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Web Conference at Penn State 2015

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Web Conference at Penn State 2015

Clever Copy for Happy Users @ #psuweb

The wrong word or misplaced phrase can send users in the wrong direction (or away from your brand). From government agencies, to university departments, to national franchises, Lauren helps clients clear user experience roadblocks by being proactive with clever copy. Learn how to measure success, find meaning behind missteps, and maintain the standards your audience needs. Be clever--measured, intentional, and consistent--to build a community of happy users.

Clever Copy for Happy Users @ #psuweb

The wrong word or misplaced phrase can send users in the wrong direction (or away from your brand). From government agencies, to university departments, to national franchises, Lauren helps clients clear user experience roadblocks by being proactive with clever copy. Learn how to measure success, find meaning behind missteps, and maintain the standards your audience needs. Be clever--measured, intentional, and consistent--to build a community of happy users.

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Web Conference at Penn State 2015

  1. 1. Clever Copy for Happy Users Lauren T. G. Colton Web Conference at Penn State | 6.22.2015
  2. 2. Let’s Talk Key Points 1. Words shape the user experience. 2. Keep testing, keep improving. 3. Our messages are a starting point. Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  3. 3. Let’s Talk Our Glossary: Clever: being skillful enough to impact others. Happy: going beyond “satisfactory” experiences. Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  4. 4. Let’s Talk When do words matter? Project Management Search Engine Optimization Information Architecture Content Strategy Accessibility Usability Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  5. 5. Intentional Measured Consistent Know your intent, your target users, and clearly address the distance between you. Balance quantitative and qualitative usability testing with both art and science. Govern standards and responsibility across a project, and get ready to change.
  6. 6. “The web does not just connect machines, it connects people.” Tim Berners-Lee
  7. 7. Intentional Aware Who are you? Where do you come from? …geographic, social? Where do you want to go next? …large user base, localization? Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  8. 8. Intentional Aware Who are you? Students who wanted to leave the community after graduation were less likely to present the regional dialect. Ito & Preston, 1998 Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  9. 9. Intentional Aware Who are you? Brand Biography • Expert but not bossy (MailChimp) • Unconventional (Mozilla) • Tenacious (msu.edu) Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  10. 10. Intentional Aware Who are target users? Where do they come from? …linguistic, socioeconomic? Where do they want to go next? …ambitions, affiliations? Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  11. 11. Intentional Aware Who are target users? The same users were likely to have individualistic tendencies on Facebook, and collectivistic tendencies on Renren. Qiu, 2014 Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  12. 12. Intentional Aware Who are target users? Who is P1? Title: Returning users, experienced Rank: 2 Description: 25-40 years old, with high level of technical literacy. Completing work-related tasks. Goal: Open personalized dashboard. Message: Your day is about to get easier. Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  13. 13. Intentional Aware Who are target users? Limerence The ego projecting Self onto Other, or seeing beauty in what is familiar. Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  14. 14. Intentional Bridging the gaps “…the structural integrity of meaning across contexts.” Jorge Arango Contextual Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  15. 15. Intentional Bridging the gaps Cognitive Load The mental effort to comprehend and use a tool or information, whatever the task complexity or structure. Contextual Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  16. 16. Intentional Bridging the gaps Cognitive Load Balancing emotional, visceral information with linguistic information. Contextual Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  17. 17. Intentional Bridging the gaps Cognitive Load Rely on user intuition more than working memory: • Use expected vocabulary and structure. • Offer scannable, categorized copy. • Make available actions apparent. Contextual Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  18. 18. Intentional Contextual Bridging the gaps Who speaks, about what topic, and in what style? Language determines the boundaries of inclusion and exclusion. Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  19. 19. Intentional Bridging the gaps Are you willing to bridge that gap? Strategy: is this a conversation you want to have? Style Guide: is this a conversation you can have? Contextual Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  20. 20. Intentional Bridging the gaps See https://www.crystalknows.com/ Contextual Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  21. 21. Intentional Straightforward Plain Language Language that is easy to read, use, and understand on the first encounter. Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  22. 22. Intentional Straightforward Avoid jargon Are these your words, or the words of your audience? • Unnecessarily-technical terms • Legalese • Marketing copy fads Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  23. 23. Intentional Straightforward Avoid jargon Have alternate terms for important ideas. Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  24. 