Giving Words the Attention They Deserve
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Across our interfaces, products, apps, and services we send a whole bunch of content types out into the world and all of it is an integral and essential part of the user experience. How do we ensure that our broader design and content strategies reach the more granular level of words we choose? This talk will share strategies for bringing a content lens to your work and approaching content as a touchpoint. Talk for edUi 2017.
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Giving Words the Attention They Deserve
- 1. Giving Words the Attention They Deserve Heidi Steiner Burkhardt User Experience Specialist University of Michigan Library @heidi_sb #edui_words September 25, 2017
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- 11. #edui_words Content and User Experience
- 14. #edui_words The words we choose #edui_words
- 15. Use of the word âtouchpointâ âA touchpoint is a point of interaction involving a specific human need in a specific time and place.â - Chris Risdon http://adaptivepath.org/ideas/un-sucking-the-touchpoint/ Google NGram Data 1970 1990 2000 #edui_words
- 16. Touchpoints in the user journey #edui_words
- 17. #edui_words Find out if the library has a book you want, go get it, and check it out Book Available Search Results Hours, location, directions Go to library Book checked out Book not owned Place hold Get notification Request through ILL, etc. Check out at desk Find in the stacks
- 18. #edui_words Place an interlibrary loan request for an article that is not available in full-text Article is abstract only Search Results Link resolver page Access ILL system Fill out form Get notification Access ILL system Open, download article
- 19. #edui_words Learn about and attend an event Arrive at event Social media Email newsletter Flyer Details, location, directions Go to library Website Blog
- 20. #edui_words University of Michigan Library Website. Catalog. Institutional repository. Data repository. Digital Collections. Research Guides. Online exhibits. WordPress microsites. Blogs. Twitter. Facebook. Newsletters. Discovery search interfaces. 100s of licensed databases. 10,000s subscription based online journals. Instruction request system. MiVideo. Course reserves. Document delivery services. Book request services. Study spaces. Event spaces. Exhibit spaces. Service points. Stacks.
- 21. #edui_words Pause to check-in. Are we all here? 1) Recognizing that what qualifies as content is a big, beautiful beast that goes far beyond web pages 2) At least marginally warming up to the argument for treating content as a touchpoint
- 23. #edui_words Policies and general info â About us â Informational pages â Hours â Events Support â Help pages â FAQs â Self-help knowledge base entries â Instructional content â How-to guides Basics
- 24. #edui_words Interface language and microcopy â System alerts â Status messages â Button text â Form labels â Email and text notifications Micro
- 25. #edui_words Marketing and outreach â Email newsletters â Social media â Press releases â Case studies Editorial â Articles â Blog posts Messaging
- 26. #edui_words Personal support â Email â Chat â Text Physical spaces â Wayfinding â Signage People and placemaking
- 28. #edui_words All the feels and writing responsively
- 31. #edui_words A framework for approaching your content... What type of copy am I writing? What are the userâs potential goals? What might their emotions be? What does my writing need to convey?
- 32. #edui_words Find out if the library has a book you want, go get it, and check it out Book Available Search Results Hours, location, directions Go to library Book checked out Book not owned Place hold Get notification Request through ILL, etc. Check out at desk Find in the stacks
- 34. #edui_words What time does the library close? Potential emotions: Interest, anticipation, trust When you write, be: Clear, concise Strategies: Make the current dayâs hours obvious. Present complex hours clearly. Policies and general info Goal: Find needed info
- 35. #edui_words Find out if the library has a book you want, go get it, and check it out Book Available Search Results Hours, location, directions Go to library Book checked out Book not owned Place hold Get notification Request through ILL, etc. Check out at desk Find in the stacks
- 37. #edui_words Interface language & microcopy Placing a hold request Potential emotions: Joy, anticipation, optimism When you write, be: Clear, affirmative, friendly Sample copy: Success! We got your request and will let you know when itâs ready. Goal: Accomplish something
- 38. #edui_words Placing a hold request Potential emotions: Annoyance, anger, surprise, confusion When you write, be: Gentle, calm, kind, clear, helpful Sample copy: Weâre sorry. Something went wrong. Use the Ask Us link for help. Interface language & microcopy Goal: Accomplish something
- 39. #edui_words Place an interlibrary loan request for an article that is not available in full-text Article is abstract only Search Results Link resolver page Access ILL system Fill out form Get notification Access ILL system Open, download article
- 41. #edui_words Consulting support documentation Potential emotions: Apprehension, interest, confusion When you write, be: Straightforward, useful, encouraging Strategies: Be specific. Explain without insulting the userâs intelligence. Walk through steps and donât assume knowledge. Support Goal: Get help
- 42. #edui_words Place an interlibrary loan request for an article that is not available in full-text Article is abstract only Search Results Link resolver page Access ILL system Fill out form Get notification Access ILL system Open, download article
- 43. #edui_words Consulting support documentation Potential emotions: Joy, anticipation, optimism When you write, be: Positive, friendly, clear Sample copy: Good news! Your interlibrary loan request is ready. Sign in to access and download it. Interface language & microcopy Goal: Expecting a message
- 44. #edui_words Learn about and attend an event Arrive at event Social media Email newsletter Flyer Details, location, directions Go to library Website Blog
- 46. #edui_words Learn about an event via social media Potential emotions: Interest, distraction, curiosity When you write, be: Enthusiastic, engaging, conversational Strategies: Keep it useful and interesting. Prioritize your content. Pack a lot of punch. Marketing and outreach Goal: Sphere of life
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- 53. #edui_words Jump on opportunities. Chip away. Keep the big picture in sight. #edui_words
- 54. #edui_words Be a content advocate. A warrior for words. #edui_words
- 55. #edui_words Nicely Said by Nicole Fenton and Kate Kiefer Lee Microinteractions: Designing with Details by Dan Saffer Design for Real Life by Eric Meyer & Sara Wachter-Boettcher The Cruelest Opt-Out Forms: http://cruelestoptouts.tumblr.com/ Little Big Details: http://littlebigdetails.com/ microcopy patterns: https://twitter.com/tinywordsmatter Other stuff to look at
- 57. #edui_words Thanks so much. Heidi Steiner Burkhardt heidisb@umich.edu @heidi_sb All images and icons used either owned by me or in the public domain. Thanks Pixabay and iconmonstr!