IXD303 – Week Five: Content Design

Today’s class was all about content design, and how to properly use and map out content within a site or app.

Everything is Content

  • Typography shapes words
  • Loren Ipsum serves no one
  • gov.uk VS gov.ie
  • Creating an easy user journey
  • Users can easily find what they are looking for

Government Digital Service

  • start with needs of the user
  • do less – reusable, staightforward
  • design with data
  • do the hard work to make it simple
  • iterate. then iterate again
  • build for inclusion and accessability
  • understand context
  • build for inclusion
  • be consistent, not uniform
  • make things open: it makes things better

Laws of UX

  • people judge an experience based on how they feel at its peak and its end, rather than total sum of the entire experience
  • pay attention to intense points and final moments
  • moments when your product is more helpful, valuable or entertaining
  • people recall negative experiences more vividly

Journey Mapping

A journey map is a visualisation of the process that a person geos through in order to accomplish a goal.

Customer Journey Map

  1. life events
  2. realisation
  3. seeking help
  4. making contact
  5. receiving help
  6. post help

Task: Touchpoints

We were tasked with listing as many touchpoints that we could think of for our digital product.

  • app store
  • advertisement
  • social media
  • word of mouth
  • google search
  • notifications/reminders
  • emails
  • contact/help service
  • ratings and reviews
  • surveys
  • creator (me)
  • help centres for ibs/health

Journey Maps

  • start with an an idea to a solution
  • write a simple 1-2 word headline of core moments
  • name of any other key moments
  • place in order of how your user would experience them


  • before purchase – social media, word of mouth, ratings, advertising
  • during – website, promotions, staff, phone, point of sale
  • after – billing, emails, service, help centres, thank you cards


  • people read about 25% slower on screen
  • attention span is limited, users read at most 25% of words during an average visit
  • users scan rather than read in depth

What do users seek?

  • trust – in the source of content
  • brevity – swift delivery of information
  • retrieval – key facts, delivered quickly

Brand Dictionaries


  • establishes the tone
  • sets personality


  • reinforces the tone
  • satisfies the function

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