Content Design

Development | Strategy | UX

Kindred’s 1st Content Design Team

Many online-based companies must pay more attention to quality content in their design process. However, good, accessible content can make or break a design's success. To address this issue, I collaborated with the Head of UX Delivery to develop a strategy that leverages our existing reputation in the delivery swimlane to create a fresh and accessible user experience (UX) writing approach for an innovative design. This approach aims to enhance the user experience by providing engaging and compelling content that resonates with the target audience.

Date

Nov 2019 - Sep 2021

Role

Research / Strategy / Capacity planning / Documentation

Team

Head of UX Delivery - Agnes

Deliverables

Optimise UX Delivery by transitioning to a Content Design Team that creates high-quality, user-focused content aligned with UX strategy and design principles.

Inefficient content creation, leading to delays and missed deadlines.

Poor user experience, making it difficult for the audience to navigate and understand the content.

Inconsistent brand messaging, which can confuse the audience and dilute the brand identity.

Limited creativity and innovation, resulting in repetitive and uninteresting content and missed opportunities for revenue and leads.

{ Gap identified }

{ Approach }

{ Challanges }

Transformation

Acceptance

I built a compelling case for the transition by moving the UX Writer into our team and rewriting the job spec. We gained their acceptance of the transition by providing clear evidence of the new approach's benefits.

Commitment

I convinced the UX team of the value of content design and gained their support for creating a Content Design Team through relationship-building with stakeholders. This resulted in us hiring new team members, which allowed us to improve user experience and deliver high-quality content.

Education

I created a workshop on content design. I defined my audience, set objectives, developed engaging content, planned a well-organised structure, prepared materials, promoted the workshop, delivered it on time, and followed up with feedback.

UCD Process

I played a pivotal role in establishing the USD Process, which made content design a core part of our design philosophy from the beginning. With the user at the centre of everything we do, we deliver high-quality user experiences that meet users' needs and preferences.

{ Principles }

Amplifying the visibility of vital information, ensuring that users have immediate access to the insights and details they require, enhancing overall trust.

A commitment to ensuring every facet of the process is open, transparent, and comprehensible, eliminating potential areas of confusion for the user.

Stripping away complexity to deliver an experience that's intuitive and effortless, allowing users to focus solely on their gaming/betting journey.

{ Development }

Nurturing team growth and development for a thriving content design team

As a Lead Content Designer, I prioritized the growth and development of my team by providing financial support and leadership guidance. Two individuals pursued a professional diploma in UX Design, and one even transitioned to the content design team, bringing valuable insights and expertise. This approach helped build a thriving team that delivered high-quality work and was well-equipped to tackle complex challenges.

Niklas, Head of Product

“Our new user experience writing approach has increased customer satisfaction by over 20%, significantly impacting our product's success. I am grateful for the team's hard work creating an exceptional user experience.t"

{ Value }

{ Reflection }

Importance of Content Design: The project highlighted the crucial role that content design plays in optimising user experience and ensuring that messaging is informative, engaging, clear, and concise. It demonstrated the need for a dedicated Content Design Team to streamline processes, improve content quality and align with overall UX strategy and design principles.
Collaboration and Communication: The project emphasised the importance of collaboration and communication between different teams and stakeholders. Building relationships and gaining support from the UX team was critical in convincing them of the value of content design and gaining their acceptance of the transition.
User-Centric Approach: The project reinforced the importance of a user-centric approach in design thinking. With the user at the centre of everything, the team delivered high-quality user experiences that met users' needs and preferences. This approach was integrated into the USD process to ensure that content design was a core part of the design philosophy.
Continuous Learning and Improvement: The project highlighted the need for continuous learning and improvement. The team created a content design workshop and prioritised the content design team's growth and development. By nurturing team growth and development, the team was able to deliver fresh and accessible user experiences that resonated with the target audience.