SlideShare a Scribd company logo
1 of 90
Clever Copy for Happy Users
Lauren T. G. Colton
Web Conference at Penn State | 6.22.2015
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
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
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
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.
“The web does not just connect
machines, it connects people.”
Tim Berners-Lee
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
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
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
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
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
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
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
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
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
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
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
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
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
Intentional
Bridging the gaps
See https://www.crystalknows.com/
Contextual
Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
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
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
Intentional Straightforward
Avoid jargon
Have alternate
terms for
important ideas.
Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
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
Intentional Straightforward
Give common words common meaning
Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
Intentional Straightforward
Give common words common meaning
Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
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
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
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
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
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
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
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
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
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
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
Intentional Straightforward
The oxford comma can change everything.
Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
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
“If you torture the data long enough,
it will confess.”
Ronald Coase
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
Measured Experimental
See https://www.optimalworkshop.com/chalkmark-demo
Heatmapping
Quantitative | External | Expectations
Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
Measured Experimental
See https://www.optimalworkshop.com/chalkmark-demo
Heatmapping
Quantitative | External | Expectations
Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
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
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
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
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
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
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
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
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
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
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
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
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
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
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
“...you broadcast your company’s
dysfunction to the whole wide world…”
Lisa Welchman
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
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
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
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
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
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
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
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
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
Questions? @LaurenTGC
Key Points
1. Words shape the user experience.
2. Keep testing, keep improving.
3. Our messages are a starting point.

More Related Content

What's hot

From Crowdsourcing to Crowd Making: The Path From Ideas to Solutions
From Crowdsourcing to Crowd Making: The Path From Ideas to SolutionsFrom Crowdsourcing to Crowd Making: The Path From Ideas to Solutions
From Crowdsourcing to Crowd Making: The Path From Ideas to SolutionsSeattle Interactive Conference
 
Designing Inclusive Open Source Communities
Designing Inclusive Open Source CommunitiesDesigning Inclusive Open Source Communities
Designing Inclusive Open Source CommunitiesErin 'Folletto' Casali
 
Lightning Talk #10: Creating a Design-Centered Culture in Organizations: Lear...
Lightning Talk #10: Creating a Design-Centered Culture in Organizations: Lear...Lightning Talk #10: Creating a Design-Centered Culture in Organizations: Lear...
Lightning Talk #10: Creating a Design-Centered Culture in Organizations: Lear...ux singapore
 
Facilitating Complexity: A Pervert's Guide to Exploration
Facilitating Complexity: A Pervert's Guide to ExplorationFacilitating Complexity: A Pervert's Guide to Exploration
Facilitating Complexity: A Pervert's Guide to ExplorationWilliam Evans
 
CSUN Inclusive Design Changes Perspective
CSUN Inclusive Design Changes PerspectiveCSUN Inclusive Design Changes Perspective
CSUN Inclusive Design Changes PerspectiveJess Mitchell
 
The Art of Direct Observational Research at Scale by Making it a Team Sport!
The Art of Direct Observational Research at Scale by Making it a Team Sport!The Art of Direct Observational Research at Scale by Making it a Team Sport!
The Art of Direct Observational Research at Scale by Making it a Team Sport!UXPA International
 
Agile Toronto 2016: What do you mean when you say "leadership"?
Agile Toronto 2016: What do you mean when you say "leadership"?Agile Toronto 2016: What do you mean when you say "leadership"?
Agile Toronto 2016: What do you mean when you say "leadership"?Jason Yip
 
Content modelling: Making content smarter
Content modelling: Making content smarterContent modelling: Making content smarter
Content modelling: Making content smarterAngus Gordon
 
Apps as Machines — at FH Potsdam
Apps as Machines — at FH PotsdamApps as Machines — at FH Potsdam
Apps as Machines — at FH PotsdamMartin Jordan
 
Apps as Machines — at Hochschule Darmstadt
Apps as Machines — at Hochschule DarmstadtApps as Machines — at Hochschule Darmstadt
Apps as Machines — at Hochschule DarmstadtMartin Jordan
 
