Content design

Defining user needs

Understanding user needs and user intent is crucial for ensuring your website's content performs effectively. What you want users to do and what they want to do aren't always aligned – so having a good grasp of user needs is essential for meeting your business goals.

I've conducted a wide range of user research, from interviews and card sorting exercises, to desk-based personas.

Dealing with vulnerable customers and tricky topics like financial difficulty makes empathy with users even more important. Making this an integral part of my content design process has ensured good outcomes for users, as well as appeasing regulators.

Testing and iteration

Users are funny beasts. They can find new and interesting ways to break journeys, and sometimes wilfully ignore even the most carefully crafted content.

Regular testing and iteration helps to ensure your content is performing well. I have experience of doing this with real users, as well as interpreting analytics from tools such as Google Analytics, Microsoft Clarity, PostHog, and Hotjar.

This also demonstrates how content is an integral part of design. Changing words can only do so much. It's important that agile teams include journey design and UX resources to ensure user journeys can be as effective as possible.

Style and tone of voice

Consistency helps to build trust in your brand, and makes it easier for users to complete their tasks.

At Three, I lead a project to create a pattern library for CTAs and other interactive digital elements, as well as update the style guides to include a much wider set of common content.

I've developed style guides from scratch for small businesses, helping business owners to understand the value that these can bring.

I'm comfortable writing across a wide range of voices to suit different businesses and their audiences.