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Newcastle content meetup: user research and content design



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Newcastle content meetup: user research and content design

  1. 1. David McCrae - User researcher Graeme Claridge - Content designer Government Digital Service User research & content design
  2. 2. GDS
  3. 3. GDS How will you know how to speak to customers if you don’t speak to customers?
  4. 4. GDS
  5. 5. GDS Look for behaviour. What do people do and what do they not do?
  6. 6. GDS Pain points are caused by unmet needs. What are they?
  7. 7. GDS
  8. 8. GDS Copy your highlights onto sticky notes.
  9. 9. GDS
  10. 10. GDS Affinity mapping is a simple way to visualise and see patterns in observations
  11. 11. GDS Step 1: Put all of the sticky notes on a wall in no particular order Step 2: Group together the sticky notes your think are related Step 3: Write themes for your post it note groups
  12. 12. GDS The bigger a group is the more frequently it happens The more it stops a user completing their goal the higher the priority
  13. 13. GDS Title your themes to think about the problem “How might we…”
  14. 14. GDS
  15. 15. GDS Designing content to match the user needs
  16. 16. GDS Does the content match the user need?
  17. 17. GDS
  18. 18. Thanks! David McCrae Graeme Claridge


  • Good user needs are based on what people actually need not what we think they need.
    The best way to find out what people need is to talk to them
  • User research helps us to build a shared understanding.
    We learn about the language that people use so that we can speak to them in their language
    We learn about their stories so we can build a shared empathy.
  • Talking to people in context is one of the best ways to speak to people.
  • You have a transcript in front of you and you have 5 minutes. You’ll want to highlight the key insights as you read through it
  • Introduce this concept
  • Introduce exercise
  • Use a red highlighter to highlight content that you don’t think matches the user needs from your interviews
    Use a green highlight to highlight content that does match the user need
    Allows us to immediately understand the impact of what they're writing. Is it clear? Is it based on user needs?
  • This is your end slide
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