Content in the product design process — articulating our role
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.
I also often asked what the content design process looks like. In all honesty it’s not much different from the design process, we just might focus more on the content than the visuals. But the two have to work hand in hand, and that’s why co-design is so important.
In visualising the process, it also helps to see how content strategy, content design and UX writing may become muddled. They all overlap, and have dependencies. Strategy happens upfront in the define and ideation stages, yet depends on effective research. 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.
In reality, whatever our job title, we all have a role in every part of the process, and value to add. And I hope next time you’re asked to explain what content designers do, this diagram — based on a user centred design process — will help.
The yellow row is an articulation of what happens in each step and the green row shows examples of methodology, techniques or tools that may be used.
I think this model translates to almost any kind of work we might be doing. We might not always have design ‘discovery’ work to do, but we’ll always have a problem to identify and understand. We also might not always be protyping, but we’ll always have a solution to design.
I’d love to know whether this feels helpful (or indeed accurate) for your organisation and ways of working, and feel free to use this for educating team members. I’ve always found it useful when moving into new roles to explain to product designers how to get the best value from their content designers. Perhaps this goes some way into helping those conversations.
Why you need a content team and how to build one is out now on Amazon. Rachel also curates and hosts the Lead with Tempo conference, tickets are on sale now.