UX STRAT USA 2017: Ruth Buchanan, "Co-Designing Dropbox Innovations with Cust...
UX STRAT USA 2017: Ruth Buchanan, "Co-Designing Dropbox Innovations with Cust...UX STRAT USA 2017: Ruth Buchanan, "Co-Designing Dropbox Innovations with Cust...
UX STRAT USA 2017: Ruth Buchanan, "Co-Designing Dropbox Innovations with Cust...UX STRAT
 
Know Thyself, and to thine users be true: Understanding and Managing Biases t...
Know Thyself, and to thine users be true: Understanding and Managing Biases t...Know Thyself, and to thine users be true: Understanding and Managing Biases t...
Know Thyself, and to thine users be true: Understanding and Managing Biases t...UXPA International
 
BoSEU18 | Bruce McCarthy | Product Culture Eats Execution Culture
BoSEU18 | Bruce McCarthy | Product Culture Eats Execution CultureBoSEU18 | Bruce McCarthy | Product Culture Eats Execution Culture
BoSEU18 | Bruce McCarthy | Product Culture Eats Execution CultureBusiness of Software Conference
 
Content strategy by stealth
Content strategy by stealthContent strategy by stealth
Content strategy by stealthKate Thomas
 
Design Sprints for Innovation
Design Sprints for InnovationDesign Sprints for Innovation
Design Sprints for InnovationDave Hogue
 
designing innovation, insitutions for social transformation D1s3 gupta anil i...
designing innovation, insitutions for social transformation D1s3 gupta anil i...designing innovation, insitutions for social transformation D1s3 gupta anil i...
designing innovation, insitutions for social transformation D1s3 gupta anil i...Dr Anil Gupta
 
The Secret Sauce of Successful Teams
The Secret Sauce of Successful TeamsThe Secret Sauce of Successful Teams
The Secret Sauce of Successful TeamsSven Peters
 
Mind Melds and BattleBots: Creating the Right Kind of Designer/Developer Dynamic
Mind Melds and BattleBots: Creating the Right Kind of Designer/Developer DynamicMind Melds and BattleBots: Creating the Right Kind of Designer/Developer Dynamic
Mind Melds and BattleBots: Creating the Right Kind of Designer/Developer DynamicWebVisions
 

What's hot (20)

From Crowdsourcing to Crowd Making: The Path From Ideas to Solutions
From Crowdsourcing to Crowd Making: The Path From Ideas to SolutionsFrom Crowdsourcing to Crowd Making: The Path From Ideas to Solutions
From Crowdsourcing to Crowd Making: The Path From Ideas to Solutions
 
Designing Inclusive Open Source Communities
Designing Inclusive Open Source CommunitiesDesigning Inclusive Open Source Communities
Designing Inclusive Open Source Communities
 
Hackdays and [in]cubator
Hackdays and [in]cubatorHackdays and [in]cubator
Hackdays and [in]cubator
 
Lightning Talk #10: Creating a Design-Centered Culture in Organizations: Lear...
Lightning Talk #10: Creating a Design-Centered Culture in Organizations: Lear...Lightning Talk #10: Creating a Design-Centered Culture in Organizations: Lear...
Lightning Talk #10: Creating a Design-Centered Culture in Organizations: Lear...
 
Facilitating Complexity: A Pervert's Guide to Exploration
Facilitating Complexity: A Pervert's Guide to ExplorationFacilitating Complexity: A Pervert's Guide to Exploration
Facilitating Complexity: A Pervert's Guide to Exploration
 
CSUN Inclusive Design Changes Perspective
CSUN Inclusive Design Changes PerspectiveCSUN Inclusive Design Changes Perspective
CSUN Inclusive Design Changes Perspective
 
The Art of Direct Observational Research at Scale by Making it a Team Sport!
The Art of Direct Observational Research at Scale by Making it a Team Sport!The Art of Direct Observational Research at Scale by Making it a Team Sport!
The Art of Direct Observational Research at Scale by Making it a Team Sport!
 
