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The framework
Figure out what the content needs to do — before anyone argues about wording or layout.
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Core principles
The user question is everything
The most important thing on any page is what the user came to figure out.
The content goal drives decisions
Once the goal is clear, every other decision follows from it.
Strategy shapes the words
What to say gets decided independently from how to say it.
Structure reflects meaning
Information hierarchy is intentional, not inherited from a template.
Edge cases aren't optional
The happy path is never the full story.
Works across every discipline
Content, design, product, and research should all find it useful.
How the thinking flows
How a project flows
The model
User needWhat they're asking
Fields
- User question
- User intention
- Problem statement
- Jobs to be done
- Why it matters
- Thinking / feeling
Ask yourself
- Is the user question clear enough that someone new to the project could understand it?
- Is the problem statement grounded in both user and business reality?
- Are the jobs to be done specific enough to act on?
StrategyWhat it needs to do
Fields
- Content goal
- Experience goal
- Business goal
Ask yourself
- Is the content goal clear enough to explain in one sentence?
- Do the content, experience, and business goals each say something different?
MessagingWhat to say
Fields
- Key messages
- Message hierarchy
Ask yourself
- Are the key messages easy to understand?
- Is the hierarchy intentional — or did things just end up in that order?
Experience designHow it works
Fields
- Required components
- States and edge cases
- Dependencies
- Terminology guidance
Ask yourself
- Are the components tied back to the strategy?
- Are states and edge cases covered?
- Are dependencies spelled out?
NotesRisks and open questions
Fields
- Risks and constraints
- Open questions
- Success signals
- Metrics
Ask yourself
- What could go wrong?
- What is still unknown?
- How will we know this is working?
MetadataHow it's tracked
Fields
- Name
- Surface / page / flow
- Journey stage
- Audience
- Owner
- Status
Ask yourself
- Is this easy to find later?
- Is the status current?
Ways to work
| Approach | Best for |
|---|---|
| Workshop | Fast alignment with real-time input |
| Phased sessions | Complex work that needs a tight starting loop |
| Solo draft → share | One person with strong context, opened for review |
Vocabulary
Journey stage
Discover · Compare · Decide · Set up · Manage · Review
Audience
New user · Existing user · Supported user · Self-directed user
Status
Draft · In review · Approved · Archived
Research confidence
Low · Medium · High
Content goal examples
Orient the user quickly · Explain a decision clearly · Reduce confusion · Highlight a next step · Build confidence in an action
Trigger examples
New product launch · Redesign of an existing page · Cleaning up inconsistencies across page types
Ready to use it?
Build a page puts the framework into practice — one block at a time.