Content design for the UK government
Creating case studies for the Department for Business and Trade
As a content designer for the Department for Business and Trade (previously known as the Department for International Trade), my role was to interview business owners and create case studies and success stories for the business.gov.uk ecosystem (previously the great.gov.uk platform).
Government data showed that many small and medium-sized UK companies could export products or services globally, but business owners lacked the confidence and knowledge to succeed. People often make expensive mistakes when selling overseas for the first time and, depending on the country you're exporting to, there are often complex rules and regulations.
Economic data analysed by the Department for Business and Trade shows that even a slight percentage uplift in the number of UK businesses successfully exporting has a massive macroeconomic impact. The aim of the case studies and success stories was to target these opportunities to aid growth by demystifying exporting and illustrating exactly how a peer navigated a certain barrier.
In a nutshell, I needed to create engaging and useful content that would promote global exporting and help other businesses.
The high-level goal was to enhance British trade - the case studies showcase the quality, safety and integrity of UK supply chains to global buyers. However, the case studies weren't to be used as feel-good marketing stories. They needed to be practical examples of highly specific situations. Content that could be used as a practical blueprint for others to follow. This required conducting in-depth interviews with the business owners and and knowing what questions to ask.
The method
Every case study began with researching the business in question. The interviews were about asking the right questions. Ones that allowed me to understand exactly what challenges the business owner faced. Then I used the transcript to extract the story. I framed the interview around a topic that people needed to understand.
Once the stakeholders signed off on the content, I worked in an agile method to design and publish the case study, all the time following strict GDS principles.
The result
Ultimately, I was part of a team that delivered multiple case studies that serve as high-converting tools that drive engagement with the government's digital services and boosts the economic return for the UK.
