Keynote: How we destroyed content design

A presentation at Design & Content Conference 2020 in July 2020 in Vancouver, BC, Canada by Jonathon Colman

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FAILURES AHEAD

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STRONG OPINIONS

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THIS WON’T END WELL

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How we destroyed content design Jonathon Colman Senior Design Manager, Intercom

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How we destroyed content design @jcolman

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How we destroyed content design go.inter.com/destroy

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What Happened

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What Went Wrong

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But Why?

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Eight core Problems

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one No focus

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two No context

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three No one knows what you do

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four Less depth of work

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five Less opportunity for product impact

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six Less opportunity for career growth

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seven Unequal pay

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eight Burn out

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5 Less opportunity for product impact 2 No context 6 Less opportunity for career growth 3 No one knows what you do 7 Unequal pay 4 Less depth of work 8 Burn out 1 No focus

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How We Destroyed Content Design

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t n e t n o c h t i w s m e l b o r p n g i s e d d n a t c u d o r p e v l o s t ’ You can

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It’s hard to tell where content ends

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It’s hard to tell where content ends and design begins

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1 One product at a time, no more office hours 2 Full-stack content design 3 Equal accountability for all designers 4 Equal pay across design

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Trade-offs & Implications

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Coda

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Kelly O’Brien Content Designer London 🇬🇧 go.inter.com/kelly

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Meredith Castile Senior Content Designer San Francisco 🇺🇸 go.inter.com/meredith

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