Hello, I’m Jo Dimbleby.

Content designer, UX and content strategist, information architect and product storyteller.

I transform complex user needs and business objectives into human-centred content, concepts, frameworks and systems.

Clients and approach

Over the last 15 years, I’ve worked on a wide range of product and service development projects across the public, private and not-for-profit sectors, both as an independent consultant and as a contractor within agency and in-house teams.

Describing what I do is sometimes hard, as I proactively apply different approaches to meet each project’s unique challenges. When formulating an approach, I draw from professional experience of:

  • Content design
  • Content engineering
  • Content operations
  • Content strategy
  • Conversation design
  • Information architecture
  • Product and service design
  • UX strategy
  • UX writing and storytelling
  • Content design
  • Content engineering
  • Content operations
  • Content strategy
  • Conversation design
  • Information architecture
  • Product and service design
  • UX strategy
  • UX writing and storytelling

Recent projects

Department for Energy Security and Net Zero logo

Improving access to energy grants for hard-to-engage and vulnerable households

Client:
Department for Energy Security & Net Zero (DESNZ)

Partner agency:
Transform

Project phase:
Discovery

Project length:
10 weeks

My role:
Content Strategist

Other team members:
Project Lead, Delivery Manager, Technical Architect, Service Designer, Business Analyst, Data Analyst, 2 x User Researchers

A senior woman smiling at a smartphone that's being held for her to look at. Photo by Georg Arthur Pflueger on Unsplash.

My self-directed work

•  Development of an awareness strategy framework for all user groups, based on qual and quant findings from our researchers’ surveys and interviews

•  Creation of both offline and online comms messaging frameworks mapped to each stage of the end-to-end user journey

•  Planning and facilitation of a content workshop to explore how scheme case study content might be used to manage expectations and prevent disengagement

Close up of a worker installing fibre insulation into the wall of a building. Photo by Erik Mclean on Unsplash.

Feedback from the client

“This is fantastic work, Jo! I can’t believe you’ve achieved all this in such a short amount of time!”

“Just wanted to say thanks again for your hard work. The frameworks are going to be incredibly helpful when we have our budget conversations later in the year.”

Department for Energy Security and Net Zero logo

Improving access to energy grants for hard-to-engage and vulnerable households

Client:
Department for Energy Security & Net Zero (DESNZ)

Partner agency:
Transform

Project phase:
Discovery

Project length:
10 weeks

My role:
Content Strategist

Other team members:
Project Lead, Delivery Manager, Technical Architect, Service Designer, Business Analyst, Data Analyst, 2 x User Researchers

A senior woman smiling at a smartphone that's being held for her to look at. Photo by Georg Arthur Pflueger on Unsplash.

My self-directed work

•  Development of an awareness strategy framework for all user groups, based on qual and quant findings from our researchers’ surveys and interviews

•  Creation of both offline and online comms messaging frameworks mapped to each stage of the end-to-end user journey

•  Planning and facilitation of a content workshop to explore how scheme case study content might be used to manage expectations and prevent disengagement

Close up of a worker installing fibre insulation into the wall of a building. Photo by Erik Mclean on Unsplash.

Feedback from the client

“This is fantastic work, Jo! I can’t believe you’ve achieved all this in such a short amount of time!”

“Just wanted to say thanks again for your hard work. The frameworks are going to be incredibly helpful when we have our budget conversations later in the year.”

Department for Education logo

Connecting school leaders with resources designed to reduce teacher workload

Client:
Department for Education (DfE)

Partner agency:
Transform

Project phase:
Discovery

Project length:
8 weeks

My roles:
Content Strategist / Content Designer / Information Architect

Other team members:
Policy Stakeholders, Delivery Manager, Service Designer, User Researcher

A male teacher standing in front of a class of around 20 teenagers sitting at tables. Photo by Kenny Eliason on Unsplash.

My self-directed work

•  Heuristic content review and detailed analysis of GOV.UK performance data

•  Research into platform feasibility, with 12 stakeholder interviews conducted in collaboration with our service designer

•  IA restructure and redesign of page content for proof-of-concept testing, informed by findings from two rounds of user research interviews

•  Synthesis of final research findings into content task recommendations for alpha

A meeting of a group of middle-aged adults. A woman sits in the centre of the image talking animatedly. She looks serious and is making an open-handed gesture. Photo by Antenna on Unsplash.

