Hello, I’m Jo Dimbleby.

I'm a consultant working across content design, content strategy and information architecture.

I transform user needs and business objectives into content journeys, frameworks, models 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.

I proactively apply different approaches to meet each project’s unique challenges, drawing from professional experience of:

  • Content design
  • Content engineering
  • Content governance for AI
  • Content operations
  • Content strategy
  • Information architecture
  • Product and service design
  • Product storytelling
  • UX design and strategy
  • Content design
  • Content engineering
  • Content governance for AI
  • Content ops
  • Content strategy
  • Information architecture
  • Product and service design
  • Product storytelling
  • UX design and strategy

Selected projects

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.

Ministry of Justice logo small

Helping prison staff to proactively log risks and support improved behaviour

Client:
HM Prisons and Probations Service (HMPPS)

Partner agency:
Version 1

Project phases:
Alpha and Beta, through to national rollout

Project length:
8 months

My role:
Content Designer / Interaction Designer

Other team members:
Product Manager, Delivery Manager, Technical Architect, Business Analyst, 2 x User Researchers, 4 x Developers

Two male prison officers seated. They are smiling. We can see the backs of one prisoner's head. Another prisoner is shown in profile, laughing.

My self-directed work

•  Content and interaction design for a GDS-aligned prototype of a multi-stage reporting and monitoring service

•  Documentation of design decisions and iterations based on insights from 20+ rounds of usability testing 

•  Collaboration with our product management and tech team to ticket and review all functionality for production

•  Conducted and observed UR with safety teams at prison sites

A female prison officer in uniform is speaking to a woman with her back to us.

Feedback from the client

“…we are very thankful for all your excellent work on CSIP. Your fantastic efforts have helped prove [the approach] is a success.”

“In particular, I appreciate the time you took to listen to staff concerns about the new service. It’s amazing how positively people have responded… Well done!”

Ministry of Justice logo small

Helping prison staff to proactively log risks and support improved behaviour

Client:
HM Prisons and Probations Service (HMPPS)

Partner agency:
Version 1

Project phases:
Alpha and Beta, through to national rollout

Project length:
8 months

My role:
Content Designer / Interaction Designer

Other team members:
Product Manager, Delivery Manager, Technical Architect, Business Analyst, 2 x User Researchers, 4 x Developers

Two male prison officers seated. They are smiling. We can see the backs of one prisoner's head. Another prisoner is shown in profile, laughing.

My self-directed work

•  Content and interaction design for a GDS-aligned prototype of a multi-stage reporting and monitoring service

•  Documentation of design decisions and iterations based on insights from 20+ rounds of usability testing 

•  Collaboration with our product management and tech team to ticket and review all functionality for production

•  Conducted and observed UR with safety teams at prison sites

A female prison officer in uniform is speaking to a woman with her back to us.

Feedback from the client

“…we are very thankful for all your excellent work on CSIP. Your fantastic efforts have helped prove [the approach] is a success.”

“In particular, I appreciate the time you took to listen to staff concerns about the new service. It’s amazing how positively people have responded… Well done!”

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...

Illustration of a white woman with short hair and a fringe. She is smiling.

Jo Dimbleby
Director, Boldscript Ltd