives to product managers.