This document discusses content design and provides tips for effective content creation. It explains that content design aims to answer user needs in the most useful way for consumers. User research through forums and discovery gives insights into user language, models and priorities to create a targeted content plan. The document recommends using user stories with acceptance criteria to align stakeholders and avoid duplication. It also advocates having constructive conversations informed by data to gain perspective and listening to others to create better products and working experiences. Key principles highlighted include showing not telling, focusing on user needs over wants, and everyone doing their best with available information.

1. contentdesign.london

2. Content design 101

3. History of content
design for British
government

4. https://gds.blog.gov.uk/story-2010/

5. Content design
vs
editorial

6. Traditional government process
1. Writer writes
2. Policy or legal rewrite
3. Published
4. No-one happy
@escmum

7. Content design is not
limited to words

8. Content design is
answering a user
need in the best way
for the user to
consume it

9. Content without
discovery is like
playing chess
without a board

10. Find your audience’s
vocabulary

11. Forums are little worlds of
language

12. Discovery will give you:
• language
• mental models
• user needs
• list of priorities
• content plan

13. User needs, not wants

14. 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

15. As a…
I want to…
So that…

16. As a [person or role]
I want to [perform an action or
find something out]
So that [I can achieve my goal
of…]

19. What do you want from
your content?
Memorable?
Sharable?
Engaging?
Hide the complexity?
….?

20. User stories should have:
• acceptance criteria
• format
• performance indicators
• archive date

21. Designing with data
Content Design Centre

23. @escmum

24. Tricky conversations

25. YOU ARE AN ALIEN

26. 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

28. Reading
psychology

29. Content Design Centre
IM
IMG_4789

30. Summary

31. Discovery gives you:
• language
• architecture
• tone
• style

32. User needs give you:
• targeted copy
• a way to bring
your org with you

33. Conversations with data
gives you:
• more than an opinion
• perspective and
distance
• a chance to listen

34. Working together gives
you:
• a better product
• an easier working life

35. Remember:
show, don’t tell

36. 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