Feedback from the client

“I see a lot of projects as a [GDS] service assessor and I’m really impressed with this discovery work… I’m going to share this performance analysis as an example for other teams.”

“One of the clearest and most informative presentations I’ve been to at DfE.”

“Thrilled with the new designs… Feels like we’re on track to make a real impact!”

Department for Education logo

Connecting school leaders with resources designed to reduce teacher workload

Client:
Department for Education (DfE)

Partner agency:
Transform

Project phase:
Discovery

Project length:
8 weeks

My roles:
Content Strategist / Content Designer / Information Architect

Other team members:
Policy Stakeholders, Delivery Manager, Service Designer, User Researcher

A meeting of a group of middle-aged adults. A woman sits in the centre of the image talking animatedly. She looks serious and is making an open-handed gesture. Photo by Antenna on Unsplash.

My self-directed work

•  Heuristic content review and detailed analysis of GOV.UK performance data

•  Research into platform feasibility, with 12 stakeholder interviews conducted in collaboration with our service designer

•  IA restructure and redesign of page content for proof-of-concept testing, informed by findings from two rounds of user research interviews

•  Synthesis of final research findings into content task recommendations for alpha

A male teacher standing in front of a class of around 20 teenagers sitting at tables. Photo by Kenny Eliason on Unsplash.

Feedback from the client

“I see a lot of projects as a [GDS] service assessor and I’m really impressed with this discovery work… I’m going to share this performance analysis as an example for other teams.”

“One of the clearest and most informative presentations I’ve been to at DfE.”

“Thrilled with the new designs… Feels like we’re on track to make a real impact!”

Sage logo

Reducing waste in the retail sector through adoption of smarter inventory planning

Client:
Inventory Planner by Sage

Partner agency:
Clearleft

Project phase:
Discovery

Project length:
6 weeks

My roles:
UX Strategist / Content Strategist / Content Designer

Other team members:
Project Lead, Delivery Manager, Product Designer

Close up of the hands of a worker entering data using a touch screen at point of sale. Photo by Simon Kadula on Unsplash.

My self-directed work

•  Production of an intent audit, mapping Jobs-To-Be-Done against primary customer intents gleaned from user research findings

•  Customer journey diagramming to illustrate the different gating options for access to demo content

•  Led the team on development of concepts for an improved onboarding experience, including UX strategy and design for:

•  intent-based landing pages
•  repurposable micro demos
•  low friction customer profiling flows
•  personalised modular guidance

Masked worker standing in a warehouse, looking up at high shelves containing packaged goods. Photo by Mauricio Gutiérrez on Unsplash.

Feedback from the client

“You’ve absolutely nailed it.”

The work that Carly Farrer, James Gilyead and Jo Dimbleby did for us, and more importantly the way they did it, reminded me over and over that working with skilled professionals on product-led work is so much flipping fun.”

Sage logo

Reducing waste in the retail sector through adoption of smarter inventory planning

Client:
Inventory Planner by Sage

Partner agency:
Clearleft

Project phase:
Discovery

Project length:
6 weeks

My roles:
UX Strategist / Content Strategist / Content Designer

Other team members:
Project Lead, Delivery Manager, Product Designer

Close up of the hands of a worker entering data using a touch screen at point of sale. Photo by Simon Kadula on Unsplash.

My self-directed work

•  Production of an intent audit, mapping Jobs-To-Be-Done against primary customer intents gleaned from user research findings

•  Customer journey diagramming to illustrate the different gating options for access to demo content

•  Led the team on development of concepts for an improved onboarding experience, including UX strategy and design for:

•  intent-based landing pages
•  repurposable micro demos
•  low friction customer profiling flows
•  personalised modular guidance

Masked worker standing in a warehouse, looking up at high shelves containing packaged goods. Photo by Mauricio Gutiérrez on Unsplash.

Feedback from the client

“You’ve absolutely nailed it.”

The work that Carly Farrer, James Gilyead and Jo Dimbleby did for us, and more importantly the way they did it, reminded me over and over that working with skilled professionals on product-led work is so much flipping fun.”

You can find a complete list of projects and clients on my LinkedIn profile.

If you would like further details about any of my work, don’t hesitate to get in touch.

It would be great to hear from you...