Use Your Words

Kris%na Halvorson
An Event Apart 2018
@halvorson
Content strategy guides the crea1on, delivery, and
governance of useful, usable contnet.
Content design uses data and evidence
to give the audience what they need,
at the -me they need it,
and in a way they expect.
 • Who are our target audiences?
• What is our point of view?
• What brand and legal standards do we
Editorial need to comply with?
• What is our voice and tone?
 • What are our users’ needs and
preferences?
• What does our content ecosystem
look like?
• What are our customers’ journeys?
Experience
• What formats will our content take?
• How will design pa>erns shape our
content across screens?
• What metrics will we use to measure
performance?
 Systems design is the process of defining
the architecture, modules, and data for a system
to saAsfy specified requirements.
 • How will we organize content for
browse-and-find?
• What tags are most intuiAve for users?
• How will we categorize content for
Structure efficient management?
• How will we structure our content for
future reuse?
• What are the requirements for
personalizaAon, dynamic delivery, AI?
 • How will content move through its
lifecycle?
• What tools will we use to create,
Process deliver, and maintain content?
• How and when do we care for our
exisAng content?
• Who gets to say “no”?
LOGO

http://www.joebarrios.com/wp-content/uploads/2017/01/wireframe.png
You can do it!
 THIS TALK

YOU
Inclusivity:
Inclusivity: Who
Who needs
needs your
yourcontent?
content?
Intent:
Intent: What
What are they trying to do?
Meaning:
Meaning: What
What are you trying to say?
Context:
Context: Where
Where is the user in their journey?
journey?
Constraints:
Constraints: What
What can’t you change?
• Dagwood Bumstead
• Married with kids

and dog
• ConstrucAon

manager
• Likes sandwiches,

long baths, and naps

on the sofa
• Color blind
• Hearing loss
http://www.keepitusable.com/blog/wp-content/uploads/2016/06/ExPersona_Clark2.png
 Intentional inclusion
Inappropriate assumptions
“ Inclusive behaviors are those pracAces and behaviors
that leverage and honor the uniqueness of people’s
different talents, beliefs, idenAAes, and ways of living.

– InsAtute for Inclusion

as quoted in “The Inclusion Principle” on A List Apart
Non-inclusive wri/ng makes people feel …

• Less important than others

• DefecAve
• Inappropriately stereotyped
• Excluded
• Unvalued
• Abnormal
• Biased against
Four areas to pay a:en/on to

• Gender
• Race
• Sexual orientaAon and idenAty
• Accessibility
W3C Accessible Wri/ng Guidelines
• Provide informaAve, unique page Atles
• Use headings to convey meaning and structure
• Make link text meaningful (no “click here”)
• Write meaningful alt text for images
• Create transcripts and capAons for mulAmedia
• Provide clear instrucAons
• Keep content clear and concise
Use non-specific pronouns “they” vs. “she” or “he”

Address the user directly “you” and “your”

Avoid gendered nouns “server” vs. “waitress” or “waiter”

Use acceptable labels for Get guidance from members of

race and ethnicity the groups you are describing

Acknowledge a range of
Avoid exclusive labels and
sexual idenAAes and
language
orientaAons
https://docs.microsoft.com/en-us/cortana/skills/cortanas-persona
https://docs.microsoft.com/en-us/cortana/skills/cortanas-persona
“ [Inclusivity is] recognizing and supporAng the intrinsic value of
all human beings by creaAng and sustaining condiAons that
foster equity, empowerment, awareness and competence at
the personal, group and organizaAonal levels.

– InsAtute for Inclusion

as quoted in “The Inclusion Principle” on A List Apart
Inclusivity:
Inclusivity: Who
Who needs your content?
Intent:
Intent: What
What are
arethey
theytrying
tryingto
todo?
do?
Meaning:
Meaning: What
What are you trying to say?
Context:
Context: Where
Where is the user in their journey?
journey?
Constraints:
Constraints: What
What can’t you change?
• SaAsfy hunger
• Fuel up for acAvity
• Celebrate an
occasion
• Cope with emoAons
• Win a prize for
eaAng the biggest
sandwich
Understanding top tasks
“ Top tasks are the small set of tasks that ma>er most to
your customers. Make these tasks work well, and you’ll
be on the right track. Get them wrong, and chances are
you’ll lose the customer.
– Gerry McGovern
“What Really Ma<ers: Focusing on Top Tasks”
• Don’t use brands or jargon
• Avoid product names or groups
• Eliminate overlap
• Avoid lo`y concepts and goals
• Be concise
Start with the verb
Our templates Custom design File upload
Choose wisely
Control yourself
Inclusivity:
Inclusivity: Who
Who needs your content?
Intent:
Intent: What
What are they trying to do?
Meaning:
Meaning: What
What are
areyou
youtrying
tryingto
tosay?
say?
Context:
Context: Where
Where is the user in their journey?
journey?
Constraints:
Constraints: What
What can’t you change?
Hone in on substance
• meat
• cheese
• le>uce
• onions
• tomatoes
• green peas
• spaghea
• fried eggs
• blue stuff
Wireframes

http://www.joebarrios.com/wp-content/uploads/2017/01/wireframe.png
 Pa>erns
and
requirements

http://v3.danielmall.com/articles/content-display-patterns/oreilly-wires3.png
PAGE TABLE:
Substance and
prioriAes
Nobody cares
We are the
the leading
leading professionals
professionalsworking
workingwith
withbusiness
businessowners
owners
seeking to drive more sales into their businesses by offering our
online markeAng
online marke1ngservices
servicessuch
suchasasWeb
WebDesign
Designand
andDevelopment,
Development,
Social Media MarkeAng (SMM), Search Engine OpAmizaAon (SEO)
and Graphic Designs.

