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Wri%ng	
  for	
  the	
  web	
  and	
  mobiles:	
  
Plain	
  language	
  in	
  a	
  mobile	
  world	
  !
Neil James!
Plain ...
Topics forfor the session!
our session!
Topics
1.  Setting the context!
2.  Understanding mobile growth!
3.  Critiquing an...
1. Setting the context!

Photos © iStockphoto.com
except where we cite another source
What do you use?!

How many of these did you use 5 years ago?
Share a small screen story!

Flickr cc photo by theworldcafe 
Wri%ng	
  for	
  the	
  web	
  and	
  mobile	
  

PLAIN	
  2...
2. Understanding mobile growth!
Some killer facts
N	
  

	
  

1.  Growth of mobile devices!
2.  Mobile Internet use!
3.  The mobile context!
4.  Mobile u...
1. The growth of devices
N	
  

	
  

Worldwide shipment by unit!
Device type
(000s)

2012

2013

2014

PC 

341,273

305,...
Mobiles in 2013
N	
  

	
  

6.8 billion mobiles for 7.1 billion people!
In 2013, mobile
cellular subscriptions
are almost...
2. Mobile Internet use
N	
  

	
  

•  In 2013, around half of mobile users
go online via mobile !
•  By 2014, mobiles ove...
N	
  
How do you use mobiles?
N	
  

Wri%ng	
  for	
  the	
  web	
  and	
  mobile	
  

PLAIN	
  2013	
  Vancouver	
  
N	
  

	
 ...
3. The mobile context
N	
  

	
  

•  80%+ use a
mobile while
watching the
television!
•  90% start task on one device and...
3. The mobile context
N	
  

	
  

Sources: McGrane, Google, Yahoo, Comscore, MS Tag
User priorities
N	
  

	
  

•  Find mobile friendly
sites!
•  Move seamlessly
between devices!
•  Reach goals with
minimu...
Common user tasks
N	
  

	
  

•  Access social
networks!
•  Find local services
and information!
•  Manage personal
infor...
4. Mobile user experience
N	
  

	
  

•  44% Fortune 100 have no mobile site!
•  96% used a site not mobile ready!
•  14%...
A yawning gap…
N	
  

	
  

Photos: AgencyQ, grimpanda, msn
Wri%ng	
  for	
  the	
  web	
  and	
  mobile	
  

PLAIN	
  201...
3. Critiquing an example!
2011 version
Wri%ng	
  for	
  the	
  web	
  and	
  mobile	
  

PLAIN	
  2013	
  Vancouver	
  
N	
  

©	
  Neil	
  James	
 ...
Think before you write!
or review
N	
  

	
  

ü Why? (Purposes)
ü  Who? (Personas)
ü  What? (Conversations)
Wri%ng	
  ...
http://www.uwmedicine.org/
Patient-Care/Our-Services/
Pages/Make-An-Appointment.aspx
Walk typical personas!
through their conversations
N	
  

	
  

and do it on a mobile, too!!

Wri%ng	
  for	
  the	
  web	...
4. Developing guidelines!
Areas to consider
N	
  

	
  

!

1.  Audience!
2.  Physical context!
3.  Channels!
4.  Navigation!
5.  Page structure!
6....
Some basic guidelines
N	
  

	
  

1.  Build everything for user needs!
2.  Consider the physical context!
3.  Select the ...
Some basic guidelines
N	
  

	
  

1.  Build everything for user needs!
2.  Consider the physical context!
3.  Select the ...
1. Audience

	
  

N	
  
1. Audience

	
  

N	
  
Some basic guidelines
N	
  

	
  

1.  Build everything for user needs!
2.  Consider the physical context!
3.  Select the ...
1. Audience

	
  

N	
  
1. Audience

	
  

N	
  
1. Audience

	
  
Some basic guidelines
N	
  

	
  

1.  Build everything for user needs!
2.  Consider the physical context!
3.  Select the ...
1. Audience

	
  

N	
  
1. Audience

	
  

N	
  
1. Audience

	
  

Wri%ng	
  for	
  the	
  web	
  and	
  mobile	
  

N	
  

PLAIN	
  2013	
  Vancouver	
  
N	
  

©	
  Nei...
Some basic guidelines
N	
  

	
  

1.  Build everything for user needs!
2.  Consider the physical context!
3.  Select the ...
1. Audience
N	
  

	
  
1. Audience

	
  

N	
  
1. Audience

	
  

N	
  
Some basic guidelines
N	
  

	
  

1.  Build everything for user needs!
2.  Consider the physical context!
3.  Select the ...
Some basic guidelines
N	
  

	
  

1.  Build everything for user needs!
2.  Consider the physical context!
3.  Select the ...
Some basic guidelines
N	
  

	
  

!

