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Content toolkit

Work with content designers

If your service has words, images or videos, you should have a content designer on your team.

When to get a content designer

Writing clear, useful content starts with understanding what users are trying to do. In discovery, a content designer works closely with a user researcher and an interaction designer.

In alpha, beta and live, a content designer creates content that:

  • meets user needs
  • is simple and easy to understand
  • follows GOV.UK style

If your team does not have a content designer, ask the content community for advice.

Case study

The NHS had to name a new service that focused on interoperability. Working with content designers, they changed how they thought about the service and agreed a new user-friendly name.

Find out moreabout how the nhs named a new service

Pair write with experts

Content often needs input from experts, for example in policy or security.

Many content designers work with experts to write content. They share a document and set up a call or meeting to work on content together. This is known as pair writing.

Tips for pair writing include:

  • work with no more than 2 experts
  • use software that allows you to write and edit together
  • put the user needs at the top of the document
  • only write what users need to know

Pair writing is faster than tracking changes by email and makes version control easier. It also helps experts understand the importance of user-centred content.

Use the content community

If you need to create content but your team does not yet have a content designer, ask the content community for advice.

You can also share content that you are working on with the content community.

Updated April 2023

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