24. Intentional Straightforward Give common words common meaning Use the words of your audience if you can, and define industry terms when you can’t. • Check out your competition. • Search Google Trends. Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  25. 25. Intentional Straightforward Give common words common meaning Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  26. 26. Intentional Straightforward Give common words common meaning Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  27. 27. Intentional Straightforward Give common words common meaning Use the words of your audience if you can, and define industry terms when you can’t. • Check out your competition. • Search Google Trends. • Maintain a project style guide. Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  28. 28. Intentional Straightforward Be precise Remove unnecessary words for more- direct copy. Show just enough: • Can this be hidden until expanded? • Can this be accessed by a search or filter? Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  29. 29. Intentional Straightforward Be precise Most important message at the top. Short sentences: try for less than 15 words. Short paragraphs: try for less than 5 sentences. Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  30. 30. Intentional Straightforward Promote descriptions, demote exceptions Put the main idea first. 1. Verb 2. Descriptor 3. Noun 4. Exception Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  31. 31. Intentional Straightforward Don’t hide the verbs Stop hiding your intended meaning behind passive copy. Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  32. 32. Intentional Straightforward Be actionable Lead with a familiar verb, and be specific. • After selection, where will users land? • What benefit do they get out of this action? Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  33. 33. Intentional Straightforward Be actionable What is the primary call to action? Web: within 400px of top. Mobile: on screen without scroll. Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  34. 34. Intentional Straightforward Use visual aides Text does not live in a vacuum. The format shapes user perception. Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  35. 35. Intentional Straightforward Use visual aides The most-important information should draw the most attention. Larger text Intense color Increased contrast Bullets and arrows Proximity Density Normal sentence case Headings Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  36. 36. Intentional Straightforward Know which grammar rules matter Grammar is for the sake of clarity; words should flow as naturally as spoken language. • You can start sentences with “but” as well as end on prepositions. • You can be right, and still be wrong. • Sometimes an oxford comma changes everything. Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  37. 37. Intentional Straightforward The oxford comma can change everything. Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  38. 38. Intentional Straightforward Remember: Be aware of your goals and your users. Work with the contextual gaps. Use straightforward communication. Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  39. 39. “If you torture the data long enough, it will confess.” Ronald Coase
  40. 40. Ask both “how?” and “why?” Measured Balanced Quantitative: data on “how” users to build inferences. Qualitative: understand “why” with valuable observations. Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  41. 41. Ask both “what?” and “why?” Measured Balanced Art: Adapting heuristics to goals and context in fresh ways. Science: Testing and iterating with defined questions and processes. Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  42. 42. Ask both internally and externally Measured Balanced Thought experiments: question yourself and your internal team. Scientific experiments: test and measure the target users. Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  43. 43. Measured Experimental Parking Lot Test Would a target user stand in a parking lot, delaying their commute home to hear this message? Qualitative | Internal | Interesting Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  44. 44. Measured Experimental 1. Image 3 users, not 100. 2. Is this message informational, actionable, or entertaining? 3. Do they care? Parking Lot Test Qualitative | Internal | Interesting Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  45. 45. Measured Experimental Do you want to hear how to spend three less minutes a year on car insurance? Parking Lot Test Qualitative | Internal | Interesting Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  46. 46. Measured Experimental The Mom Test If your mother heard you say this, would she call shenanigans? Qualitative | Internal | Genuine Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  47. 47. Measured Experimental 1. Pick someone who knows you as a person, and is honest with you. 2. Add “Dear [Mom]” to the beginning. 3. Would they laugh in your face? The Mom Test Qualitative | Internal | Genuine Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  48. 48. Measured Experimental This innovative app will disrupt the dog- owning community by leveraging a streamlined, scalable platform. The Mom Test Qualitative | Internal | Genuine Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  49. 49. Measured Experimental Flesch Reading Ease How much education and concentration does a user need to understand and act on this text? Quantitative | Internal | Understandability Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  50. 50. Measured Experimental Flesch Reading Ease Quantitative | Internal | Understandability Score Easily understood by the average 90.0–100.0 11 year old (very easy) 60.0–70.0 High school student (standard) 30.0–50.0 College graduate (difficult) 0.0–29.9 Advanced degree graduate (very confusing) Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  51. 