Content Design System | Jon Long Ux Writer 1

Content Design

System

Challenge

Help designers find approved copy components quickly
Help the business hit its build targets

Solution

An approved copy component database

My role

I designed and populated the database in Confluence.

I promoted it across the UX and CX teams (app and web) along with a TSB style guide.

Archetypes

Tier 1

The 3-tier system started with copy archetypes: Errors, Legal, Checks, Positives, Negatives, Nudges etc

Tier 2

Each archetype was subdivided into types: Full Page, Inline, Modals etc

Tier 3

Each type was subdivided into instances. Each instance was stored as a design example and, most importantly, as an extractable text component. This enabled each component to be quickly used through copy and paste.

UX Process

Enhanced

Transactions

Motability

Switching

Vulnerable

Customers

New triage page offered the most common query types

Live chat or phone help

offered where needed

New help page offered advice where possible

Impact in 4 months

100,000 uses of Get Help

45% drop in calls to customer services

c.£210,000 saved