A presentation at Workshop: How to Be Clear—Writing for Apps and Software in in Dublin, Ireland by Jonathon Colman
Writing for Apps and Software
Jonathon Colman
twitter.com/jcolman linkedin.com/in/jcolman
How to be clear
How to be clear The elements of content design
Our agenda for today 10:30–11:55am Intro & core values 11:55-12:00pm Short break 12:00–1:30pm Discovering your voice 1:30-2:30pm Lunch on your own 2:30-3:15pm Exploring tones 3:15-4:15pm Designing content 4:15-4:30pm Conclusion and Q&A
Everyone have one of these?
What you should know straightaway • Bio breaks and toilets • Be gentle, stay curious, assume best intent • This is a judgment-free zone • Please take distractions elsewhere • Introverting is a-okay • Don’t worry about finishing everything • Oh, so you’re already an expert?
Irish Writers Centre code of conduct irishwriterscentre.ie/pages/booking-conditions-cancellation-policy “…You are required to conduct yourself in an appropriate manner during all dealings and correspondence with the Irish Writers Centre. If you behave in a manner which, in the opinion of the Irish Writers Centre, is threatening, abusive, offensive or otherwise unacceptable, the Irish Writers Centre will have the right to bar you from using the website and refuse future dealings with you. You will remain liable to pay the price for products you have purchased and no refunds will be given. This statements conditions includes but are not limited to the product section of our website for both workshop and class content.”
Irish Writers Centre code of conduct irishwriterscentre.ie/pages/booking-conditions-cancellation-policy “…You are required to conduct yourself in an appropriate manner during all dealings and correspondence with the Irish Writers Centre. If you behave in a manner which, in the opinion of the Irish Writers Centre, is threatening, abusive, offensive or otherwise unacceptable, the Irish Writers Centre will have the right to bar you from using the website and refuse future dealings with you. You will remain liable to pay the price for products you have purchased and no refunds will be given. This statements conditions includes but are not limited to the product section of our website for both workshop and class content.”
Irish Writers Centre code of conduct irishwriterscentre.ie/pages/booking-conditions-cancellation-policy “…You are required to conduct yourself in an appropriate manner during all dealings and correspondence with the Irish Writers Centre. If you behave in a manner which, in the opinion of the Irish Writers Centre, is threatening, abusive, offensive or otherwise unacceptable, the Irish Writers Centre will have the right to bar you from using the website and refuse future dealings with you. You will remain liable to pay the price for products you have purchased and no refunds will be given. This statements conditions includes but are not limited to the product section of our website for both workshop and class content.”
© Charles Strebor https://www.flickr.com/photos/rantz/6688216699 (CC BY-NC-SA 2.0 — https://creativecommons.org/licenses/by-nc-sa/2.0/)
How to be clear What do we mean by clear, anyway?
How to be clear Clarity could mean: • A lack of ambiguity • Total comprehensiveness • Ease of understanding or use • Sense-making • Consistency
How to be clear Clarity could mean: • A lack of ambiguity • Total comprehensiveness • Ease of understanding or use • Sense-making • Consistency • Structure and strategy
Jesse James Garrett’s 5 planes of UX © Jesse James Garret, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)
Where content is seen and used © Jesse James Garret, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)
Where content is modeled and built © Jesse James Garret, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)
Where content is proposed and planned © Jesse James Garret, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)
Where you’ll be practicing content design today © Jesse James Garret, The Elements of User Experience - http://www.jjg.net/elements/ (used with permission)
Content design What do we mean by content design, anyway?
Content design “ Working from people’s intent and organizational goals to solve problems and create value by planning, structuring, writing, and designing content in interactive product experiences. ”
Content design “ Working from people’s intent and organizational goals to solve problems and create value by planning, structuring, writing, and designing content in interactive product experiences. ”
Content design “ Working from people’s intent and organizational goals to solve problems and create value by planning, structuring, writing, and designing content in interactive product experiences. ”
Content design “ Working from people’s intent and organizational goals to solve problems and create value by planning, structuring, writing, and designing content in interactive product experiences. ”
Content design “ Working from people’s intent and organizational goals to solve problems and create value by planning, structuring, writing, and designing content in interactive product experiences. ”
Content design “ Working from people’s intent and organizational goals to solve problems and create value by planning, structuring, writing, and designing content in interactive product experiences. ”
Content design “ Working from people’s intent and organizational goals to solve problems and create value by planning, structuring, writing, and improving content in interactive product experiences. ”
Content design Okay, then what do we mean by content?
