Content Strategy – The Elephant in the UX Room? 🇬🇧
The Why, What, and How of Content Strategy as a UX Sub-Discipline in Shaping the Digital Customer ExperienceIrina Pashina,

Everybody knows that content is a key UX component. Or do they? What’s really the role of content strategy in shaping the end-to-end customer experience? Join this session to learn how you can go about addressing the “elephant in the room” and ensuring it’s an integral part of the process for a best-in-class experience.

Irina Pashina


Irina is a global content strategy expert and speaker with extensive experience in the technology and nonprofit sectors. Leading a content function in a UX strategy team at SAP, she feels fortunate to shape superior customer experiences with a focus on digital transformation. Irina has driven large content strategy projects, and guided co-workers and teams in her various roles. Her passion for mentoring & coaching, great customer experience, and content as a connector and differentiator is what makes her run.

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