The words we choose have the power to include or alienate our users. The reality is that for many, English is spoken as a second language. And unless you're going to localize your product for those major non-English speaking markets, you'll need to thoughtfully create content that is accessible to a larger audience. But how do we create products that maintain a sense of personality without isolating a wide audience of non-native speakers? Join Atlassian Content Designer, Roana Bilia, as she walks you through why thoughtful, inclusive content, is key to creating well-designed user experiences. You'll walk away with foundational principles for good UX copy when optimizing your product UI, a few quick wins that you as creators and developers can incorporate into your next products, as well as a set of mistakes to avoid that companies—including Atlassian—have made, which prioritized native speakers but isolated non-native speakers.

1. ROANA BILIA | CONTENT DESIGNER | ATLASSIAN
Creating inclusive experiences

2. HOCH NUQNEH, NUQNEH
BA'TAH GHAH. 'EY MEGH TIN
DAGHAJ 'E' VITUL?

3. 83%
People use our products in English

4. 45%
People in countries where English is a 2nd language

5. Photographer; Source (example.flickr.com)

6. Photographer; Source (example.flickr.com)

7. Photographer; Source (example.flickr.com)

8. Agenda
Why you should care

9. Agenda
The Web Content Accessibility
Guidelines (WCAG)

10. Agenda Elements of accessible copy

11. Agenda
Common mistakes

12. Agenda
Adding personality

13. Agenda
Quick wins

14. Why you should care
Reach multiple
markets
Be ready for
internationalization
Give users a reason to
stay

15. Agenda
The Web Content Accessibility
Guidelines (WCAG)

16. A standard for web content
accessibility that meets the
needs of individuals,
organizations, and
governments internationally.
- www.w3.org

17. Readability
Unusual words Acronyms and
abbreviations
Reading level

18. Unusual
words
Avoid using unusual words
or explain them using a
glossary.
Forge ahead ➱ Continue
Novel encounter ➱ New
experience
*Bewilder: cause (someone) to become
perplexed and confused.

19. Acronyms Expand all acronyms and
abbreviations in their first
use.
Software as a Service (SaaS)
Get shit done (GSD)

20. Reading
level
Use Plain English. It’s
beneficial to everyone, but
essential for some.
Use the easiest word
Keep sentences short
Use personal pronouns

21. Photographer; Source (example.flickr.com)

22. Agenda Elements of accessible copy

23. Elements of
accessible
UX copy
Make complex things simple
Click here to be able to create a print version of this
document
vs.
Print

24. Elements of
accessible
UX copy Empower your users
Oops something went wrong!
vs.
We seem to have lost the connection. Check your
network and then try again

25. Elements of
accessible
UX copy
Build trust in all interactions
Discard vs. Remove

26. Agenda
Common miSTEAKS

27. Idioms
Based on cultures that
create them
Don’t localize or
translate

28. Vague language
Solutions require
knowing what's
wrong
Give clear instructions

29. Cultural
insensitivity
Not all cultures are the
same
Higher social
sensitivity = higher
user satisfaction

30. Agenda
Adding personality

31. Adding personality
Bold Optimistic Practical with a wink
Informed ⟺ Empowered Encouraged ⟺ Motivated Satisfied ⟺ Delighted

32. Success
messages
‘On-the-go’mobileuse
Dropinvideodirectly

33. Success
messages
‘On-the-go’mobileuse
Dropinvideodirectly

34. Success
messages
‘On-the-go’mobileuse
Dropinvideodirectly

35. Success
messages
‘On-the-go’mobileuse
Dropinvideodirectly

36. Success
messages
‘On-the-go’mobileuse
Dropinvideodirectly
SUCCESS

37. Success
messages
‘On-the-go’mobileuse
Dropinvideodirectly
WARNING

38. Success
messages
‘On-the-go’mobileuse
Dropinvideodirectly
INFO

39. Agenda
Quick wins

40. Review error
messages
Define call to actions Check acronyms and
word choices
Projects to start next week

41. Tools you can try
Atlassian.design
End-to-end guide of
all things Atlassian
design
Power thesaurus
Free online
crowdsourced
thesaurus
Hemmingway
Proofreading tool
that helps write
short, clear copy
Grammarly
Grammar/ spell
checker, and
plagiarism detector

42. EVERY INTERACTION WITH A
USER IS AN OPPORTUNITY.

43. ROANA BILIA | CONTENT DESIGNER | ATLASSIAN
Qapla’!
(Thank you and good night) J