In the world of user experience (UX), different disciplines work hand in hand to craft digital experiences that are functional and delightful. Whether it’s content strategy, interaction design or UX research, we all have a common goal: making sure users find what they need easily and enjoy the process.

As a content strategist working in a small consultancy, I’ve noticed that my role often overlaps with that of others, especially interaction designers. This has got me thinking about how we can better collaborate to create impactful digital experiences.

Where our work intersects

User research: Starting with the basics

In small teams, content strategists and interaction designers often wear multiple hats. We both dive into user research, whether it’s through surveys, interviews or usability testing. By understanding the users, we’re better equipped to create content and designs that address what they need.

Competitor research: Two perspectives, one goal

When we look at what the competition is doing, I usually focus on the content, while the interaction designer zeroes in on the visuals and interactions. Together, we can paint a more comprehensive view of what works and what doesn’t.

Information architecture: Building a strong foundation

Without a dedicated information architect on the team, the responsibility of crafting a website’s structure often falls to both the content strategists and interaction designers. We work together to organise content, create intuitive navigation and ensure that everything is easy to find. It’s like putting together a puzzle where all the pieces need to fit just right.

Content structure and visual hierarchy: Finding the balance

When it comes to the structure of content on each page, I focus on the flow of information, making sure users get the right details in the right order. Meanwhile, the interaction designer brings it to life with visual hierarchy and layout. It’s a dance between content and design – which, when done right – creates a seamless user experience.

Brand alignment: Speaking the same language

Consistency is key when it comes to branding. Whether it’s the tone of the content or the style of the design, everything needs to blend together to reflect the brand’s personality. We make sure that our content and design style guides are aligned so that every element feels cohesive, from the microcopy to the micro-interactions.

Accessibility: Making digital experiences inclusive

Accessibility is another area where our roles overlap. For example, I might focus on writing descriptive alt text, while the interaction designer optimises image sizes and reduces animations to make the site more accessible. Together, we ensure that our digital experiences are inclusive and usable for everyone.

Why collaboration matters

As Kristina Halvorson puts it in an article for UX Magazine: “It’s inherently impossible to design great UX for bad content.” Beyond having good content, it’s also about how that content is presented and interacted with. That’s why content strategy and interaction design must come together. When we work hand in hand, we create digital experiences that are not just functional but also engaging and enjoyable for users.

Side note: This article is part of my content strategy Master’s programme at the FH Joanneum, where we explore topics related to content strategy. Read more about my colleagues’ explorations such as the differences between content strategy and content marketing, frontend versus backend content strategy, and content strategy and brand management.