The world of content design
According to me
What is content design? An afterthought, a nice-to-have, a supporting player, the most misunderstood discipline in design.
Maybe that’s because definitively explaining what we do is not so easy. Every content designer / strategist has a different path to learning their craft. What content designers learn depends on the experience they gain through the work they do. And the work they do can vary as greatly as the content umbrella is wide, from UX writing to design systems to product creation. Some might also throw in editorial strategy, content marketing, content management, and copywriting.
And that means your perception of content design from working with one designer may be vastly different than your perception from working with another. But what I can tell you is that there are things that unite us in content design and they’re not just words.
What unites us are the things we give a sh** about and do, which may go unnoticed or be disregarded, but I would argue they’re important to designing an optimal experience. That’s the part I want to explore with you, the things I give a sh** about to help you understand and appreciate content design according to me.
What is content design?
Content design is a way of thinking. It’s about using data and evidence to give an audience what they need at the time they need it and in a way that they expect.
~ Sarah Richards, “Sarah Richards and Content Design”
What she said. And I would add that content design is experience-driven content strategy, with a holistic, human-centered, and iterative approach to designing meaningful content and experiences.
As keepers of the story, we ensure the conversation is relevant with every interaction and at every touchpoint by using:
• Rigor — to synthesize business, audience, and content research into insights and translating them into a comprehensive strategy
• Art — to guide the creation of compelling content that meets business goals and makes an audience care
• Logic — to ensure a consistent, cohesive, and connected experience on the front and back ends
Like interaction and visual design, content design brings user experience expertise to the work, along with a unique purview and comprehensive understanding of the content ecosystem.
As a result, we not only serve as the connective tissue for all aspects of the experience and work streams, but also bring a distinct content lens and leadership through our:
• Advocacy for the people who need to understand the content, as well as those who publish it
• Subject matter expertise in all things content from digital best practices to the experience’s substance
• Deep understanding of language to establish tone of voice, define content structure, and articulate the messaging
Lastly, in fighting for what’s right for our audiences, we also have to fight for what’s right in designing for them — and that includes starting design with a content strategy. As conventional wisdom says, form follows function. When it comes to an experience, content and function are the key components. That’s why it’s important that form follows content, too, and not the other way around.
What we do
Content design is the source of truth for the experience. The other aspects of design and creativity that surround it are vehicles for that truth, enabling it, making it easier to consume and comprehend.
~ Jehan Cowan
Content design’s core components are strategy, style, structure, substance, and governance, from execution to evolution. While the lines between these components are somewhat blurred and some of the tasks may be performed by other members of a multidisciplinary team, each component conveys an overview of what content design can do from discovery to delivery.
Strategy
In the Discover phase, content design applies design thinking to create a holistic strategy and plan for execution after gaining an understanding of audience needs in relationship to business goals and the content ecosystem.
By synthesizing findings from rigorous assessment and research into insights and recommendations, we set the foundation for the vision, principles, and plan for design and content creation.
Style
In the Define and Design phases, content design defines style through content guidelines that align to brand and ensure a cohesive experience.
By creating and adhering to digital best practice guidelines, we optimize content for consumability, search, and accessibility.
Content design also creates systems of logic for content patterns, channels, and display to ensure a seamless and intuitive experience.
Structure
While defining style, content design also defines structure by establishing the framework for design and smart content systems.
We use taxonomy, metadata, and other data to make content findable, automated, and/or personalized in the underbelly of the experience.
Because content design works on the front and back ends of an experience, we not only advocate for optimal experiences for the audience, but also for the people who author and publish content.
Substance
In the Design phase, content design outlines the substance — the key messaging that addresses audience needs and business goals.
Substance includes text information to inform what copywriters write and what data displays, as well as nontext information to enhance understanding through audio and visuals.
Although we’re not copywriters, we write clear, concise instructions, messaging, field labels, and CTAs that support people in accomplishing their tasks and/or navigating an experience or process.
Content design articulates meaning in a way that’s as easy as a conversation through intents, utterances, and the plain, natural language of talking to a human being.
Governance
At any point from the Discover to Deliver phase, content design outlines the governing model, roles, and responsibilities to ensure a connected and cohesive story as the experience evolves over time.
That includes defining the tactics, tools, and training to communicate how to create, maintain, and archive content, as well as processes.
Content design also works with stakeholders and analytics to determine KPIs for engagement, productivity, and cost to continually optimize the experience.
The value of content design
Landmark moments and discoveries in history have usually involved a mixed team of thinkers that molded a good idea into something great.
~ Olof Schybergson and Mark Curtis, “Predictability in an Unpredictable World”
In the design world, we talk a lot about the importance of diversity when it comes to people and their gender, sexuality, race, age, and physical abilities. But we don’t talk about the importance of diversity when it comes to the disciplines on a design team.
I believe content design brings an important way of thinking to a multidisciplinary team, to turning a good idea into something great, and to creating the best experiences in the world. I hope you think so, too, so that maybe one day, my content design dream will come true.
Learn more about why form should follow function and content by reading Top of the Muffin to You! How a Seinfeld Bakery Serves as a Cautionary Tale for Experience Design.
