Head of Design at Department for Education Jas Kang is joined by designers Laura Leahy, Jude Web and Victor Ivan to explore the DfE's three design imperatives, and why their backlog format is as OKRs (Objectives and key results). The team discuss how they're experimenting and maturing their profession, and aiming to deliver better outcomes for end users.

1. Death and other difficult words
Helen Lawson (@contenthelen) #campdigital

2. A little bit about me:
• I’m a lead content designer at Co-op
• I specialise in writing for Funeralcare
• I almost became a funeral director
• I’ve written poems, sympathy cards and a
book on bereavement
@contenthelen #campdigital

3. Why it matters to me.
@contenthelen #campdigital

4. Andrew Lawson 1966 - 2000

5. If you need to step out,
that’s okay.
@contenthelen #campdigital

6. The Co-op was founded in
1863 in Rochdale just
outside Manchester.
It was the beginning of Co-
operative across the
world.

7. The Rochdale Pioneers
wanted to make a
difference. They wanted
people to have
ownership, agency,
opportunity.

8. Co-op Funeralcare
The largest funeral director in the UK
arranging around 95,000 funerals a year.
@contenthelen #campdigital

13. Caption
Co-op Funeralcare content principles
@contenthelen #campdigital

14. We offer practical help and
empathetic understanding, no
matter what.
We are empathetic
@contenthelen #campdigital

15. We are professionals here to
help. Grief is hard, arranging
the funeral doesn’t have to be.
We are reassuring
@contenthelen #campdigital

16. We use honest, kind words
when talking about death, dying
and bereavement. Always.
We are down to earth
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17. We are inspiring
A good funeral can lead you on
the way to better grief. We
create a funeral that feels right.
@contenthelen #campdigital

18. passed
passed away
passed on
passing
resting
Sleeping
departed
gone
slipped away
lost
left us
Moved on

19. Euphemisms like these can be misunderstood
particularly by children
@contenthelen #campdigital

20. One young girl was told her mum had passed
away. Then she heard her sister passed out.
She immediately thought her
sister had died.
@contenthelen #campdigital

21. A mum told her 4 year old grandma had ‘gone’.
A little later she asked when she would be back.
@contenthelen #campdigital

22. Use clear language they can understand

24. An advertising agency person once said
‘Isn’t passed away nicer?’
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25. There is nothing ‘nice’ about death
a euphemism won’t soften the blow
@contenthelen #campdigital

26. We don’t tell funeral directors what to say
They use active listening and mirror the person they’re with
That’s empathy
@contenthelen #campdigital

27. Writing for Funeralcare
@contenthelen #campdigital

28. We only use the word ‘deceased’ with colleagues.
It’s ‘back of house’ speak.
@contenthelen #campdigital

29. We call them ‘the person who has died’
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30. We never say ‘view’ we always say ‘visit’
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31. Dentists don’t tell you
‘this is going to hurt’.

32. Maybe we shouldn’t tell people
‘this is going to be difficult’
@contenthelen #campdigital

33. We know how difficult and disorientating
arranging a funeral can be

34. When you arrange a funeral with us
the first thing we do is listen

35. We’ve been arranging funerals
for more than 100 years

36. Tell us what you want and
we’ll do our best to make it happen

37. We’re so sorry for your loss.

38. If someone has died and you need our help,
we’re here 24 hours a day, 7 days a week.

39. The best goodbye is the most personal one

40. We’ll help you arrange
the funeral that feels right.

41. You can trust us to manage your budget

42. We’ll be clear about our prices and
work within your budget

43. When you’re planning a funeral there’s
enough to think about
without worrying about money

44. We will be open and honest about all the
costs involved in arranging a funeral

45. Source: Dignity Funeral Services 2019

46. Our advice?
If you really can’t, ask the
funeral director.
If you can’t do that remember it doesn’t
matter what you wear, it matters that
you’re there.
Ask the family.

47. We’ve trained external
creative ad agencies and
content designers on these
principles

52. What can we do to support friends and
family through grief?
@contenthelen #campdigital

54. What else could you say?
Share a memory
Ask about them
Say their name
@contenthelen #campdigital

55. Go out there
use honest words
in work and in life
@contenthelen #campdigital

56. If you know someone who’s grieving,
check in with them.
@contenthelen #campdigital

57. You’ll never remind them someone died,
@contenthelen #campdigital

58. You remind them that they lived.
@contenthelen #campdigital

59. Thank you.
Any questions?
Helen Lawson @contenthelen #campdigital