Want people to understand your apps, sites, information? Write and design it in plain language so they can find, understand and use it. (Talk at Code for America, 22 Aug 2014)

1. Plain language
Accessibility for content
Whitney Quesenbery
@civicdesign | @whitneyq

2. Plain language means users can
find what they need
understand what they find
use the information
to meet their goals
This definition was written by Ginny Redish and is used by the Center for Plain Language

3. Plain language = a11y
= usability
= user experience
for information

4. Plain information is important
because people...
 have different degrees of literacy
 do not always read carefully.
 may have a cognitive disability
 or a visual disability that can affect reading.
 may not know (or read) the language well

5. 43% of Americans have a reading disability
Below basic
30 million
14%
Basic
63 million
29%
Intermediate
95 million
44%
Proficient
28 million
13%
U.S. National Assessment of Adult Literacy
http://nces.ed.gov/naal/kf_demographics.asp

6. Even skilled readers may be
 rushed
 distracted
 tired
 stressed
 inexperienced
 confused

7. We understand the problem
too much text ignored or skipped
hidden steps miss important actions
jargon and unfamiliar words misinterpret meaning
instructions in the wrong place make mistakes
passive voice (ambiguity) guess what to do

8. When voters can't understand the
ballot, forms, and voter guides
they think that elections are
difficult, confusing, and complicated.

9. There's a lot of forces behind
difficult-to-read information
 We've always done it like that!
 The curse of completeness.
 It's legal. It's supposed to sound like that.
 My audience or content is special.
 They can't tell the difference.

10. Myth: “My audience is special”
But compare these guidelines for different audiences
Teens
 Write simply,
using words that
are common to
your readers’
vocabulary
 Be concise and
get to the point
 Make the content
apply to personal
and cultural
experiences
Older adults
 Use words that
most older adults
know
 Write in plain
language with short,
simple and
straightforward
sentences
Low literacy
 Put the most important
information first
 Write text with a simple
sentence structure
 Keep pages,
paragraphs, sentences
short

11. Myth: “People can’t tell the difference”
Preference for style of instructions
(% of participants)
9
82
9
0 10 20 30 40 50 60 70 80 90
Traditional version
Plain language version
No preference
Report of Findings: Use of Language in Ballot Instructions, NIST IR 7556

12. We know how to fix that

13. Accessible UX Principle: Plain Language
People can read, understand, and use the information
• Write for your audience.
• Follow plain language guidelines for writing content.
• Write sentences and paragraphs for easy scanning.
• Support users through their tasks.
• Structure the whole page for scanning and comprehension.
• Write helpful links.
• Use language your audience is familiar with, or provide definitions.
• Provide plain language summaries of complex content.
• Don’t rely on readability formulas.
• Usability test your content.
Accessible UX Guidelines and a cross-reference to WCAG 2.0
http://rosenfeldmedia.com/books/a-web-for-everyone/resources/

14. 1. Write for the
audience
Speak to them
in their words
about their tasks

15. Elections (and government) are full of jargon
• absentee ballot
• canvassing board
• contests
• legislation
• primary electon
• provisional ballot
• remedial
• unaffilated
• early voting
• rebuttal
• redistricting
• polls
• change parties
• endorsement
• split your vote
• affiliate

16. Even simple election words can be confusing
Vote by mail
Early voting
Vote at the polls

17. Use simple, everyday words
Description Of Service
The Site is an online community which enables
photographers and graphic artists to post photographs and
images, share comments, opinions and ideas, promote
their work, participate in contests and promotions, and
access and/or purchase services from time to time made
available on the Site (“Services”). Services include, but are
not limited to, any service and/or content 500px makes
available to or performs for you, as well as the offering of
any materials displayed, transmitted or performed on the
Site or through the Services. Content (“Content”) includes,
but is not limited to text, user comments, messages,
information, data, graphics, news articles, photographs,
images, illustrations, and software.
Your access to and use of the Site may be interrupted from
time to time as a result of equipment malfunction, updating,
maintenance or repair of the Site or any other reason
within or outside the control of 500px. 500px reserves the
right to suspend or discontinue the availability of the Site
and/or any Service and/or remove any Content at any time
at its sole discretion and without prior notice. 500px may
also impose limits on certain features and Services or
restrict your access to parts of or all of the Site and the
Services without notice or liability. The Site should not be
used or relied upon for storage of your photographs and
images and you are directed to retain your own copies of
all Content posted on the Site.