1.  Build everything for user needs!
2.  Consider the physical context!
3.  Select t...
Some basic guidelines
N	
  

	
  

1.  Build everything for user needs!
2.  Consider the physical context!
3.  Select the ...
Thank you!
More	
  ques%ons?	
  	
  Write	
  to	
  us:	
  
neil.james@plainenglishfounda%on.com	
  	
  
ginny@redish.net	
...
Copyright notice
N	
  

	
  

This presentation is the property of Neil
James, Ginny Redish, and other
respective owners, ...
Plain2013 Writing for Web and Mobiles N James G Redish
Plain2013 Writing for Web and Mobiles N James G Redish
Plain2013 Writing for Web and Mobiles N James G Redish
Plain2013 Writing for Web and Mobiles N James G Redish
Plain2013 Writing for Web and Mobiles N James G Redish
Plain2013 Writing for Web and Mobiles N James G Redish
Plain2013 Writing for Web and Mobiles N James G Redish
Plain2013 Writing for Web and Mobiles N James G Redish
Plain2013 Writing for Web and Mobiles N James G Redish
Plain2013 Writing for Web and Mobiles N James G Redish
Plain2013 Writing for Web and Mobiles N James G Redish
Plain2013 Writing for Web and Mobiles N James G Redish
Plain2013 Writing for Web and Mobiles N James G Redish
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Plain2013 Writing for Web and Mobiles N James G Redish

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Writing for the Web and Mobiles: Plain language in a mobile world
Neil James, Plain English Foundation, Australia
Janice (Ginny) Redish, USA

Published in: Education, Technology, Business
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Transcript of "Plain2013 Writing for Web and Mobiles N James G Redish "

