Content and design are inseparable

Jared M. Spool, UIE and Medium

It’s not news that the content is the important part of the design. For years, Karen McGrane has told us that working on the design without considering the content is like giving your best friend a beautifully wrapped empty box for their birthday. They’ll enjoy opening it, but will be sorely disappointed with the entirety results. And recently, Steph Hay reminded us that:

“content is the entire reason people come to the design in the first place.”

The new thinking is that content creation and management cannot be a separate endeavor from design creation and management. That we need to inseparably integrate the two, structurally and organizationally, to create great experiences.

For a few years now, we’ve been working to identify the skills found in great UX designers. Through a lot of research, we’ve narrowed the list to eight key skills: user research, interaction design, information architecture, visual design, copywriting/content strategy, design process management, information design,and editing/curation.

The thinking, until recently, has been that content was just a piece of the puzzle. An important piece, yes. But still just one piece of a large puzzle.

It’s in the ‘purse’

A user is testing an e-commerce site. She’s shopping for a coin purse and she’s found one she loves. Yet how the purse looked wasn’t the problem. Well, sort of.

As the shopper described what she wanted, this purse seemed perfect for almost all of it. It had a design she told us she loved. It was small enough to fit into her bag. It could hold her credit cards. So far, so good.

It looked like she was ready to purchase — the part of the session the design team was most interested in seeing. Yet she had stalled and was staring at the page with a puzzled look. “What’s up?” I ask in my best moderator voice.

Read the full article from Jared Spool at Medium …

Related article/s

Why content comes first (inVision blog)

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