Agile Toronto 2016: What do you mean when you say "leadership"?
Agile Toronto 2016: What do you mean when you say "leadership"?Agile Toronto 2016: What do you mean when you say "leadership"?
Agile Toronto 2016: What do you mean when you say "leadership"?
 
Content modelling: Making content smarter
Content modelling: Making content smarterContent modelling: Making content smarter
Content modelling: Making content smarter
 
Apps as Machines — at FH Potsdam
Apps as Machines — at FH PotsdamApps as Machines — at FH Potsdam
Apps as Machines — at FH Potsdam
 
Apps as Machines — at Hochschule Darmstadt
Apps as Machines — at Hochschule DarmstadtApps as Machines — at Hochschule Darmstadt
Apps as Machines — at Hochschule Darmstadt
 
UX STRAT USA 2017: Ruth Buchanan, "Co-Designing Dropbox Innovations with Cust...
UX STRAT USA 2017: Ruth Buchanan, "Co-Designing Dropbox Innovations with Cust...UX STRAT USA 2017: Ruth Buchanan, "Co-Designing Dropbox Innovations with Cust...
UX STRAT USA 2017: Ruth Buchanan, "Co-Designing Dropbox Innovations with Cust...
 
Know Thyself, and to thine users be true: Understanding and Managing Biases t...
Know Thyself, and to thine users be true: Understanding and Managing Biases t...Know Thyself, and to thine users be true: Understanding and Managing Biases t...
Know Thyself, and to thine users be true: Understanding and Managing Biases t...
 
Prototyping Ideas
Prototyping IdeasPrototyping Ideas
Prototyping Ideas
 
BoSEU18 | Bruce McCarthy | Product Culture Eats Execution Culture
BoSEU18 | Bruce McCarthy | Product Culture Eats Execution CultureBoSEU18 | Bruce McCarthy | Product Culture Eats Execution Culture
BoSEU18 | Bruce McCarthy | Product Culture Eats Execution Culture
 
Content strategy by stealth
Content strategy by stealthContent strategy by stealth
Content strategy by stealth
 
Design Sprints for Innovation
Design Sprints for InnovationDesign Sprints for Innovation
Design Sprints for Innovation
 
designing innovation, insitutions for social transformation D1s3 gupta anil i...
designing innovation, insitutions for social transformation D1s3 gupta anil i...designing innovation, insitutions for social transformation D1s3 gupta anil i...
designing innovation, insitutions for social transformation D1s3 gupta anil i...
 
The Secret Sauce of Successful Teams
The Secret Sauce of Successful TeamsThe Secret Sauce of Successful Teams
The Secret Sauce of Successful Teams
 
Mind Melds and BattleBots: Creating the Right Kind of Designer/Developer Dynamic
Mind Melds and BattleBots: Creating the Right Kind of Designer/Developer DynamicMind Melds and BattleBots: Creating the Right Kind of Designer/Developer Dynamic
Mind Melds and BattleBots: Creating the Right Kind of Designer/Developer Dynamic
 

Viewers also liked

WEB CONFERENCING
WEB CONFERENCINGWEB CONFERENCING
WEB CONFERENCINGRobbySahoo
 
Fotos etibas
Fotos etibasFotos etibas
Fotos etibasvaleria
 
Beta cell failure, stress and dm2
Beta cell failure, stress and dm2Beta cell failure, stress and dm2
Beta cell failure, stress and dm2Ruy Pantoja
 
Grafico diario del dax perfomance index para el 09 01-2014
Grafico diario del dax perfomance index para el 09 01-2014Grafico diario del dax perfomance index para el 09 01-2014
Grafico diario del dax perfomance index para el 09 01-2014Experiencia Trading
 
User Experience Engineering oder What’s Love Got To Do With It?
User Experience Engineering oder What’s Love Got To Do With It?User Experience Engineering oder What’s Love Got To Do With It?
User Experience Engineering oder What’s Love Got To Do With It?Matthias Mueller-Prove
 
Eddie y alice smith liberacion espiritual del hogar
Eddie y alice smith   liberacion espiritual del hogarEddie y alice smith   liberacion espiritual del hogar
Eddie y alice smith liberacion espiritual del hogarHogar de Cristo
 
