How to think like a content designer

Rachel McConnell
UX Collective
Published in
4 min readFeb 27, 2019
Lorem Ipsum never produces any accurate test results

I’ve spent a lot of time talking about the value of content designers. But the truth is, that until you actually work with one you might underestimate the benefits. The list is long, but here are the main ones:

  • You’ll apply content strategy to your whole site and user journeys
  • Content will elevate the visual design
  • Your vocabulary will be more aligned to your users’ vocabulary
  • Your site and products will have consistent copy throughout
  • You’ll get accurate usability test results
  • Input into design systems saves designers a lot of time and effort later on
  • You’ll probably increase your conversion rates
  • Having someone specialising on content frees up other disciplines to focus on the things they’re good at

Anyway, the list goes on. But what if your management team still won’t invest in content? Other than buying them a copy of my book (hint, hint!), you can learn to think more like a content designer.

And anyone who creates the user experience is accountable for the content that sits within it. Because the content is the conversation and interaction your users are having with your brand. The very reason they’re on your site.

So here are my tips to change your approach:

Think strategically

You might already be asking ‘What is my business trying to achieve?’ or ‘What are my users trying to achieve?’ Your priority areas are where these overlap (if you’re really lucky and your entire business model is already focused purely on user needs then just put your feet up and have a beer!). This overlap helps you identify which bits of content you can keep, improve, or ditch, and which you need to create.

But it also helps determine the format your content might take. For example if your focus is driving brand awareness you’ll need to think about shareable content. But if it’s based around helping existing customers then perhaps your focus would be around self-service or chat functions.

You should also be thinking from a content point of view about the direction your business is moving in longer term. Is it worth considering conversational UI, chat or voice rather than a traditional route?

Design conversationally

In the ideation phase of a project, before jumping into prototyping, it really helps to think about the two-way conversation your brand would have with the customer if the web didn’t exist. I’ve written about good old Jef Raskin many times and how he did this to create the Apple II UI back in the 70s.

So grab a colleague or a blank sheet of paper and scribble out a script before you jump to visuals. It will also help determine the structure and flow of the content, as well as giving you some nice natural language to use.

Create frameworks

When it comes to functional content such as error messages, help messages, CTAs and page names, it helps to have a formula you can stick to. Just as a design system allows for rapid visual design, a content design system allows for rapid content creation. Have a look at ‘How to write any error message’ or my article on writing better calls to action for inspiration.

Be human

If you’ve been thinking about content from the start of a project, then during discovery you’ll have been paying close attention to the vocabulary of your users. Speak how they speak. Avoid formal versions of words (for example don’t use proceed when continue will do, don’t use purchase if you can use buy). Keep your sentences short and uncomplicated (the Hemingway app can help analyse your copy for you). Read your copy out loud. If it sounds odd when spoken it will sound odd when it’s read. Edit, edit, and edit some more until your copy is crystallised.

A final note…this stuff is hard!

Sure, anyone can write. But not anyone can write clear, usable and consistent copy that retains a personality. I’d always advise employing an expert. I wouldn’t be expected to redesign a company’s visual components, yet day in and day out designers are asked to write copy which forms the fundamental building blocks of our users’ interactions. If you’re a designer and this isn’t something you’re comfortable with, then speak up. Because great copy will take your end designs up to the next level, and bring much better business results.

Why you need a content team and how to build one is out now.

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Published in UX Collective

We believe designers are thinkers as much as they are makers. Curated stories on UX, Visual & Product Design. https://linktr.ee/uxc

Written by Rachel McConnell

Content and design leader. Found of Tempo. Author of Leading Content Design and Why you Need a Content Team and How to Build One

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