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Sabine Harnau
Messaging strategist, copy coach & communications trainer at From Scratch

Sabine is the founder of From Scratch Communications, the culture change copy agency for brands that do good. After starting the first in-house copy team at LEGO Customer Service and writing agency-side for over 70 brands, From Scratch copy is always based on user research and incorporates UX research results to drive behaviour change and conversion.

Sabine works in English and German, using storytelling to help clients to buy into her approach. She’d love to see a stronger bond between UX research and copywriting — which is why she’s here.

Talk | Storytelling for UX Researchers - Getting Buy-in to Solving for Users

Almost every good product depends heavily on UX research. But that research is worth nothing if the findings don’t make it into the final design. The way we present our results affects the way stakeholders relate to them — and whether the finished experience “solves for users”.

In this talk, I’ll first cut through some assumptions and biases that may affect the way we communicate research results. Then we’ll flip sides and look at the conversation from the client’s point of view — whether internal or external.

Next, I’ll apply storytelling techniques to presenting research results. After a quick introduction to the neuroscience behind the power of stories, I’ll introduce you to a basic template you can fill out to prepare for meetings and to structure your slide decks. We’ll wrap up with your questions, so you feel prepared for your next presentation meeting.

Sabine Harnau
Messaging strategist, copy coach & communications trainer at From Scratch