Download - Content design 101
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contentdesign.london
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Content design 101
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History of content design for British government
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https://gds.blog.gov.uk/story-2010/
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Content designvs editorial
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Traditional government process
1. Writer writes2. Policy or legal rewrite3. Published4. No-one happy
@escmum
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Content design is not limited to words
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Content design is answering a user need in the best way for the user to consume it
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Content without discovery is like playing chess without a board
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Find your audience’s vocabulary
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Forums are little worlds of language
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Discovery will give you:• language• mental models• user needs• list of priorities• content plan
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User needs, not wants
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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
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As a…I want to…So that…
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As a [person or role]I want to [perform an action or find something out]So that [I can achieve my goal of…]
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What do you want from your content?
Memorable?Sharable?Engaging?Hide the complexity?….?
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User stories should have:• acceptance criteria• format• performance indicators• archive date
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Designing with data
Content Design Centre
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@escmum
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Tricky conversations
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YOU ARE AN ALIEN
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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
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Reading psychology
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Content Design Centre
IMG_4789
IMG_4789
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Summary
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Discovery gives you: • language • architecture • tone • style
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User needs give you:
• targeted copy • a way to bring
your org with you
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Conversations with data gives you: • more than an opinion • perspective and
distance • a chance to listen
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Working together gives you: • a better product • an easier working life
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Remember: show, don’t tell
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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