UX Writing Clarity: GDS and Content Design

This post is mainly for those working in UX in the UK as it relates to the role of content designer in the UK government’s digital services (GDS).

The purpose of this post is to explain the role of content designer in GDS and what the differences are between such roles with the GDS and private sector UX writer/content design roles. The reason is because you may well see these vacancies and be unsure if you are suitable for them if you are a UX writer.

Deep dive?

Sarah Winters wrote a book all about developing the governments approach to content design projects simply called Content Design. I would say that is close to essential reading should you choose to explore content design roles in government.

What are Government Digital Services?

GDS is intended to "drive service delivery to digital across government and provide support, advice and technical expertise for departments as they develop new digital delivery models" – Gov.uk

The Government Digital Service (GDS) is part of the Cabinet Office and we are here to make digital government simpler, clearer and faster for everyone. – Gov.uk

Nearly any government related form can now be accessed digitally, such as tax returns and renewing driving or pet licenses etc.

There are so many processes that require effective content design, especially regarding UX writing. Including tips and guidance is essential due to the often-complex nature of the forms and the requirements for completion by users.

That being so, there are quite a lot of opportunities in GDS for UX writers/content designers.

Working in Phases and Scrums (!)

It completely depends on your previous experience working on UX projects whether you would find the GDS/Sarah Winters approach different or not.

It is a formalised rational approach in phases, using scrum methodology with frequent iterations/sprints. This is important to know because you may not have experience of this particular approach.

Phases are typical in most UX projects, but they may be called steps or stages etc. It just means the research/discovery phase, the design phase, the production phase, the evaluation phase. Phasing is just a way of ensuring everything gets done that needs to be done, and the phases are based on time proven best practice.

Scrums are basically quick meetings that usually take place every day where each team member quickly summarises their progress and work ahead. The meeting is usually led by the project manager, and they may schedule work in etc.

The Nature of the Work

The inherent philosophy of the GDS approach to design is a user centred approach. Therefore, this should be no different (hopefully!) to working on any UX focused project in your career so far. The principles are just the same. The user is the boss. Respect the boss. Listen carefully to the boss. Do what the boss says. Consistently make the boss happy. Try never to disappoint the boss. The boss has options.

Otherwise, the specifics of each project will depend on the tasks at hand and who is leading the project. The project manager will have their own tailored approach while following the general guidelines of the phases while using agile project methodologies such as scrum.

Collaborative software is used often, but that will more than likely have been the case in your previous roles in UX. All software relating to UX is similar and can be easily learned as the skills are transferrable. There won’t be any surprises even if you haven’t used a specific tool before.

There are strict style guides, and the brand voice is established and must be adhered to for a cohesive user experience.

Remote work is possible, and hybrid roles are common. Most of the work is unsurprisingly in London but there are plenty of other hotspots. Employed and contract roles are regularly available.

In Preparation

If you decide that you really want to work for the GDS in some way, then I would recommend researching the different services and reading the style guides and philosophies etc. so that you can show that you have the understanding required to hit the ground running. This understanding will show a clear enthusiasm for the opportunity.

As guided at the start, I would also read the book Content Design by Sarah Winters and make it clear you have when applying for vacancies etc.

If you follow this guidance, you have shown proactivity and resourcefulness and undertaken training that is comprehensive and as detailed as any in-house training you would likely receive about GDS and their approach to content design. If you can clearly communicate this research and understanding when applying for work/interviewing, then you are sure to make a positive impression on recruiters within GDS.

Consider Your Options

That concludes this introduction to working as a content designer in GDS.

Hopefully I have made it clear that the nature of the role is not very different from most UX writing roles.

What you need to weigh up is whether you would be happy working using agile/scrum project methodologies, and if you would be happy/enthused working on governmental digital services. If the answer to both questions is yes, then the role of content designer in GDS could be a great option for you.

Best wishes however you move!

Steven Cook

www.contentdesignsolutions.co.uk