Content design is essentially figuring out what your users actually need. It boils down to an assessment of want vs need. The term was founded by Sarah Richards, and defined by her it is “about using data and evidence to give the audience what they need, at the time they need it, and in a way they expect.” It is a user centric approach, which often entails figuring out the problem before you begin to create a solution.
The ultimate goal of content design is simplicity and inclusivity. The design should distill complex processes into simple, intuitive steps, and cater to all users, irrespective of their abilities or limitations.
<aside> ⭐ REFLECTION: I have always felt that this is the most integral application of user-experience design. Throughout my studies so far, I have always named this method of thinking as ‘human-centred design’, which in my opinion is highly similar to content design, with slightly different applications and prioritisations when it comes to the conceptualisation of it’s product and the academic conversation surrounding it, as content design from my understanding is applied to digital product exclusively. The creation of product, both digital and physical, necessitates the need for designers applying concepts and ideation techniques that are user-centred, therefore making the product useable and successful in solving a problem or enabling access to content. It’s easy as designers, during a design sprint, to solve a problem through the lens of their own experience and the way they process information. When applying concepts such as Richard’s ‘content design’, it’s important to consider all of the users that will be viewing the content in order to use such methodologies effectively.
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There are vast amounts of content that users come into contact with on a daily basis. When designing with content, it’s important to consider fully what content you are dealing with and the way in which users will respond to it.
Push content is when information is pushed onto the user, usually through the form of advertisement and paid promotion which forces it into the view of the user. Pull content differs as it is usually strategy based and focuses more on creating engagement between the user and the content. Creating desirability to engage and invest in content will mean that the user will be more likely to respond in a positive way. This often uses more contextual or perhaps relatable elements in the content.
This is highly important for a number of reasons and really is the goal when it comes to all aspects of user-centric design approaches. Creating a design that is easy to use will make the experience a positive one. To achieve this it’s important to know your target user’s well, as an accessible and useable product looks different to certain demographics.
Building trust with the user is crucial, especially when it comes to designing in today’s digital age. There is thousands of ways this can be achieved in design. One that we discussed in the lecture was making sure that people can do what they want in their own way. This falls under the ‘User Autonomy’ umbrella (a term I think is great).
<aside> ⭐ REFLECTION: The discussion around user autonomy really sparked my interest and is something I’m becoming a lot more mindful of. In a design world where we are so focussed on seamless user flows, these sometimes become too seamless and perhaps guide the user in a way that feels limiting and narrow. There has to be acute balance between usability and freedom of interaction in design. If a design is more apt to allowing the user to complete a task in their own way and in accordance with their own preference of use, this builds trust with the user and makes the experience better as a whole.
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THE PEAK-END RULE
A crucial part of content design is mapping the user journey. This involves identifying all touch-points with the product and optimising them to enhance the user experience. The peak-end rule, suggesting that people judge an experience based on how they felt at its peak and at its end, is crucial in this process.
Content should be accessible to all users, with clear calls to action guiding the user towards the desired outcome. Real content and stories provide valuable insights for design, helping to understand the user's needs and preferences in a real-world context.