To a product-minded content designer, the user experience isn't the product itself,
but the experience the product creates for people using it in the real world.
Layers of the User Experience
Strategy & Scope
Focuses on:
- What user/we want from product - Content & function the experience offers Defined by: - User needs - Product goals Tools I use: - Personas - Card Sorts - User Testing - Scenarios - Content requirements |
Structure
Focuses on:
- How pieces fit to make a cohesive whole - Content & function of the elements and their arrangement Defined by: - Information architecture - Navigation Tools I use: - Information hierarchy - Content Maps & Models - Prototypes - Content matrix |
Surface
Focuses on:
- Sensory experience the user contacts first - Pleasing display of content & function Defined by: - Visual design - Uniformity Tools I use: - High fidelity wire frames - Prototypes - Color & Typography - Style guide |
Designing content is not about good storytelling. It's about telling your story well.
When designing digital experiences we start with content experiences.
For a successful user experience, content should:
How does content design influence UX?
At Disney, my content strategy team helped 16+ Disney-owned brands align user needs with business goals.
We shaped the content within the design to be:
When designing digital experiences we start with content experiences.
For a successful user experience, content should:
- HELP users achieve their goals with structure, navigation & links
- ENGAGE users with story, structure, & visual elements
- REACH the user with SEO, SEM, placement, linking
- DRIVE ACTION from the user with the right solutions, CTAs and opportunities
How does content design influence UX?
At Disney, my content strategy team helped 16+ Disney-owned brands align user needs with business goals.
We shaped the content within the design to be:
- Useful
- Usable
- Desirable
- Findable
- Accessible
- Credible
Shaping content to flow with discovery and engagement
Content strategy & design affects every layer of the user experience, from strategy through structure to surface elements.
Content designers apply UX, product, writing and design theory.
Content designers apply UX, product, writing and design theory.

Geoffrey O’Brian
Geoffrey is a Content Designer and creative leader who uses content design to champion user needs and help businesses create user-driven content.