Cambio de actitud
Cambio de actitudCambio de actitud
Cambio de actitudUNMSM
 
StratetgicRetailingRedesignGroupProject (1)
StratetgicRetailingRedesignGroupProject (1)StratetgicRetailingRedesignGroupProject (1)
StratetgicRetailingRedesignGroupProject (1)Pol Dhutikraikriang
 
Telecom Industry Consultants at the Mobile VAS SUMMIT 2009 by Virtue Insight
Telecom Industry Consultants at the Mobile VAS SUMMIT 2009 by Virtue InsightTelecom Industry Consultants at the Mobile VAS SUMMIT 2009 by Virtue Insight
Telecom Industry Consultants at the Mobile VAS SUMMIT 2009 by Virtue InsightParitosh Sharma
 
EL DESARROLLO Y EL DESARROLLO A ESCALA HUMANA EN LA FORMACIÓN DEL EMPRENDEDOR...
EL DESARROLLO Y EL DESARROLLO A ESCALA HUMANA EN LA FORMACIÓN DEL EMPRENDEDOR...EL DESARROLLO Y EL DESARROLLO A ESCALA HUMANA EN LA FORMACIÓN DEL EMPRENDEDOR...
EL DESARROLLO Y EL DESARROLLO A ESCALA HUMANA EN LA FORMACIÓN DEL EMPRENDEDOR...SELENE ROMZÚ
 
Daily Mail & Mail Online Birds Eye Case Study
Daily Mail & Mail Online Birds Eye Case StudyDaily Mail & Mail Online Birds Eye Case Study
Daily Mail & Mail Online Birds Eye Case StudyNewsworks
 
20 Stunning Game Of Thrones Locations
20 Stunning Game Of Thrones Locations20 Stunning Game Of Thrones Locations
20 Stunning Game Of Thrones Locationsixigo.com
 
Are UXperienced? [SUNYCUAD]
Are UXperienced? [SUNYCUAD]Are UXperienced? [SUNYCUAD]
Are UXperienced? [SUNYCUAD]Robin Smail
 
Top 10 Swing Dance Camps in the UK
Top 10 Swing Dance Camps in the UKTop 10 Swing Dance Camps in the UK
Top 10 Swing Dance Camps in the UKDon Mazonas
 

Viewers also liked (20)

WEB CONFERENCING
WEB CONFERENCINGWEB CONFERENCING
WEB CONFERENCING
 
筹募资金
筹募资金筹募资金
筹募资金
 
Fotos etibas
Fotos etibasFotos etibas
Fotos etibas
 
राजगड
राजगडराजगड
राजगड
 
Beta cell failure, stress and dm2
Beta cell failure, stress and dm2Beta cell failure, stress and dm2
Beta cell failure, stress and dm2
 
Grafico diario del dax perfomance index para el 09 01-2014
Grafico diario del dax perfomance index para el 09 01-2014Grafico diario del dax perfomance index para el 09 01-2014
Grafico diario del dax perfomance index para el 09 01-2014
 
Drama
DramaDrama
Drama
 
User Experience Engineering oder What’s Love Got To Do With It?
User Experience Engineering oder What’s Love Got To Do With It?User Experience Engineering oder What’s Love Got To Do With It?
User Experience Engineering oder What’s Love Got To Do With It?
 
Eddie y alice smith liberacion espiritual del hogar
Eddie y alice smith   liberacion espiritual del hogarEddie y alice smith   liberacion espiritual del hogar
Eddie y alice smith liberacion espiritual del hogar
 
Cambio de actitud
Cambio de actitudCambio de actitud
Cambio de actitud
 
Highly Strung
Highly StrungHighly Strung
Highly Strung
 
StratetgicRetailingRedesignGroupProject (1)
StratetgicRetailingRedesignGroupProject (1)StratetgicRetailingRedesignGroupProject (1)
StratetgicRetailingRedesignGroupProject (1)
 
