When we share information with and produce content for others it’s easy to just dive in and start creating. BUT this is the biggest mistake I see people making. Whether you realise it or not, you are making design decisions as you create. So what are you basing those decisions on?
Well, we automatically think and create from our own perspective, when we really need to be thinking from the perspective of those receiving and consuming your information. That’s why the first thing you should do is think about your audience. Your approach and design will differ depending on who they are. So before you start putting together that slide deck, writing an email or drafting a document consider the following:
1. Who are your users/audience?
Their perspective, background and experience will influence your approach. Think about:
Who are they?
Are they customers/senior management/experts/novices? The look, feel and level of detail will be different for each group.
What do they already know?
The level of detail will differ depending on whether they have already been communicated to/engaged or have existing knowledge on the topic. Likewise, you likely have more in depth knowledge on the topic than they do. Take a step back to see it from their perspective to provide the right level of information.
Why do they need this information? Do they personally find it important?
People will be more willing to read longform content if there’s something in it for them. If it isn’t a priority then thinking how you can get their attention and keep it will be critical.
2. How will they use your information?
Another consideration is how they will use your content. This will feed into mode, layout and design decisions. Think about:
Do they need to read it from start to finish?
Reducing information overwhelm will be important here. Thought needs to go into how to logically structure and organise the information. If there is a lot of information perhaps highlight the important points so they stand out.
Will they search for specific information?
In this case, creating a clear hierarchy and structure will make your content easily scannable - so they can easily find what they're looking for. Aligning to expected formats and conventions will also help your users find information quicker.
Do they need to interact with the content?
If they need to fill in information, give them room to do so. If it’s online ensure there are editable fields. If they need to click items, make sure any links/buttons are obvious.
3. How should they receive your information?
Will it be online or print? Short or long form? One item or a series? Sometimes this will be obvious, other times you will be constrained by the system/tools available to you. Whether you have full control or not, how your audience will receive and consume your content will change the level of detail and how it’s presented. Think about:
How do they receive information now? Does it make sense to use the same channels/format?
This will totally depend on your situation, but using existing communication channels can ensure that your message gets through and isn’t ignored. If using current channels, does this restrict how you present your content? Are you able to provide them with the level of detail they need? Or do you have to provide multiple pieces of content?
What’s their expectations around receiving information? What level and format are they used to?
For example, Senior Management tends to expect concise information - presenting them with a 45 page document will probably be a waste of time. Also using recognisable formats/templates will likely make finding information quicker for your audience.
Have they requested it in a particular way?
Similar to above. Just remember, this may not be the best way to provide information to your audience. Don’t be scared to try a different format if it suits your information better.
How busy are they? What else is happening for them?
If they are time poor or have a lot going on your information may be last thing on their mind. Timing is important - can it wait till things settle down? If not, can the information come from someone they'll listen to?
Comments