Create content for digital products and services

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This standard is about creating content for digital products and services.

User-centred design (UCD) is an iterative design process which focuses on users and their needs to inform the design or redesign of products or services that allow users to participate fully to achieve their goals with a positive user experience. In UCD, design teams involve users throughout the design process to develop User eXperience (UX) research insights that inform interaction design and the design of service journeys using inclusive and accessible design methods.

Content creation involves creating, planning and editing content across digital products and services based on user needs gained from insight and improved by UX research insights. It includes producing clear content in the right formats for the required channels to make things easier for users to understand and operate. This can involve working on a single piece of content or on the end-to-end journey of a product or service to help users complete their goal.

This standard is for those who need to create content for digital products and services as part of their duties.

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1. Develop content creation plans in line with organisational requirements
2. Translate user stories to develop suitable content design approaches

3. Design content to meet organisational requirements and user needs

4. Apply content standards and style guidelines to content creation in line with organisational standards

5. Create content in line with organisational and industry accessibility standards

6. Use industry standard content management systems and content production processes to publish content

7. Use UX research insights to review and optimise content
   in line with organisational procedures
   
8. Apply prototyping techniques, to visualise content in context
9. Communicate content clearly to stakeholders for review and approval
10. Follow content sign off procedures in line with organisational brand guidelines and communications standards
11. Contribute to organisational content strategies, methods, guidelines, improvements and patterns
12. Monitor the performance of content within products and services and make recommendations for improvements based on users' needs

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1. The steps involved in developing content creation plans and how to apply them
2. How to create good, accessible content design that meets user needs across different platforms and channels
3. The steps involved in content production for text, graphical and audio media and how to apply them
4. The tools and techniques use for text configuration, image editing, html and mobile application design
5. How to work with industry standard content management and content publishing systems
6. The range of different users who might access content and services and how to identify their needs
7. Industry standards for content design and Web Content Accessibility Guidelines (WCAG), and how to comply with them
8. How to translate user stories to inform content design
9. How content design works for different user communities
10. How to publish and manage user-centred content
11. Service design, UX research and UX design research principles
12. Industry standard web analytics tools and how to use them
13. Why content lifecycle management is important for content design and creation
14. The steps involved in content creation from discovery to production and how to apply them
15. How to consistently interpret and apply visual design and branding guidelines for content design and creation
16. How to use low fidelity and high-fidelity prototypes to contextualise content
17. The importance of writing content in plain language in a way that users can easily understand
18. How to work with stakeholders across the organisation to help them understand content and how high-quality user-centric content can improve service delivery
19. The steps involved in content sign off procedures and how to apply them
20. How to monitor the performance of content to identify improvements to user experiences