How to write for HSE digital services - Writing user-centred content
Most people look for HSE content because they need something - to get information or find out how to do something.
Everything published on digital HSE channels must meet a user need.
We create content that people need
We follow a content design process. This means we work to give people the right information, at the right time, in a way they expect.
We do research to understand what people need. We then create content based on data and evidence, not assumptions.
Who are our users
Our users are people who need information from the HSE. They are at the heart of all digital services and content we design.
As the national health service, we serve every person in Ireland.
What are user needs
User needs are something that people need to know, get or do.
Researching users and their needs
We do not start to write until we know our users’ needs.
To understand your users for a particular piece of content, consider:
- Who are your users?
- What do they need to do?
- Why do they want to do it?
- How they might consume and process information?
- How they might find and get information?
- How they make decisions - their beliefs and mental models
- What steps they might take to meet their goal
Doing the research
This is called the discovery phase.
Research tasks
Do any research you can. There are lots of ways to get insights about your users.
Examples of research you can do include:
- search analysis - Google Trends, Google searches, SEO reports
- insights from comments or queries on social media posts
- searching online forums where people may discuss your topic
- information from call centres or helplines
- information from health professionals and organisations
- feedback from those working onsite
- user interviews, surveys or focus groups
Think of any information sources that can help you learn more about how your users find the information they need.
Make a discovery board
Once you have enough information, you can:
- capture key points on sticky notes
- put the sticky notes on a wall or a digital whiteboard - this is a discovery board
- start to group similar notes together
You will start to see patterns and themes emerging. Gradually, you will come to a clearer picture of what users need and how information can help them.
Reflection and analysis of the information you have gathered is an important step. This will help you to write user stories.
Writing user stories
Once you have gathered enough research, you can write user stories.
Stories express user needs. They are the building blocks of our content.
Stories keep us from going off-track and writing about things that do not help the user along their journey towards their goal.
Format
- As a [person in a particular role]
- I need/want to [do something]
- So that I [can achieve my goal]
Examples
- As a… person living in Ireland
- I want to… get a medical card
- So I can… get the medical services I am entitled to
- As a… person who may have a broken finger
- I want to… find out which medical service is best to use
- So I can… get the right treatment as soon as possible
How to write user stories
Make it task-based and active
The ‘So I can … X’ should be something that helps the user fulfil a task.
Active needs include:
- apply for
- claim
- find out
- get
✅ Good example
- As a… person who has recently been diagnosed with type 2 diabetes
- I want to… find out how to apply for the long-term illness scheme card
- So I can… get financial support for my medicines
Do not suggest solutions or justify existing services or content
❌ Bad example
Here's an example of a user story that justifies existing content:
- As a… parent of a young baby
- I want to… read the HSE content about caring for new babies
- So I can… learn how to look after my baby well
✅ Good example
Instead, focus on what the person actually needs to know or do:
- As a… parent of a young baby
- I want to… know when my baby is ready for solid foods
- So I can… start weaning at the right time
Acceptance criteria
You can develop user stories further by listing all the things that the user would need to know or do to achieve their goal. These are called acceptance criteria.
Acceptance criteria help you to see what content you need to develop to meet the user need.
They’re often written as a list that begins with ‘it’s done when…’.
For example, for the user story:
- As a… HSE employee who is pregnant
- I want to… find out how much pay I’ll get on maternity leave
- So I can… plan my finances after I have a baby
It’s done when the user:
- knows if they are eligible for maternity leave
- knows if they are eligible for maternity pay
- understands how much they will be paid
- knows when they will be paid
- knows if there are any terms or conditions that will affect them
The acceptance criteria list doesn’t have to be in any specific order and you can keep adding to it.
Log and share your user stories
Log your user stories and acceptance criteria on a spreadsheet. You will refer to them throughout the content project. Share them with stakeholders and anyone invested in the project.
Ensure everyone has signed off on the stories before starting to write your content.
Writing content based on user needs
Once you understand your user, you can write content for them.
Steps to take to write user-centred content:
- group your user needs - you will start to see how they could make content pages
- prioritise the needs for each page - use this to create the structure
- use the acceptance criteria like a checklist - address each one when writing your content