User-centred content design

Quoted from the UK GDaD PCF.

Levels

1. Awareness

You can:

• demonstrate basic but decent editorial standards
• show an awareness of style standards
• work well under supervision

2. Working

You can:

• design content to meet user needs and make complex language and processes easy to understand
• present the right information in the right format for what users need
• show robust experience in writing, editing and publishing digital content, and experience in using content management systems and content production processes to publish content
• write in plain language in a way that users understand, making information accessible to all
• understand government accessibility requirements and design content that works with common assistive technologies
• use data, research and evidence to review and evaluate content to make improvements
• consistently and effectively apply content standards and style guidelines to your work
• work to continuously improve content, and understand why content life cycle management is important
• work autonomously

3. Practitioner

You can:

• show a deep understanding of end-to-end journeys and how content is affected within these journeys
• identify where journey fixes or content improvements need to be made
• take responsibility for assuring the quality of content from more junior colleagues, and coaching and guiding them to improve
• ensure that content is regularly reviewed and evaluated, contributing to continuous improvements and iteration
• encourage a continuous improvement mindset in teams and more junior content colleagues
• deliver through others, and direct and critique their work

4. Expert

You can:

• direct the approach to content life cycle management to ensure content is regularly reviewed and evaluated by teams
• oversee teams’ work to ensure the right content is being produced to meet the needs of users
• demonstrate extensive experience in creating, iterating, managing and overseeing content across multiple channels
• encourage teams to review and evaluate the effectiveness of processes and systems, and support them to iterate for improvements
• be accountable for the production of high quality, user-focused content
• identify gaps in content design skills and capability, and can help teams to grow and develop

Contains public sector information from the UK Government Digital and Data Profession Capability Framework (https://understand-digital-data-roles-skills.service.gov.uk/), licensed under the Open Government Licence v3.0. © Crown copyright.

Closest ESCO skills

• translate requirement concepts into content (close match)
• provide written content (narrow match)
• conduct content quality assurance (narrow match)

Contains ESCO v1.2.1 data (https://esco.ec.europa.eu/). © European Union. Reuse authorised under Commission Decision 2011/833/EU.

Role levels that expect this skill