Language: Your Organization's Most Important and Least Valued Asset

•

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Have you ever felt like differences in language were holding your organization back? Perhaps you have tried to standardize language across parts of your organization only to find you have opened a huge can of worms? The experiences we make for our users are made of language choices. We also depend on language to collaborate with the people we work with. Yet language is most often only tended to when you talk about things like content and copy. Controlling your organization’s vocabulary is one of the murkiest messes we can take on, but it also might be one of the most impactful ways we can help our organizations. In this talk Abby Covert, staff information architect at Etsy, will share with us the strategies and tactics they are using to pay closer attention to language choices they make across both internal and external user experiences.

Diseño

Language
Your Most Important
and Least Valued Asset
Abby Covert | @Abby_the_IA

Language
a complex system used for communication

Language Meaning
Communicates
is interpreted from
Context
Intention

For our content to create
the “right” Information -
Our Language choices must
1. Be ConteXt Aware
2. Project Our Intention

Misinformation
one of the most corrosive materials in existence

TRUST CONVERSION LOYALTY SATISFACTION
The introduction of misinformation impacts all important metrics of success

Misinformation
is the single biggest villain in most organizations

Misinformation
99.999999 % of instances of
are caused by issues of language

3 language
mistakes
that lead to misinformation

Where vague
language is common
• Marketing Copy
• Error Messages
• Conﬁrmation Messages
• Instructional Content
• Icons

Vagueness can
also occur in how we
classify things

Discover
learn
explore
Beware of Vague Verbs

Sometimes we are
intentionally
vague --
but unintentionally
misunderstood

“...someone will answer
your email soon”

When we create
content that relies
on our audience to
have prior
understanding of
what we are
communicating we
are taking a risk.

"Confusement - by @lmanul
For example: Product & feature names

It is a delicate
balance
Wanting a creative name
that stands out in a
crowded market
Using names that make sense
and can be integrated into a
user’s life

Ways of serving the
wrong audience
• Grade or Reading level
• Tone or Style
• Metaphors or Aphorisms

Have you ever received a
document that feels
completely unintelligible for
your purposes?

Shout Out to the
team who worked
on the New
Zealand
Government
Toolkit!

Our mental
model impacts
everything we
believe about
the world
around us

on a Typical
grocery store
app, there are 14

Context
is the circumstances that surround an interaction

Flapjack
In the USA In the UK In New Zealand

Sometimes what
feels like a
friendly tone in
one language can
be taken as
inappropriate in
another language
Etsy Circa 2015

Understanding
Context
Reconciling
Mental Models
Meeting people where they are

Writing definitions
forces us to talk about
the messiness inherent
in language

People
Who is involved in
the system?
Features or Places
What pieces does the
system have?
Paths
What might people look
to accomplish?
Where to look
for nouns

Tasks & Actions
What can users do
in the system?
User Goals
What do users come
here to accomplish?
Opposing Action
How do actions get
undone?
Where to look
for Verbs

Get ready to get
more messy before
you clean it up

Clearly illustrate
the impact of
keeping it messy

Exercise Idea:
Define every term within a definition

60
h$p://6thﬂoor.blogs.ny3mes.com/2011/05/20/words-we-dont-say/
H/t Kurt Anderson
Exercise Idea:
Make a list of words
you don’t say

61
Exercise Idea:
draw pictures to define a
concept

Elements of a Successful
Controlled Vocabulary
• Deﬁnition that references nested
deﬁnitions
• Visual representation of how the
concept being deﬁned relates to
nested deﬁnitions
• Approved synonyms and context in
which those are appropriate
• Historical context
• Strategic Considerations and Notes
• Examples
• Related Terms
= redacted details to hide identity of organization

Wrap Up
1. Look for and eliminate vague and proprietary language
2. Reconcile your mental model with your co workers’ and users’
3. Assure you understand your audience’s context
4. Take steps towards controlling your vocabulary
63

