Justin Darley and Clare Reucroft describe some key content design concepts and techniques. They also share how this approach has helped mental health charity Mind deliver critical services. Take us through the challenges of applying content design to existing content

1. An introduction to
content design
Clare Reucroft & Justin Darley

2. Introductions…
Clare Reucroft
Content Designer
Justin Darley
UX Research Lead

3. Where do your ideas for content come from?
Within your organisation
You
You and your intel of what’s topical
Your audience

4. What is content
design then?

5. Content design is
answering a user need
in the best way for a
user to consume it.”
- Sarah Richards
“

6. Jo Dimbleby @boldscript

8. Process &
Techniques

9. Process
► Research
► User needs
► Channel and journey mapping
► Language and emotion
► Creation
► Sharing
► Iteration

10. Before

11. After

12. User stories for Action Duchenne
Duchenne Dad Need #1
As a Duchenne Dad
I want to understand how I fit in
So that I can better support my family
Duchenne Dad Need #2
As a Duchenne Dad
I want to connect with other Duchenne dads
So that I feel less alone

13. How could Action Duchenne
answer these needs?

14. Duchenne Dads – Sample Content
Every year, Action Duchenne hosts its
international conference for the Duchenne
community. It’s the most amazing weekend
where mums and dads, researchers, and people
living with Duchenne can learn, grow and
support one another.

15. Techniques
► Post-it notes are your friend…
► Research
► Sketching
► Pair writing
► Peer review
► Content crits
► Analytics

16. Sketching for SafeLives

17. Analytics
Traffic alone is not
enough, you’ve got
to look deeper.

18. Content Design at Mind

19. Core content modelling

20. Key areas of focus – core pages
Information about a condition
► How can we support people looking for help from Mind?
► A page about a mental health condition is the primary
landing page on the website. How can it be better?
Fundraising events
► How can we make participation easier?
► Community events and activities are the largest income
stream but fundraising support materials can be hard to find
Donation
► How can we reduce the friction of giving to Mind?

21. The Core Content Model
Originally developed by information architect, Are Halland

22. Balancing user needs with Mind objectives

23. Indicating how the user will get to this content
Where have the users come from?

24. Identifying the core content required
What items of content do we require to help support user
needs, and to respect the objectives of Mind?

25. Where next?
After the user has met their needs,
where should they go next?

26. Here’s one we made earlier

27. There is limited space on a
mobile phone screen.
What do your users need to see,
and be able to act upon?
Prioritising content

28. Challenges

29. Content overload
► Inconsistency
► Quantity

30. Standardising inconsistent content

31. Standardising inconsistent content

32. ► 757 “Information and Support”
pages migrated
► A migration team of five
► More than seven months to
migrate (not including analysis)
► Other sections of the site still
being migrated
Quantity and complexity
of content

33. Tips
★ Start early - the research takes a while
★ Use the language of your audience
★ Build good relationships
★ Take a phased approach

34. Thank you

35. wearesigma.com @wearesigma
An introduction to content design
References, further reading and people to follow
► Content Design by Sarah Richards
► The Core Model: Designing inside out
for better results by Ida Aalen
► Priority Guides: A Content-First
Alternative to Wireframes by Heleen
van Nues and Lennart Overkamp
► Managing Chaos by Lisa Welchman
► Sarah Richards - @ContentDesignLN
► Amy Hupe - @Amy_Hupe
► Sara Wilcox - @S_Wilcox
► Rachel McConnell - @Minette_78
► Lizzie Bruce - @CakeContent
► Brain Traffic - @BrainTraffic