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@valefalci www.pennamontata.com
VALENTINA FALCINELLI
#theinbounder Ponencia en inglÉs - Ponte los
CONTENT
DESIGN
How to win the skimming
test
LOVE
Valentina Falcinelli - @Valefalci - #theinbounder
at first
Valentina Falcinelli - @Valefalci - #theinbounder
love
Valentina Falcinelli - @Valefalci - #theinbounder
love
Eternal
Valentina Falcinelli - @Valefalci - #theinbounder
love
True
Valentina Falcinelli - @Valefalci - #theinbounder
love
True
My name’s
Page!
Valentina Falcinelli - @Valefalci - #theinbounder
love
Page
Valentina Falcinelli - @Valefalci - #theinbounder
Valentina Falcinelli - @Valefalci - #theinbounder
Valentina Falcinelli - @Valefalci - #theinbounder
Valentina Falcinelli - @Valefalci - #theinbounder
Valentina Falcinelli - @Valefalci - #theinbounder
Valentina Falcinelli - @Valefalci - #theinbounder
Valentina Falcinelli - @Valefalci - #theinbounder
There are plenty of ugly guys
out there!
no easy way
There’s
Valentina Falcinelli - @Valefalci - #theinbounder
Content desi
The only chance t
make them gorgeou
Valentina Falcinelli - @Valefalci - #theinbounder
LIK
E
http://www.vox.com/2016/3/20/11264966/reza-aslan-interview
this
Valentina Falcinelli - @Valefalci - #theinbounder
this
http://www.deutsch.com/about
LIK
E
Valentina Falcinelli - @Valefalci - #theinbounder
http://blog.hubspot.com/marketing/google-calendar-feature-goals
LIK
E
this
Valentina Falcinelli - @Valefalci - #theinbounder
https://medium.com/gone/one-month-on-the-worlds-longest-train-ride-for-1-000-a681fdaf0b6b
LIK
E
this
Valentina Falcinelli - @Valefalci - #theinbounder
what
Valentina Falcinelli - @Valefalci - #theinbounder
Skimming
Reading:
Valentina Falcinelli - @Valefalci - #theinbounder
Skimming
Reading:
Scanning
Valentina Falcinelli - @Valefalci - #theinbounder
Skimming
Reading:
Careful reading
Valentina Falcinelli - @Valefalci - #theinbounder
Scanning
allows people to do or find out what they need
to simply and quickly using the most appropriate content format available.
Good content design
(Gov.uk)
Valentina Falcinelli - @Valefalci - #theinbounder
User needs
(Gov.uk)
always starts withcontent design
Valentina Falcinelli - @Valefalci - #theinbounder
User needs
Valentina Falcinelli - @Valefalci - #theinbounder
Web page test
Valentina Falcinelli - @Valefalci - #theinbounder
The 2 hot 4 me guy
Web page test
Valentina Falcinelli - @Valefalci - #theinbounder
The 2 hot 4 me
guy
The lovelY guy
Web page test
Valentina Falcinelli - @Valefalci - #theinbounder
The 2 hot 4 me
guy
The lovely guy
The clean guy
Web page test
The lovely guy
The 2 serious 4 me guy
The clean guy
Valentina Falcinelli - @Valefalci - #theinbounder
The 2 hot 4 me
guy
Valentina Falcinelli - @Valefalci - #theinbounder
he 2 serious 4 me guy
80% OF TESTERS SAYS
they wouldn’t read it again
Valentina Falcinelli - @Valefalci - #theinbounder
he 2 serious 4 me guy
80% OF TESTERS SAYS
they wouldn’t read it again
they would come back reading a page like this only if strictly necessary
Valentina Falcinelli - @Valefalci - #theinbounder
he 2 serious 4 me guy
80% OF TESTERS SAYS
they wouldn’t read it again
they would come back reading a page like this only if strictly necessary
the page keeps the breath away
Valentina Falcinelli - @Valefalci - #theinbounder
he 2 serious 4 me guy
80% OF TESTERS SAYS
they wouldn’t read it again
they would come back reading a page like this only if strictly necessary
the page keeps the breath away
they missed bullet points, chunks, white space and bolded key phrases
Valentina Falcinelli - @Valefalci - #theinbounder
he 2 serious 4 me guy
80% OF TESTERS SAYS
they wouldn’t read it again
they would come back reading a page like this only if strictly necessary
the page keeps the breath away
they missed bullet points, chunks, white space and bolded key phrases
they didn’t look at the image because it socks it’s stock
Valentina Falcinelli - @Valefalci - #theinbounder
he 2 serious 4 me guy
80% OF TESTERS SAYS
they wouldn’t read it again
they would come back reading a page like this only if strictly necessary