  1. 1. Wri%ng  for  the  web  and  mobiles:   Plain  language  in  a  mobile  world  ! Neil James! Plain English Foundation! Sydney, NSW, Australia! Janice (Ginny) Redish! Redish & Associates, Inc.! Bethesda, MD, USA! ! ! ! ! ! !    
  2. 2. Topics forfor the session! our session! Topics 1.  Setting the context! 2.  Understanding mobile growth! 3.  Critiquing an example! 4.  Developing guidelines!
  3. 3. 1. Setting the context! Photos © iStockphoto.com except where we cite another source
  4. 4. What do you use?! How many of these did you use 5 years ago?
  5. 5. Share a small screen story! Flickr cc photo by theworldcafe Wri%ng  for  the  web  and  mobile   PLAIN  2013  Vancouver   N   ©  Neil  James  and  Ginny  Redish  2013  
  6. 6. 2. Understanding mobile growth!
  7. 7. Some killer facts N     1.  Growth of mobile devices! 2.  Mobile Internet use! 3.  The mobile context! 4.  Mobile user experience! Photo: animalstime.com Wri%ng  for  the  web  and  mobile   PLAIN  2013  Vancouver   N   ©  Neil  James  and  Ginny  Redish  2013  
  8. 8. 1. The growth of devices N     Worldwide shipment by unit! Device type (000s) 2012 2013 2014 PC 341,273 305,178 289,239 Ultramobile 9,787 20,301 39,824 Tablet 120,203 201,825 276,178 Mobile phone 1,746,177 1,821,193 1,901,188 Totals 2,217,440 2,348,497 2,506,429 Source: www.gartner.com, June 2013 Wri%ng  for  the  web  and  mobile   PLAIN  2013  Vancouver   N   ©  Neil  James  and  Ginny  Redish  2013  
  9. 9. Mobiles in 2013 N     6.8 billion mobiles for 7.1 billion people! In 2013, mobile cellular subscriptions are almost equal to the number of people on earth.! Source: International Telecommunications Union Wri%ng  for  the  web  and  mobile   PLAIN  2013  Vancouver   N   ©  Neil  James  and  Ginny  Redish  2013  
  10. 10. 2. Mobile Internet use N     •  In 2013, around half of mobile users go online via mobile ! •  By 2014, mobiles overtake PC net use ! •  By 2017, the mobile web will use 3 times today’s entire Internet data, and mobile data traffic will rise 13-fold! •  In 10 years, 2-3 billion people will come online globally through mobile! Sources: Karen McGrane, Pew Research, Cisco, McKinsey Wri%ng  for  the  web  and  mobile   PLAIN  2013  Vancouver   N   ©  Neil  James  and  Ginny  Redish  2013  
  11. 11. N  
  12. 12. How do you use mobiles? N   Wri%ng  for  the  web  and  mobile   PLAIN  2013  Vancouver   N     ©  Neil  James  and  Ginny  Redish  2013  
  13. 13. 3. The mobile context N     •  80%+ use a mobile while watching the television! •  90% start task on one device and finish on another (browse phone/ buy tablet)! •  44% look at mobile first and last thing! •  36% shoppers use mobiles to compare prices while in a store! Sources: Karen McGrane, Google, MS Tag, Qualcomm
  14. 14. 3. The mobile context N     Sources: McGrane, Google, Yahoo, Comscore, MS Tag
  15. 15. User priorities N     •  Find mobile friendly sites! •  Move seamlessly between devices! •  Reach goals with minimum clicks! •  Choose between mobile, full site or app ! Wri%ng  for  the  web  and  mobile   PLAIN  2013  Vancouver   N   ©  Neil  James  and  Ginny  Redish  2013  
  16. 16. Common user tasks N     •  Access social networks! •  Find local services and information! •  Manage personal information! •  Play games! •  Watch video content! Wri%ng  for  the  web  and  mobile   PLAIN  2013  Vancouver   N   ©  Neil  James  and  Ginny  Redish  2013  
  17. 17. 4. Mobile user experience N     •  44% Fortune 100 have no mobile site! •  96% used a site not mobile ready! •  14% consumers happy with mobile experience! •  67% more likely to purchase from mobile friendly site and 74% return! •  79% will go elsewhere from a poor site! Sources: Karen McGrane, searchengineland, hubspot, Google Wri%ng  for  the  web  and  mobile   PLAIN  2013  Vancouver   N   ©  Neil  James  and  Ginny  Redish  2013  
  18. 18. A yawning gap… N     Photos: AgencyQ, grimpanda, msn Wri%ng  for  the  web  and  mobile   PLAIN  2013  Vancouver   N   ©  Neil  James  and  Ginny  Redish  2013  
  19. 19. 3. Critiquing an example!
  20. 20. 2011 version Wri%ng  for  the  web  and  mobile   PLAIN  2013  Vancouver   N   ©  Neil  James  and  Ginny  Redish  2013  
  21. 21. Think before you write! or review N     ü Why? (Purposes) ü  Who? (Personas) ü  What? (Conversations) Wri%ng  for  the  web  and  mobile   PLAIN  2013  Vancouver   N   ©  Neil  James  and  Ginny  Redish  2013  
  22. 22. http://www.uwmedicine.org/ Patient-Care/Our-Services/ Pages/Make-An-Appointment.aspx
  23. 23. Walk typical personas! through their conversations N     and do it on a mobile, too!! Wri%ng  for  the  web  and  mobile   PLAIN  2013  Vancouver   N   ©  Neil  James  and  Ginny  Redish  2013  
  24. 24. 4. Developing guidelines!
