Designing Next Level Content


In the education sector, driving innovation and embracing change is the norm (even though it might sometimes be slow to happen). In our roles as content and engagement professionals we should also look to emerging trends, innovations and the pressures present and ahead that shape the way in which we work and offer us challenge and opportunity. In this session we’ll hear perspectives from people working across different industries on the influence of emerging trends on our roles, from algorithms to artificial intelligence, to the influence and insights of behavioural science.

Using behavioural science and gamification to make powerful content decisions

Joris Beerda, The Octalysis Group



Examining systematic bias in algorithms

Rahel Anne Bailie, Scroll

Organisations are increasingly using automation to scale their content delivery for multiple audiences across multiple channels, at the right time in their customer journey. Chatbots and voice bots are being eyed by management as a way of reducing costs (fewer customer service agents! more consistent messaging!). However, there hasn’t been as much thought to the actual creation and management of the content for those technologies (question-answer pair training! checking for cognitive biases!), and little understanding of how the content interacts with the algorithms. Content professionals need a strong understanding of how the potential of content can affect audiences and outcomes before immersing ourselves in the mechanics of developing content for these technologies.

Key takeaways:

This presentation discusses the differences between cognitive and systematic biases and the impact on, and by, content.  By the end of the presentation, the audience will be shown:

1. Some of the common types of cognitive and systematic biases

2. Examples of how multiple biases work to create the Lollapalooza effect

3. Some approaches that help reduce bias and manage expectations on an ongoing basis.


These are not the droids you are looking for…

Dougal Scaife, Leeds Beckett University

In 2017 we built our own chatbot to deliver customer information through the clearing/results period.  While the technology development was innovative, what we really learned was how users consume our content and how to map out conversation paths that artificial intelligence can use. Since that point I have pushed the idea that automated bots are not the complete solution, but cyborgs are – a hybrid of machine intelligence and human interaction.

Twelve months later we went through the process again developing content for a voice recognition bot and opened up a whole world of new learning about the complexities of developing content that works through voice automation.

Key takeaways:

1. Don’t be scared of using new technology – and it doesn’t have to cost an arm and a leg

2. Technology on its own isn’t the answer – the content needs to be on point and you need human interaction in the cyborg model to complete the circle

3. Voice search is the future – except it’s already here.

Panel Session