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John Caldwell

John Caldwell is a Content Design Strategist at Intuit, working on its popular line of web and mobile TurboTax applications. Among his accomplishments, he implemented a bold new strategy for voice and tone, and he helped design and launch SnapTax, the first ever start-to-finish tax preparation application for iPhone and Android. John is a writing and innovation coach with over 20 years experience as a professional writer and editor. In addition to user experience, he has worked in magazine and broadcast journalism, and continues to write on a wide array of topics, from tech to travel.

    Provocation Can Lead to Emotional Design

    • Consumer products, Content and Copy, Customer Experience, Design, Emotion, Empathy, Flow and Immersion, Internal Company Dynamics, Mobile Technology, Product design, Psychology and Human Behavior, Storytelling, Team Dynamics, Working With Stakeholders

    In order to tap into emotion when designing experiences, you need to travel outside of your own comfort zone—enter, the provocateur.

    Article by John Caldwell
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    7 min read
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    When and Where to “Woohoo”

    • Business Value and ROI, Consumer products, Content and Copy, Content Strategy, Customer Experience, Design, Emotion, Empathy, Interface and Navigation Design, Marketing and Brand, Research Methods and Techniques, Social Media Marketing, Storytelling, Usability, User Acceptance Testing, User Reported Feedback, Vendor-Client Relationships, Working With Stakeholders

    Crafting compelling and valuable copy requires infusing the brand’s voice with a human tone that users respond to.

    Article by John Caldwell
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    Share:When and Where to “Woohoo”
    6 min read
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