Year of UX – April 2019

10.05.2019 |

  • Posted by Mark Picken
  • Image of Content Design London meet up with Sarah Richards presenting to an audience of content designers

    While our Year of UX officially started back in October 2018, we’re creating a month-by-month guide during 2019 highlighting the successes and challenges we’ve had during each month.


    Here’s how April looked for us (and we didn’t forget March, the focus was on user journey mapping!)

    Talk, talk

    April was a month for discussions, both internal and external, about our processes. We spent a fair bit of time beard stroking and drinking coffee, thinking about how we can get the message out to potential customers.

    It has been a challenge introducing something that is different from traditional marketing, and we’ve had to spend a lot of time talking and meeting people for coffee.

    But the organisations that get it, get it.

    We feel like we’re in an education phase and are spending a lot time helping people to understand the benefits of UX (user experience), user needs and content design.

    What’s great about this, apart from the fact we get to hangout at some cool coffee places, is that it is allowing us to really refine and test our own messaging.

    This has led to us reworking our proposals, including changing the structure, to really focus on the benefits of the process. 

    Part of this involved thinking about the user needs of those potential customers and presenting the information to them in a way that’s relevant to them.

    And this approach is beginning to work.

    Going lean

    This introspection has also allowed us to think about our target audience. 

    We’re well known for our work in the charity sector, which is something we love doing, and we’ve also been doing a lot in health and care over the last few years. 

    We’ve also been doing a lot of work in the engineering and manufacturing sector, although this is something we’ve done for 20 years. However, it was only when we were talking to Louise Hutton-Bailey about mapping and SWMAS did we get a better understanding of why. Our user journeys and mapping processes are what engineering companies use all the time. The only difference is that they call it lean manufacturing. 

    So, this has led us to creating our own focused lean marketing landing page on our website, as well as plan to run some workshops for engineers and manufacturing companies in June.

    What we’ve loved

    April started off with attending the first ever Content Design London meet-up at Waterloo Creative in London. It was a chance for me to meet other content design people and hear from the experts about accessibility, readability and mapping user journeys. 

    It was so nice to talk to other people who are using the same principles and processes. There was a lot of shared pain about getting the message across to decision makers, but there’s was also a lot of brilliant stories about how the process has worked for large and small organisations. 

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