ux cambridge
TRANSCRIPT
Sarah Richardssarahjrichards.com@escmum
Who’s who?
@escmum
Who takes care of how a page looks?
@escmum
Who takes care of how a page behaves?
@escmum
Who takes care of how a page is found?
@escmum
Who takes care of navigation?
@escmum
Who makes sure the site goes on time?
@escmum
Looks:Behaves:Found:Navigation:Delivery:
@escmum
DesignerDev/designSEO bodIADM
What is a content strategy?
“The main goal of content strategy is to use words and data to create unambiguous content that supports meaningful, interactive experiences. We have to be experts in all aspects of communication in order to do this effectively.”
Rachel Lovinger
http://boxesandarrows.com/content-strategy-the-philosophy-of-data/
Most important thing: users
Game time
@escmum
Type your point in here
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Example: Afghanistan
“What’s the government’s policy on Afghanistan?”
@escmum
Foreign Office
British Embassy in Kabul
Ministry of Defence
Department for International Development
Number 10
Stabilisation Unit
Home Office
Cabinet Office
Deputy PM
“I don’t know what the government’s policy is on Afghanistan”
@escmum
Users couldn't care less
which part of government does what
@escmumSarah Richards
Sarah Richards @escmum
All in one place. Brilliant.
@escmum
Example: Universal
Credit
@escmum
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Sarah Richards @escmum
Helps over 2m people a year 3,300+ locations 2m more on the phone 16m visits online 22,200+ volunteers
@escmum
Sarah Richards @escmum
GDS audience: everyone in the UK
Task: sort out a problem/get information
@escmum
Sarah Richards @escmum
Citizens Advice audience: everyone in the UK
Task: sort out a problem/get information
@escmum
WRONG
Sarah Richards @escmum@escmum
Advice is
hard Sarah Richards @escmum@escmum
People don’t know what the problem is
Sarah Richards @escmum@escmum
Sarah Richards @escmum@escmum
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Users: please don’t read anything.
Instead, please understand.
@escmum
“Is this from government....? But I understand it....”
@escmum
4 points for working with
content people
1. Content people are … human*
(*I promise)
@escmum
2. They do stark raving bonkers* things for good reasons
(*that’s subjective)
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3. Get them in early
@escmum
4. Content isn’t a boxed thing
@escmum
Looks:Behaves:Found:Navigation:Delivery:
@escmum
DesignerDev/designSEO bodIADM
Working together can stop people
having to use food banks
Sarah Richardssarahjrichards.com@escmum
Rachel Lovinger: boxesandarrows.com/content-strategy-the-philosophy-of-data
GDS style guide: gov.uk/guidance/style-guide
GDS design principles:gov.uk/design-principles
Brain traffic blog:blog.braintraffic.com
Sarah Richards @escmum