Telecom Industry Consultants at the Mobile VAS SUMMIT 2009 by Virtue Insight
Telecom Industry Consultants at the Mobile VAS SUMMIT 2009 by Virtue InsightTelecom Industry Consultants at the Mobile VAS SUMMIT 2009 by Virtue Insight
Telecom Industry Consultants at the Mobile VAS SUMMIT 2009 by Virtue Insight
 
EL DESARROLLO Y EL DESARROLLO A ESCALA HUMANA EN LA FORMACIÓN DEL EMPRENDEDOR...
EL DESARROLLO Y EL DESARROLLO A ESCALA HUMANA EN LA FORMACIÓN DEL EMPRENDEDOR...EL DESARROLLO Y EL DESARROLLO A ESCALA HUMANA EN LA FORMACIÓN DEL EMPRENDEDOR...
EL DESARROLLO Y EL DESARROLLO A ESCALA HUMANA EN LA FORMACIÓN DEL EMPRENDEDOR...
 
Tren Rovos
Tren  RovosTren  Rovos
Tren Rovos
 
Mgb fear-no-gastric-cancer
Mgb fear-no-gastric-cancerMgb fear-no-gastric-cancer
Mgb fear-no-gastric-cancer
 
Daily Mail & Mail Online Birds Eye Case Study
Daily Mail & Mail Online Birds Eye Case StudyDaily Mail & Mail Online Birds Eye Case Study
Daily Mail & Mail Online Birds Eye Case Study
 
20 Stunning Game Of Thrones Locations
20 Stunning Game Of Thrones Locations20 Stunning Game Of Thrones Locations
20 Stunning Game Of Thrones Locations
 
Are UXperienced? [SUNYCUAD]
Are UXperienced? [SUNYCUAD]Are UXperienced? [SUNYCUAD]
Are UXperienced? [SUNYCUAD]
 
Top 10 Swing Dance Camps in the UK
Top 10 Swing Dance Camps in the UKTop 10 Swing Dance Camps in the UK
Top 10 Swing Dance Camps in the UK
 

Similar to Web Conference at Penn State 2015

Clever Copy for Happy Users STC Summit 2015
Clever Copy for Happy Users STC Summit 2015Clever Copy for Happy Users STC Summit 2015
Clever Copy for Happy Users STC Summit 2015laurentgc
 
Skills & ideas for #ProblemGamblingKTE
Skills & ideas for #ProblemGamblingKTE Skills & ideas for #ProblemGamblingKTE
Skills & ideas for #ProblemGamblingKTE Anne Bergen
 
Designing the Next Generation of Search User Experience - Duane Degler and Li...
Designing the Next Generation of Search User Experience - Duane Degler and Li...Designing the Next Generation of Search User Experience - Duane Degler and Li...
Designing the Next Generation of Search User Experience - Duane Degler and Li...UXPA International
 
Designing the Next Generation of Search User Experience - UXPA2015
Designing the Next Generation of Search User Experience - UXPA2015Designing the Next Generation of Search User Experience - UXPA2015
Designing the Next Generation of Search User Experience - UXPA2015Design for Context
 
Sandy Williams Hilfiker - Involving People with Limited Literacy Skills in Co...
Sandy Williams Hilfiker - Involving People with Limited Literacy Skills in Co...Sandy Williams Hilfiker - Involving People with Limited Literacy Skills in Co...
Sandy Williams Hilfiker - Involving People with Limited Literacy Skills in Co...Plain Talk 2015
 
How To Structure Your Search Team for Success
How To Structure Your Search Team for SuccessHow To Structure Your Search Team for Success
How To Structure Your Search Team for SuccessOpenSource Connections
 
Making Critical Thinking Real with Digital Content - CUE 2017
 Making Critical Thinking Real with Digital Content - CUE 2017 Making Critical Thinking Real with Digital Content - CUE 2017
Making Critical Thinking Real with Digital Content - CUE 2017Julie Evans
 
SXSWedu 2018: Making Critical Thinking Real with Digital Content
 SXSWedu 2018: Making Critical Thinking Real with Digital Content SXSWedu 2018: Making Critical Thinking Real with Digital Content
SXSWedu 2018: Making Critical Thinking Real with Digital ContentJulie Evans
 