I wrote a
book about
information
architecture
for everybody

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APPLYING APPROPRIATE TOOLS IN ORAL COMMUNICATION GRADE 7

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You’ve worked hard on the information architecture models you’ve created but haven’t been able to sell them to the client, or your co-workers. Maybe the conversation around the IA has broken down into an unhealthy debate over semantics. In another scenario, you are tasked with creating a controlled vocabulary for a large organization that has a silo mentality and a lot of legacy content. Where to begin? These scenarios will sound familiar to most IA professionals. In this workshop, Abby will share her techniques for getting an organization that may have different ideas about how to organize and name content to agree upon a controlled vocabulary. Abby will share specific tools in the form of diagrams, beyond the ubiquitous sitemap and wireframe, which communicate complex ideas. And she’ll share techniques for practicing information architecture with clients collaboratively. I want to focus on the soft skills that make someone good at IA. So the lessons here are really about leveling up in skill set. Including: - Conflict Resolution in IA - Selling IA to others in your organization - Improving stakeholder interviews - Facilitating Low Fidelity Conversation about language - Visualizing language with simple pictures to get clarity

Collaborative Information Architecture (ias17)

Abby Covert

Collaborative Information Architecture

Abby Covert

How to Make Sense of Any Mess In a world where everything is getting more complex and we are all experiencing personal information overload, there is a growing need to understand the tools and processes that are used to make sense of complex subjects and situations. These tools aren’t hard to learn or even tough to implement but they are also not part of many people’s education. Information Architecture is a practice of making sense. A set of principles, lessons and tools to help anyone make sense of anything. Whether you are – a student or professional, a designer, technologist or small business owner, an intern or executive – learn how information architecture can help you make sense of your next endeavor.

Interactions South America 2015 Keynote

Abby Covert

In a world where everything is getting more complex and we are all experiencing personal information overload, there is a growing need to understand the tools and processes that are used to make sense of complex subjects and situations. These tools aren't hard to learn or even tough to implement but they are also not part of many people's education. Information Architecture is a practice of making sense. A set of principles, lessons and tools to help anyone make sense of any thing. Whether you are - a student or professional, a designer, technologist or small business owner, an intern or executive - learn how information architecture can help you make sense of your next endeavor.

How to Make Sense of Any Mess

Abby Covert

What terms and concepts do you use to deliver your product experience? What organizational structures do you use to present those terms and concepts? To what degree is the meaning you intend through those choices clear to the person for which you intended it? These are the questions to ask yourself when attempting to make a product make sense to others. Information Architecture is the practice of making sense of meaning through the consideration of ontology, taxonomy and choreography. In this three hour workshop we will discuss and work through what it means to think about affecting the information architecture of a product.

Information Architecture for Products

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How I Teach IA to Design Students

Abby Covert

Doors are our common language for passing into a place for commerce, socialization or pleasure. Passing from one experience to the next. Doors are our refuge at the end of a long day, they are the start to every work day, every meeting, every meal. Search is the closest thing we have to a front door, yet it is so often forgotten in the design of user experiences. Our digital world is becoming more and more like a real place, where we spend our time rather than a tool that we use and put down. This short talk for Search Love Boston 2013 covers some ways in which user experience and search professionals can better work together to make the internet a better place.

Search is the Front Door to UX

Abby Covert

Part one of a three part workshop co taught with Dan Klyn and Christina Wodtke on Feb 7, 2013 at General Assembly in NYC. ABOUT THIS WORKSHOP Information architecture (IA) once was practiced as a sort of web-era librarianship. It was about organizing the information contained within websites to make things easier to find and use. But today an increasingly significant proportion of our daily business is conducted digitally. Using a variety of devices, people communicate with one another, search for information and entertainment, make retail purchases, initiate and negotiate business transactions, and more. This class will explore well-architected digital experiences. What does it mean to architect information? How does the structure of information relate to understanding? How can information architects manage complex information across channels and contexts? What unique value can professional information architects bring to the creation and delivery of products and services? What is the interplay of information architecture and the other disciplines within user experience? This class will provide a broad introduction to a useful set of tools and ideas that provide a framework under which user and business insight can be harvested and used in pursuit of real business goals.

Understanding Information Architecture

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Introduction to Information Architecture

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Whether you are a designer, a developer, a marketer, a student or anything in between - in today's creative job market every differentiator will count towards getting the job. Gone are the days of being able to talk over your future employer's head, just showing the latest deliverable you are working on, even worse showing nothing at all. Welcome instead to a world where your work is being measured not by what you say it was, but by what it really was. This workshop was developed for General Assembly in NYC. It is meant to be run in 90 minutes.

