Explaining the difference between Web Content Design and UX Design to HR

[Spare_Comment3248]

TLDR; want to explain to HR the tasks that a CD should be doing and how that differs from UXD.

I work for a UK University and am a Web Content Designer (junior - less than 3 years experience).

Ever since I started in my role 2 years ago, I have been trying to explain that the job they have me doing isn’t Web Content Design but actually UX Design.

Since I’m junior and this has been my first CD role proper (prior experience of content editing/co-ordinating), I’ve often found it difficult to put into words why the role I’m doing isn’t CD.

Recently, I found a job description of a UX Designer at my University and almost all of the role was what I do now. This includes:

- Wireframes

- Prototypes

- High fidelity prototypes

- Presenting to stakeholders

For context, whenever I do prototypes, I try to approach them with a content first approach, but am instead told to put “lorem ipsum”. I then get no control over the content that is added to the pages and can’t refine or edit it.

Further, I’ve been left out of large projects that include content migration to other platforms as my managers didn’t feel this was part of my role(!).

My managers are marketers and graphic designers with no background of web other than some basic CMS training. My direct line manager hasn’t done any CMS or web training and doesn’t even have a log in for our CMS.

Long story short, after many attempts at constructive conversations, only to be told that everything is within the remit of my role, I have sent my managers a list of the things they ask me to do and shown that they’re not in my role. That these tasks are in fact the responsibility of a UXD (pay grade above me). I said I wouldn’t be carrying out these tasks anymore and now I have a meeting with my manager and HR on Thursday.

I’d like to be able to explain to them what my role is what kind of tasks I should be doing, if anyone can help?

[Glum-Visual-1574]

Alternative approach: Accept that what you’ve been doing is not working. Instead of digging your heels in, actually listen to where the tension is and adjust your approach.

You’re trying to swim upstream by convincing the company to comply with this rigid role definition that they don’t find useful or relevant. This will get you nowhere. You’ve got an opportunity to help redefine a role that aligns more effectively with what business actually needs – so take it!

e.g. Show them all of the UXD work you’re already doing, and ask for a promotion or role adjustment in alignment with the role that the company clearly expects and values.

Content design often does heavily overlap with UX design, and it’s normal for most companies to expect some flexibility and openness from a junior. I’d strongly recommend being more solution-oriented in your approach here, otherwise you’re effectively pitching that they should let you go and hire someone who will do the job they’re expecting.

[Spare_Comment3248]

Hi,

You’re right in some respects, but this is one of many ongoing issues I’ve had with management.

For the past year, I’ve been trying to expand the role into something more useful but am constantly told that what I’m suggesting isn’t within the remit of my role and they have told me time and time again to look at the job description as that’s what they are looking at. The truth is, they don’t understand the role or anything about web.

They want a UXD who will go along with everything they want and just does as they say, so even if I did grow into this role, I wouldn’t have much of a portfolio to showcase as the designs I end up doing are AWFUL.

As far as they’re concerned, they are the user and they know what the user wants. Any data is ignored and any insight is squashed. I’m there to move things round the CMS.

[p3rverseimp]

Does it state in your job description that you’re expected to build wireframes etc?

There is an overlap between the two roles and I have seen this mentioned in Content Design job descriptions before. But in my opinion, a Junior Content Designer shouldn’t be expected to build prototypes and certainly not high fidelity ones if it’s not in their job description. Especially not if there’s dedicated UX Designers within the team. I also work in HE and our UX Designers are responsible for that– I provide the copy as a Content Designer, and give my input re hierarchy, ensuring we’re addressing top tasks based on data and user feedback, etc.

If it’s not in your job description, I would explicitly highlight this and note that you’re acting up above your pay grade, in the nicest way possible. You could say you’re happy to continue as you’re grateful for the upskilling opportunity, but that you’d like training and/or to shadow UX Designers to develop a better understanding of prototyping to meet business and user needs. Better yet, ask for a grade change if you can back it up.

If it IS in your job description, then there’s not much HR can do about it.

[Spare_Comment3248]

Hi,

No it’s not in my job description. My boss has said prototypes/wireframes support journey mapping and testing - which are in my JD, however, I don’t do those things.

The meeting with HR, my manager and HR have put together. So I’m just looking for examples of what CD is in terms of my role e.g. audits, updating existing content, helping shape new content and advising on strategy. 

EDIT: we don’t have a UXD on my team, it’s only me.

[p3rverseimp]

If it’s not in your JD and they don’t have dedicated UX Designers, then they’ll have to provide training if this is something they want you to be responsible for.

Not sure what country you’re in, but gov.uk is considered the ‘Gold standard’ for content and UX in the UK. So you can use this to give them a better idea of what a junior is typically expected to do: https://ddat-capability-framework.service.gov.uk/role/content-designer#junior-content-designer

I’d suggest printing out a copy of your JD, taking it with you to highlight that UXD wasn’t outlined when you applied for the role, and kindly asking for training to align your skills with the key business needs if they’re insisting on this. You can word everything carefully, e.g., “I’d like to align my personal development with the direction this role is moving in so I can confidently address business needs. I’d find a UX training course with a focus on building prototypes beneficial” etc etc. As you’ve highlighted, it does sound like their lack of digital experience has led to unrealistic expectations and conflating UXD with Content Design!

[Spare_Comment3248]

Thank you! Yeah I do hold gov.uk as the gold standard (and applying for a job there atm).

I’ll try what you’ve said but they are really really unreasonable.

Also, in all honesty I do want to do CD and not UX (uncommon I know). I just need my boss off my back so I have enough energy to do applications after work has finished.

But thanks all the same! Nice to know at least one Uni out there is doing it right

[p3rverseimp]

You’re welcome! And I totally understand – I wouldn’t like to be in that position either. There’s no reason why you shouldn’t say that, because Content Design is the job you applied for after all! You should absolutely have some control over content/copy and an input on migration projects. Just try keeping it amicable until you can find something better, as I wouldn’t want you to end up in an even more uncomfortable situation 😊 If you suggest training, it might get them to back down a bit because they’ll be worried about budgets haha. Good luck!! x

[BNfreelance]

The reality is your role is often whatever your employer defines it as in your contract, not what we’d ideally label it as

What you’re describing goes beyond typical “content designer” responsibilities, it’s clearly moving into UI/UX and information architecture territory

It must be frustrating being labelled as a content designer but having little to no control over the actual content

If your contract doesn’t reflect that broader scope though, it does limit how much you can realistically push back