Senior Content Designer in London

Senior Content Designer - Strategy and Design

About NTT DATA and Tangity

NTT DATA is a trusted global innovator with over 100,000 professionals in 50+ countries. Headquartered in Tokyo, we bring elements of our Japanese heritage, precision, long-term thinking, and social responsibility, into our UK work. In the UK, we work across telecoms, financial services, manufacturing, and the public sector, delivering end-to-end services from strategy to implementation.

Tangity

part of the NTT DATA Design Network, is a global design studio dedicated to humanising complexity. We combine Strategy, Technology, and Design to create meaningful, inclusive, and impactful services that improve lives and systems. Our studios work closely with delivery teams to embed design deeply into every project and across every touchpoint.

The Role

Tangity UK is looking for a senior Content Designer to build and shape our content design capability from the ground up. This is a strategic, hands‑on role for someone who can move fluidly between high‑level content strategy and the craft of writing and structuring content across complex, multi‑channel digital services, including conversational and AI‑generated content.

You’ll partner with UX, service design and research to ensure content is treated as a core design discipline, not an afterthought: shaping how organisations communicate through interfaces, forms, notifications, chat and increasingly through AI agents and assistants. You’ll also help define what ’great’ looks like for content design at Tangity UK, drawing on the well‑established content design practice already thriving in our Italian studios, and building strong cross‑studio relationships as you grow the UK offer.

This role suits someone who has led content strategy and content design in a consultancy, agency or large in‑house team, who is comfortable presenting to senior client stakeholders, and who is genuinely curious about how AI is changing the way content is designed, generated and governed.

What you’ll be doing;

• Set the content design strategy and vision for client engagements, aligning content, UX and business goals.




• Lead content design on complex, multi-workstream programmes, working shoulder-to-shoulder with UX, service design, research and delivery leads.




• Act as a senior client‑facing consultant: presenting strategy, defending design decisions, and building trusted relationships with client stakeholders.




• Build and mentor content design capability within Tangity UK, including coaching mid-level designers and writers as we grow the capability.




• Champion content design across the wider studio, evangelising its value to clients and colleagues who may be new to the discipline.

Responsibilities

• Develop content strategies and governance frameworks that are consistent with brand, tone of voice, accessibility standards and business objectives.




• Lead content audits and content gap analyses, translating findings into clear, prioritised recommendations.




• Design conversational flows, prompts and structured content for AI-driven products, working closely with product and engineering teams on LLM-based experiences.




• Establish and maintain style guides, content design systems and pattern libraries, including guidance for AI-generated and dynamic content.




• Facilitate workshops with clients and cross‑functional teams to align on content strategy, information architecture and tone of voice.




• Review and quality‑check content and conversational design output from wider team members, providing constructive feedback.




• Use data, analytics and user research to test and iterate on content and conversational performance.




• Contribute to proposals, pitches and bids, articulating the value of content design and conversational AI to prospective clients.

Expected Behaviours

• Leads with curiosity , treats emerging AI and content tooling as an opportunity to experiment, not a threat to the craft.




• Communicates with clarity and confidence , whether writing a single line of microcopy or presenting strategy to a client board.




• Collaborates generously , builds strong working relationships across UX, service design, research and technology disciplines, and across studios.




• Takes ownership of quality and consistency, holding both self and others to a high bar under time pressure.




• Coaches and elevates others , sharing knowledge openly and contributing to Tangity's culture of learning.




• Balances strategic thinking with hands‑on delivery , equally comfortable setting direction and doing the work.

What you’ll bring;

Must Have:

• 8+ years' experience in content strategy, content design or UX writing, including senior or lead-level roles.




• Proven experience designing content for complex, multi‑channel digital services within a consultancy, agency or large in‑house team.




• Hands‑on experience designing conversational interfaces, chatbots or AI assistants, including writing and structuring prompts.




• Strong understanding of content design systems, style guides and governance at scale.




• Excellent stakeholder management and presentation skills, with confidence engaging senior client audiences.




• Ability to translate research and analytics into clear content strategy and recommendations.




• Experience mentoring or leading other content designers or writers.




• Strong grasp of accessibility and inclusive content design principles.

Nice to Have:

• Experience working with generative AI tools for content production (e.g. large language models, AI writing assistants) and an understanding of prompt engineering.




• Familiarity with voice UI design and multimodal conversational experiences.




• Design and prototype conversational experiences, chatbots, voice interfaces, AI assistants, including prompt design, dialogue flows and tone‑of‑voice frameworks for generative AI.




• Experience in regulated sectors such as financial services, public sector or healthcare.




• Knowledge of SEO, keyword research and content performance analytics.




• Exposure to design and prototyping tools such as Figma, and AI‑assisted design tools (e.g. Figma First Draft, Galileo AI, Builder.io).




• Experience contributing to new business, bids or proposals.




• Background in service design or UX, in addition to content.

Why Join Us

At Tangity, we believe in designing with purpose and delivering with impact. You’ll join a growing design community embedded within a global consultancy, working on services that matter, with clients who are committed to transformation. We support your personal and professional development through mentoring, training, and a culture that values experimentation and learning.

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