Published on <a href="https://blog.prototypr.io/why-content-is-the-foundation-of-modern-ux-design-c28581fef650?source=rss----eb297ea1161a---4">| Prototyping: From UX to Front End &mdash; Medium</a> Candace Caswell 
In design school, we talked a lot about interactions, flowcharts, responsive design, and the ubiquitous “surprise and delight”. But we hardly spent anytime on creating and writing good content.
Fast forward 7 years, and the concepts “responsive” and “mobile first” and “tappable area” are old hat. Modern digital designs are democratized utilities that any one on Themeforest can purchase for $19.
Yet why are UX designers in demand? Why is what we do so important for creating good experiences that add efficiency, value, and hopefully some enjoyment to people’s lives?
It’s because we aren’t just creating interactions anymore. We are digesting, sometimes writing, and always placing content into an order that makes the most sense for our users and/or our business to accomplish tangible goals.
A template isn’t going to know that we have an e-commerce store that is selling high end t-shirts to urban millennials who want the cache but don’t have enough money to live the dream they see on Instagram. The template doesn’t know that it’s best to show high priced items before our target price items because it makes the target price seem like a better value.
A template won’t help us create an intuitive company helpdesk. It doesn’t know that an employee won’t know to put a “catalog item” in a “cart” when they just need help setting up Skype. We, as UX designers, have to understand the user’s mental model — “I need help. I’m going to request a service” — rather than “I’m going to buy some help from my employer ”.
This is why focusing on content is so important in good UX design.
New platforms will come and go. Different screen sizes, no screens, voice, VR/AR, it doesn’t matter. It will still take UX designers to understand how users are consuming our services, and what they expect and how they think. We just have to take that understanding and apply it to the platform with proper content.
Being a UX designer gets more interesting everyday, doesn’t it?
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<a href="https://blog.prototypr.io/why-content-is-the-foundation-of-modern-ux-design-c28581fef650">Why Content is the Foundation of Modern UX Design</a> was originally published in <a href="https://blog.prototypr.io">prototypr</a> on Medium, where people are continuing the conversation by highlighting and responding to this story.

Why Content is the Foundation of Modern UX Design

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