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Putting user needs at the heart of
content design
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GDS*Paul *Sarah (ex)GDS
1. Start with user needs
2. Evidence and data
3. Tips for writing good content4. Continuous improvement
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GDS*Paul *Sarah (ex)GDS
1. Start with user needs
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Defining the user need
“As a _______ I want to ________
so that I can ________”
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Defining the user need
“As a self-employed person I want to file my tax return
so that I can avoid nasty fines.”
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Who’s the audience?
What’s the action?
Why do they want to do it?
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“As a self-employed person I want to file my tax return
so that I can avoid nasty fines.”
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GDS useduser needsto prioritise content when creating GOV.UK
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GDS*Paul *Sarah (ex)GDS
2. Evidence and data
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GDS*Paul *Sarah
Data from your call centre & other channels
Data from existing sites
Data from Google & other online tools
(ex)GDS
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GDS**Sarah (ex)GDS
Data tells you the language to use
Holiday entitlementAnnual leave
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GDS**Sarah (ex)GDS
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GDSLana Gibson
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User journeys should be based on:
•evidence of how users actually behave
•not on how you think they behave
•and definitely not on what policy teams or members want to tell them
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GDS*Paul *Sarah (ex)GDS
3. Tips for writing good content
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The purpose of any page or tool on your site should be to meet a specific user need as
efficiently as possible
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F-shape reading pattern
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• Front-load sentences with the important stuff
• If it’s not essential, leave it out
• Break it up - use:
- short sentences / paragraphs- sub-headings- lists
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Present things in the order that will make sense to the user.
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Write content in plain English…
But take into account official language
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GDS**Sarah (ex)GDS
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GDS*Paul *Sarah (ex)GDS
4. Continuous improvement
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GDS*Paul *Sarah (ex)GDS
•User test•Learn• Improve
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GDS*Sarah
User research doesn’t have to be complicated or expensive
(ex)GDS
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GDS*Sarah (ex)GDS
GDS Service Design Manual
An introduction to user research techniques:
https://www.gov.uk/service-manual/user-centred-design/user-research/index.html
User research tools:https://www.gov.uk/service-manual/user-centred-design/user-research/user-research-tools.html
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GDS*Sarah (ex)GDS
LocalGov DigitalCouncil website usability
dashboardhttp://council.usability-test.org.uk
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GDS*Sarah (ex)GDS
Carolyne Mitchell – South Lanarkshire Councilhttp://www.slideshare.net/carolynemitchell/building-perfect-websites-user-testing
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GDS**Sarah
Start with user needs
Base on evidence & data
Design specific, simple content
Continuously monitor & improve
(ex)GDS