51. Measured Experimental Flesch Reading Ease Quantitative | Internal | Understandability “Jump high and hard with intention and heart…take what you have and stack it up like a tower of teetering blocks. Build your dream around that.” Cheryl Strayed, Tiny Beautiful Things Score: 94.3 Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  52. 52. Measured Experimental Pair Storytelling Can the target user easily and accurately summarize this passage? Qualitative | External | Clear Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  53. 53. Measured Experimental 1. Ask users to read at least one paragraph of copy out loud. 2. Note where they stumble. 3. Ask them to summarize with a single sentence. Pair Storytelling Qualitative | External | Clear Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  54. 54. Measured Experimental Pair Storytelling Qualitative | External | Clear DESDEMONA Be thou assured, good Cassio, I will do All my abilities in thy behalf. DESDEMONA I’ll try my best, Cassio. Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  55. 55. Measured Experimental Cloze Deletion Test When shown an incomplete message, do users fill the blanks with the same terms? Quantitative | External | Vocabulary Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  56. 56. Measured Experimental 1. For 125–300 words of text, replace every fifth word with a blank space. 2. Ask users to fill in the blanks. 3. Divide matches by number of blanks, and look for a score of more than 60%. Cloze Deletion Test Quantitative | External | Vocabulary Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  57. 57. Measured Experimental Want _____ experts on your bookshelf? _____ Works is sharing our _____ app tips and tricks _____ the book, Professional _____ Application Development. We deliver _____, personalized, powerful mobile _____ for our clients, and we’re _____ our secrets. Cloze Deletion Test Quantitative | External | Vocabulary Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  58. 58. Measured Experimental Reverse Card Sorting Without page content or interface, can users anticipate which page in a menu helps them complete a task? Quantitative | External | Categorization Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  59. 59. Measured Experimental 1. Present a menu structure and task. 2. Track selection, and backtracking. 3. Did groupings and naming conventions confuse people? Reverse Card Sorting Quantitative | External | Categorization Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  60. 60. Measured Experimental See https://www.optimalworkshop.com/treejack-demo Reverse Card Sorting Quantitative | External | Categorization Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  61. 61. Measured Experimental See https://www.optimalworkshop.com/treejack-demo Reverse Card Sorting Quantitative | External | Categorization Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  62. 62. Measured Experimental Heatmapping Do user expectations and anticipated conventions match the expectations and conventions of your team? Quantitative | External | Expectations Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  63. 63. Measured Experimental 1. Present copy within a wireframe, mockup, or screenshot; give a task. 2. Ask users where they would click next. 3. Did user expectations match yours? Heatmapping Quantitative | External | Expectations Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  64. 64. Measured Experimental See https://www.optimalworkshop.com/chalkmark-demo Heatmapping Quantitative | External | Expectations Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  65. 65. Measured Experimental See https://www.optimalworkshop.com/chalkmark-demo Heatmapping Quantitative | External | Expectations Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  66. 66. Measured Experimental Five-Second Test What do users recall drawing their eye? Is it the action you want them to take? Quantitative | External | Actionable Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  67. 67. Measured Experimental 1. Show the interface with your copy for five seconds. 2. Ask what made an impression:  What does this page do?  Can you buy apples on this page?  What do you remember? Five-Second Test Quantitative | External | Actionable Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  68. 68. Measured Experimental See https://usabilityhub.com/tests/17a501e73ce7/results/a4e2757dbfbc Five-Second Test Quantitative | External | Actionable What does this page do? Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  69. 69. Measured Experimental See https://usabilityhub.com/tests/17a501e73ce7/results/a4e2757dbfbc Five-Second Test Quantitative | External | Actionable What does this page do? Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  70. 70. Measured Experimental Day-After Recall After reading a passage, was it “sticky” enough for users to remember the primary call to action? Qualitative | External | Memorable Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  71. 71. Measured Experimental 1. Show a passage of text. 2. Wait a day. 3. Ask them to summarize the point. Day-After Recall Qualitative | External | Memorable Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  72. 72. Measured Experimental Send a “can you read this” email, then drop by to ask about it the next day. Day-After Recall Qualitative | External | Memorable Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  73. 73. Measured Experimental A/B Testing When similar groups are presented alternate solutions, which guides them to meet your goals? Quantitative | External | Performance Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  74. 74. Measured Experimental 1. Divide testers into demographically- equivalent groups. 2. Show each group a different variation. 3. Do a task analysis. A/B Testing Quantitative | External | Performance Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  75. 