Keynote on day 3 of UX Cambridge 2015. Content, dev and design need to work together to create exceptional services.

1. Sarah Richards
sarahjrichards.com
@escmum

2. Who’s who?
@escmum

3. Who takes care of
how a page looks?
@escmum

4. Who takes care of
how a page behaves?
@escmum

5. Who takes care of
how a page is found?
@escmum

6. Who takes care of
navigation?
@escmum

7. Who makes sure the
site goes on time?
@escmum

8. Looks:
Behaves:
Found:
Navigation:
Delivery:
@escmum
Designer
Dev/design
SEO bod
IA
DM

9. What is a
content strategy?

10. “The main goal of content strategy
is to use words and data to create
unambiguous content that supports
meaningful, interactive experiences.
We have to be experts in all aspects
of communication in order to do this
effectively.”
Rachel Lovinger
http://boxesandarrows.com/content-strategy-the-philosophy-of-data/

12. Most important
thing: users

13. Game time
@escmum

14. Type your point in
here
@escmum

15. @escmum

16. @escmum

17. @escmum

18. Example:
Afghanistan

19. “What’s the
government’s policy
on Afghanistan?”
@escmum

20. Foreign Office

21. British Embassy
in Kabul

22. Ministry of
Defence

23. Department for
International
Development

24. Number 10

25. Stabilisation Unit

26. Home Office

27. Cabinet Office

28. Deputy PM

29. “I don’t know what the
government’s policy
is on Afghanistan”
@escmum

31. Users
couldn't care less
which part of
government
does what

34. @escmumSarah Richards

35. Sarah Richards @escmum

37. All in one place.
Brilliant.
@escmum

38. Example:
Universal
Credit

39. @escmum

40. @escmum

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43. @escmum

44. Sarah Richards @escmum
Helps over 2m people a
year
3,300+ locations
2m more on the phone
16m visits online
22,200+ volunteers
@escmum

45. Sarah Richards @escmum
GDS audience:
everyone in the UK
Task:
sort out a problem/get
information
@escmum

46. Sarah Richards @escmum
Citizens Advice audience:
everyone in the UK
Task:
sort out a problem/get
information
@escmum

47. WRONG
Sarah Richards @escmum@escmum

48. Advice
is
hard
Sarah Richards @escmum@escmum

49. People don’t know
what the problem is
Sarah Richards @escmum@escmum

50. Sarah Richards @escmum@escmum

51. @escmum

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54. Users: please don’t
read anything.
Instead, please
understand.
@escmum

58. “Is this from
government....?
But I understand it....”
@escmum

59. 4 points for
working with
content
people

60. 1. Content people are
… human*
(*I promise)
@escmum

61. 2. They do
stark raving bonkers*
things for good
reasons
(*that’s subjective)
@escmum

62. 3. Get them in early
@escmum

63. 4. Content isn’t a
boxed thing
@escmum

64. Looks:
Behaves:
Found:
Navigation:
Delivery:
@escmum
Designer
Dev/design
SEO bod
IA
DM

65. Working together
can stop people
having to use
food banks

66. Sarah Richards
sarahjrichards.com
@escmum

67. Rachel Lovinger:
boxesandarrows.com/content-
strategy-the-philosophy-of-data
GDS style guide:
gov.uk/guidance/style-guide
GDS design principles:
gov.uk/design-principles
Brain traffic blog:
blog.braintraffic.com
Sarah Richards @escmum