6 more lessons on content design we learn from the movies
If you read 7 lessons on content design we learn from the movies, you’ll know I managed to pluck content wisdom from some great films. Well, I’m about to do it all over again, so ‘hold onto your butts’. 🦖
‘Put some Windex on it.’ – My Big Fat Greek Wedding (2002)
For those who haven’t watched this film – which I hope you’ll make right once you’ve finished reading this blog – the Greek father swears that a spritz of Windex can cure anything. I always think of this quote when team members think adding more content to a design will fix bigger issues.
When a user is struggling with the interaction of a page your team has designed, it’s common for non-content team members to instantly think the ultimate quick fix is to add guidance to the page. Which, as we know, doesn’t solve much and the next call to action is to add even more copy.
STOP!
Pose this question to the team: could it be a deeper design problem that we need to revisit?
Try looking at the entire user journey once more as a team (maybe even print all the screens) and look at the flow from start to finish. Just as you would in a content crit, create a safe space to ask questions. Could it be that the section where the user is struggling with doesn’t need more content, but in fact the content just needs to be moved somewhere else in the journey?
‘Mama always said life was like a box of chocolates. You never know what you're gonna get.’ – Forrest Gump (1994)
There will always be levels of uncertainty that cannot be avoided in a digital project. Whether it’s the scope of the project changing abruptly, the way your users interact with your content which you didn’t expect, or how stakeholders on the business side of the organisation react to the transformation project.
For all these uncertainties, you can embrace these by being:
open about the work you’re doing and what you’re trying to achieve so there’s complete transparency
flexible and ready to adapt if scopes change
truthful about the extent of your knowledge and if you need help.
If there’s an agreement on the problem you’re trying to solve, the approach you’re going to use and a plan of action, you’ll be prepared for anything that comes your way.
‘Ogres are like onions.’ - Shrek (2001)
When you’re learning about your users, you’re figuring out who they are, what they’re trying to do, how they got here and if anything got in their way. There is so much more you need to consider when you’re trying to understand your users:
What’s their digital literacy age?
Any accessibility needs?
Are there personal experiences to consider?
There are so many layers to our users and this is why content is never finished. We all have different needs and we have a responsibility to make sure we remove any complexities from our content to allow them to complete their task.
I’ll admit, initially I just desperately wanted to put this in the list – but it’s totally true.
‘Help me, help you.’ – Jerry Maguire (1996)
When fixing content, you might know what’s important for the user, but you will also need to understand what’s important for the organisation – this is where your work with subject matter experts comes in.
Pair writing can be challenging. Sometimes you have power struggles when it comes to ownership of the content and a classic ‘my perspective vs yours’. Ease yourself into it by:
starting with a small piece of content to work on together
switching roles throughout
taking time at the end to talk about how it went.
Although it’s daunting at first and might make you feel vulnerable, it actually makes your job much easier. You work out the content in real time and you’re inviting people into the world of content so they see the value in it.
P.S. don’t be afraid to show your writing and the process that comes with it because you think it will open yourself to judgement – that’s just your ego talking.
‘The beauty of this is its simplicity’ – The Big Lebowski (1998)
When we make our content clear and simple through plain language, we’re inviting the widest audience possible to engage with us.
Especially in government projects, people have to interact with the service, it’s not about being persuasive and clever with your copy for the sake of it.
Using simple plain language allows your content to be:
understood by everyone – from expert to lower literacy readers and even international users
easily searchable
succinct – users tend to read quite quickly especially when it comes to online copy so they could miss key information if the content isn’t formatted correctly and efficiently.
It’s really difficult to write in a clear way. But by taking the time to think through the complexity and present it simply, you’re helping you users take the information in quickly and complete their task successfully.
‘You must always have faith in yourself’ – Legally Blonde (2001)
It might be tricky staying confident when you find yourself continuously having to advocate for your discipline and push your way through to get a seat at the design table, but keep at it.
You are a valuable stakeholder and the team will understand what you’re bringing to the project through your hard work. You’re there for a reason so have faith.
It’s important to have a network where you have a safe space to chat with your fellow content peeps, share tips and solve problems together – just like our Crocstar content community (well whaddya know).
Tweet us for an invite to the trial.
