Contents
Content design is one of the fastest-growing job roles in the UK, according to a recent LinkedIn survey. The skillset involves
- understanding user needs
- writing for those needs
- making content accessible
To do our work, we all have to read a mass of papers. Nearly all of them are far too long. This wastes time, while energy has to be spent in looking for the essential points.
Use simple language
Content designers avoid jargon and write in short sentences. Hemingway app is a way of improving writing.
A good starting point when it comes to writing for public services in Wales is the GOV.WALES style guide.
Simple language is central to content design.
User stories and user journeys
Content designers should also develop user stories and user journeys.
These are ways for content designers to focus on the information a user needs to complete a task.
Look at how the National Library for Wales has used this method to make its services more user-centred.
User research has made a big difference to users' engagement with ONS content.
Content design at the Office for National Statistics
The content design team at the Office for National Statistics (ONS) have had to overcome barriers to content design, including having to establish themselves as experts within the organisation.
They needed to get staff to consider user needs when writing content and to follow consistent style guidelines. Accessibility was another important area where they needed support from staff.
The ONS presentation focused on how the team had applied content design principles to two aspects of their work: statistical bulletins and census data. Identifying who their audience was, and then doing further research with these users, has made a big difference in how people engage with ONS content.
Watch the webinar
This content first appeared as a webinar in 2022 about the principles for writing effective, user-centred content.