Sheida Heidari

As the content lead for BT’s Wayfinder service, I own the end-to-end content strategy, governance and delivery for a business-critical internal product used across the organisation. I shape the product roadmap, secure executive stakeholder buy-in, and work closely with multidisciplinary teams to drive continuous service improvement. Through content research, user-centred design and close collaboration with subject matter experts -including Director-level stakeholders - I ensure Wayfinder delivers clear, accessible and actionable guidance that supports new ways of working and helps colleagues make confident decisions at scale.

As Head of Content at Crocstar, I led content strategy, operations and delivery across a portfolio of high-profile client engagements, including complex government projects. Alongside overseeing client relationships, team development and content quality, I acted as the lead content designer on key accounts, shaping user-centred content strategies, guiding multidisciplinary teams and ensuring successful delivery against business, user and service objectives. Government and NHS contracts included the Department for Education, the Ministry of Justice, HMRC and the Health Research Authority.

On the Department for Education account, I helped schools and colleges understand what good technology looks like and make good digital decisions. I defined what a ‘standard’ is and what it should be made up of, set up pair-writing sessions with subject matter experts, and developed a set of principles to keep their content consistent. I reviewed content, built a prototype for testing, iterated on user research findings and published the final guidance on GOV.UK.