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Content design at Sage

Content design is a relatively new role at Sage, the market leader for integrated accounting, payroll, and payment systems. I’ve been here for over 20 years and seen a lot of change. Not least the work I do on a daily basis.

8:50 – Watercooler

It’s time for a coffee and a chat with the team.

Sage has offices in Newcastle, Manchester, Reading, and London. We’re working from home at the moment (can you guess why?), but I normally work out of the Manchester office. Most of the team is UK-based, though we also have a few remote designers.

Working from home hasn’t stopped us from staying social. Before the pandemic, it was difficult to socialise as a team, but now we have a daily coffee chat scheduled where we talk non-shop for ten minutes.

This was so important in the early weeks of working from home where we were all adjusting, but we enjoy it so much, we keep having them. It’s our daily water-cooler moment and when we find our way to the offices, I’m sure we’re going to continue these.

9:00 – Catch up

Our working hours are typical office hours. I work 7 hours a day, 35 hours a week. Before lockdown, I would start at 8:00 and finish at 4:00. But now that I’m at home and don’t have to worry about school runs or commuting, I stick to 9:00 to 5:00. A slightly later start works better for me as I can get an early morning run in and still have time for a shower and breakfast before starting for the day.

Firstly, a catch up with my manager to share what’s been happening with the team whilst she’s been on holiday. We use a Trello board to share what we’re working on (because it’s nice and visual) but behind that we use JIRA where our tickets are collected with the other designers.

9:30 – Responsibilities

I start my focussed hours. I like to block a couple of hours each day to reduce the chance of people inviting me to meetings. We’re getting much better at avoiding unnecessary meetings now. Microsoft Teams and Slack are where most of the communication happens, and whilst you need to manage your notifications, you can avoid meetings and collaborate quite effectively using just these two tools.

I need to check a Madcap Flare project to make sure that changes I’ve made to some content for our new deployment targets haven’t broken any of the existing targets.

Content designers at Sage have a number of responsibilities including (but not limited to):

  • Topic writing for help systems
  • UX writing for user interfaces
  • Globalising content
  • User engagement through research and monitoring feedback.

I’m likely to hit three of these areas today.

11:30 – UX writing

I’ve a query from a solution designer who’d like me to check some wording on a user interface design that’s going into a developer sprint next week. She’s sent some screenshots in an email. I’ve seen these designs before in the Figma project and the queries are just clarifications that things are making sense.

On the team we use a mixture of ways to record content for UI designs. Sometimes it just takes a quick comment on a figma project, but for this project, I’d already created a copy doc in a powerpoint file. I tweak a couple of sentences for one dialogue and send it over.

Collaboration is crucial for Sage in designing great customer experiences. Content designers are expected to work closely with the solution designers and the UI designers. For this new project, the work has been split into multiple workstreams. I’ve been invited to kick-off meetings and have already designed a lot of the content that we need. We are seen as the authority in word choices and whilst this does result in many queries, it does mean that we’re seen as a key part of the design team.

Content design dashboards help gather thoughts on a project

12:00 – Support during crazy times

Lunch. Quick sandwich with my kids. School’s just broken up but they’ve been at home for the last four months because of the lockdown.

Sage has blown me away by their colleague support through this period. Within a day of lockdown, all 13,000 staff were safely working at home. We were told time and time again that this is not a normal situation and it’s okay to feel not okay.

I was delighted when Sage provided us all with a subscription to Headspace, the meditation app. I’ve been an off-and-on meditator for years so it’s been great to have this cost taken care of.

A particular worry for me was how I was supposed to help homeschool my kids and work. Managers put my mind at rest.

We are in the same storm, but not in the same boat.

I did what most of us with children did, and muddled through. It wasn’t always pretty, and my kids sometimes got away with murder, but I didn’t have to stress that my every working moment was being scrutinised. It was normal to see other people’s children in video calls.

My son trying really hard

And now that we’re talking about returning to offices (late September at the earliest), colleagues are being kept in the loop through weekly updates with the reassurance that no colleague is going to be asked to go back into an office until everyone is happy.

1:00 – Video tutorial

I’ve recently been asked to look at Adobe Captivate to re-record some videos I made a few years back. I’ve already dug out the video scripts and checked against the current version of the program (only a few minor tweaks needed, thankfully). But, the old videos were recorded in Camtasia and I want to see if I can get to grips with Captivate to upskill myself and bring our toolset in line across the team.

Sage have provided several learning tools to help us keep our skills up to date including LinkedIn Learning, and Pluralsight. I find a beginners course on Captivate and save it to watch later.

I’m surprised by how much Captivate’s come on since I last worked with it. And to be honest, my heart is probably with Camtasia (I just love their timeline editor) but I think I can grow to like Captivate enough to produce some quality videos.

1:45 – Daily standup

Every day at 1:45, the content team have a 15 minute standup where we share what we’re working on. It’s the first time I get to speak to our North American colleague (due to time difference) and it’s great to hear how things are going over there.

During the standup, we identify some work is going to be needed on one of the projects due to the changes in VAT rates. We make a note of who is best placed to do that work and assign a JIRA ticket to them.

2:00 – Giving something back

I get an email. I was expecting it. It makes me a bit sad.

Sage Foundation is our charitable arm.

Embedded across all 23 Sage markets, Sage Foundation unifies colleagues, Partners and customers in a programme of social change philanthropy. We help tens of thousands of people in our local communities through more than 1,000 charities.

Every colleague gets 5 days a year to use at Sage Foundation projects. I’ve already spent 3 of my days at Care UK in Northwich where they have a donation sorting centre. The email advises that due to Covid-19, we’re not able to attend.

Volunteering at Care UK

This has affected a lot of our organised events but the Sage Foundation haven’t let us down. Instead, they’ve worked hard to provide us with remote charitable activities and have encouraged us to work with our families. Our most recent Foundation at home day ended with a virtual party!

3:00 – Design huddle

My new colleague is a little aloof for my liking

Our design huddles are an optional weekly opportunity for experience designers at Sage to ask for feedback on work in progress.

When I first started attending these, I doubted whether I would have anything to contribute beyond pointing out any typos, but my confidence has grown.

As a content designer you need to be a customer proxy sometimes. That means you need to understand what the customer journey is. Not just what steps a customer is physically taking through the software, but what they’re feeling during that time. What pain points are they likely to be feeling? How can the designs be tweaked to take away those pain points? Can content be tweaked to remove ambiguity?

4:00 – The last stretch

I’ve a few points I want to finish on before the working day ends.

  • I’ve recommended that a piece of design goes to our user researcher to put in front of customers and that reminds me to book in with her so I can listen in on the call.
  • I’ve had a reminder to complete a piece of security training. I login to the training website and double-check that I’ve actually done it.
  • We’ve a help release pencilled in for tomorrow. I add my help project to the JIRA ticket to make sure it will get included.
  • I book my birthday as holiday. It’s not until October, but seriously, who wants to work on their birthday?


If this working day sounds like the kind of thing you’d be interested in (apart from the homeschooling, no one wants to do that), please check our content design vacancies.

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