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This presentation is for anyone who has had technical, strategic and/or budgetary constraints influence what was built vs. what was imagined. We will dig into how to use systems-based thinking to understand how things influence one another and learn techniques to discover constraints sooner. We will learn how to start creating efficiencies of digital process, infrastructure and communication in pursuit of better user experiences.

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Language: Your Organization's Most Important and Least Valued Asset

1. Language Your Most Important and Least Valued Asset Abby Covert | @Abby_the_IA

2. Language

3. Language a complex system used for communication

4. Language a complex system used for communication

5. Content = Information

6. Content

7. Language Meaning Communicates is interpreted from Context Intention

8. For our content to create the “right” Information - Our Language choices must 1. Be ConteXt Aware 2. Project Our Intention

9. Have you ever been misunderstood?

10. Misinformation one of the most corrosive materials in existence

11. TRUST CONVERSION LOYALTY SATISFACTION The introduction of misinformation impacts all important metrics of success

12. Misinformation is the single biggest villain in most organizations

13. Misinformation 99.999999 % of instances of are caused by issues of language

14. 3 language mistakes that lead to misinformation

15. Vague Language 1

16. Where vague language is common • Marketing Copy • Error Messages • Conﬁrmation Messages • Instructional Content • Icons

17. Vagueness can also occur in how we classify things

18. More Other

19. Discover learn explore Beware of Vague Verbs

20. Sometimes we are intentionally vague -- but unintentionally misunderstood

21. “...someone will answer your email soon”

22. Proprietary Language 2

23. When we create content that relies on our audience to have prior understanding of what we are communicating we are taking a risk.

24. "Confusement - by @lmanul For example: Product & feature names

25. It is a delicate balance Wanting a creative name that stands out in a crowded market Using names that make sense and can be integrated into a user’s life

26. Language for the wrong audience3

27. Ways of serving the wrong audience • Grade or Reading level • Tone or Style • Metaphors or Aphorisms

28. Have you ever received a document that feels completely unintelligible for your purposes?

29. Linguistic insecuritY

30.

31. Shout Out to the team who worked on the New Zealand Government Toolkit!

32. language is inherently messy

33. 3 ways to wrangle language

34. Reconcile Mental Models 1

35. Our mental model impacts everything we believe about the world around us

36. How many vegetables are on this slide?

37. Scientifically there are 7

38. on a Typical grocery store app, there are 14

39. Reconciling = Collection

40. Coworkers are users too

41.

42. Understand Context 2

43.

44. Context is the circumstances that surround an interaction

45. Flapjack In the USA In the UK In New Zealand

46.

47. Sometimes what feels like a friendly tone in one language can be taken as inappropriate in another language Etsy Circa 2015

48. Understanding Context Reconciling Mental Models Meeting people where they are

49.

50. Control Your Vocabulary 3

51. Writing definitions forces us to talk about the messiness inherent in language

52. Start with Nouns, followed by Verbs

53. People Who is involved in the system? Features or Places What pieces does the system have? Paths What might people look to accomplish? Where to look for nouns

54. Tasks & Actions What can users do in the system? User Goals What do users come here to accomplish? Opposing Action How do actions get undone? Where to look for Verbs

55. Beware of adjectives

56. Get ready to get more messy before you clean it up

57.

58. Clearly illustrate the impact of keeping it messy

59. Exercise Idea: Define every term within a definition

60. 60 h$p://6thﬂoor.blogs.ny3mes.com/2011/05/20/words-we-dont-say/ H/t Kurt Anderson Exercise Idea: Make a list of words you don’t say

61. 61 Exercise Idea: draw pictures to define a concept

62. Elements of a Successful Controlled Vocabulary • Definition that references nested definitions • Visual representation of how the concept being defined relates to nested definitions • Approved synonyms and context in which those are appropriate • Historical context • Strategic Considerations and Notes • Examples • Related Terms = redacted details to hide identity of organization

63. Wrap Up 1. Look for and eliminate vague and proprietary language 2. Reconcile your mental model with your co workers’ and users’ 3. Assure you understand your audience’s context 4. Take steps towards controlling your vocabulary 63

64. I wrote a book about information architecture for everybody

65. Thanks! 65

Language: Your Organization's Most Important and Least Valued Asset

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Language: Your Organization's Most Important and Least Valued Asset