Putting user needs at the heart of

content design

GDS*Paul *Sarah (ex)GDS

1. Start with user needs

2. Evidence and data

3. Tips for writing good content4. Continuous improvement

GDS*Paul *Sarah (ex)GDS

1. Start with user needs

Defining the user need

“As a _______ I want to ________

so that I can ________”

Defining the user need

“As a self-employed person I want to file my tax return

so that I can avoid nasty fines.”

Who’s the audience?

What’s the action?

Why do they want to do it?

“As a self-employed person I want to file my tax return

so that I can avoid nasty fines.”

GDS useduser needsto prioritise content when creating GOV.UK

GDS*Paul *Sarah (ex)GDS

2. Evidence and data

GDS*Paul *Sarah

Data from your call centre & other channels

Data from existing sites

Data from Google & other online tools

(ex)GDS

GDS**Sarah (ex)GDS

Data tells you the language to use

Holiday entitlementAnnual leave

GDS**Sarah (ex)GDS

GDSLana Gibson

User journeys should be based on:

•evidence of how users actually behave

•not on how you think they behave

•and definitely not on what policy teams or members want to tell them

GDS*Paul *Sarah (ex)GDS

3. Tips for writing good content

The purpose of any page or tool on your site should be to meet a specific user need as

efficiently as possible

F-shape reading pattern

• Front-load sentences with the important stuff

• If it’s not essential, leave it out

• Break it up - use:

- short sentences / paragraphs- sub-headings- lists

Present things in the order that will make sense to the user.

Write content in plain English…

But take into account official language

GDS**Sarah (ex)GDS

GDS*Paul *Sarah (ex)GDS

4. Continuous improvement

GDS*Paul *Sarah (ex)GDS

•User test•Learn• Improve

GDS*Sarah

User research doesn’t have to be complicated or expensive

(ex)GDS

GDS*Sarah (ex)GDS

GDS Service Design Manual

An introduction to user research techniques:

https://www.gov.uk/service-manual/user-centred-design/user-research/index.html

User research tools:https://www.gov.uk/service-manual/user-centred-design/user-research/user-research-tools.html

GDS*Sarah (ex)GDS

LocalGov DigitalCouncil website usability

dashboardhttp://council.usability-test.org.uk

GDS*Sarah (ex)GDS

Carolyne Mitchell – South Lanarkshire Councilhttp://www.slideshare.net/carolynemitchell/building-perfect-websites-user-testing

GDS**Sarah

Start with user needs

Base on evidence & data

Design specific, simple content

Continuously monitor & improve

(ex)GDS