Content design “ Content is the stuff I came here for. ”
© REI - http://www.rei.com/
© Facebook - facebook.com/crisisresponse/
© Intercom - http://www.intercom.com/
© Aer Lingus - https://www.aerlingus.com/support/contact-us/#/tab-0-ireland
© Aer Lingus - https://www.aerlingus.com/support/contact-us/#/tab-0-ireland
LANGUAGE IS AN INTERFACE © Aer Lingus - https://www.aerlingus.com/support/contact-us/#/tab-0-ireland
LANGUAGE IS INFRASTRUCTURE © Aer Lingus - https://www.aerlingus.com/support/contact-us/#/tab-0-ireland
LANGUAGE IS DESIGN MATERIAL © Aer Lingus - https://www.aerlingus.com/support/contact-us/#/tab-0-ireland
Infrastructure for clarity Core Values
Infrastructure for clarity Voice Core Values
Infrastructure for clarity Tones of voice Voice Core Values
Infrastructure for clarity Words Tones of voice Voice Core Values
A strategy for results Words Tones of voice Voice Core Values } • Standards & styles • Controlled vocabulary • Flexibility for growth • Repeatable success • Ongoing improvement
A strategy for results Words Tones of voice Voice Core Values } • Standards & styles • Controlled vocabulary • Flexibility for growth • Repeatable success • Ongoing improvement These are the elements of content design
What we won’t cover today [an incomplete list] • Content strategy for the web • Defining specific terms and usage • Information architecture • Content modeling • Localization • Product or feature naming • Visual or interaction design
What we will cover today [also an incomplete list] • Discovering your core values • Defining an organization’s voice • Documenting tones of voice • Designing product content for an app
Conclusion
Additional resources • Content + UX resources http://bit.ly/Content-UX-Resources • Content design: planning, writing, and managing content https://www.gov.uk/guidance/content-design/what-is-content-design • Voice, tone, and content guides http://voiceandtoneguides.webflow.io/ • Content strategists group on Facebook https://www.facebook.com/groups/contentstrategists/ • Content + UX Slack http://mjmetts.com/content-ux-slack/
Some books about content design • Content Strategy for the Web by Kristina Halvorson • Strategic UX Writing by Torrey Podmajersky • Nicely Said by Kate Kiefer Lee and Nicole Fenton • Content Design by Sarah Richards • The Craft of Words (Part 1 & 2) by The Standardistas
Some events featuring content design • Confab http://confabevents.com/ • Information Architecture Summit http://iasummit.org/ • Euro IA https://euroia.org/ • Meetups https://www.meetup.com/
meetup.com/Dublin-Content-Design-Strategy-Meetup/
Any final questions?
THANK YOU
THANK YOU
THANK YOU
THANK YOU
THANK YOU
THANK YOU
THANK YOU
Designing content is hard because writing for people is hard. And writing for mobile interactive experiences is even harder: how do you help people in your organization find the right voice, develop effective principles and standards, and agree on what they mean when they say what they say?
This workshop gives you the tools and experiences you need to make content design easier, faster, better, and more manageable over time. You’ll leave with the knowledge and frameworks you need to scale your content design across all of your interactive products, websites, and other experiences as your organization grows.
Content doesn’t mean “write the words” any more than design means “make it pretty.” When you design content, you‘re creating an experience with words.
That’s why this workshop covers:
This workshop is best for the people who make content happen in your organization: writers, designers, information architects, marketers, and business owners.
https://irishwriterscentre.ie/products/writing-for-apps-and-software-with-jonathon-colman
The following resources were mentioned during the presentation or are useful additional information.
