Content Design tips, from the experts
Editor’s Note: The Ontario Digital Service content chapter runs drop-in sessions every two weeks, where the team opens the floor to other public servants with a project to share. The open platform gives participants a chance to co-create with senior content designers and create content that’s easy to find, use and understand. Enabling a collaborative approach encourages everyone to contribute, similar to our remote user research drop-ins.
Building digital capabilities is a part of Ontario’s Digital and Data Strategy, to ensure that we have the skills we need to succeed in a digital world. The Ontario Digital Service content chapter hosts biweekly drop-in sessions for Ontario Public Service staff so teams are bettered equipped to bring citizens online services they need to succeed in a digital age — services that are more convenient, reliable and accessible.
Content design sessions are held every two weeks to help public servants deliver information that’s easy to find, use and understand. Designed to respond to the existing and emerging needs of Ontarians, the team covers topics such as “Why legal content needs content design.”
Now, a common question we get is, “How is content design different from other types of writing?”
What is content design?
Content design is a decade-old discipline with roots in the UK government (learn more about its origins in a previous blog post). Essentially, it’s an approach to technical writing that is based on three basic principles:
1. Put user needs first
2. Make decisions based on user research
3. Give users what they need in the format that works for them
As a member of the “experience design” family, well-designed online content is used to help users navigate processes and complete tasks. This includes:
● making content accessible to all users on all devices
● optimizing content for search engines
● reviewing reading grade levels
● making sure that content is made as plain language and bite-sized as possible to allow for fast scanning by busy readers.
It also involves non-written page elements like highlighting key numbers, images and charts that add clarity to words.
Meet the designers
We sat down with five content designers to get their take: what do policy setters and service designers need to know about content design?
Lee Fay
Key advice: If your service has words, you need a content designer
There are a few things I’d like to share:
1. Always bring in a content designer at the beginning of service design. To have the right context to do their job, content designers need to understand the service inside and out and the motivation behind all the decisions made along the way.
2. Because writing doesn’t have a “gatekeeping” mechanism like knowing a programming language or how to use graphic design software, few value the work of those who live and breathe doing it well. This is a systemic hurdle for content designers who desperately want to be brought in and use our well-honed skills to make services better and easier to use.
3. Users don’t, and should never have to, separate a service’s function, design and content — they need to be developed together to be successfully used together. Everyone appreciates clearly written content. No matter how smart or educated a person is, when it comes to trying to get something done online, they want to get in and out quickly, with the least amount of friction possible. Clear writing must be intrinsic to their complete experience.
4. As the great Sarah Winters has said: You can have the most accessible design and the cleanest code, but your site won’t be accessible to anyone if the words don’t make any sense. Good content matters to everyone!
Bonus pro-tip: Never use “dummy” text (or lorem ipsum) when mocking up a design. You wouldn’t design a package before you know what’s going in it, so make sure you design for good content rather than trying to shoehorn in subpar content to fit a nice design later.
Karin Tang
Key advice: Content design doesn’t stop just because the page, application or service has been released
One of the most common misconceptions is that content design is a pre-launch process. But that’s not true: content design doesn’t stop just because the page, application or service has been released.
For example, COVID-19 public health advisories change on a daily basis. Updating and streamlining information to include what’s important and omitting the misleading details is all part of good content design.
It is an ongoing process to make sure users get the information they need, when they need it and in the format they need it. It takes time but it’s time well invested and will save you a lot of headaches down the road. Content design is powerful, so use it to help you rather than slow you down.
Lyndsey Fonger
Key advice: Delete the excess
When it comes to government content online, less is more — especially when it’s information people really need.
Take a user-centered, minimalist approach to content creation. Make sure you know who your users are, what they need to do, and what kind of challenges they face.
Empathy is key.
By understanding people and their needs, we can design content in a way that helps them:
● find what they’re looking for
● know what they need to know
● easily do what they need to do
Then courageously delete the excess!
Daphnée Nostrome
Key advice: Go beyond verbatim French translations
A lot of research, time and effort goes into drafting English content, so why not do the same for French copy?
Instead of just translating the English copy, spend time understanding the context and needs of francophone users. That way, you will be in a better position to design content that meets those needs.
For example, if you’re looking for web search terms to include in your content, try finding out what search terms francophones use. Then, ask your translator to include them in their copy. It’ll make the final French web content easier to find.
Remember, what works for English-speakers may not work for francophones. So it’s important to treat content design in French as a parallel exercise, not as a literal interpretation.
Final thoughts from Bridget Antwi
Key advice: Content design is for everyone
Content design is for everyone. Every project benefits from good content design. Most people don’t acknowledge it, but anything that is supposed to communicate anything to anyone, is content design.
You don’t need to go too far to find support — there are a wide range of free resources forums and groups to support your content design journey. The Content Design Book by Sarah Winters is a great book to help ease you into thinking about content design. Alternatively, you can take Gov.UK’s free online content design course.
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