content design: what it is & why you need it
TRANSCRIPT
Content DesignWhat it is & why you need itErin AblerLead Content Designer, Office of Innovation & Technology City of Philadelphia
@erinabler
Erin Abler • @erinabler
Content designThe practice of shaping information to help people take action.
Erin Abler • @erinabler
Medicaid: Apply if you are aged (65 years old or older), blind, or disabled and have low income and few resources. Apply if you are terminally ill and want to receive hospice services. Apply if you are aged, blind, or disabled; live in a nursing home; and have low income and limited resources. Apply if you are aged, blind, or disabled and need nursing home care, but can stay at home with special community care services. Apply if you are eligible for Medicare and have low income and limited resources.
http://www.plainlanguage.gov/testexamples/indexExample.cfm?record=86
Erin Abler • @erinabler
Medicaid: Apply if you are aged (65 years old or older), blind, or disabled and have low income and few resources. Apply if you are terminally ill and want to receive hospice services. Apply if you are aged, blind, or disabled; live in a nursing home; and have low income and limited resources. Apply if you are aged, blind, or disabled and need nursing home care, but can stay at home with special community care services. Apply if you are eligible for Medicare and have low income and limited resources.
Government content is confusing.
Erin Abler • @erinabler
Medicaid: Apply if you are aged (65 years old or older), blind, or disabled and have low income and few resources. Apply if you are terminally ill and want to receive hospice services. Apply if you are aged, blind, or disabled; live in a nursing home; and have low income and limited resources. Apply if you are aged, blind, or disabled and need nursing home care, but can stay at home with special community care services. Apply if you are eligible for Medicare and have low income and limited resources.
Government content is repetitive.
Erin Abler • @erinabler
Medicaid: Apply if you are aged (65 years old or older), blind, or disabled and have low income and few resources. Apply if you are terminally ill and want to receive hospice services. Apply if you are aged, blind, or disabled; live in a nursing home; and have low income and limited resources. Apply if you are aged, blind, or disabled and need nursing home care, but can stay at home with special community care services. Apply if you are eligible for Medicare and have low income and limited resources.
Government content is hard
to read.
Erin Abler • @erinabler
Medicaid: Apply if you are aged (65 years old or older), blind, or disabled and have low income and few resources. Apply if you are terminally ill and want to receive hospice services. Apply if you are aged, blind, or disabled; live in a nursing home; and have low income and limited resources. Apply if you are aged, blind, or disabled and need nursing home care, but can stay at home with special community care services. Apply if you are eligible for Medicare and have low income and limited resources.
Government content is bad
content.
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Why should we care?
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It affects the quality of our services.
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It affects our bottom line.
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It affects whether or not people trust us.
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It affects our ability to do our job.
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How do we fix it?
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Content precedes design. Design without content isn’t design, it’s decoration.
“Jeffrey ZeldmanFounder, A List Apart (1998), Happy Cog (1999)
Ad hoc rewriting is a crutch, not a solution.
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So, wait…how DO we fix it?
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Erin Abler • @erinabler
User needs are our north star
https://www.gov.uk/design-principles
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Content design objectives• Understand user needs
• Organize information more intuitively • Create new content for unmet needs• Develop an underlying content
strategy• Manage content at every stage
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Conduct user research• Analytics• User interviews• Task analysis• Surveys
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Create user need storiesAs a: [type of user]
I need to: [task/action]
So that I can: [goal]
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Create user need storiesAs a: [type of user]
Who is this for?
I need to: [task/action]
So that I can: [goal]
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Create user need storiesAs a: [type of user]
Who is this for?
I need to: [task/action]What will help this person reach their goal?
So that I can: [goal]
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Create user need storiesAs a: [type of user]
Who is this for?
I need to: [task/action]What will help this person reach their goal?
So that I can: [goal]What larger thing does the user need to accomplish?
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Create user need storiesAs a [type of user], I need to [task/action] so that I can [goal].
Erin Abler • @erinabler
Create user need storiesAs a [type of user], I need to [task/action] so that I can [goal].
As a homeowner, I need to know how much real estate tax I owe so I can make a payment.
Erin Abler • @erinabler
Create user need storiesAs a [type of user], I need to [task/action] so that I can [goal].
As a homeowner, I need to know how much real estate tax I owe so I can make a payment.As a small business owner, I need to know which taxes I’m required to pay so I don’t get in trouble for not paying them.
Erin Abler • @erinabler
Create user need storiesAs a [type of user], I need to [task/action] so that I can [goal].
