Simple thoughts about content design

You won't understand content design.

Few say they do.

Even fewer, do.

It appears (though I wasn't there, so consider this aopcryphal) content design was conceived as a way to convince the HiPPOs of a way to overcome a previously impenetrable government on the web.

People weren't using what few services were available online.

A quick win was to make them easier to understand.

The next step, that will forever be ongoing, was to move all the other stuff people needed to this exciting digital playground.

Content design as a term has been very much the blunt weapon. It solved a problem of getting buy-in for a transformation in how crucial services could be presented.

It's still odd to me that a new term, the coming together of content, the information, and design, how it's structured and exposed, was enough to get a hypothesis approved. These were the days before user-centred design, another nebulous term with principles wrapped around it to support traction and respectability, were also de rigeur.

But however we got here, the fact is 'content design' and UCD are more important than ever.

The most peculiar thing is how the private sector only really caught on to content design once it had properly taken root in government circles.

Although one could concede content design is conversion rate optimisation (CRO) in a different uniform.

Whether you're in team blue (content design; I'm amazed with this being public sector someone didn't deliberately coin a more acronysible, yes, I made that up, deal with it, term) or red (CRO), the simple reality is we all need to work harder to make users' lives easier.

To be more deliberate, accessible, and inclusive.

And to work together, as one organisation and not simply a mish-mash of silos, to get the job done.

In my department there's a band of brothers rallying for content design to be more widely understood and embraced. We're an enlightening force, perpetuating a constant charm offensive.

We have the tools, the evidence, and the passion to persuade. And I have no doubt that eventually this community of practice will be as widely understood and considered at the start of any significant business project.

Because communication has never been more important. And content design, as a proven methodology, if not a term, will continue to empower businesses and their customers to spend less time apart.