content design 101

contentdesign.london

Content design 101

History of content design for British government

https://gds.blog.gov.uk/story-2010/

Content designvs editorial

Traditional government process

1. Writer writes2. Policy or legal rewrite3. Published4. No-one happy

@escmum

Content design is not limited to words

Content design is answering a user need in the best way for the user to consume it

Content without discovery is like playing chess without a board

Find your audience’s vocabulary

Forums are little worlds of language

Discovery will give you:• language• mental models• user needs• list of priorities• content plan

User needs, not wants

Why use user stories?

• Everyone can see exactly what they are getting

• Less duplication, less work• Stakeholders have more confidence

in the process• Sharing your skills leads to trust

As a…I want to…So that…

As a [person or role]I want to [perform an action or find something out]So that [I can achieve my goal of…]

What do you want from your content?

Memorable?Sharable?Engaging?Hide the complexity?….?

User stories should have:• acceptance criteria• format• performance indicators• archive date

Designing with data

Content Design Centre

@escmum

Tricky conversations

YOU ARE AN ALIEN

Rule 1: Everyone did the best job possible with the information they had at the time

Rule 2: Talk about the product only, not the person who created the content

Rule 3: Constructive criticism only: ‘That’s crap’ is unhelpful and unacceptable

Rule 4: No one has to defend a decision

Reading psychology

Content Design Centre

IMG_4789

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Summary

Discovery gives you: • language • architecture • tone • style

User needs give you:

• targeted copy • a way to bring

your org with you

Conversations with data gives you: • more than an opinion • perspective and

distance • a chance to listen

Working together gives you: • a better product • an easier working life

Remember: show, don’t tell

GDS history:www.gds.blog.gov.uk/story-2010/

User needs on each GOV.UK page:www.gov.uk/info/child-benefit

Sarah’s courses and blog:www.contentdesign.london