As a homeowner, I need to know how much real estate tax I owe so I can make a payment.As a small business owner, I need to know which taxes I’m required to pay so I don’t get in trouble for not paying them.As a low income resident, I need to find affordable tax counseling so that I can prepare my tax return correctly.
Erin Abler • @erinabler
Gov.uk’s scoping rules1. Do people want this?2. Can people reasonably expect us to meet
this need?3. Can only government meet this need?4. Is it explaining someone’s rights or
obligations?5. Is it transactional or encouraging a shift to
digital by default government services?https://gds.blog.gov.uk/2011/09/19/introducing-the-needotron-working-out-the-shape-of-the-product/
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User Needs Prioritization
People want this
We can meet this
need
Only gov’t
provides this
Explains rights or
obli-gations
Trans-actional, digital by default
As a homeowner, I need to know how much real estate tax I owe so I can make a payment.
As a small business owner, I need to know which taxes I’m required to pay so I don’t get in trouble.
As a low income resident, I need to find affordable tax counseling so that I can prepare my tax return correctly.
Erin Abler • @erinabler
User Needs Prioritization
People want this
We can meet this
need
Only gov’t
provides this
Explains rights or
obli-gations
Trans-actional, digital by default
As a homeowner, I need to know how much real estate tax I owe so I can make a payment.
As a small business owner, I need to know which taxes I’m required to pay so I don’t get in trouble.
As a low income resident, I need to find affordable tax counseling so that I can prepare my tax return correctly.
Erin Abler • @erinabler
User Needs Prioritization
People want this
We can meet this
need
Only gov’t
provides this
Explains rights or
obli-gations
Trans-actional, digital by default
As a homeowner, I need to know how much real estate tax I owe so I can make a payment.
As a small business owner, I need to know which taxes I’m required to pay so I don’t get in trouble.
As a low income resident, I need to find affordable tax counseling so that I can prepare my tax return correctly.
Well-designed content turns a need into an action.
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To meet a need . . .• Be specific• Be informative, not descriptive• Keep to the point• Be clear about what comes next
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Our user needAs
I need to
So that I
know what to doam prepared to deal with one if it happens.
someone potentially affected by a future emergency,
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1
1 Mixed themes & multiple headers
Before . . .
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2 1 Mixed themes & multiple headers
2 No explanation of unfamiliar term
Before . . .
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1 Mixed themes & multiple headers
2
3
No explanation of unfamiliar termDifferent descriptions cover the same subject
Before . . .3
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2
3
1 Mixed themes & multiple headers
2
3
4
No explanation of unfamiliar termDifferent descriptions cover the same subject
Indirectly related content dominates the page
Before . . .4
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…and after
1
1 Clear organizational premise
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…and after1 Clear organizational premise
2 Plain-language description
2
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…and after
3
1 Clear organizational premise
2
3
Plain-language descriptionConsolidation of repetitive content
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…and after1 Clear organizational premise
2
3
4
Plain-language descriptionConsolidation of repetitive contentRelated content moved to its own subsection
4
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How do we clean up content?
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Revision is creation.
incremental
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The best ways to revise content are also the best ways to create it.
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Support scanning• People only read 20-28% of text on a
page.• We look for clues that we’re on the right
track before we actually commit to reading.
Jakob Nielsen, http://www.nngroup.com/articles/how-little-do-users-read/
Why
How • Use brief, clear headings.• Break lists into bullet points.• Use sentence case, not all-caps.
Erin Abler • @erinablerJakob Nielsen, http://www.nngroup.com/articles/f-shaped-pattern-reading-web-content/
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Put the important stuff first• People scan content in an F-shaped
pattern.• Readers will decide for themselves if
they want more detailed information.
Why
How • Put critical information in the first two paragraphs.
• Start subheadings, bullet points, and paragraphs with informative, noticeable words.Jakob Nielsen, http://www.nngroup.com/articles/f-shaped-pattern-reading-web-content/
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Use white space• Cramped page layouts make it hard to
tell which content is the most important.• Dense, lengthy text is less likely to be
read.
Why
How • Keep most paragraphs 2-3 sentences long.
• Work with a designer to create an intuitive visual flow.
Jakob Nielsen, http://www.nngroup.com/articles/how-little-do-users-read/
Erin Abler • @erinabler
Use active voice• People want to be spoken to, not at –
and certainly not about.• It’s human nature to be impatient.
Dan Carlin, http://www.crocstar.com/2015/02/online-writer-skills/
Why
How • Use “you” and “your” when talking to the reader.
• Name the doer before the thing being done.
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Talk like a human• Bureaucratic language is often obscure.• Everyone needs context when learning
something new.
