Content-First Design: Building Better Products by Starting with the Story

In today’s design world, it’s tempting to jump straight into visuals. With tools like Figma, Framer, & Webflow and design systems at our disposal, it’s easy to start dragging and dropping components without considering one crucial thing: the content. Just like journalists avoid burying the lede—the key point of the story—designers must ensure that the content is at the forefront of their work.

Content-first design ensures that the message leads the design process, making it not only functional but aesthetically stronger. Let’s explore how content-first design can transform both communication and the visual quality of your products.

The Template Trap: Don't Start with Design Systems

We’ve all been there—starting with a sleek WordPress template or a robust design system only to realize later that the real content doesn’t fit. This is what I call the Template Trap—jumping into design without knowing what you’re trying to communicate. The result? Frustration and endless revisions.

Today, designers fall into a similar trap with design systems. They start moving components around—buttons, cards, and icons—without fully understanding the content they’re meant to serve. It’s like a journalist crafting a beautiful story but burying the most critical details deep within the article. Your design may look polished, but if the content doesn’t shine, users will miss the point.

Why Content-First Design Matters

Starting with content ensures that the design serves its purpose: communication. Here’s why content-first design is key to building better digital products:

Informed Design Decisions

When you start with content, you can design in a way that enhances the message, ensuring that every decision serves the user. By structuring content clearly, much like how a journalist writes the lede to hook readers, you lead users through your product’s core message without burying it beneath unnecessary design elements.

Clear Content Hierarchy

Just like the inverted pyramid structure in journalism, content-first design ensures that the most important information is front-loaded. When you start with content, the information architecture is clearer and more intuitive. For example, platforms like Airbnb or Spotify place their core content—places to stay or playlists—at the forefront, making navigation seamless.

Improved User Experience

User experience isn’t just about smooth animations or stunning visuals; it’s about helping users navigate through content in a clear, engaging way. In Spotify, users are immediately greeted with relevant playlists based on their listening habits, not buried under unnecessary elements. This is content-first design in action—it makes sure the right content is prioritized for the user.

Faster and More Efficient Design

Contrary to the belief that content-first design slows down the process, it actually speeds things up. Starting with content—whether through priority guides or by journaling your UI—clarifies your design direction early on, reducing the need for endless revisions. Personally, I like to write out my UI and focus on text-based flows before moving into Figma. This allows me to create a clear roadmap for the design, making the entire process more efficient.

Stronger Brand Consistency and Better Aesthetics

One of the biggest advantages of content-first design is that it naturally leads to better aesthetics. By understanding what you need to communicate, you can make more informed decisions about art direction, including imagery and visual cues. Just as in my article about reading skills and UI, visuals should support and enhance content, not overpower or obscure it. For example, when designing for users with lower reading proficiency, well-placed icons or illustrations can significantly improve understanding.

Tips for Adopting a Content-First Mindset

Use Priority Guides for Complex Projects

When working on larger projects with multiple stakeholders, I often introduce priority guides. These guides focus on the hierarchy of content, helping teams agree on what’s most important before jumping into the design. By starting with content, you ensure that the design supports it at every stage.

Journal Your UI and Create a Story

Before opening Figma, I like to write out my UI in a journal. This process helps me create a narrative around the content. It’s especially useful for landing pages, where storytelling is key. By focusing on the flow of content, you can visualize how users will move through the design.

Focus on Text-Based Flows

A simple way to start designing with content is to focus on text-based flows. By outlining the journey the user will take in terms of content, you can easily map out key messages, calls to action, and next steps. This method allows for quicker transitions into design and ensures that your content isn’t shoehorned into an ill-fitting layout.

Collaborate Early with Content Teams

Working with content teams early in the design process is crucial. By collaborating on content wires or even simple drafts, you can make sure that every design decision supports the message. This reduces friction later on and keeps the project moving smoothly.

Design for Communication, Not Just Aesthetics

At the heart of content-first design is communication. Just as journalists avoid burying the lede, designers should prioritize content to ensure that every visual decision amplifies the message. Whether you’re using priority guides, journaling your UI, or focusing on text-first flows, content-first design leads to products that are more user-friendly, efficient, and visually cohesive. In the end, better content organization leads to better aesthetics.

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