Our competent,
competent, dynamic
dynamicand
andproacAve
proac1vesupport
supportteam
teamoffers
offersTraining
and OrganizaAon
Training and OrganizaAon
Development
Development
Consultancy
Consultancy
services.services.

Our aim is
is to
to be
be your
your choice
choiceas
aspartner
partnerininachieving
achievingyour
yourbusiness
business
success by providing excellent and professional services.
Get to the point
Unfortunately, Zencastr can’t import external files yet. You’ll need to use a separate
audio editor like Audacity or Adobe Editor to sync the tracks.
Confirma/on number: 0219107677

When you pick up your Ackets at the theater …

• Show the credit card you used to purchase them.

• If your movie is rated R, you’ll need to show your photo ID.
• Are you a Magical Movie Rewards member? Get your card scanned at the box office to receive
rewards vouchers. (Also, you may have been issued a discount on your purchase. Check your
credit card statement to confirm.)

Email us: customerservice@movieAckets.com

Call us: 1-888-440-8457

Tracking # 355638025-183099509 (for MovieTickets.com tracking purposes only)

Avoid clichés
Don’t state the obvious
Inclusivity:
Inclusivity: Who
Who needs
needs your
yourcontent?
content?
Intent:
Intent: What
What are
are they
theytrying
tryingto
todo?
do?
Meaning:
Meaning: What
What are
areyou
youtrying
tryingto
tosay?
say?
Context:
Context: Where
Where is the user in their journey?
journey?
Constraints:
Constraints: What
What can’t
can’tyou
youchange?
change?
• hungry
• meal Ame
• socializing
• bored
• depressed
• free food
Watch your tone
Respect their process
Be consistent
If you’re allergic to something and you don’t see it listed in “Ingredients”—or appearing in an Allergy
Information statement in boldface on the package—then our ice cream (or other product) is safe for
you to eat. Here’s why:

1. We work closely with all of our ingredient suppliers to make sure the information they give us about their
ingredients is absolutely accurate—then list that information on every product label. All of it. Every label.

2. We’re especially careful about listing the following ingredients as possible allergen risks: peanuts or tree
nuts (almonds, cashews, chestnuts, walnuts, pistachios, pecans, hazelnuts/filberts, macadamias, Brazil
nuts, pine nuts), eggs, milk, fish, shellfish, wheat, soy, and lupin.

3. We have specific, required processes in place to protect customers with allergens from cross-
contamination—including strict sanitation procedures that ensure complete cleaning of all equipment.

For the most up-to-date allergen information about our products, just check the label—and if everything looks
good, then eat up. If you have any other questions or concerns about our ingredients, get in touch.
Inclusivity:
Inclusivity: Who
Who needs your content?
Intent:
Intent: What
What are they trying to do?
Meaning:
Meaning: What
What are you trying to say?
Context:
Context: Where
Where is the user in their journey?
journey?
Constraints:
Constraints: What
What can’t
can’tyou
youchange?
change?
• what’s in the fridge
• sandwich-making
skills
• dietary restricAons
• Ameframe
• size of mouth
Legal requirements
Brand requirements
https://download.skype.com/share/blogskin/press/skype_brandbook.pdf
https://identity.unc.edu/voice-writing-style/
System requirements
Accessibility requirements
W3C Accessible Wri/ng Guidelines
• Provide informaAve, unique page Atles
• Use headings to convey meaning and structure
• Make link text meaningful (no “click here”)
• Write meaningful alt text for images
• Create transcripts and capAons for mulAmedia
• Provide clear instrucAons
• Keep content clear and concise
Human grammar
Inclusivity: Who needs your content?
Intent: What are they trying to do?
Meaning: What are you trying to say?
Context: Where is the user in their journey?
Constraints: What can’t you change?
How can you get started?
Start with substance
Practice good hygiene
Sketch with words
“ Words are essenAal for helping users accomplish their
tasks, and by thinking about them while you sketch, you’ll
uncover problems early and be able to move faster later.

– Biz Sanford
“Words and the Design Process”
• Headings for pages and secAons
• Key verbs and nouns
• Bu>ons and link text
https://ux.shopify.com/words-and-the-design-process-f41472a249fb
Do not fear words.
Thanks!
Kris%na Halvorson
April 4, 2018 – An Event Apart SeaEle
@halvorson