Getting Started With User-Centered Content by Emileigh Barnes & Kate Garklavs...
Getting Started With User-Centered Content by Emileigh Barnes & Kate Garklavs...Getting Started With User-Centered Content by Emileigh Barnes & Kate Garklavs...
Getting Started With User-Centered Content by Emileigh Barnes & Kate Garklavs...Blend Interactive
 
Jcsp critical thinking in the online context
Jcsp critical thinking in the online context Jcsp critical thinking in the online context
Jcsp critical thinking in the online context clairematthews
 
Designing to save lives: Government technical documentation
Designing  to save  lives: Government technical documentation Designing  to save  lives: Government technical documentation
Designing to save lives: Government technical documentation Laurian Vega
 
Digital Innovation Academy Presentation Slides
Digital Innovation Academy Presentation SlidesDigital Innovation Academy Presentation Slides
Digital Innovation Academy Presentation SlidesHarvardComms
 
How to Make Your Content Future-Ready
How to Make Your Content Future-ReadyHow to Make Your Content Future-Ready
How to Make Your Content Future-ReadyDNN
 
Museums and the Web 2009: E-Learning workshop
Museums and the Web 2009: E-Learning workshopMuseums and the Web 2009: E-Learning workshop
Museums and the Web 2009: E-Learning workshopSgardam
 
SearchLove Boston 2013_Abby Covert_Search is the Front Door to UX
SearchLove Boston 2013_Abby Covert_Search is the Front Door to UXSearchLove Boston 2013_Abby Covert_Search is the Front Door to UX
SearchLove Boston 2013_Abby Covert_Search is the Front Door to UXDistilled
 
Research culture presentation Sept 4, 2013
Research culture presentation Sept 4, 2013Research culture presentation Sept 4, 2013
Research culture presentation Sept 4, 2013Shawna Reibling
 
Improve your value at work: Using evidence to influence decision making
Improve your value at work: Using evidence to influence decision makingImprove your value at work: Using evidence to influence decision making
Improve your value at work: Using evidence to influence decision makingKaren Schriver
 

Similar to Web Conference at Penn State 2015 (20)

Clever Copy for Happy Users STC Summit 2015
Clever Copy for Happy Users STC Summit 2015Clever Copy for Happy Users STC Summit 2015
Clever Copy for Happy Users STC Summit 2015
 
Skills & ideas for #ProblemGamblingKTE
Skills & ideas for #ProblemGamblingKTE Skills & ideas for #ProblemGamblingKTE
Skills & ideas for #ProblemGamblingKTE
 
Designing the Next Generation of Search User Experience - Duane Degler and Li...
Designing the Next Generation of Search User Experience - Duane Degler and Li...Designing the Next Generation of Search User Experience - Duane Degler and Li...
Designing the Next Generation of Search User Experience - Duane Degler and Li...
 
Designing the Next Generation of Search User Experience - UXPA2015
Designing the Next Generation of Search User Experience - UXPA2015Designing the Next Generation of Search User Experience - UXPA2015
Designing the Next Generation of Search User Experience - UXPA2015
 
Sandy Williams Hilfiker - Involving People with Limited Literacy Skills in Co...
Sandy Williams Hilfiker - Involving People with Limited Literacy Skills in Co...Sandy Williams Hilfiker - Involving People with Limited Literacy Skills in Co...
Sandy Williams Hilfiker - Involving People with Limited Literacy Skills in Co...
 
How To Structure Your Search Team for Success
How To Structure Your Search Team for SuccessHow To Structure Your Search Team for Success
How To Structure Your Search Team for Success
 
Making Critical Thinking Real with Digital Content - CUE 2017
 Making Critical Thinking Real with Digital Content - CUE 2017 Making Critical Thinking Real with Digital Content - CUE 2017
Making Critical Thinking Real with Digital Content - CUE 2017
 
SXSWedu 2018: Making Critical Thinking Real with Digital Content
 SXSWedu 2018: Making Critical Thinking Real with Digital Content SXSWedu 2018: Making Critical Thinking Real with Digital Content
SXSWedu 2018: Making Critical Thinking Real with Digital Content
 
Getting Started With User-Centered Content by Emileigh Barnes & Kate Garklavs...
Getting Started With User-Centered Content by Emileigh Barnes & Kate Garklavs...Getting Started With User-Centered Content by Emileigh Barnes & Kate Garklavs...
Getting Started With User-Centered Content by Emileigh Barnes & Kate Garklavs...
 
