Content design. The somewhat forgotten practice that guides users from A to B. That structures information. That plays a simple yet powerful role in shaping user experience (UX). The unsung hero of design that very rarely receives the recognition it deserves.
But why?
Why does content design continue to remain undervalued, but more importantly, what can we do to help it get the attention, love, and respect it deserves?
Content design in a nutshell
It’s alright if you’re quick to think that content design is just words. I forgive you, as you’re not alone. I mean, calling it content design doesn’t really help the conversation, but perhaps that’s a topic for another conversation. (Keep an eye out for a future blog post)
While words are what we do, we need to think of content design as more than just the words we see. The true value of content design lies in building and structuring information that meets user needs. As the UK Government Digital Service (GDS) defines it:
“Content design is about using data and evidence to give people the information they need, at the time they need it, and in the way they expect.”
To put it simply, content designers are strategists, researchers, and problem-solvers. But most of all, they are designers. Designers who make sure content aligns with user needs and the needs of the business.
Think of content designers as architects of communication, building experiences that are clear, simple and accessible for all.
Why is it undervalued?
We know how important content design is, yet I’m sad to say, it is often sidelined.
Is it because we don’t understand what it involves?
I would say it’s a ‘Yes’ and ‘No’ answer!
Content is the fabric of how we communicate, so it’s natural for folks to say Content Design - 'It’s just words.’
Many assume content design is simply about shoehorning text into predefined interfaces. But that’s wrong. Good content design requires user research, data analysis, and collaboration with designers and developers.
While everyone can write, we often hear “Anyone can do it”.
Yes, everyone can write, and with this comes a belief that content design doesn’t require expertise. But that’s wrong. Good content design isn’t about writing; it’s about building information that solves problems.
Good content design is invisible. And your users will only notice bad content when it’s bad. If your users can’t find the information they’re looking for, then you have a content design problem.
Unlike UX design or development, the success of content design can be hard to measure. We visually judge aesthetics and test code for functionality, but content often lacks direct, quantifiable metrics, which makes it harder to show its value, something we need to work on.
While content designers typically operate in isolation, with limited collaboration with design, development, and product teams. They are often brought into projects late, which reduces their roles to filling in gaps, further diminishing their value. This is why I strongly believe content design belongs to product and design, a concept that is evolving.
Why content design deserves respect
While we respect every other area of the design process, we have to understand that content design isn’t just a nice-to-have. It’s an important part of the design process because:
- Content drives user experience
Content is what users come for. They are looking for answers, instructions, or product information. Content drives value; it drives understanding. Without clear, accessible, and relevant content, even the most beautifully designed UX will fall flat.Content drives business outcomes
- According to a study by Forrester, organisations that focus on user-centric design (including content) see a 400% increase in conversion rates.
- It can reduce customer support; clear, self-explanatory content reduces the need for users to reach out for help, saving companies money.
- It improves retention as users are more likely to return to platforms where content makes navigation and interaction seamless.Content enables accessibility
- Accessibility is everyone’s responsibility, and content designers make digital experiences accessible to everyone. For example:
- Content designers use plain language to help users with cognitive impairments.
- Well-structured content improves screen reader navigation for visually impaired users.
How to get people to take content design seriously
When I was growing a content design team, these are some of the steps I took that helped evolve the practice:
- Step 1. Advocate for the role
It began with me treating content design as a foundational part of the design process, not an afterthought. I changed the narrative and started working closely with UX, product, and development teams breaking down silos that had been created. I didn’t ask for permission, I just did it.Step 2. Educate stakeholders
I used workshops, case studies, and real-world examples to demonstrate its impact and value at the right time. I used the research we had to tell stories and show stakeholders how users interact with content so they could see the users’ struggle or success first-hand, which can be a game-changer.Step 3. Measure and prove value
I took a step back to understand what metrics mattered to the business and developed my strategy to show how content design impacted those metrics. These include task success rates, customer satisfaction scores and conversion rates. Pick the metrics that help sell the value of content design, but be consistent.Step 4. Invest in content design
As the organisation started to recognise the value of content design, I grew the team in the right way, looking at additional staff, tools and training that would help improve the overall value of user experience, not just content design.
Success Stories
GOV.UK
The UK government’s digital service is perhaps one of the best examples of content design done right. They prioritise user needs and simplify the language, transforming government services into something accessible and user-friendly.
Airbnb
Airbnb’s focus on content design has helped them create trust and clarity for users. For example, their detailed yet simple property descriptions and transparent pricing make it easy for users to make decisions.
The future of content design
As digital experiences continue to evolve, content design will become increasingly important. Just look at the advancements in technologies like voice interfaces and AI, which rely heavily on well-structured, user-centred content. For example:
- Voice search
Content should be optimised for natural language queries to perform well on devices like Amazon Alexa or Google Assistant.Chatbots
The content needs to be clear and concise so that the responses are effective for chatbot communication.
Organisations that fail to invest in content design risk falling behind. As Jeffrey Zeldman, a web design pioneer, famously said:
“Content precedes design. Design in the absence of content is not design, it’s decoration.”
Content design is the backbone of successful UX. Too often, it’s treated as an afterthought. But by addressing misconceptions, investing in resources, and advocating for its value, we can elevate content design to the strategic role it deserves.
You’ve got this.
Enjoyed this?
Check out my other articles on design.
- The hero’s journey — The writing principles that guide usersAccessibility. It’s a shared responsibilityHow content designers are shaping AIThe evolution of content roles
I hope you enjoyed this article, and if it helped, feel free to leave a clap or two, or why not drop a comment. You can connect with me on LinkedIn and Medium.
Why no one takes content design seriously (and how to change that) was originally published in UX Planet on Medium, where people are continuing the conversation by highlighting and responding to this story.
