Content and experience principles

Content

Our content should help our users understand what 18F does, envision how we can help them, and know how to take the next step toward working with us. To do this, our content must be clear and trustworthy.

This content should make users feel excited about working with us, confident we can help them set up an IAA, and ready to learn new techniques. We will know we are successful when users can articulate what we do and ask us better questions, and recommend our services to others, which will help us improve incoming leads, build trust across government, and generate more business.

Experience

Build trust.

• Draw on experience, but be honest if we don’t have it.
• Help partners move to the next step instead of telling them how far the finish line is.
• Use words people understand over words that are technically perfect.

Be respectfully curious.

• Bring fresh eyes.
• Meet people where they are.
• Assume we can overcome challenges.

Look for common ground.

• We don’t judge, we help.
• Make partners feel seen, heard, and respected.
• Honor people’s expertise.

Move forward, together.

• Give people the information they need, when they need it.
• Aim for actions over ideas, and pragmatism over principles.
• Be willing to follow a partner down the rabbit-hole.

It’s not about 18F.

• Nobody outside 18F should have to learn 18F-specific terminology.
• Don’t let organizational scar tissue influence new partnerships.
• It’s more important to be kind and helpful than to be right.