So why content design? Let’s go back to the beginning. It’s a story that starts as long ago as 1999. I headed into the web space with a new copy of ‘Information Architecture for the WWW’ under my arm, and started work on some IA projects with a bit of lean user research added. Over the next few years I came to realise that, without content, IA was simply empty boxes and arrows (a favourite IA website at the time). In an attempt to redress this I found myself writing a lot of different types of content but always in a rushed and ad hoc way.