Copywriter, UX writer, technical author, web editor... it's slightly ironic an industry of wordsmiths have so many titles for themselves. Then, in 2011 Sarah Richards created the term 'Content Design' for the Government Digital Service and added another term to the industry lexicon.
It caused a lot of consternation in government at the time. Which was the point.
The reason was quite clear: government had to change the way it considered the skill of communicating. GOV.UK was not mucking around.
Sarah will explain why changing the name was important at the time, the process of content design, the impact it has and how it has changed content production around the world.
Sarah will share examples of how a single word can stop a multi-million pound service dead in its tracks, why you should have a content person at discovery and how content can make or break service design.