Session type:
Case Study

Session duration:
45 minutes

Presented by:

Hinrich von Haaren

Content Design London

About this Case Study

Content patterns are guidance for the content team on how to approach and write about topics within the product. They're tightly linked with design patterns, e.g. this is the information we use in call-outs and this is how they look.

I will be using the NHS digital content patterns that I developed during my time there as a case study. I will cover:
  • how the content patterns came about
  • how we put them together
  • how design and content worked together on this
  • how they helped us in crits and pair writing by providing consistency and guidance and preventing 'starting from scratch' every time you approach a new area in digital transition
  • how content patterns are the practical part of your content strategy
  • how I've used content patterns on other projects since

What the participants will get out of this:
  • it's a great way for content, UX and design to work together
  • it's a way of thinking holistically about your product
  • content is the interface

About the Speaker

Hinrich is a freelance content strategist who works with Sarah Richards at Content Design London. He was part of the original GDS content team, working on the DirectGov and BusinessLink transitions, and has since worked on a large range of projects for government and private companies. He's currently the content lead for Well Digital.


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