  25. 25. Areas to consider N     ! 1.  Audience! 2.  Physical context! 3.  Channels! 4.  Navigation! 5.  Page structure! 6.  Design! 7.  Expression! Wri%ng  for  the  web  and  mobile   PLAIN  2013  Vancouver   N   ©  Neil  James  and  Ginny  Redish  2013  
  26. 26. Some basic guidelines N     1.  Build everything for user needs! 2.  Consider the physical context! 3.  Select the best channels! 4.  Simplify the navigation! 5.  Prioritise the content on every page! 6.  Design for small screens! 7.  Cut every word you can! Wri%ng  for  the  web  and  mobile   PLAIN  2013  Vancouver   N   ©  Neil  James  and  Ginny  Redish  2013  
  27. 27. Some basic guidelines N     1.  Build everything for user needs! 2.  Consider the physical context! 3.  Select the best channels! 4.  Simplify the navigation! 5.  Prioritise the content on every page! 6.  Design for small screens! 7.  Cut every word you can! Wri%ng  for  the  web  and  mobile   PLAIN  2013  Vancouver   N   ©  Neil  James  and  Ginny  Redish  2013  
  28. 28. 1. Audience   N  
  29. 29. 1. Audience   N  
  30. 30. Some basic guidelines N     1.  Build everything for user needs! 2.  Consider the physical context! 3.  Select the best channels! 4.  Simplify the navigation! 5.  Prioritise the content on every page! 6.  Design for small screens! 7.  Cut every word you can! Wri%ng  for  the  web  and  mobile   PLAIN  2013  Vancouver   N   ©  Neil  James  and  Ginny  Redish  2013  
  31. 31. 1. Audience   N  
  32. 32. 1. Audience   N  
  33. 33. 1. Audience  
  34. 34. Some basic guidelines N     1.  Build everything for user needs! 2.  Consider the physical context! 3.  Select the best channels! 4.  Simplify the navigation! 5.  Prioritise the content on every page! 6.  Design for small screens! 7.  Cut every word you can! Wri%ng  for  the  web  and  mobile   PLAIN  2013  Vancouver   N   ©  Neil  James  and  Ginny  Redish  2013  
  35. 35. 1. Audience   N  
  36. 36. 1. Audience   N  
  37. 37. 1. Audience   Wri%ng  for  the  web  and  mobile   N   PLAIN  2013  Vancouver   N   ©  Neil  James  and  Ginny  Redish  2013  
  38. 38. Some basic guidelines N     1.  Build everything for user needs! 2.  Consider the physical context! 3.  Select the best channels! 4.  Simplify the navigation! 5.  Prioritise the content on every page! 6.  Design for small screens! 7.  Cut every word you can! Wri%ng  for  the  web  and  mobile   PLAIN  2013  Vancouver   N   ©  Neil  James  and  Ginny  Redish  2013  
  39. 39. 1. Audience N    
  40. 40. 1. Audience   N  
  41. 41. 1. Audience   N  
  42. 42. Some basic guidelines N     1.  Build everything for user needs! 2.  Consider the physical context! 3.  Select the best channels! 4.  Simplify the navigation! 5.  Prioritise the content on every page! 6.  Design for small screens! 7.  Cut every word you can!
  43. 43. Some basic guidelines N     1.  Build everything for user needs! 2.  Consider the physical context! 3.  Select the best channels! 4.  Simplify the navigation! 5.  Prioritise the content on every page! 6.  Design for small screens! 7.  Cut every word you can! Wri%ng  for  the  web  and  mobile   PLAIN  2013  Vancouver   N   ©  Neil  James  and  Ginny  Redish  2013  
  44. 44. Some basic guidelines N     ! 1.  Build everything for user needs! 2.  Consider the physical context! 3.  Select the best channels! 4.  Simplify the navigation! 5.  Prioritise the content on every page! 6.  Design for small screens! 7.  Cut every word you can! Wri%ng  for  the  web  and  mobile   PLAIN  2013  Vancouver   N   ©  Neil  James  and  Ginny  Redish  2013  
  45. 45. Some basic guidelines N     1.  Build everything for user needs! 2.  Consider the physical context! 3.  Select the best channels! 4.  Simplify the navigation! 5.  Prioritise the content on every page! 6.  Design for small screens! 7.  Cut every word you can! Wri%ng  for  the  web  and  mobile   PLAIN  2013  Vancouver   N   ©  Neil  James  and  Ginny  Redish  2013  
  46. 46. Thank you! More  ques%ons?    Write  to  us:   neil.james@plainenglishfounda%on.com     ginny@redish.net       Neil James www.plainenglishfoundation.com www.facebook.com/ plainenglishfoundation          @drplainenglish Allen and Unwin, 2007 Scribe, 2011 Ginny Redish www.redish.net Ginny Redish          @GinnyRedish Morgan Kaufmann / Elsevier 2nd edition, 2012
  47. 47. Copyright notice N     This presentation is the property of Neil James, Ginny Redish, and other respective owners, and is protected by copyright, trademark and other intellectual property laws. It can only be viewed and downloaded for personal and non-commercial use. Material must not be reproduced in any form, or used for any purpose other than for individual reference, unless the owners give permission to do so in writing. ! Wri%ng  for  the  web  and  mobile   PLAIN  2013  Vancouver   N   ©  Neil  James  and  Ginny  Redish  2013  
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