Why
How • Use common words and contractions.• Provide context and explain the
unfamiliar.• Aim for an 8th grade reading level – 5th or
6th grade when possible.
Erin Abler • @erinabler
Fight complexity• Long, complicated phrases take longer
to read and more concentration to understand.
• Unnecessary details only delay action.
Why
How • Shorten sentences to 15 words or fewer whenever possible.
• Aim to instruct or explain, not to describe.
Erin Abler • @erinabler
Choose format purposely• Text isn’t always the best way to help
someone take actionWhy
How • Make processes and transactions interactive
• Use digital forms to collect information• Use meaningful visuals, not random stock
photos
Erin Abler • @erinabler
How can we tell whether it works?
AConsistently clear, concise, and direct. Based on identifiable user needs. Provides a logical path to a decision or action. Uses appropriate tone. Uses a format purposely selected to optimize clarity, intuitiveness, and interactivity.
BGenerally effective. Clear, well structured, supports a central concept, and uses language understandable to a wide audience. Supports users’ needs with actionable information. May benefit from additional consolidation, editing, or a different format.
C Meets basic requirements but has noticeable shortcomings. May be disorganized, difficult to follow, redundant, or attempt to cover more than one subject.
DBelow acceptable standards. Poor organization, ineffective sentence construction, unnecessary details, and imprecise or misleading wording. Incomplete, repetitive, or uses excessive jargon. May include typos, broken links, or other proofreading errors.
F Inaccurate, unnecessary, or so poorly written that it’s likely to confuse or mislead users. May include dense prose or irrelevant material, or be located in a place that doesn’t match users’ expectations.
AConsistently clear, concise, and direct. Based on identifiable user needs. Provides a logical path to a decision or action. Uses appropriate tone. Uses a format purposely selected to optimize clarity, intuitiveness, and interactivity.
BGenerally effective. Clear, well structured, supports a central concept, and uses language understandable to a wide audience. Supports users’ needs with actionable information. May benefit from additional consolidation, editing, or a different format.
C Meets basic requirements but has noticeable shortcomings. May be disorganized, difficult to follow, redundant, or attempt to cover more than one subject.
DBelow acceptable standards. Poor organization, ineffective sentence construction, unnecessary details, and imprecise or misleading wording. Incomplete, repetitive, or uses excessive jargon. May include typos, broken links, or other proofreading errors.
F Inaccurate, unnecessary, or so poorly written that it’s likely to confuse or mislead users. May include dense prose or irrelevant material, or be located in a place that doesn’t match users’ expectations.
• Consistently clear, concise, and direct• Based on an identifiable user need• Provides a logical path to a decision or
action• Uses appropriate tone• Uses a format purposely selected to
optimize clarity, intuitiveness, and interactivity
AConsistently clear, concise, and direct. Based on identifiable user needs. Provides a logical path to a decision or action. Uses appropriate tone. Uses a format purposely selected to optimize clarity, intuitiveness, and interactivity.
BGenerally effective. Clear, well structured, supports a central concept, and uses language understandable to a wide audience. Supports users’ needs with actionable information. May benefit from additional consolidation, editing, or a different format.
C Meets basic requirements but has noticeable shortcomings. May be disorganized, difficult to follow, redundant, or attempt to cover more than one subject.
DBelow acceptable standards. Poor organization, ineffective sentence construction, unnecessary details, and imprecise or misleading wording. Incomplete, repetitive, or uses excessive jargon. May include typos, broken links, or other proofreading errors.
F Inaccurate, unnecessary, or so poorly written that it’s likely to confuse or mislead users. May include dense prose or irrelevant material, or be located in a place that doesn’t match users’ expectations.
• Generally clear and effective• Structured to support a central concept• Uses language understandable to a
wide audience• Supports users’ needs with actionable
information• May benefit from further consolidation,
editing, or a different format
AConsistently clear, concise, and direct. Based on identifiable user needs. Provides a logical path to a decision or action. Uses appropriate tone. Uses a format purposely selected to optimize clarity, intuitiveness, and interactivity.
BGenerally effective. Clear, well structured, supports a central concept, and uses language understandable to a wide audience. Supports users’ needs with actionable information. May benefit from additional consolidation, editing, or a different format.
C Meets basic requirements but has noticeable shortcomings. May be disorganized, difficult to follow, redundant, or attempt to cover more than one subject.
DBelow acceptable standards. Poor organization, ineffective sentence construction, unnecessary details, and imprecise or misleading wording. Incomplete, repetitive, or uses excessive jargon. May include typos, broken links, or other proofreading errors.
