Keynote: Business Needs vs User Needs

Balancing your organisation’s needs and your audience needs can be tricky. What if your audience wants something completely different to what you want to give them? Or what is actually *possible* for them? Drawing on her work as the first Head of Content Design at GOV.UK, setting up a digital team at Citizens advice and more, Sarah will show you how to find how you can walk that tricky line between what your organisation wants to say and what your audience wants to hear.