Jcsp critical thinking in the online context
Jcsp critical thinking in the online context Jcsp critical thinking in the online context
Jcsp critical thinking in the online context
 
Designing to save lives: Government technical documentation
Designing  to save  lives: Government technical documentation Designing  to save  lives: Government technical documentation
Designing to save lives: Government technical documentation
 
Digital Innovation Academy Presentation Slides
Digital Innovation Academy Presentation SlidesDigital Innovation Academy Presentation Slides
Digital Innovation Academy Presentation Slides
 
Mo W2009 Elearning
Mo W2009 ElearningMo W2009 Elearning
Mo W2009 Elearning
 
How to Make Your Content Future-Ready
How to Make Your Content Future-ReadyHow to Make Your Content Future-Ready
How to Make Your Content Future-Ready
 
Museums and the Web 2009: E-Learning workshop
Museums and the Web 2009: E-Learning workshopMuseums and the Web 2009: E-Learning workshop
Museums and the Web 2009: E-Learning workshop
 
Redefining content with Infographics
Redefining content with InfographicsRedefining content with Infographics
Redefining content with Infographics
 
Nlp workshop-share
Nlp workshop-shareNlp workshop-share
Nlp workshop-share
 
SearchLove Boston 2013_Abby Covert_Search is the Front Door to UX
SearchLove Boston 2013_Abby Covert_Search is the Front Door to UXSearchLove Boston 2013_Abby Covert_Search is the Front Door to UX
SearchLove Boston 2013_Abby Covert_Search is the Front Door to UX
 
Research culture presentation Sept 4, 2013
Research culture presentation Sept 4, 2013Research culture presentation Sept 4, 2013
Research culture presentation Sept 4, 2013
 
Improve your value at work: Using evidence to influence decision making
Improve your value at work: Using evidence to influence decision makingImprove your value at work: Using evidence to influence decision making
Improve your value at work: Using evidence to influence decision making
 

Recently uploaded

Create Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comCreate Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comjakyjhon00
 
Mike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy ShirtMike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy ShirtTeeFusion
 
Embroidery design from embroidery magazine
Embroidery design from embroidery magazineEmbroidery design from embroidery magazine
Embroidery design from embroidery magazineRivanEleraki
 
How to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTHow to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTThink 360 Studio
 
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLMath Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLkenzukiri
 
High-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillHigh-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillCre8iveskill
 
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...Amil baba
 
LRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfLRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfHctorFranciscoSnchez1
 
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Ed Orozco
 
Designing for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsDesigning for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsBlock Party
 
UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024mikailaoh
 
The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024Alan Dix
 
Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...khushisharma298853
 
Cold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptxCold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptxSamKuruvilla5
 
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxWCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxHasan S
 
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdfBuilding+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdfsaidbilgen
 
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Ted Drake
 
Construction Documents Checklist before Construction
Construction Documents Checklist before ConstructionConstruction Documents Checklist before Construction
Construction Documents Checklist before ConstructionResDraft
 
Production of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptxProduction of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptxb2kshani34
 

Recently uploaded (19)

Create Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comCreate Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.com
 
Mike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy ShirtMike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy Shirt
 
Embroidery design from embroidery magazine
Embroidery design from embroidery magazineEmbroidery design from embroidery magazine
Embroidery design from embroidery magazine
 
How to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTHow to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPT
 
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLMath Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
 
High-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillHigh-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkill
 
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
 
LRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfLRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdf
 
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
 
Designing for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsDesigning for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teams
 
UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024
 
The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024
 
Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...
 
