Content design

Content design uses words, structure and patterns to help people use digital services confidently.

It focuses on:

• user needs
• clear outcomes
• accessibility. 

Good content design helps people find what they need, understand what to do and complete tasks more easily. It also helps teams design simpler, more effective services.

Design for tasks and decisions

Before creating content, understand what users are trying to do, what information they need and what may prevent them from succeeding. 

Good content design helps users complete tasks clearly and confidently. It uses plain language, supports decision-making and makes actions and next steps easy to identify.

Your aim should be to reduce unnecessary information and cognitive load. Content should continue to improve over time using evidence, feedback and research.

Use clear content patterns

Use consistent patterns to help users recognise information, understand actions and move through services more easily. 

Patterns reduce cognitive load and create more predictable experiences across services. 

Consider how you use: page structure and hierarchy headings and scannable content forms, labels and instructions error messages and help text. 

Use NSW Design System components where possible.

Collaborate with subject matter experts

Content design works best when subject matter experts are involved early and throughout the process.

Start discussions using: 

• user stories - explaining the user need and intended outcome
• page structures – showing how information will be organised and prioritised
• acceptance criteria – agreeing what successful content looks like.

This helps subject matter experts understand the user need, the purpose of the content and how decisions are being made. 

It also makes reviews and fact-checking more focused and efficient.

Design accessible content

Accessible content is easier for everyone to read, understand and use. 

When creating content, use descriptive headings, links and labels, structure information logically and avoid relying on colour or visuals alone to explain meaning. 

Content should remain usable across devices, screen sizes and assistive technologies, including when text is resized. 

See the accessibility basics guide and the Accessibility and Inclusivity Toolkit for more guidance.

Measure and improve content

Content design continues throughout the life of a service.

Use evidence to understand how content is performing and where users may be struggling. This can include usability testing, analytics and support requests.

Look for where users hesitate, misunderstand information, make errors or drop off before completing a task.

Review and update content regularly, and use evidence to guide improvements.