UI is language. Interaction is conversation. Content is the fuel that powers our designs. So what happens when the writer’s not in the room, or missing from your project team altogether? Good news: you don’t need to settle for lorem ipsum or half-baked prose. In this talk, Kristina shares language principles and content design tools anyone can put to work—yes, even the “non-writers” among us. Using examples from popular products and well-loved websites, Kristina uncovers the secrets to stellar content that anyone can create, no matter your role or area of expertise.
5. Content design uses data and evidence
to give the audience what they need,
at the -me they need it,
and in a way they expect.
6. Editorial
• Who are our target audiences?
• What is our point of view?
• What brand and legal standards do we
need to comply with?
• What is our voice and tone?
7. Experience
• What are our users’ needs and
preferences?
• What does our content ecosystem
look like?
• What are our customers’ journeys?
• What formats will our content take?
• How will design pa>erns shape our
content across screens?
• What metrics will we use to measure
performance?
8. Systems design is the process of defining
the architecture, modules, and data for a system
to saAsfy specified requirements.
9. Structure
• How will we organize content for
browse-and-find?
• What tags are most intuiAve for users?
• How will we categorize content for
efficient management?
• How will we structure our content for
future reuse?
• What are the requirements for
personalizaAon, dynamic delivery, AI?
10. Process
• How will content move through its
lifecycle?
• What tools will we use to create,
deliver, and maintain content?
• How and when do we care for our
exisAng content?
• Who gets to say “no”?
16. Inclusivity: Who needs your content?
Intent: What are they trying to do?
Meaning: What are you trying to say?
Context: Where is the user in their journey?
Constraints: What can’t you change?
Inclusivity: Who needs your content?
Intent: What are they trying to do?
Meaning: What are you trying to say?
Context: Where is the user in their journey?
Constraints: What can’t you change?
17. • Dagwood Bumstead
• Married with kids
and dog
• ConstrucAon
manager
• Likes sandwiches,
long baths, and naps
on the sofa
• Color blind
• Hearing loss
20. Inclusive behaviors are those pracAces and behaviors
that leverage and honor the uniqueness of people’s
different talents, beliefs, idenAAes, and ways of living.
– InsAtute for Inclusion
as quoted in “The Inclusion Principle” on A List Apart
“
21. • Less important than others
• DefecAve
• Inappropriately stereotyped
• Excluded
• Unvalued
• Abnormal
• Biased against
Non-inclusive wri/ng makes people feel …
22. • Gender
• Race
• Sexual orientaAon and idenAty
• Accessibility
Four areas to pay a:en/on to
23. • Provide informaAve, unique page Atles
• Use headings to convey meaning and structure
• Make link text meaningful (no “click here”)
• Write meaningful alt text for images
• Create transcripts and capAons for mulAmedia
• Provide clear instrucAons
• Keep content clear and concise
W3C Accessible Wri/ng Guidelines
24. Use non-specific pronouns “they” vs. “she” or “he”
Address the user directly “you” and “your”
Avoid gendered nouns “server” vs. “waitress” or “waiter”
Use acceptable labels for
race and ethnicity
Get guidance from members of
the groups you are describing
Acknowledge a range of
sexual idenAAes and
orientaAons
Avoid exclusive labels and
language
27. [Inclusivity is] recognizing and supporAng the intrinsic value of
all human beings by creaAng and sustaining condiAons that
foster equity, empowerment, awareness and competence at
the personal, group and organizaAonal levels.
– InsAtute for Inclusion
as quoted in “The Inclusion Principle” on A List Apart
“
28. Inclusivity: Who needs your content?
Intent: What are they trying to do?
Meaning: What are you trying to say?
Context: Where is the user in their journey?
Constraints: What can’t you change?
Inclusivity: Who needs your content?
Intent: What are they trying to do?
Meaning: What are you trying to say?
Context: Where is the user in their journey?
Constraints: What can’t you change?
29. • SaAsfy hunger
• Fuel up for acAvity
• Celebrate an
occasion
• Cope with emoAons
• Win a prize for
eaAng the biggest
sandwich
31. Top tasks are the small set of tasks that ma>er most to
your customers. Make these tasks work well, and you’ll
be on the right track. Get them wrong, and chances are
you’ll lose the customer.
– Gerry McGovern
“What Really Ma<ers: Focusing on Top Tasks”
“
32. • Don’t use brands or jargon
• Avoid product names or groups
• Eliminate overlap
• Avoid lo`y concepts and goals
• Be concise
50. Inclusivity: Who needs your content?
Intent: What are they trying to do?
