Content design

I’ve been a contract content designer and UX writer for several organisations, including the NHS, OVO, and the Agriculture and Horticulture Development Board. I love working with product/service designers and researchers to find out what users actually need, before turning those insights into clear, effective digital journeys.

NHS Blood and Transplant

During my time with the NHS Blood and Transplant team, our task was to design and test adding plasma donation as a digital onboarding journey to the existing blood donation service.

This involved:

• Testing and iterating content to improve user understanding of a lesser-known blood product.

• Explaining the differences in donation processes, the geographical constraints and the benefits to the patients who receive donations.

• Taking extra care with wording from a clinical perspective, checking details with trained staff to make sure content was accurate and clinically sound.

• Using NHS service patterns to create a clear journey for plasma donors, and also testing and enhancing the existing blood donation journey in the process.

You can see some of the screens in the live journey below.

If you’d like to donate blood or plasma, you can find a donation centre and book an appointment on www.blood.co.uk

Octopus Ventures

I had the pleasure of collaborating with a small, multi-disciplinary team at this B Corp VC firm to create the new Octopus Ventures website. We used Figma prototypes to develop the new web pages, presenting copy and design to stakeholders at show-and-tell sessions and sharing our work with the in-house content team. I also helped to write and edit some of the longer-form text for subsidiary pages.

Ecofurb

I worked with low-carbon home company Ecofurb to test enhancements for the customer journey for energy efficiency home assessments. We ran user interviews with existing customers to gain feedback on their experiences. Then we iterated the user flows and ran user testing sessions to get feedback on our initial protoypes.

OVO

During my contract with OVO, I worked in multi-disciplinary teams to design improved user journeys for the home insurance side of the business. This included re-thinking the order of information and the language used to show the benefits of cover to customers. I was pleased to be part of a large content team, participating in show-and-tell sessions, plus regular content crits to learn about and feed into each other’s areas of work.

AHDB (Agriculture and Horticulture Development Board)

My work on the Agriculture and Horticulture Development Board’s Knowledge Library project involved taking pdf reports authored by scientists and repurposing the content to make it more easily accessible to users. Adding search terms, simplifying language and restructuring content into more easily navigable sections brings the scientists’ research to the farm workers it’s designed to support. You can see some screenshots of this work below.

I also worked with internal staff to shape new content on leadership in farming, including information on hiring workers, creating staff handbooks, training and managing performance reviews.

University of Bath

The digital team at the University of Bath introduced me to Agile working, content design and GDS design principles and guidelines. I worked on the student recruitment side of the university’s website, defining user needs, and rewriting and restructuring content to improve the user experience for current and prospective students.

TXGB (Tourist Exchange Great Britain)

For the TXGB website launch, I worked with in-house designers and developers to work up Figma prototypes and design the initial content for a B2B travel industry audience.