F Inaccurate, unnecessary, or so poorly written that it’s likely to confuse or mislead users. May include dense prose or irrelevant material, or be located in a place that doesn’t match users’ expectations.
• Meets basic requirements but has noticeable shortcomings
• Suffers from disorganization• Uses logic or language that is difficult
to follow• Repeats key points instead of stating
them clearly• Often attempts to cover more than one
subject
AConsistently clear, concise, and direct. Based on identifiable user needs. Provides a logical path to a decision or action. Uses appropriate tone. Uses a format purposely selected to optimize clarity, intuitiveness, and interactivity.
BGenerally effective. Clear, well structured, supports a central concept, and uses language understandable to a wide audience. Supports users’ needs with actionable information. May benefit from additional consolidation, editing, or a different format.
C Meets basic requirements but has noticeable shortcomings. May be disorganized, difficult to follow, redundant, or attempt to cover more than one subject.
DBelow acceptable standards. Poor organization, ineffective sentence construction, unnecessary details, and imprecise or misleading wording. Incomplete, repetitive, or uses excessive jargon. May include typos, broken links, or other proofreading errors.
F Inaccurate, unnecessary, or so poorly written that it’s likely to confuse or mislead users. May include dense prose or irrelevant material, or be located in a place that doesn’t match users’ expectations.
• Falls below acceptable standards• Significantly hampered by poor
organization• Includes repetitive or unnecessary
details• Has imprecise, awkward wording• May include jargon or needless
complexity• May include typos, broken links, or
other proofreading errors
AConsistently clear, concise, and direct. Based on identifiable user needs. Provides a logical path to a decision or action. Uses appropriate tone. Uses a format purposely selected to optimize clarity, intuitiveness, and interactivity.
BGenerally effective. Clear, well structured, supports a central concept, and uses language understandable to a wide audience. Supports users’ needs with actionable information. May benefit from additional consolidation, editing, or a different format.
C Meets basic requirements but has noticeable shortcomings. May be disorganized, difficult to follow, redundant, or attempt to cover more than one subject.
DBelow acceptable standards. Poor organization, ineffective sentence construction, unnecessary details, and imprecise or misleading wording. Incomplete, repetitive, or uses excessive jargon. May include typos, broken links, or other proofreading errors.
F Inaccurate, unnecessary, or so poorly written that it’s likely to confuse or mislead users. May include dense prose or irrelevant material, or be located in a place that doesn’t match users’ expectations.
• Inaccurate, unnecessary, or so poorly written that it’s likely to confuse or mislead users
• May include dense prose or irrelevant material
• May be located in a place that doesn’t match users’ expectations
Erin Abler • @erinabler
F
A
Failure of recollection is common. Innocent misrecollection is not uncommon.
People often forget things or make mistakes in what they remember.
http://www.plainlanguage.gov/examples/before_after/jury.cfm
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D
C
A preponderance of the evidence.
More likely than not.
http://www.plainlanguage.gov/examples/before_after/jury.cfm
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A brief guide to writing well1. Write something.Anythin
g.
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A brief guide to writing well1. Write something.
2. Walk away from it.Seriously. At least 5,000 steps.
Erin Abler • @erinabler
A brief guide to writing well1. Write something.
2. Walk away from it.3. Reread it. Wonder what you were
thinking.
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A brief guide to writing well1. Write something.
2. Walk away from it.3. Reread it. 4. Revise it.
Erin Abler • @erinabler
A brief guide to writing well1. Write something.
2. Walk away from it.3. Reread it. 4. Revise it.5. Have someone else read it.Befriend that coworker who
finds fault with everything.
Erin Abler • @erinabler
A brief guide to writing well1. Write something.
2. Walk away from it.3. Reread it. 4. Revise it.5. Have someone else read it.6. Revise it.
Erin Abler • @erinabler
A brief guide to writing well1. Write something.
2. Walk away from it.3. Reread it. 4. Revise it.5. Have someone else read it.6. Revise it.7. Have a lot of people read it.Get feedback. Get data. Get
humble.
Erin Abler • @erinabler
A brief guide to writing well1. Write something.
2. Walk away from it.3. Reread it. 4. Revise it.5. Have someone else read it.6. Revise it.7. Have a lot of people read it.8. Revise it.Repeat as needed.
Erin Abler • @erinabler
Key points• Ad hoc rewriting is a crutch, not a solution.• Well-designed content turns a need into
an action.• The best ways to revise content are also
the best ways to create content.• To improve, seek feedback.• And finally…
Don’t just make content better.
Make better content.