the page keeps the breath away
they missed bullet points, chunks, white space and bolded key phrases
they didn’t look at the image because it socks it’s stock
bold is ambiguous (looks like a link)
Valentina Falcinelli - @Valefalci - #theinbounder
BONUS
TOOL
bit.ly/ScreenCastoMatic
Screencast-o-Matic
BONUS
TOOL
Smart Look
bit.ly/SmartLook
The 2 serious 4 me guy
20% OF TESTERS SAYS
they appreciated the cleanliness of the page
Valentina Falcinelli - @Valefalci - #theinbounder
The 2 serious 4 me guy
20% OF TESTERS SAYS
they appreciated the cleanliness of the page
the page looks really professional and authoritarian
Valentina Falcinelli - @Valefalci - #theinbounder
The 2 serious 4 me guy
20% OF TESTERS SAYS
they appreciated the cleanliness of the page
the page looks really professional and authoritarian
they wouldn’t read it again (THDR)
Valentina Falcinelli - @Valefalci - #theinbounder
The 2 serious 4 me guy
20% OF TESTERS SAYS
they appreciated the cleanliness of the page
the page looks really professional and authoritarian
they wouldn’t read it again (THDR)
they would come back reading a page like this only if strictly necessary
Valentina Falcinelli - @Valefalci - #theinbounder
SAME
CONTENTdifferent design
The clean guyThe 2 serious 4 me guy
Valentina Falcinelli - @Valefalci - #theinbounder
The CLEAN GUY
100% OF TESTERS
read the same content 2 times faster
Valentina Falcinelli - @Valefalci - #theinbounder
The CLEAN GUY
100% OF TESTERS
read the same content 2 times faster
said the chunks give air to the page
Valentina Falcinelli - @Valefalci - #theinbounder
The CLEAN GUY
100% OF TESTERS
read the same content 2 times faster
said the chunks give air to the page
found the bullet points and the bold really useful for the
comprehension of the content
Valentina Falcinelli - @Valefalci - #theinbounder
The CLEAN GUY
100% OF TESTERS
read the same content 2 times faster
said the chunks give air to the page
found the bullet points and the bold really useful for the
comprehension of the content
appreciated the screenshot
Valentina Falcinelli - @Valefalci - #theinbounder
Use images only when they give useful additional context or inform
(Gov.uk)
A picture of a computer keyboard when talking about
online services is probably not useful to users.
A picture of a new state-of-the-art hospital when it’s
opened probably is useful.
Valentina Falcinelli - @Valefalci - #theinbounder
And screenshotS?
Valentina Falcinelli - @Valefalci - #theinbounder
REENSHOTs EXAMPLEmean
Valentina Falcinelli - @Valefalci - #theinbounder
WHY WE
LOVE
THE
Valentina Falcinelli - @Valefalci - #theinbounder
Simplicity is cutting off the
extras.
Valentina Falcinelli - @Valefalci - #theinbounder
Simplicity is cutting off the
extras.not the essentials.
Valentina Falcinelli - @Valefalci - #theinbounder
simplicity serenitymeans
Valentina Falcinelli - @Valefalci - #theinbounder
in steps3
Valentina Falcinelli - @Valefalci - #theinbounder
reduce
How can I make it simpler?
Ask yourself:
1
Valentina Falcinelli - @Valefalci - #theinbounder
reduce
How can I make it simpler?
How much complex it has to be?
Ask yourself:
1
Valentina Falcinelli - @Valefalci - #theinbounder
reduce1
YOU can go wrong,
but S.H.E. is always right!
Valentina Falcinelli - @Valefalci - #theinbounder
reduce1
YOU can go wrong,
but S.H.E. is always right!
h
r
i
n
k
Valentina Falcinelli - @Valefalci - #theinbounder
reduce1
YOU can go wrong,
but S.H.E. is always right!
h
r
i
n
k
i
d
e
Valentina Falcinelli - @Valefalci - #theinbounder
reduce
YOU can go wrong,
but S.H.E. is always right!
h
r
i
n
k
i
d
e
m
b
o
d
y
Valentina Falcinelli - @Valefalci - #theinbounder
organize
You’ll need a S.L.I.P.
Valentina Falcinelli - @Valefalci - #theinbounder
2
You’ll need a S.L.I.P.
O
R
T
organize
Valentina Falcinelli - @Valefalci - #theinbounder
2
You’ll need a S.L.I.P.
O
R
T
A
B
E
L
organize
Valentina Falcinelli - @Valefalci - #theinbounder
You’ll need a S.L.I.P.
O
R
T
A
B
E
L
N
T
E
G
R
A
T
E
organize
Valentina Falcinelli - @Valefalci - #theinbounder
2
You’ll need a S.L.I.P.