Meaning: What are you trying to say?
Context: Where is the user in their journey?
Constraints: What can’t you change?
Inclusivity: Who needs your content?
Intent: What are they trying to do?
Meaning: What are you trying to say?
Context: Where is the user in their journey?
Constraints: What can’t you change?
61. We are the leading professionals working with business owners
seeking to drive more sales into their businesses by offering our
online markeAng services such as Web Design and Development,
Social Media MarkeAng (SMM), Search Engine OpAmizaAon (SEO)
and Graphic Designs.
Our competent, dynamic and proacAve support team offers Training
and OrganizaAon Development Consultancy services.
Our aim is to be your choice as partner in achieving your business
success by providing excellent and professional services.
We are the leading professionals working with business owners
seeking to drive more sales into their businesses by offering our
online marke1ng services such as Web Design and Development,
Social Media MarkeAng (SMM), Search Engine OpAmizaAon (SEO)
and Graphic Designs.
Our competent, dynamic and proac1ve support team offers
Training and OrganizaAon Development Consultancy services.
Our aim is to be your choice as partner in achieving your business
success by providing excellent and professional services.
66. Unfortunately, Zencastr can’t import external files yet. You’ll need to use a separate
audio editor like Audacity or Adobe Editor to sync the tracks.
67.
68.
69.
70.
71.
72.
73.
74.
75. Confirma/on number: 0219107677
When you pick up your Ackets at the theater …
• Show the credit card you used to purchase them.
• If your movie is rated R, you’ll need to show your photo ID.
• Are you a Magical Movie Rewards member? Get your card scanned at the box office to receive
rewards vouchers. (Also, you may have been issued a discount on your purchase. Check your
credit card statement to confirm.)
Email us: customerservice@movieAckets.com
Call us: 1-888-440-8457
Tracking # 355638025-183099509 (for MovieTickets.com tracking purposes only)
84. Inclusivity: Who needs your content?
Intent: What are they trying to do?
Meaning: What are you trying to say?
Context: Where is the user in their journey?
Constraints: What can’t you change?
Inclusivity: Who needs your content?
Intent: What are they trying to do?
Meaning: What are you trying to say?
Context: Where is the user in their journey?
Constraints: What can’t you change?
106. If you’re allergic to something and you don’t see it listed in “Ingredients”—or appearing in an Allergy
Information statement in boldface on the package—then our ice cream (or other product) is safe for
you to eat. Here’s why:
1. We work closely with all of our ingredient suppliers to make sure the information they give us about their
ingredients is absolutely accurate—then list that information on every product label. All of it. Every label.
2. We’re especially careful about listing the following ingredients as possible allergen risks: peanuts or tree
nuts (almonds, cashews, chestnuts, walnuts, pistachios, pecans, hazelnuts/filberts, macadamias, Brazil
nuts, pine nuts), eggs, milk, fish, shellfish, wheat, soy, and lupin.
3. We have specific, required processes in place to protect customers with allergens from cross-
contamination—including strict sanitation procedures that ensure complete cleaning of all equipment.
For the most up-to-date allergen information about our products, just check the label—and if everything looks
good, then eat up. If you have any other questions or concerns about our ingredients, get in touch.
107.
108.
109.
110.
111. Inclusivity: Who needs your content?
Intent: What are they trying to do?
Meaning: What are you trying to say?
Context: Where is the user in their journey?
Constraints: What can’t you change?
Inclusivity: Who needs your content?
Intent: What are they trying to do?
Meaning: What are you trying to say?
Context: Where is the user in their journey?
Constraints: What can’t you change?
112. • what’s in the fridge
• sandwich-making
skills
• dietary restricAons
• Ameframe
• size of mouth
120. • Provide informaAve, unique page Atles
• Use headings to convey meaning and structure
• Make link text meaningful (no “click here”)
• Write meaningful alt text for images
• Create transcripts and capAons for mulAmedia
• Provide clear instrucAons
• Keep content clear and concise
W3C Accessible Wri/ng Guidelines
128. Inclusivity: Who needs your content?
Intent: What are they trying to do?
Meaning: What are you trying to say?
Context: Where is the user in their journey?
Constraints: What can’t you change?
135. Words are essenAal for helping users accomplish their
tasks, and by thinking about them while you sketch, you’ll
uncover problems early and be able to move faster later.
– Biz Sanford
“Words and the Design Process”
“
136. • Headings for pages and secAons
• Key verbs and nouns
• Bu>ons and link text