top of page

Launching a new practice of Content Design 

hand-drawn-flat-design-poetry-illustration_52683-82110.webp

Summary

​

I launched a new practice of Content Design. During the launch, I gave talk about the practice of Content Design to over 50 researchers and designers across OVO Group.

​

The UX community spanned across SSE, OVO Energy, CORGI, Kaluza, Boost and Spark Energy. 

​

sse-news-and-views.jpeg
open-graph-boostpower.co.uk.png
1200px-Ovo_Energy_logo.svg.png
KALUZA-dark-horizontal-2.png
logo-transparent.48a284bb.png
rsz_1rsz_corgi_lead_0.jpeg

The problem 

 

Before I arrived at Kaluza, content was often an afterthought in the design process.  

​

Stakeholders were bringing copywriters into the design process too late. This often led to copywriters having limited opportunity to influence the wider user experience. 

​

My approach  

​

I decided to rebrand the Kaluza Copywriting practice as Content Design.

​

"Content Designer" was a more accurate description of what needed to be done. In my experience, just having the word 'Designer' in the job title helps stakeholders understand where we should be involved in the process.

​

However, just changing our job titles wasn't going to be enough. I needed to help change the culture and ways of working.

​

So I decided to also host a talk about what content design is, and why it's an essential role in the human-centred design process.

 

The talk would go out to relevant stakeholders, and the rest of the UX community. 

​

The solution

 

Here are the highlights from my talk: 

​

1. What is content design?

​

I explained that a Content Designer was like a hybrid between a content writer, a content strategist and a UX Designer.

​

This shows the multi-disciplinary nature of content design and what it can bring to a project.  

2. Where does Content Design fit in?

​

I explained how Content Design fits in with other practices like UX Design, Service Design and Research. And how we can collaborate with people from Product and Engineering. 

​

I framed this in the context of the other practices within a platform design team. When content is an afterthought, it often undermines the whole user experience. Hence, I emphasised how important it is to involve Content Designers early on in the project. 

​

Here I demonstrated this with a (terrible, but kind of funny) animation on Google Slides:  

3. Focus on data and evidence

​

I explained how important it is for Content Designers to focus on research, evidence and testing. 

​

People often see content writing as subjective, like art. However, when paired with data and evidence, content design is more like a science. 

​

I also explained how we can use data to influence stakeholders and drive content decisions.    

Screen Shot 2021-04-12 at 14.08.46.png

4. Accessibility, readability and usability 

​

I explained the parallels between accessibility, usability and readability.

​

Accessibility is also often an afterthought. However, making content accessible is good for everyone – not just those with disabilities. 

Screen Shot 2021-04-12 at 14.09.29.png

5. Understanding how people read

​

Even though this wasn't intended as a talk about content design best practice, I wanted to inspire my audience with interesting facts.      

​

For example, I explained how one of the most useful things you can do for a user is front-loading content. I paired this with examples of heat maps that showed how people read on screen.    

Screen Shot 2021-04-12 at 14.10.21.png

Outcomes

​

  1. I delivered the "Content Design 101" talk to over 50 designers and researchers
     

  2. I got stellar feedback from the presentation
     

  3. I was asked for follow-up sessions and more detailed Content Design training 
     

  4. UX designers and other stakeholders began requesting content design resource much sooner than before  

Resources

 

Watch the full talk on YouTube:

bottom of page