Advanced UX Writing: Strategic Insights & Decision-Making with Data

Content Research & Testing

Prove the value of your writing! Expand your content design and UX writing skills with online training in content research.

“I really liked the real-life case studies! And the section about how to measure successful A/B tests”

~Laura Luck, CX & UX writer

Become a data-driven UX writer and prove the value of your copy

Learn how to gather data from the start

Start with expert interviews and customer research; learn how to create a baseline for your content

The most effective tests for every circumstance

Use proven qualitative methods and techniques to test how your copy resonates with users

Everything writers need to A/B test copy

Learn how to craft valuable hypotheses, and how to create an A/B testing strategy for copy

Present your findings in a portfolio project

Learn how to synthesise, analyze and then report your conclusions to design teams in your portfolio-ready project

Course Overview

Every test you need, from qual to quant

Learn how to measure the impact of your words.

This course teaches how to research your content, quantify it, test it with users, and present those findings to critical team members and stakeholders. Get the knowledge and skills you need to identify the right test, for the right time.

You’ll learn everything from how to initially research inspiration for your copy, the best questions to ask along the way, comprehensive methods for qualitative testing, and everything you need to know about A/B testing copy.

How does the course work?

The Content Research & Testing course is self-paced and online. Take your time or speed through—it’s up to you!

As you complete each lesson, you’ll submit practice work. Your ultimate assessment is a final project in which you synthesize information from an imaginary series of user testing sessions, and complete a full research report – complete with hypotheses for an A/B testing strategy.

There’s no better way to perfect your content research and testing skills than with a portfolio-ready project, assessed by expert writers.

Get access to a student and mentor community

You won’t go through this course alone. Not only will you be guided with active comments and feedback during the course, but you’ll also have access to our student community.

Once you join you get access to a private student Facebook group, and a Slack mentor group as well.

Ask questions, compare notes, share job advertisements, and create new valuable industry connections!

Course Syllabus

  • Lesson 1.1: An introduction to content testing
  • Lesson 1.2: Clarify your purpose and interview stakeholders
  • Lesson 1.3: How to conduct interviews with experts
  • Lesson 1.4: Exploring the customer problem
  • Lesson 1.5: Making sense of your data
  • Lesson 2.1: Identifying key messaging
  • Lesson 2.2: Preparing for customer research
  • Lesson 2.3: Working with Google Trends
  • Lesson 2.4: Interviewing subject matter experts (SMEs)
  • Lesson 2.5: Search term mining
  • Lesson 2.6: Competitive messaging research
  • Lesson 2.7: Highlighter exercises for sentiment analysis
  • Lesson 2.8: Surveys to determine content & terminology preferences
  • Lesson 3.1: An introduction to A/B testing
  • Lesson 3.2: Modern A/B testing and experimentation culture
  • Lesson 3: How to develop a valuable A/B test
  • Lesson 3.4: Example walkthroughs of A/B tests
  • Lesson 3.5: How to manage stakeholder expectations before, during and after an A/B test
  • Lesson 3.6: Developing a culture of optimization
  • Lesson 4.1: Collecting data
  • Lesson 4.2: User behavior data & what to track
  • Lesson 4.3: Tally, synthesize, and aggregate results
  • Lesson 4.4: Present your research and data-backed findings
  • Lesson 5.1: Implementing team-backed decisions
  • Lesson 5.2: Identifying the highest impact wins

Course Authors - Bobbie Wood and Patrick Stafford


Former head of UX Content Strategy for Google Payments & Google Assistant transactions. Former design & content senior manager for QuickBooks Online & QuickBooks Self-Employed.


Senior digital copywriter at MYOB, Australia’s largest accounting software company. Freelance content strategist and UX writer with clients including KPMG, Dropbox, Data Republic and more. Host of the “Writers of Silicon Valley” podcast.

Course Requirements

Time Requirements

Time estimates fall around 15-30 hours of study and practice work for this course depending on your speed. There are 6 units in the Content Research & Testing course. Each unit is broken down into a series of lessons with practice quizzes and reviews along the way.

This course is designed to fit around your schedule; lessons are available on-demand at any time. There is no live instruction, so you’re free to study whenever you have time.

By the end of the course, you’ll have created your first content testing reports to include in your portfolio.


  • A computer (Mac, Windows, or Linux) with the latest version of Chrome
  • A broadband internet connection
  • Fluent English reading and writing proficiency
  • Some familiarity with UX writing terms and methods
  • A quiet space and a creative mind!

Need more info?

Read our frequently asked questions