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UX in the City, Oxford: Getting the words right

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Many UI components are made up of words. The right words are crucial for getting users to the right place and to complete tasks. For a site like GOV.UK, which contains government information for everyone in the UK, the words we use in navigation are extra important.

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UX in the City, Oxford: Getting the words right

  1. 1. Vicky Buser Information architect, GOV.UK Government Digital Service @vickybuser
  2. 2. Getting the words right
  3. 3. GDS 1. Why words matter 2. Why they’re hard to get right 3. Tools and techniques
  4. 4. GDS
  5. 5. GDS 190,000+ documents 10m visitors a week General public and professional users
  6. 6. 1. Why words matter
  7. 7. GDS Words = language = meaning
  8. 8. GDS Language = a commonly held agreement between people about what verbal sounds will represent which buckets of ideas Source: “The Silo Effect” by Gillian Tett
  9. 9. GDS IAs group, categorise and label things on behalf of users
  10. 10. GDS Labels are important in navigation
  11. 11. GDS
  12. 12. GDS
  13. 13. GDS
  14. 14. GDS So getting the words right is core to UX
  15. 15. GDS
  16. 16. GDS Context is key
  17. 17. GDS
  18. 18. GDS Context can be level of knowledge
  19. 19. GDS Pharmacovigilance?
  20. 20. GDS
  21. 21. GDS
  22. 22. GDS Context can be culture
  23. 23. GDShttps://www.flickr.com/photos/curioustangles/15537562818/
  24. 24. GDS Context can be emotional state
  25. 25. GDShttps://www.flickr.com/photos/a-lish147/5021241570
  26. 26. GDS Words can create the right (or wrong) emotional tone
  27. 27. GDS
  28. 28. GDS Literacy and accessibility
  29. 29. GDShttp://www.bdadyslexia.org.uk/dyslexic/eyes-and-dyslexia
  30. 30. GDS
  31. 31. GDS buy help about like tell
  32. 32. 2. Why words are hard
  33. 33. GDShttps://www.flickr.com/photos/chris_schultz/11306328493
  34. 34. GDS Words are often ambiguous
  35. 35. GDS Synonyms Homonyms Contronyms
  36. 36. GDS
  37. 37. GDS Language changes all the time
  38. 38. GDS
  39. 39. GDS
  40. 40. GDS
  41. 41. 3. Tools and techniques
  42. 42. GDS Tool 1: Contextual user research
  43. 43. GDSwww.gov.uk/design-principles
  44. 44. GDSwww.flickr.com/photos/woolgenie/16093952683/
  45. 45. GDS Tool 2: Search term analysis
  46. 46. GDS 6% of users use site search About 5m searches a month 66m searches in 2015 Almost 17m different search terms used in 2015
  47. 47. GDS
  48. 48. GDS
  49. 49. GDS
  50. 50. GDS
  51. 51. GDS
  52. 52. GDS
  53. 53. GDS
  54. 54. GDS
  55. 55. GDS
  56. 56. GDS Tool 3: Card sorting
  57. 57. GDS
  58. 58. GDShttps://www.flickr.com/photos/lendingmemo/11442225495/
  59. 59. GDS Bringing all the evidence together
  60. 60. GDS
  61. 61. GDS
  62. 62. Thanks! Vicky Buser @vickybuser

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