18. Use plain language summaries for complex
content or to communicate key points

19. Leap and land on the same word
Give links good “scent of information”
HT: Caroline Jarrett

20. Speak directly to the reader
The text in the image says:
Living with MS.
Whether you just received a diagnosis of MS or have
been living with it for a long time—this section is filled
with information and tips on how to maintain your
quality of life in the years ahead. Read about
strategies to enhance your health and wellness,
maximize your productivity and independence, and
deal with emotional, social, and vocational
challenges.
nationalmssociety.org

21. Write for action
Answer questions

22. Write with active verbs

23. Voters ask questions in their own ways
What's on the ballot?
Who do I support or vote for?
Who is running?
Who will I be voting for?
Who are the candidates?
Who supports the candidates?
What are the candidates’ positions on [specific issue]?
What are the ballot measures?
What are the pros and cons for the measures?
Does this measure mean a tax increases?
How does the official guide compare to the TV ads?
Who is in office right now?

24. Use active voice
Tell voters what to do rather than what not to do
Before
If that oval is not marked, your vote cannot be counted.
After
You must fill in the oval for your vote to count
Put the person doing the action before the verb
Before
Moving ahead is accomplished by touching the word Next
After
To go forward in the ballot, touch Next

25. Be positive
 How much are the annual tuition fees at this
university?
 Based on what they read, they gave the wrong
answer, thinking this university is more
expensive, not less.
A typical three-year degree at £3,000 a year adds up to to
£9,000 – a hefty sum that doesn’t include living costs....
...on average to £3,046 compared with £9,000...
Universities will be able to charge up to £3,000 for annual
tuition fees and the government is predicting that average
levels of student debt will be around £15,000 for those
entering higher education next year...

26. Can users
interpret and act
on the
information?
http://www.yourdiseaserisk.wustl.edu/hccpquiz.pl

27. Organize information
logically

28. Provide a roadmap

29. Bite, snack, meal

30. 1 page: 1 topic
This information
was invisible

31. Plain language is a process

32. How to vote
356 words
(1) Mark only with a writing instrument provided by the board of elections.
(2) To vote for a candidate whose name is printed on this ballot fill in the (insert oval or square, as
applicable) above or next to the name of the candidate.
(3) To vote for a person whose name is not printed on this ballot write or stamp his or her name in the
space labeled “write-in” that appears (insert at the bottom of the column, the end of the row or at the
bottom of the candidate names, as applicable) for such office (and, if required by the voting system in
use at such election, the instructions shall also include “and fill in the (insert oval or square, as
applicable) corresponding with the write-in space in which you have written in a name”).
(4) To vote yes or no on a proposal, if any, that appears on the (indicate where on the ballot the proposal
may appear) fill in the (insert oval or square, as applicable) that corresponds to your vote.
(5) Any other mark or writing, or any erasure made on this ballot outside the voting squares or blank
spaces provided for voting will void this entire ballot.
(6) Do not overvote. If you select a greater number of candidates than there are vacancies to be filled,
your ballot will be void for that public office, party position or proposal.
(7) If you tear, or deface, or wrongly mark this ballot, return it and obtain another. Do not attempt to
correct mistakes on the ballot by making erasures or cross outs. Erasures or cross outs may invalidate
all or part of your ballot. Prior to submitting your ballot, if you make a mistake in completing the ballot or
wish to change your ballot choices, you may obtain and complete a new ballot. You have a right to a
replacement ballot upon return of the original ballot.
(8) After completing your ballot, insert it into the ballot scanner and wait for the notice that your ballot
has been successfully scanned. If no such notice appears, seek the assistance of an election inspector.