Cold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptxCold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptx
 
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxWCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
 
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdfBuilding+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
 
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
 
Construction Documents Checklist before Construction
Construction Documents Checklist before ConstructionConstruction Documents Checklist before Construction
Construction Documents Checklist before Construction
 
Production of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptxProduction of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptx
 

Web Conference at Penn State 2015

  • 1. Clever Copy for Happy Users Lauren T. G. Colton Web Conference at Penn State | 6.22.2015
  • 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. 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. 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. 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. “The web does not just connect machines, it connects people.” Tim Berners-Lee
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Intentional Bridging the gaps See https://www.crystalknows.com/ Contextual Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  • 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. 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. Intentional Straightforward Avoid jargon Have alternate terms for important ideas. Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  • 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. Intentional Straightforward Give common words common meaning Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  • 26. Intentional Straightforward Give common words common meaning Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Intentional Straightforward The oxford comma can change everything. Web Conference at Penn State | 6.22.2015 @LaurenTGC #psuweb #CleverCopyUX
  • 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. “If you torture the data long enough, it will confess.” Ronald Coase
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. “...you broadcast your company’s dysfunction to the whole wide world…” Lisa Welchman
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. Questions? @LaurenTGC Key Points 1. Words shape the user experience. 2. Keep testing, keep improving. 3. Our messages are a starting point.

Editor's Notes

  1. 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.
  2. 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?
  3. 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
  4. 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.
  5. Language is a human experience, actually happening. Digital spaces helps words move farther, more quickly, to more people.
  6. Your ambitions matter. Large user base means you might be at risk for diluting your message
  7. 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)
  8. 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.
  9. Many groups, multiple groups per person, and many overlaps
  10. A bilingual user may have the same connections on two social networks, but moving between platform and language changes the conversation.
  11. There can only be one. Can give them notecards and slots on a poster to make this clear.
  12. 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.
  13. Powerful, “sticky” messages are understood across contexts.
  14. 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)
  15. Photos have a lower cognitive load, text carries more meaning…ease of use versus meeting your objectives. (Awareness, not avoidance.)
  16. 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.
  17. Demographics and contextual circumstances change vocabulary and structure: millennial “because”…smartphone error allowances
  18. 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.
  19. 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”
  20. Whoever you’re talking to will benefit from plain language.
  21. Plain to one set of users is not necessarily plain to another set.
  22. Milk, dairy, lactose. Affordance by including alt term in scannable area
  23. Glossary:
  24. Glossary:
  25. Glossary:
  26. 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.
  27. Embrace minimalism…too many options make decisions more difficult
  28. 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?
  29. Users will browse and scroll. Primary: button, secondary: can be a link.
  30. Simplify complex data by revealing structure, highlighting key facts, and comparing options
  31. Clear information hierarchy left aligned over justified, numerals, formatting (parentheses, em dashes, ellipses), lists have -5, parallel items, first is most important
  32. 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…
  33. 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.
  34. What does the person who helped make your monkey costume for the school play think about this?
  35. Does not consider page organization, design elements, or localization.
  36. Plenty of tools online, but use one consistently when comparing passages to account for minor differences
  37. You can say big things with easily-read text.
  38. 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
  39. If you don’t include “the” or “and” in counting, be consistent across testing
  40. How are categories grouped, and how labeled. Clearly, consistently show WHERE am I and WHERE can I go?
  41. You want to transfer home phone and internet to your new address…
  42. You want to transfer home phone and internet to your new address…
  43. Would a monthly phone plan suit your needs better than “pay as you go”…
  44. Would a monthly phone plan suit your needs better than “pay as you go”…
  45. Can be informal, sending “can you read this” email, then dropping by to ask about it the next day.
  46. General task analysis, but uncovers if it’s a usability or a marketing issue.
  47. Is it a marketing issue or a usability issue?
  48. 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.
  49. A framework that gives you a space to collaborate. Who decides, and who maintains decisions?
  50. UX is about wayfinding across silos to collaborate
  51. 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.
  52. 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.
  53. Milestone in your Gantt chart, calendar reminder to talk about the future, and retrospectives.