Content design

Content design is a way of thinking about the content in a product or service that puts the reader or user’s needs first.

It is more than just writing and editing. We use the tools of user-centred design to understand the user’s needs before creating any content at all.

We organise and label content, to help people find what they need in the place they expect it to be. We write clear and simple instructions for the steps in a service. Or provide advice and supporting information to help people with a specific problem. We don’t just work with words. We choose pictures, script videos, or create diagrams if those are the best ways to convey information for our users.

We’re strategic thinkers, who explore how best to share information. So don’t be surprised if we ask lots of questions.

We make content that is:

• Findable – Is it where the user expects it to be? Can they find it when they search for it?

• Useful – Does it serve a purpose?

• Actionable – Does a user understand what to do next?

• Clear – Can it be misunderstood?

• Accessible – Can everyone use it, no matter what their background, knowledge, and what assistive technologies they use?

For example, when designing a website to sells book online, the content designer would start by structuring the architecture of the site to make sure information was where the users would expect it to be. And then we’d look at categorising books. We might even specify the use of icons to categorise genres or audiences and make the search easier for the buyer.

We’d also make sure the instructions are clear on the website and write book descriptions, so people better understand what they’re considering buying. We’d look at words on buttons and help text in forms to best guide the purchaser. Everything works to make the buying process easier.