In this episode, we talk about content design, its origins at GDS and how it’s helped government to better meet user needs.

The transcript for the episode follows:

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Laura Stevens:

Hello and welcome to the Government Digital Service Podcast. My name is Laura Stevens and I'm a Creative Content Producer here at GDS. And for this month's episode, we're talking about Content Design. We're going to find out what it is, how it helps government and where you can learn more. And to tell me the answer to these questions are Amanda Diamond and Ben Hazell. So welcome both to the GDS Podcast. Please could you introduce yourselves and your job roles here at GDS. Amanda first. 

Amanda Diamond:

Yeah, hi, Laura. I'm Amanda Diamond and I'm Head of GDS Content Design and Head of the Cross-government Content Community. I joined GDS in 2016, so August 2016, in fact. So it is 4 years exactly that I've been at GDS. Last year I went on loan to Acas as their Head of Content to help with their digital transformation. And prior to that I have worked in journalism. So I started out as a journalist. Prior to GDS, I worked at Which?, the consumer association, as their Deputy Editor for Which? magazine, Deputy Editor for their travel magazin, and I helped launch and run their consumer rights website as their Consumer Rights Editor.  

Ben Hazell:

Hello, I'm Ben Hazell. I'm a Content Product Lead here at GDS on the GOV.UK programme. I currently work on a team dealing with Coronavirus Public Information Campaign. In the recent past, 5 months ago, I was working on the EU Exit Public Information Campaign. And prior to that, I've been working on the means of publishing and production for content on GOV.UK, looking at workflows and providing the tools and data that help people manage the content on GOV.UK. Prior to that, like Amanda, I was actually in journalism. I worked on a big newspaper website for about 9 years.

Laura Stevens: 

So thank you both for introducing yourselves. And I want to start with the first of my questions which is, what is content design?  

Amanda Diamond: 

I don't mind starting, and that is a great question, Laura, and one that I love to answer. So basically and I'll tell you for why, people often confuse content design with different things, mainly comms. They also think that content design is just about the words. And of course, words are really important and content design is you know concerned with words. But it's not the only thing when you're talking about content design. 

So content design could be a map, it could be text on a button or a sign. It also includes things like charts or graphs. Content design is about packaging up the right information in a way that makes it easy for people to understand at the point that they most need it. 

So for me, I often tell people that content design is at its core: problem solving. And what do I mean about that? Well, I mean that it's about asking the right questions to get to the best solution for your audience. So the best solution for your users. So asking questions like, well, what do our users need to know? What do they need to do? And what evidence? - it's all about the evidence - what evidence do we have to support what we think our users need to know or need to do? Because there’s a big difference between what we think our users need, and what they actually need. And that can often confuse things. And we also ask things like, how can we make the overall experience better for our users? So before Content Designers even put like a single word to a page, what they need to do is like dedicate a lot of time, a lot of effort to understanding the problem in the first place so that we can give people what they need. 

Ben Hazell: 

Yeah, and I definitely, I agree with all of that. There's no doubt that there's a fair chunk of writing in what we do. But it's also about use of evidence, about research and about iteration, about constant improvement. And I think a lot of it comes back to being humble about understanding that it's not about what we want to say, it's about finding out what people actually need from us.

We're trying to make things simple. In my teams, we often talk about making information easy to find and making sure information is easy to understand. And making things simple - that's not dumbing down. That's actually opening up and being able to process complexity and distill it down to what other people actually need to know and can act upon. That is both important and rewarding. And it's often the kind of fun puzzle and it can be as much about what you're getting rid of and pruning down to find the shape. So perhaps I could compare it to sculpting. You know, the thing exists in the centre of the marble and you just keep chipping away to get to the beautiful thing that people need.

Laura Stevens: 

I did enjoy the sculpture one as well because Amanda you're coming to us from an artist's studio as well. So clearly there's something in this recording.

Amanda Diamond: 

And interestingly, my other half, he -it's not my studio, my artist studio, I’ll hasten to add, if only! It’s my partner’s and he is a sculptor by trade. So yeah, full circle. 

Laura Stevens:

1. So now we know what is. Let's go back in time a bit. So GDS is actually the home of content design in the government too as the term and the discipline originated here under GDS’s first Head of Content Design, Sarah Richards. And why do you think it came out of the early days of GDS?

Amanda Diamond: 

So really good question. And I think it is really useful for us to pause and reflect and look back sometimes upon this, because it's not, you know, content design, as you said, it came from, as a discipline it came from GDS.

So really, it only started to emerge around 2010, so 2010, 2014. So in the grand scheme of things, as a discipline, it is very young. And so it's still evolving and it's still growing. And so back in the early 2000s, before we had GOV.UK, we had DirectGov. And alongside that, we had like hundreds of other government websites. So it was, it was a mess really because users had to really understand and know what government department governed the thing that they were looking for. 

So what GOV.UK did was we brought websites together into a single domain that we now know of as GOV.UK. And that was a massive undertaking. And the reason for doing that was was simple. It was, it was to make things easier for users to access and understand, make things clearer and crucially to remove the burden on people to have to navigate and understand all of the structures of government. 

So back in the early days, GOV.UK, GDS picked I think it was around, I think it was the top 25 services in what was known as the Exemplar Programme. I think things like that included things that Register to Vote, Lasting Power of Attorney, Carer's Allowance. And so I think through that process, we, we, we discovered that it actually wasn't really about website redesign, it was more about service design. 

And that's where content design and service design, interaction design and user research kind of came together under this banner of user centred design because you can't have good services without content design essentially. All services contain words or images or artefacts, content artefacts, workflows, journeys, and so you need a content designer to help build these. So I think that's kind of where it, where it sort of emerged from. 

But really, fundamentally, with a relentless focus on putting the user at the heart, heart of everything, rather than always relying on what government wants to tell people and what government wants to, to push out to folks. It was a sort of like a reversal of that and a relentless focus on what folks needed of government and what folks needed to, to understand and learn to do the things they need to do as a citizen.  

Ben Hazell: 

I felt what I could add to that is perhaps my journey into content design and how I came to understand what GDS was doing, because in the late 2000s, kind of 2008, 2009, a lot of my work in newspapers was around search optimisation. And that was quite a big change for that industry, because instead of everything being based upon some kind of monthly reports of sales figures and editors who had a kind of supernatural knowledge of their reader base, suddenly you actually were presented with almost real time data about what people were looking for and interested in. 

And sure, there were all the criticisms about tons of stories about Britney Spears all of a sudden, but what it actually came back to was you could see what people wanted to find out from us and we could start to model our online content around what people's expectations were. And it opened up a really interesting era of kind of experimenting with formats, experimenting with the ways in which news content was produced. 

And from there, I started to kind of get quite interested in what I could see GDS was doing and they were winning awards at that time for user centred design because it was taking that evidence base about what people actually need for a variety of digital mechanisms and applying it to create not just pieces of content, but structures of content that better serve people. And of course, it was wonderful to move from the media over to somewhere like GOV.UK, which is not beholden to advertising.

So it was that combination of the availability of digital data and being able to more effectively get to what government wanted to happen, because this