75. Measured Experimental A/B Testing Quantitative | External | Performance Task A B Are you registered to vote? Speed: 10 sec. Accuracy: 78% Speed: 15 sec. Accuracy: 92% Where is your polling location? Speed: 12 sec. Accuracy: 85% Speed: 13 sec. Accuracy: 89% Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  76. 76. Measured Experimental Usability Magnitude Estimation How difficult do users expect a task to be; what is the difference between their pre- and post-task assessment? Qualitative | External | Functional Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  77. 77. Measured Experimental 1. Provide a task, ask how difficult they expect it to be. 2. Provide copy in interface; users talk through task completion. 3. Ask how difficult it was. Usability Magnitude Estimation Qualitative | External | Functional Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  78. 78. Measured Experimental Usability Magnitude Estimation Qualitative | External | Functional Task Pre Post Delta Log into customer portal. 1 2 +1 Pay water bill. 3 3 0 Update payment information. 4 3 -1 Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  79. 79. Measured Experimental Remember: Ask both “how” and “why” users act. Question internally and externally. Balance science and art. Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  80. 80. “...you broadcast your company’s dysfunction to the whole wide world…” Lisa Welchman
  81. 81. Consistent Assigned Digital Governance Strategy: principals and performance objectives to pick a direction that leverages the market. Policy: guidance to manage organizational risk with what to do, and what not to do. Standards: the nature of all project aspects, such as editorial, production, and design. Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  82. 82. Consistent Assigned Digital Governance What is in your digital inventory? Who touches each piece? …do things with purpose. Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  83. 83. Consistent Adaptive Focus on Dialogue You do not have the last word. The message is a starting point. Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  84. 84. Consistent Adaptive Get Ready for Change No one is sure where the market, or technology, will go next. Are people, informed, able to act, and entertained? Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  85. 85. Consistent Adaptive Get Ready for Change Use your insights to turn strategy and observations into next steps with a culture of adaptation. • Ask people what they think, and help them speak. • Thank people, and give recognition for input. • Don’t punish failure that helps us learn. Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  86. 86. Consistent Adaptive Standardize Reevaluation If it’s not in the process, it won’t happen. • Who is accountable? • What is “success”? • Which users are top priority? • When should we ask again? Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  87. 87. Consistent Adaptive Remember: Assign who is responsible, and for what. Work for dialogue. Make change part of the process. Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  88. 88. References & Further Reading Brooks, David. The Social Animal: The Hidden Sources of Love, Character, and Achievement (New York, NY: Random House), 2011. Colton, Lauren. “Mobile User Interface Design” in Professional Mobile Application Development (Indianapolis, IN: John Wiley & Sons, Inc., 2012), 89–115. Crystal, https://www.crystalknows.com/. Deutscher, Guy. Through the Language Glass: Why the World Looks Different in Other Languages (New York, NY: Metropolitan Books), 2010. “Federal Plain Language Guidelines.” plainlanguage.gov (1 March 2011). www.plainlanguage.gov/howto/guidelines/FederalPLGuidelines/FederalPLGuidelines.pdf. Garner, Bryan. HBR Guide to Better Business Writing (Boston, MA: Harvard Business School Publishing), 2012. Haverty, Marsha. "What We Mean by Meaning: New Structural Properties of IA.” Presentation at the Information Architecture Summit, Minneapolis, MN, April 22–26, 2015. Hay, Steph. “Being Real Builds Trust.” A List Apart (28 August 2012). http://alistapart.com/article/being-real- builds-trust. Heath, Chip. Made to Stick: Why Some Ideas Survive and Others Die (New York, NY: Random House), 2007. Hinton, Andrew. Understanding Context (Sebastopol, CA: O’Reilly Media, Inc.), 2015. Ito, Rika & Dennis R. Preston. 1998. Identity, discourse, & language variation. Journal of Language & Social Psychology 17, 4:465–83. Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  89. 89. Optimal Workshop, https://www.optimalworkshop.com/. Qiu, Lin, Han Lin, & Angela K.-y. Leung. 2014. Cultural Differences and Switching of In-Group Sharing Behavior Between an American (Facebook) and a Chinese (Renren) Social Networking Site. Journal of Cross-Cultural Psychology 44, 1: 106–121. Spool, Jared. "Is Design Metrically Opposed?" Presentation at the Information Architecture Summit, Minneapolis, MN, April 22–26, 2015. UsabilityHub, https://usabilityhub.com/. Wachter-Boettcher, Sarah. Content Everywhere: Strategy and Structure for Future-Ready Content (New York, NY: Rosenfeld Media), 2012. Welchman, Lisa. Managing Chaos: Digital Governance by Design (New York, NY: Rosenfeld Media), 2015. Whitenton, Kathryn. “Minimize Cognitive Load to Maximize Usability.” Nielsen Norman Group (22 December 2013). http://www.nngroup.com/articles/minimize-cognitive-load/. Wiebe, Joanna. CopyHackers Book 2: Formatting & the Essentials of Web Writing (Victoria, BC: Copyhackers), 2011. Wiebe, Joanna. CopyHackers Book 4: Buttons & Click-Worthy Calls to Action (Victoria, BC: Copyhackers), 2011. Zeratsky, John. “5 principles for great interface copywriting.” Google Ventures (18 February 2014). https://www.gv.com/lib/5-principles-for-great-interface-copywriting. References & Further Reading Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  90. 90. Questions? @LaurenTGC Key Points 1. Words shape the user experience. 2. Keep testing, keep improving. 3. Our messages are a starting point.

