A content designer is a product designer first

Only, the focus is on content.

When I got feedback for my work a couple of months ago, there was a comment from my manager that got me thinking —

‘You need to become a product designer who views the interactions through the lens of the conversation we are having with our customer.’

I was confused. Why did I have to become a product designer? I thought I was doing a pretty decent job of being a content designer. I’d actively participate in design discussions, talk to my IXD partners, try to understand the whys and the whats behind the visuals and interactions. I thought I was pretty good.

Until I got feedback.

It got me thinking. Did I not understand content design well? Was my craft the exact area I had to work on?

At first, I was unable to place my finger on exactly what the improvement areas were. So, I got started by talking to my peers about what it’s like to work with me. As is usually the case, everybody had nice things to say.

‘Oh you’re always delivering on time.’

‘You give us so many options!’

‘You always give ideas beyond content.’

But these were my cross-functional peers. Perhaps, I was meeting their expectations from a content design partner?

So, I spoke with the person who gave me feedback.

‘It’s important for the customer experience that our designers see themselves as champions of the customer and drivers of the user experience.’ she said. ‘I’d like to see you give yourself the agency to get actively involved in crafting the shape of the product, working closely with your IxD partner to envision a customer-backed flow based on empathy, rather than executing a PM’s directives.’

She also went on to say ‘Answers to the ‘who, what, when, how, why’ questions drive the content approach, and may highlight a need to adjust a flow, rather than lean on in-flow messaging to adjust to an awkward user experience.’

I hadn’t ever been told anything like this. Here I was, finally, receiving feedback from someone that was immersed in my craft. What better opportunity to fix my gaps?

I decided to break down the things she said to make them actionable items.

‘You need to become a product designer who views the interactions through the lens of the conversation we are having with our customer.’

This requires you to zoom out a little. Take a look at what you’re working on from the perspective of what it is that you want customers to accomplish.

• Help them stay in the context. Don’t go the TMI way, unless absolutely necessary.
• Talk to them about the things that’re good for them. Maybe add a tip or trick now and then. Show them that you’re with them.
• It’s not always about the copy. Imagine you’re having a conversation with the customer about a task. What’s their state of mind likely to be? Would they want to fill out those forms? Would they rather just answer the most necessary questions and complete the task asap?
• Think, also, about the goals of your business. What do you want to call out as the biggest benefit or payoff to customers?

‘I’d like to see you give yourself the agency to get actively involved in crafting the shape of the product.’

If you’re an over-anxious person like me, you’re either shutting up because you think you’ll be judged (me!) or you’re using that anxiety to help your peers create great designs.

• Share your thoughts with your peers — be it your PM or your IXD partner. You’ll be surprised how well they receive it.
• Hear ‘em out. What’re they saying about their rationale? What are they envisioning the messaging to look like or say to customers?
• Study the experience end-to-end. Look at all the screens, the before, the after, and the thereafter. Don’t make the mistake of just crafting content for the screens you’re asked to.

‘You need to become a champion of the customer’

Do you always keep the customer in mind when you write? Is that always possible? If you’re product designer, you have to know your customer like the back of your hand.

• Talk to customers. If that’s not possible, try to find out what they’re saying by talking to customer-facing teams.
• Learn by asking them what they like or don’t, and why.
• Share your designs with them, if you can. Do they get it? If not, probe further.
• Wear their shoes or get your peers to wear them. Are things super clear? Get many perspectives.

Here’s some more:

You need to own the designs

You can’t just be a content person sitting at the corner, somewhere, unbothered. You’ve got to be at the top of your product game. Know the experience end-to-end. It doesn’t matter if your IXD partner doesn’t. Talk to your PM and learn about the smallest things.

You need to know everything that’s going on

Peruse through designs, the flows, end-to-end. What did the customer see before they got here? Where have they come here from? What’re the different places they can come here from? What was the last thing they saw?

You need to know every tiny element. You need to know what every button does. You need to know what every menu opens up. How can customers exit the experience? Can they go back? Can they save? Does their data get saved if they exit midway?

You need to think of solutions beyond content

Don’t limit yourself to content. Think about the visuals. This about the interactions. How can you avoid that extra click? How can you help customers accomplish their tasks sooner? How can you help them learn your product and become experts?

A content designer is a product designer first. I often do wonder if my IXD partners don’t like it when I provide inputs on the visuals. Overtime, I’ve learned that they actually don’t mind it. It’s the same with PMs. I’ve also begun to realize that working in collaboration and immersing myself in the customer experience actually helps me ask better questions and add a fresh perspective to the content I create.

Disclaimer: I’d call this an excerpt from a conversation I had with the wonderful Louise Mintun, who I report to. These are content-design qualities that I’m still working on. I thought I’d capture them here for posterity and for my own reference.