Content in the product design process articulating our role by Rachel McConnell UX Collective
Table Of Content
You should follow the Web Content Accessibility Guidelines (WCAG) that provide recommendations for making your content perceivable, operable, understandable and robust for all users. I’m often asked how and when content designers should be involved in the product design process and my answer is always the same — at every stage. Without context and discovery work, content can’t be created effectively, and without measurement and testing, we can’t know if we’ve achieved success. Content designers help design the development of a website, app, or product from the ground up. The content designers’ process will create designs while keeping brand identity in mind.
Products
This guide is called a content strategy, and it is essential to the content design process. To ensure the content is engaging, accessible, and reflective of user needs, content designers carry out extensive user research on an ongoing basis. By gaining a deep understanding of the target audience, they can create and refine their content to ensure the digital product balances user needs with business goals. On brandGood content designers will use their words to boost their brand’s voice. They’ll either rely on the style guide their company created or create one to shape the voice they want to use within the interface they’re designing.
Is content design only important for digital products?
Design happens in the ideation and design stages, yet depends on strategic direction. And writing happens in ideation, design, and implementation, yet depends on having effective content foundations in place. Content management, if we want to throw that one in too, happens in design, implementation and test and learn. That requires research to best construct that user journey and how its content aligns with it.
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Other content heuristics and principles
Content discoverability increases engagement and encourages users to spend more time on the website. A clear content organization benefits all users, including those with disabilities. Properly labeled and organized content makes navigating and understanding the content more accessible for screen readers and other assistive technologies. If your hierarchy is unclear, screen readers may select the wrong options.
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The abundance of space in this piece creates a sense of stillness and serenity. For example, the pollen grains closest to the surface show a higher contrast with prominent white highlights and the recessed grains show less contrast and are more uniform. Gradation of value can be seen most clearly on the spherical, spiky grains.
Improving UX with Design
In the age of automation, it's best to understand that humans are rarely rational. We don't always follow logical behavior and, at times, use our emotions. While you may not be managing a government website, the same approach is also applicable for other sectors.
Content Design vs. UX Writing
While your logo, color palette, and typography may be apparent additions to the guide, consider including the tone of voice and key messages as well. This will help content writers maintain a consistent style, no matter the topic at hand. In the world of content, the appeal and preferences of audiences are ever-changing. Any marketing team needs an excellent researcher who can get to the bottom of the users’ psychology, find their likes, and design the produced content based on their needs. In visualising the process, it also helps to see how content strategy, content design and UX writing may become muddled. Strategy happens upfront in the define and ideation stages, yet depends on effective research.
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Visual texture is most apparent in the smoothness of the glass, the fluffiness of the bread, and the crisp white linen draped over the table. While these objects cannot be picked up the viewer can still understand the textures the paint is mimicking. The cranes painted on this Japanese screen make up the positive space while the flat, gold background is the negative space.
We’re here to argue that design is just as important, and a more fluid approach to pairing the two will yield better results. Copywriting means writing persuasive and engaging text for marketing and advertising purposes. Its primary focus is encouraging readers to take specific actions, like buying a product or subscribing to a service. A good content design will help you grab the attention of your readers and set better UX strategies. A user-centric content design focuses on the needs of your users when they head on to a website, watch a video, or read instructional material.
You don’t need me to tell you that attention has never been in greater demand than it is now. I’d argue that attention is now a currency every bit as coveted as dollars and pounds. The American economist, political scientist and psychotherapist Herbert A. Simon coined the phrase ‘attention economics’ to describe this battle for attention that this oversaturation of content has caused. Give them all the information available, and come clean when you fall short.
In this example, Kaysie highlights how the Content Design team used insights from session recordings to redesign a step they added to the signup flow, asking users what they'd like to do first in Hotjar. Altogether, the best products are created when teams are open to collaborating to find the best solutions for their users. This kind of process leads to content that helps users move on to the next stage and, ultimately, reach their goals with the product. Through a carefully curated palette of soft pastels, elegant typography, and mesmerising product photography, Glossier’s design choices amplify its empowering messaging and relatable stories.
This is possible because every font, color, and shape each communicate a subconscious message evoking different human emotions and possible connections. A consistent and relatable tone of voice enhances the overall user experience. It makes content more approachable, easy to understand, and enjoyable, encouraging users to interact with the brand. User-centered content creation focuses on putting the target audience’s needs and goals at the forefront of the content development process.
Content creators can optimize content performance data to improve engagement, conversions, or other desired outcomes by analyzing content performance data. On the other hand, iteration allows content creators to stay up-to-date with changing user behaviors, industry trends, and technological advancements, ensuring that the content remains fresh and relevant. HubSpot, a marketing software company, is a good example of this.
Conduct thorough audience research to understand the target users’ characteristics, preferences, and pain points. Use surveys, interviews, analytics data, and other forms of research to gain insights into user behavior. Content designers may partner with research teams to accomplish this.
A good content designer will ask what the user needs at each step, how that need was identified, and how it helps with the end goal. However, UX writers are specifically responsible for the copy of the content, its clarity and conciseness, and its ability to inform users about what their next steps should be. Content designers, on the other hand, hold more responsibility for planning the strategy to deliver the content in a specific context, as well as structuring and managing the content on digital platforms. As you can see, content design is not exactly a straightforward process. It requires efficient collaboration across multiple teams and constant analysis to anticipate user needs. Additionally, your branding must be solid from the get-go to ensure your strategies remain consistent.
Content designers collaborate with multiple teams, including engineers, strategists, product designers, and researchers, to create the best design for delivering content that supports users’ needs. Through collaboration, content design avoids wasted time and resources and helps companies design and implement software that actually does what people need it to do. One of the goals of the user interface is to make it easy for a user to browse. Meanwhile, it is also the goal of a copywriter to help the user understand the information.
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