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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
IMG_4789
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