What Is Content Design and Why It Matters for UX

It's not enough to simply put text on a website and let users guess where they can get the information they need. You would have to guide their actions, which comes in the area of content design.

But what exactly is content design? We've gone from simple terms to new definitions popping out as technology progresses. We have content marketing, content strategy, SEO-optimized content, and, now, - content design.

Simply put, content design is a specialized discipline of creating and designing copy geared towards the users.

Read on to find out more about content design.

What Is UX Content Design?

Content design focuses on using the right words and placing texts accordingly in a visual space. Alternatively, it can also mean a content-first approach to UX design or content-focused design.

This specific discipline came from the need to combine content strategy, communications, and graphic design. 

With the content design, you map out intuitive directions for the user when navigating throughout the content and using smart word choices. While you might be thinking, isn't that the job of a UX specialist or a copywriter? Content design is both of these.

You devise a strategy to present information by combining how a copywriter will communicate and how a UX designer will display information.

The copywriter will have to pick the right words for a website, video, or instructional content. Meanwhile, the UX designer arranges these words on the page or graphics. It's the content designer's job to organize these ideas to benefit the target user.

A content designer coordinates both copy and design disciplines to provide a seamless experience for the user when browsing content on a page. 

One of the typical instances where you would implement content design is with a microcopy or a CTA button. The words you choose and how you structure them have to serve the user.

Government websites are the ones that use content design extensively. Through content design, they simplify complex regulations and procedures into a copy that citizens can understand easily. Being a content designer is even a defined job position in the U.K. and Australia.

While you may not be managing a government website, the same approach is also applicable for other sectors. It is a vital component of both user experience and content creation.

Why Is Content Design Important?

51% of companies find that getting quality leads is their top challenge in content marketing. In the same study by Semrush, 41% cite optimizing the customer journey as one of the most efficient tactics they implemented.

Now, this is where content design comes in when it comes to optimizing the customer journey.

Content design is important as it drives how users interact with the content on your website. It gets them from point A to point B with ease. 

Think of it as simplifying complex information and making it easier for the general public to read and understand. Content designers do this by incorporating both words, layout, and front-end development to some extent.

Previously, we would only consider user experience and treat the blocks of texts as mere objects. However, the content on a page is different from graphics. Users don't merely stare towards a compilation of letters and links.

People read the content on a page, video, or animation.

They expect the copy to give them the information they need. And do so in a comfortable manner. 

Here are a few examples:

Example 1: Sarah is busy with her newborn while browsing a website. She needs to get to the information she needs, even with half the attention to a screen.

Example 2: Pete has a problem with his eyesight, and he watches a video on his mobile phone. The combination of text, graphics, and moving elements may be too much for him while watching the video.

These are just a few challenges that a content designer has to solve for the user. Consequently, it's the reason why established companies such as Facebook and Shopify have gone on to implement a content design approach. They understand that this is one way to win more users.

So how do you create a content design that's good enough for the users? Let's dig further.

What Makes a Good Content Design?

Assisting the user in how they navigate on a website or an app comes with several considerations. Here are some of what you need to keep in mind for an effective content design:

1. Accessible

Users are tech-savvy nowadays. They're accustomed to getting information in just a few clicks. Thus, the information you put has to be accessible right on the page they're viewing.

One of the goals of the user interface is to make it easy for a user to browse. Meanwhile, it is also the goal of a copywriter to help the user understand the information. Both of which are vital factors a content designer will take into account. The U.S. official government website, for instance, stresses the importance of navigation, scannable content, and several other factors to design content that's accessible for all.

2. Easy to find

A well-thought-out content design distributes information that is easy for any user to find. This goes beyond visible buttons and large headlines.

Arranging the information involves where you place the buttons, what headlines you use, to even the colors of the buttons and fonts. Search boxes can include words like "looking for something?" or anything similar. Another example is default choices in dropdown boxes. All these and more make it easy for a user to find the information they need.

3. Clear and concise

Readability is important for content by using plain language as much as possible. Choose words that your target audience is using, and they can understand. 

Also, make it clear what a link or button intends to do. Call to action buttons, for instance, have labels that ask the user to subscribe or call. Have simple words that users will understand when they see a link, button, or other graphic elements.

4. Connected

A web of information on a page is overwhelming if it doesn't have a logical structure. If you're dealing with a plethora of content, it's best to connect related ideas and topics so users can freely scan across.

Ideally, the anchor links on a page or the words on an instructional video have to connect logically to the topic you're presenting. Make it easy for the user to go back and forth across the series of information they're viewing.

5. Relevant to a goal

People have a goal when they go to a website, watch a video, or view an illustration. Associate the content design to their goal. Ask yourself why the users are on your page in the first place. Does the user want to sign-up a form, read instructions, or pay for something? 

When designing how to present the copy, you have to assist them in their goal. The user has to achieve their goal as soon as they view your website, watch your video, or read your instructional material.

6. With a human aspect

Infusing a human aspect is crucial for content design. In the age of automation, it's best to understand that humans are rarely rational. We don't always follow logical behavior and, at times, use our emotions.

Show that your content is empathetic to the needs or challenges of your users. This applies to the copy on a website, video, infographics, and many others. Be creative in presenting the information. Design it in such a way that's also entertaining or engaging for the users to consume.

7. Built for the user

A user-centric content design focuses on the needs of your users when they head on to a website, watch a video, or read instructional material. The international standard 13407 outlines a few methods for user-centered design or UCD.

You have to specify the product end-user, what they need it for, and the ideal conditions they require. You can do this by focusing on the user journey of your target demographics. When crafting the copy and placing them visually, decide how users prefer to scan and consume content.

How Do I Create Content Design?

If you want to formulate a content design for your organization, there are a few actions you have to step into:

Understand the user's needs

The first thing you have to do is research what the user wants to get from your portal. Content design involves extensive research on user demographics and how to best provide information for them.

Map the user journey

You will then need to map out a user journey based on the data analytics you have. Include every step that a user has to go through when accessing information.

Know what to prioritize

Focus on one message that you want to relay to the users. For example, a website only allows for one H1 or headline, and social media graphics have a limited space to add words. Thus, you have to define which message you want to impart or highlight in the content.

Determine the language and tone

Identify the language that best appeals to your users. Even though this is mainly a copywriting procedure, the content design also means balancing the number of words and spacing to fit the text.

Coordinate with your team

Content design involves UX, copy, development, and management disciplines as well. Thus, it's vital to have a coordinated effort by consulting each area. A content designer works more in the background, while a UX designer and a copywriter will be the ones to turn your plans into a visible output.

Find a designer

Ideally, having a content designer would be beneficial for your project with their specialized skill. A content designer will focus solely on implementing a well-designed information architecture instead of a chaotic combination of UX and copy. Otherwise, you can have the copy work hand-in-hand with the UX for your content design.

Summing Up

Put up content by combining an effective UX and copy for your intended users. It's best to arm your website, graphics, or videos with a straightforward and easy-to-use content design that users can navigate easily.

To access an expert on graphic design, content writing, and front-end development, you will need to trust a one-stop-shop firm like Delesign. The complete service from Delesign allows you to complete your projects from start to end. With a powerhouse skill set composed of talented designers, developers, and copywriters, Delesign will transform your projects into a user-centric, content-driven design.