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Making content patterns
- 2. Hinrich von Haaren Making content patterns
- 6. Content patterns help me organise my work.
- 7. In the beginning there was a team…
- 11. • stressful • emotional • hugely personal
- 12. Enter content…
- 13. There was lots…
- 17. Helen King/Cobis
- 18. How it all began
- 19. Discovery on type 2 diabetes.
- 25. Then we moved on to the next topic…
- 27. Astrochara
- 31. Basic notes on the content produced so far.
- 34. Merge our work, not duplicate it.
- 36. 1. How we talk about things.
- 37. 2. Why we talk about the things we talk about.
- 38. 3. Documenting what we found.
- 39. 1. How we talk about things.
- 41. Action-focussed.
- 44. When words need to step out of the way.
- 45. Apply the findings to other topics.
- 47. Formalised it into a pattern.
- 51. 2. Why we talk about the things we talk about.
- 53. Transparency to reduce stress and anxiety.
- 54. Showing a simpler solution.
- 55. 3. Documenting what we found
- 56. Content direction. What? Content substance. Why? How? How? How? How? Research & prototyping
- 58. Content direction. What? Content substance. Why? How? How? How? How? Research & prototyping
- 60. Content direction. What? Content substance. Why? How? How? How? How? Research & prototyping
- 61. Approach and examples to make it usable.
- 62. Not an abstract exercise. Product of making things.
- 63. 1. Solution research. 2. Documentation. 3. Example pattern. 4. Apply and refine. 5. Finalise pattern.
- 65. Was it all worth it?
- 66. Yes!
- 67. Collaboration makes a better product.
- 68. A better user experience.
- 69. We could go much quicker.
- 70. Part of my content routine.
- 71. Your content patterns depend on your audience and your product.
- 74. Start small.
- 75. Build by sharing work.
- 76. Talk to each other.
Hinweis der Redaktion
- I’m content strategist for Content Design London founded by Sarah Richards, former head of content at GDS
- Group of people who go into organisations help people identify what kind of content they need how they’re going to get there started my content journey at GDS 8 years ago since then worked on many projects gov, private companies, charities and often I get this kind of impression of projects…
- at the start of a project it’s a bit like an intersection in Tokyo everyone is waiting to go there’s a zebra crossing, so I know where I’m going and off we go
- but then this happens OMG everyone is going in a different direction and doing their own thing what happened to the zebra crossing? I get the feeling of chaos, fog, not knowing what’s going on
- that’s why I want to talk to you about content patterns today because they help me organise my work communicate keep track of things prepare for the next stage today I’lll you how
- let me tell you how it all started
- we were a small group of people from different disciplines research, design, UX, developers and content also the amazing people who were managing the project
- working for these people beloved organisation in the UK I thought this is just another project but I soon learned this was different why?
- because you’re dealing with people who are ill
- - and when you’re ill it’s stressful, emotional and highly personal
- into the project mix what kind of issues were we trying to solve?
- people get inundated
- leaflets
- online
- forms, lot’s of forms
- paper for patients paper for staff make information more accessible practical simple straightforward not just about content it was bringing the NHS patient experience into the 21st century
- - so how did it all begin?
- we started with a topic that’s very important to the NHS lots of people with type 2 diabetes many patients are struggling to manage their illness this is costly for the NHS
- researchers went out and spoke to over 60 patients this is the start of our discovery map people journey through the illness in their words we grouped them into themes
- we identified user needs
- we crawled around the floor a lot and prioritised our user needs
- we made prototypes researched them refined them
- followed GDS design principles we were open about what we were doing and sharing regularly finished diabetes
- mild to mediate depression we should be able to apply lots of our learnings to this new topic depression and diabetes were different but surely the patterns were the same patterns? what? I was stunned and then…
- design elements documented behind my back why didn’t I know about this? while I had just written a lot of words - that’s how it felt I had thought about structure and tone and stuff but I hadn’t documented any of this
- designers had done all this work content work had gone into a big black hole
- the content designers had a KAPOW moment the designers had done all this work and we…
- I felt like an idiot come on, throw something at me what had I been doing all this time? we had produced lots of content - good content but hadn’t thought about our approach and how to structure it ok, clearly it was time to shape up learn from the designers do my own thing
- we went back over our work what had we done so far long form content and prototypes for tools
- our approach what did we do why did we do it that way not a style guide not, for example, whether we start bullet list with upper or lower case
- focussed on: how organised the information extrapolate those concepts from this one topic apply them to other topics
- and pretty quickly we learned that you couldn’t really separate design and content on this we had work collaboratively on this
- this was about merging things instead of duplicating stuff
- decided that we needed something we called content patterns focus on 3 things
- let me show you an example how we arrived at a pattern
- acne what we had on the website was a comprehensive but not particularly helpful guide followed a standard structure of causes, diagnosis, treatment …. it wasn’t bad but it wasn't good either
- lesson 1: what can I do about this treatment changed structure and focussed on this first (not causes and diagnosis) YouTube videos focussed on self-treatment adopted that model simple straightforward
- lesson 2: kids wanted to know about medicines there are lots reduce the cognitive load to present this information which aspects of meds to focus on how to present the info: not a big table but cards
- live site explained symptoms in narrative descriptions not quite the right format
- researched showed: people wanted to see images :how do people know they actually have acne? is this really acne or do i just have a few spots? when should I go and see someone about this we used visuals for different things: symptoms, progression of symptoms and urgency (see someone now if it looks like this) option to expand images: privacy and squeamishness
- warts, head lice etc I’ll spare you images of those things
- constantly discussed our findings changed the solutions
- so we turned all that thinking into something more formal we had our first content pattern symptoms with images
- or maybe just a simple bullet list
- conditions with similar symptoms If you’re not sure it’s X positioning of symptoms
- formalising identify variations describe the overall pattern
- in research we found that people mentioned causes when asked why they couldn’t really tell us probing 2 reasons: I want to put a label on this pain then I know what I can do about it
- people going into hospital no idea what was happening when with whom simple step list help them understand process address emotional needs: uncertainty, anxiety
- Your pharmacist can help you with X this was an NHS objective to encourage people to talk to a pharmacist about simple illnesses our content patterns included formats for headings and links
- based on user research, analytics based on user needs iteration product of out discovery work
- described these concepts gave examples to show how it should be done
- conceptual thinking for example, how do we write about and describe pain pain was interesting from a content point of view because it’s so subjective what’s bad pain for me might be just an itch for you people’s descriptions of pain were very subjective, sometimes very poetic so how do we advise people what to when the pain got too bad when to see a doctor first we just used very plain language like you see here but when we started talking to nurses about this they did something quite different they linked it to daily activities is the pain so bad that you can’t get out of bed, make food, go to work, play with your kids, lift that glass of wine so we adopted that approach which was much easier to understand for people
- described these concepts gave examples to show how it should be done
- but we also included content formats for example different levels of emergency as opposed to a style guide concerned with text formats
- 5 steps to get to patterns for every topic went quicker every time had a library
- the pattern work happened collaboratively we would include them in our crits we had a content pattern owner who was in charge of updating the patterns but the work was done in the team
- why?
- - because…
- - because…
- - because…
- now it’s part of my project routine
- You’ll have different patterns for a pharmacy content project
- and different ones again for a financial content project
- people building the product people using the product more open and considered product go quicker every time you start a new topic
- so actually this is ok because on the way we can document our steps and talk to each other and that way keep the overall goal in mind and it reminds me
- that I’m…
- there…
- to serve…
- the user…