Content design is a way of thinking that helps us provide our customers with the right information, at the right time while meeting business goals.
To do this, content designers start by looking at existing data and evidence. This could be analytical data, user research or customer support data. We also talk to subject matter experts, product managers and other project stakeholders.
Once we have a good understanding of the user needs and business goals, we determine what sort of content will best meet those needs. This could be words, but it could also be diagrams, charts or videos – whatever format most effectively communicates the information.
At Vista, our content design processes flex to accommodate how different teams work. To make sure content design is aligned across the business, we follow some basic principles.
Content design principles
Provide helpful information along the way
Helpful content goes one step further and offers useful information people may not know they need. For example, when we ask someone to create a password, we tell them if it requires upper-and lower-case letters, numbers and special characters before they enter it.
Give everyone a fair path to success
Ability is a broad spectrum, and we should cater to people using assistive navigation first. That way, we can design content that benefits everyone.
Favor clear over clever
Marketing copywriting often prioritizes clever, punchy copy to grab people’s attention. Content design prioritizes clarity. If something isn’t clear, it can’t also be usable, helpful or accessible.
Guide toward goals
By understanding common customer goals and defining language that reflects their mental models and how they articulate their needs, we lead users to the right information faster. By documenting this information in our design system, we can develop more consistent and intuitive experiences.
Write the way people speak
Conversational interactions are cooperative exchanges that help people achieve their goals with us in a way that feels pleasant, efficient and natural. The language we use in these interactions should mimic giving someone we don't know directions. It's informative, relevant, truthful, clear and polite. And we use the language of our customers, which we learn through listening to, observing and speaking with them.
Feel like Vista
The conversations people have with Vista should feel like they’re speaking with a trusted partner every time they interact with us–whether they’re browsing our websites, designing a product or chatting with customer CARE. We achieve this by documenting voice, tone, style, messaging and specific language in the SWAN design system.
Questions or feedback
This guide is a work in progress and your feedback is welcome and encouraged.
For questions and feedback relating to the content design section of SWAN, please use this Slack channel: #help-swan