Notas del editor

  • Thank you to organizers. Help even more brilliant, curious people connect with the conference with #psuweb

    I’m from Gravity Works in Michigan, and we make sweet websites, mobile apps, and print design. As a member of the operations team, I’m working on sales, project management, content, and usability: People and Language.
  • Feel free to ask questions. I can speak about clients and end users, being a vendor and being in house

    What do you want to get out of this?
  • Clever is not about being in love with your words, but connecting people with meaning. Happy can mean calming people down when you’re telling them about terminal illnesses…giving them what they need to the point of a positive emotional experience
  • PM: rules & constraints? SEO: find you? IA: find what need? CS: what conversation? A11Y: how wide is your audience? USAB: meeting goals efficiently, effectively, and with satisfaction.
  • Language is a human experience, actually happening. Digital spaces helps words move farther, more quickly, to more people.
  • Your ambitions matter. Large user base means you might be at risk for diluting your message
  • Breakfast Club: Allison is an outsider who will have fewer regional markers, Claire is popular and likely to have regional markers (as well as other high-status, in-group linguistic attributes)
  • Defining tone within a project requires you to know your biography.

    MC: technical product to general public, MZ: technical product with industry-pushing technology, MSU: land grant uni in land known for +ft snowfalls.
  • Many groups, multiple groups per person, and many overlaps
  • A bilingual user may have the same connections on two social networks, but moving between platform and language changes the conversation.
  • There can only be one. Can give them notecards and slots on a poster to make this clear.
  • Philosophical concept that David Brooks took further. If a thing is different from what users find familiar, or related to how they define themselves, they’re hearing how you’re an outsider instead of listening to your message.
  • Powerful, “sticky” messages are understood across contexts.
  • Cognitive psychology says some ideas are more difficult to process than others. Cognitive load says this message, within this context, may take more or less effort.

