What a content designer does

Content design answers a user need in the best way for the user to consume it.​

It:​

• allows someone to find something quickly and easily​
• is not just about writing web copy​
• can take a range of formats​
• should be based on research​

Content designers are responsible for:

Content across our digital services, corporate website and digital collaboration platforms (SharePoint, Yammer), making sure content is:

• compliant with GDS
• follows accessibility guidelines (WCAG)
• is designed responsively
• easy to understand

Content designers do not:

• Own content
• write content from scratch, unless it’s generic content which can be universally found in design patterns. Instead, content designers will work with raw content or placeholder research/key themes to refine it into something that is fit for purpose
• code prototypes
• create offline content, such as leaflets, factsheets or correspondence, as these types of content follow different guidelines (GCS), which our communications team are responsible for

Expectations of a Content Designer

Expectations of ALL Content Designers

• have a sound understanding of content design best practice, both internally (NHSBSA style guide and checklist) and externally (GDS and NHS design patterns)
• To have an understanding of other design professions, such as interaction design, user experience design and service design
• work to GOV / NHS design standards for digital services
• ensure that content across online channels adheres to accessibility guidelines
• collaborate and share work with other designers across NHS, not just within the NHSBSA, such as the NHS Style Council
• collaborate and work alongside other professions
• contribute to, and write UCD Logs detailing decisions to change a service
• audit content iterations
• be an engaged and active member within the content design community and NHSBSA design community
• take part in content reviews and content critiques
• account management for service areas of our corporate website
• stakeholder engagement across services areas of our corporate website and My Hub

Expectations of Junior Content Designers

• can explain design decisions
• work collaboratively
• work alongside Digital Content Designers on a service
• can work independently after being given direction by more senior designers
• should be able to independently identify user issues and important needs
• deliver content design best practice training

Expectations of Digital Content Designers

• work as part of a service
• can be trusted to make good decisions based on research and evidence and explain the rationale to others
• mediate stakeholders, whether that be subject matter experts when working on digital services or content editors and content owners whilst working on our corporate website
• persuade and influence people who are not like-minded, such as technical compliance, legal teams or non-designers
• can recognise when to ask for further guidance and support
• contribute to the development of services and service transformation, recognising when a service has failure points or room for improvement
• should be able to interpret evidence-based research and incorporate this into their advisories for a service
• work with a reduced need for support
• mentoring, coaching and supporting junior designers

View Content Designer skills matrix

Skills matrix

Skill level	Junior Content Designer	Digital Content Designer
Agile working	Working	Practitioner
Content concepts and prototyping	Awareness	Working
Stakeholder relationship management	Awareness	Working
Strategic thinking	Working	Practitioner
User focus	Awareness	Working
User-centred content design	Awareness	Working

What does each skill level mean?

Content design principles

1. Keep the user in mind

We need to:

• understand who the users are
• whether users will understand the content
• know what the user needs to do or what they need to get at the end of the journey

2. Requirement for new content

A requirement for new content will generally be driven by user research or by business direction.

For new content driven by user research, the source of requirement is either:

• users
• subject matter experts

For new content driven by business direction, the source of requirement is either:

• subject matter experts
• stakeholders
• business analysts

3. Design process

Content designers will work in collaboration with interaction/UX/service designers to write content that is:

• in line with GDS standards
• in line with accessibility guidelines (WCAG)
• designed responsively
• accurate in spelling and grammar

Content designers will work in collaboration with subject matter experts/stakeholders/product owners to write content that is:

• factually, procedurally and technically correct
• meets business requirement

4. Build, analyse and iterate

At this point, content will be built into a prototype, then eventually into development stage.

All elements of design, including the content, will then be tested with users. This will usually loop the whole process around in iteration with further new content requirements, being driven from user research.

Alternatively, if the product goes live, all elements of design, including the content, will go into continuous improvements. Depending on business direction, this could loop further iterations.

Sources

• Content design guidance
• Our content design style guide
• Our content design A to Z
• Our content design checklist for editors

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