O
R
T
A
B
E
L
N
T
E
G
R
A
T
E
r
i
o
r
i
t
i
z
e
organize
Valentina Falcinelli - @Valefalci - #theinbounder
2
time
Time saving
Valentina Falcinelli - @Valefalci - #theinbounder
2
time
Time saving
Simplicity
Valentina Falcinelli - @Valefalci - #theinbounder
2
time
Time saving
Simplicity
Gratitude
Valentina Falcinelli - @Valefalci - #theinbounder
2
time
Time saving
Simplicity
Gratitude
Valentina Falcinelli - @Valefalci - #theinbounder
The clean guy simply
puts the reader first by:
REDU
CING
Valentina Falcinelli - @Valefalci - #theinbounder
The clean guy simply
puts the reader first by:
REDU
CINGorganizi
ngValentina Falcinelli - @Valefalci - #theinbounder
Valentina Falcinelli - @Valefalci - #theinbounder
The lovely guy
60% of testers loved this page because of:
the screenshot
Valentina Falcinelli - @Valefalci - #theinbounder
The lovely guy
60% of testers loved this page because of:
the screenshot
the functional, rich yet simple structure
Valentina Falcinelli - @Valefalci - #theinbounder
they enjoye
Reading
This page
Valentina Falcinelli - @Valefalci - #theinbounder
How can you
make your
reader enjoy
the page?Valentina Falcinelli - @Valefalci - #theinbounder
4 tips for an enjoyable reading
Shorter lines mean better readability
Valentina Falcinelli - @Valefalci - #theinbounder
Shorter lines mean better readability
Use chunks and bold and bullet points
Valentina Falcinelli - @Valefalci - #theinbounder
4 tips for an enjoyable reading
Shorter lines mean better readability
Use chunks and bold and bullet points
Go bigger with fonts
Valentina Falcinelli - @Valefalci - #theinbounder
4 tips for an enjoyable reading
Shorter lines mean better readability
Use chunks and bold and bullet points
Go bigger with fonts
Use good quality and useful* images
Valentina Falcinelli - @Valefalci - #theinbounder
4 tips for an enjoyable reading
USEFUL
IMAGE?
what is a
Valentina Falcinelli - @Valefalci - #theinbounder
tHE ONE THAT ADDs VALUE
TO CONTENT
Valentina Falcinelli - @Valefalci - #theinbounder
USEFUL
IMAGE?
what is a
tHE ONES THAT ADD VALUE
TO CONTENT
Valentina Falcinelli - @Valefalci - #theinbounder
USEFUL
IMAGE?
what is a
tHE ONE THAT GIVEs THE
READER A BREAK
The 2 HOT 4 ME GUY
30% of testers loved this page because of:
the screenshot
Valentina Falcinelli - @Valefalci - #theinbounder
The 2 HOT 4 ME GUY
30% of testers loved this page because of:
the screenshot
the amatorial picture
Valentina Falcinelli - @Valefalci - #theinbounder
The 2 HOT 4 ME GUY
30% of testers loved this page because of:
the screenshot
the amatorial picture
the dynamism of the content
Valentina Falcinelli - @Valefalci - #theinbounder
THERE’S TOO MUC
Valentina Falcinelli - @Valefalci - #theinbounder
THERE are TOO ma
Valentina Falcinelli - @Valefalci - #theinbounder
PICTUREs ARE
NOT SO COORDINA
Valentina Falcinelli - @Valefalci - #theinbounder
Too hot, not professional
The 2 hot 4 me guy The 2 serious 4 me guy
Valentina Falcinelli - @Valefalci - #theinbounder
In media stat virtus
Valentina Falcinelli - @Valefalci - #theinbounder
The lovely guy The clean guy
Want to win
Your reader’s
heart?
Simplicity is cutting OFF
the eXtras,
Not the essentials
Valentina Falcinelli - @Valefalci - #theinbounder
Meet the
reader’s
needs
Valentina Falcinelli - @Valefalci - #theinbounder
Drive the
reader’s
eye
Valentina Falcinelli - @Valefalci - #theinbounder
Prioritize
- Visual & Copy -
the informations
Valentina Falcinelli - @Valefalci - #theinbounder
Valentina Falcinelli - @Valefalci - #theinbounder
be
CREDIBL
E,
LOVEyour content
Valentina Falcinelli - @Valefalci - #theinbounder
where
Valentina Falcinelli - @Valefalci - #theinbounder
LOVE
Spread
Valentina Falcinelli - @Valefalci - #theinbounder
content design
Valentina Falcinelli - @Valefalci - #theinbounder
Spread
GRACIAS
THANK
YOU
#theinbounder
@valefalci www.pennamontata.com
VALENTINA FALCINELLI

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