33. How to vote
106 words
Mark the oval to the left of the name of your choice.
To vote for a candidate whose name is not printed on the ballot, print the name
clearly in the box labeled 'write-in', staying within the box.
Do not make any marks outside the spaces provided for voting. If you do, your ballot
may not count.
The number of choices is listed for each contest. Do not mark the ballot for more
candidates than allowed. If you do, your vote in that contest will not count.
If you make a mistake, or want to change your vote, ask a poll worker for a new
ballot.

34. Let's untangle this ballot instruction
NOTICE
If you tear, deface, or make a mistake and wrongfully mark any ballot,
you must return it to the election board and receive a new ballot or set of ballots.
To vote for a person whose name is printed on the ballot, darken the oval at the left of the person’s name. To vote for a person whose name is not printed on
the ballot, write the person’s name in the blank space, if any is provided, and darken the oval to the left.
TO VOTE, DARKEN THE OVAL NEXT TO YOUR CHOICE, LIKE THIS
NOTICE
If you tear, deface, or make a mistake and wrongfully mark any ballot,
you must return it to the election board and receive a new ballot or set of ballots.
To vote for a person whose name is printed on the ballot, darken the oval at the
left of the person’s name. To vote for a person whose name is not printed on the
ballot, write the person’s name in the blank space, if any is provided, and darken
the oval to the left.
TO VOTE, DARKEN THE OVAL NEXT TO YOUR CHOICE, LIKE THIS

35. 1. Put the instructions in a logical order
TO VOTE, DARKEN THE OVAL NEXT TO YOUR CHOICE, LIKE THIS
To vote for a person whose name is printed on the ballot, darken the oval at
the left of the person’s name.
To vote for a person whose name is not printed on the ballot, write the
person’s name in the blank space, if any is provided, and darken the oval to
the left.
If you tear, deface, or make a mistake and wrongfully mark any ballot,
you must return it to the election board and receive a new ballot or set of
ballots

36. 2. Remove centering and capital letters.
To vote, darken the oval next to your choice, like this
To vote for a person whose name is printed on the ballot, darken the oval at
the left of the person’s name.
To vote for a person whose name is printed on the ballot, darken the oval at
the left of the person’s name. To vote for a person whose name is not printed
on the ballot, write the person’s name in the blank space, if any is provided,
and darken the oval to the left.
If you tear, deface, or make a mistake and wrongfully mark any ballot,
you must return it to the election board and receive a new ballot or set of
ballots

37. 3. Simplify the text to use common words
To vote, fill in the oval next to your choice, like this:
To vote for a person whose name is printed on the ballot, fill in the oval at the
left of the person’s name.
To vote for a person whose name is not on the ballot, write the person’s name
in the blank space, and fill in the oval next to it.
If you make a mistake marking your ballot, return it to the election board and
receive a new ballot or set of ballots.

38. 4. Make the text active. Keep simplifying.
To vote, fill in the oval next to your choice, like this:
To vote for a person whose name is not on the ballot, write the person’s name
in the blank space, and fill in the oval next to it.
If you make a mistake marking your ballot, ask a poll worker for a new ballot.

39. 5. Add an illustration and a heading
To vote, fill in the oval next to your choice
To vote for a person whose name is not on the
ballot, write the name in the blank space, and fill in
the oval next to it.
If you make a mistake marking your ballot, ask a
poll worker for a new ballot.

40. Think about how people will read the
form, instructions, or text

41. Can they...
 read all of the information
easily?
 navigate through the
form to find everything
they need?
 identify the different
sections of the ballot or
form?
 find, read, and follow
instructions accurately?

42. Can they...
 understand what each
instruction means?
 follow instructions easily?
 complete the ballot
without making
mistakes?
 respond appropriately to
error messages?

43. Field Guides

44. Storytelling for User Experience
with Kevin Brooks
Global UX
with Daniel Szuc
A Web for Everyone
with Sarah Horton
http://rosenfeldmedia.com/books/a-web-for-everyone/

45. Thank you.

46. Center for Civic Design
centerforcivicdesign.org
@civicdesign
Whitney Quesenbery
whitneyq@centerforcivicdesign.org
@whitneyq