    You might be increasing the load with unfamiliar messaging, or a message that seems familiar but is not (29.99)
  • Photos have a lower cognitive load, text carries more meaning…ease of use versus meeting your objectives. (Awareness, not avoidance.)
  • Use words that users don’t have to stop and think about. Blouses and trousers, or shirts pants. Shouldn’t need flashcards to use your website.
  • Demographics and contextual circumstances change vocabulary and structure: millennial “because”…smartphone error allowances
  • You don’t have to bridge a gap. If everyone on the team is over 50, living in West Virginia, you don’t have to target 18-25 in California.
  • You don’t have to. Tools like Crystal make some people feel icky. Publicly-available info used to build personality profile, used to give communication tips.

    Ran on self because felt icky to share anything else. “use emotionally-expressive language” and “surprise them to get their attention”
  • Whoever you’re talking to will benefit from plain language.
  • Plain to one set of users is not necessarily plain to another set.
  • Milk, dairy, lactose.

    Affordance by including alt term in scannable area
  • Glossary:
  • Glossary:
  • Glossary:
  • Dealing with subject matter experts, have them complete the story for you. Start with general language “I was filing taxes for my client, and I…” then listen to how they complete these stories.

    They might not know what a lightbox or a carousel are. If the project calls for them, you’ll be talking about them.
  • Embrace minimalism…too many options make decisions more difficult
  • Don’t turn verbs into nouns (I was wanting), or be passive (the app was downloaded [by zombies]). The Passive Zombie Test: can you add “by zombies” to the end?
  • Users will browse and scroll. Primary: button, secondary: can be a link.
  • Simplify complex data by revealing structure, highlighting key facts, and comparing options
  • Clear information hierarchy

    left aligned over justified, numerals, formatting (parentheses, em dashes, ellipses), lists have -5, parallel items, first is most important
  • Playing pong.

    QUANT currently act with the existing interface.

    QUAL observations with enough value to know why…hitting the back button, missing the primary call to action…
  • Take chances, consider new ways to provide solutions.

    Study specific questions with clearly-defined parameters. Either your questions or your assumptions are too big if you don’t know where to start, or if you can’t say more than it depends.

    If you can’t articulate how this is distinct from similar projects, you’re not an artist. If you can’t look at a communication design decision and say “I did ___ because ___” you’re not a scientist.
  • What does the person who helped make your monkey costume for the school play think about this?
  • Does not consider page organization, design elements, or localization.
  • Plenty of tools online, but use one consistently when comparing passages to account for minor differences
  • You can say big things with easily-read text.
  • Present them with the copy they’d see on the screen or in a print piece. Can be as simple as updating the call to actions
  • If you don’t include “the” or “and” in counting, be consistent across testing
  • How are categories grouped, and how labeled. Clearly, consistently show WHERE am I and WHERE can I go?
  • You want to transfer home phone and internet to your new address…
  • You want to transfer home phone and internet to your new address…
  • Would a monthly phone plan suit your needs better than “pay as you go”…
  • Would a monthly phone plan suit your needs better than “pay as you go”…
  • Can be informal, sending “can you read this” email, then dropping by to ask about it the next day.
  • General task analysis, but uncovers if it’s a usability or a marketing issue.
  • Is it a marketing issue or a usability issue?
  • maybe your organization was always messed up, didn’t have credible information, was wasteful and unable to collaborate. But it didn’t matter as long as your storefront to the world looked good. But now, you broadcast your company’s dysfunction to the whole wide world with the instant, digital, global communications channel that is the www.
  • A framework that gives you a space to collaborate. Who decides, and who maintains decisions?
  • UX is about wayfinding across silos to collaborate
  • You’re writing to fix an idea in place just long enough you can climb further. The message is just the first contact point of the rest of the experience. It’s your user’s story, so help them tell it.
  • No solution has a guaranteed market share in perpetuity. Future-capable systems are built around the people who need your information, use your tools, and are entertained by you. Next season’s fad doesn’t matter.
  • Milestone in your Gantt chart, calendar reminder to talk about the future, and retrospectives.

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