2019 Main Conference Talk
Topic(s): content, content design, and content strategy
In a design system, all the elements of a design language can come together: interaction and visual guidelines, accessibility, brand, code, and content. That last element—content—is often absent from design systems. In this presentation, we talk about why content should be integrated into our design systems and how we go about doing it.
Customers usually come to our digital experiences to view or manage content, and yet design teams too often add content design and strategy as an afterthought. By placing content alongside the other design disciplines in a design system, we take a big step toward providing better customer experiences, we elevate the practice of content design, and we prepare our organizations for content innovations such as personalization and conversational user interfaces.
Drawing on content strategy practices like information architecture, content-first design, and governance, content professionals can help us enhance, test, and scale our design standards and how we communicate about them.
In addition to helping create robust components and patterns in the first place, content designers can make a number of other contributions to design systems:
• Editorial style
• Voice and tone
• Representative content for components
• Content patterns
• Brand guidelines
• Enhanced design documentation
About the speaker(s)
Michael Haggerty-Villa is a principal content designer and strategist at Intuit, where he leads content efforts on design systems and standards, as well as content strategy efforts for the Intuit Developer Group. He has been working on design systems for brands such as Disney, eBay, Mint, QuickBooks, and TurboTax, and his content strategy clients include HPE Software, Kaiser Permanente, Yellowpages.com, and others. He also organizes and contributes to content strategy meetups in Los Angeles, San Jose, and San Francisco.