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Designing the
Conversation
Aaron Gustafson

@AaronGustafson
slideshare.net/AaronGustafson
I’m$<em>really</em>$happy$to$see$you.
IPowerful Phrases
I’m$<em>really</em>$happy$to$see$you.
Emphasis
Please$fill$out$the$form$below$to$contact$us.$
<strong>All$fields$are$required.</strong>
Strong Importance
I’m really happy to see you.
Please fill out the form below to contact us. All fields are required.
It's$a$terrible$movie$and$it$made$$200$million.$
<i>Go$figure!</i>$
She$is$admired$for$her$energy$and$<i$lang="fr">joie$de$
vivre</i>.
Alternate Voice or Mood
For$12$years$and$running,$over$100,000$companies$have$adopted$
the$<b>Basecamp</b>$way$of$working.$Not$just$tried,$but$signed$
up,$said$“ahQha!”,$and$never$looked$back.$There’s$nothing$else$
like$<b>Basecamp</b>.
Stylistically Offset
I$wrote$the$book$<cite>Adaptive$Web$Design</cite>.$If$you$like$
this$talk,$you’ll$find$inQdepth$information$about$semantics$(and$
a$whole$lot$more)$in$there.
Published Works
A$ramp$embedded$in$staircase$of$Robson$Square$in$Vancouver,$
<abbr$ariaQlabel="British$Columbia">BC</abbr>.
Abbreviations & Acronyms
Press$<kbd>Tab</kbd>$to$move$from$link$to$link$within$a$
document.$
The$<code>kbd</code>$element$is$used$to$indicate$keyboard$key$
names.
Keyboard & Code
There$is$<span>nothing$particularly$interesting</span>$in$this$
sentence.
Generic Phrasing
IIMindful Links
A$ramp$embedded$in$staircase$of$<a$href="https://
en.wikipedia.org/wiki/Robson_Square">Robson$Square</a>$in$
Vancouver,$<abbr$ariaQlabel="British$Columbia">BC</abbr>.
Connecting Content
<a$href="…"><b$class="hidden">You$can$</b>finish$reading<b$
class="hidden">$<cite>The$Web$Should$Just$Work$for$Everyone</
cite>$in$less$than$35$minutes</b></a>
Connecting Content
To$illustrate$the$concept$of$layering$styles,$perhaps$it’s$best$
to$start$at$the$beginning:$with$no$style$applied.

<a$href="#figureQ3Q3">Figure$3.3</a>$shows$the$lodging$article$
in$Safari$with$only$the$default$browser$styles$applied.$
…$
<figure$id="figureQ3Q3">$
$$…$
</figure>
Connecting Content
<a$rel="bookmark"$href="…"><b$class="hidden">You$can$</b>finish$
reading<b$class="hidden">$<cite>The$Web$Should$Just$Work$for$
Everyone</cite>$in$less$than$35$minutes</b></a>
Creating Context
<a$rel="me"$href="…">Read$my$bio</a>
Creating Context
<a$href="…"$hreflang="es"><b$class="hidden">Lea$esta$página$en$
$$</b>Español</a>
Creating Context
<a$href="giant.mp4"$type="video/mp4">Download$this$movie</a>
Creating Context
<a$href="mailto:aaron@easyQdesigns.net">Send$me$an$email</a>$
<a$href="tel:18009346489">Call$Comcast$Customer$Service</a>
Connecting Tools
<a$href="giant.mp4"$type="video/mp4"$download>Download$this

$$movie</a>
Triggering Actions
IIIEffective
Organization
<h1>This$is$the$title$of$the$page</h1>$
…$
<h2>This$titles$a$section</h2>$
…$
<h3>This$titles$a$subsection</h3>$
…$
etc.
Headings
<p>This$twist$is$what$<a$href="https://en.wikipedia.org/wiki/
John_Harsanyi">John$Harsanyi</a>—an$early$game$theorist—refers$
to$as$the$<a$href="https://en.wikipedia.org/wiki/
Veil_of_ignorance">“Veil$of$Ignorance”</a>$and$what$Rawls$found,$
time$and$time$again,$was$that$individuals$participating$in$the$
experiment$would$gravitate$toward$creating$the$most$egalitarian$
societies.</p>
Moving Focus
<p$tabindex="0">Please$fill$out$the$form$below$completely.$
<strong>All$fields$are$required.</strong></p>
Moving Focus
Accessible

Rich Internet
Applications
<div$id="nav"$role="navigation">$
$$<ul>$
$$$$<li>$
$$$$$$<a$href="/about/"><b$class="hidden">A$Bit$</b>About<b$
class="hidden">$Me</b></a>$
$$$$</li>$
$ $ $ …$
$$</ul>$
</div>
Navigation Region
๏banner
๏navigation
๏search
๏main
๏complementary
๏contentinfo
ARIA Landmark Roles
<header$class="banner"$role="banner"$id="top">

$$<h1$class="banner_logo"><a$href="/"$rel="home">

$$$$24$ways$<span>to$impress$your$friends</span></a></h1>$
</header>
<main$role="main">$
$$…$
</main>
<nav$class="navigation"$role="navigation"$id="menu">

$$<h1$class="hidden">Browse$24$ways</h1>

$$<ul$class="nav$navQtopics">$
$$$$<li$class="nav_item"><a$href="/topics/business/"

$$$$$$dataQicon="&#x2655;">Business</a></li>$
$$$$…$
$$</ul>

$$…$
</nav>
<footer$class="contentinfo"$role="contentinfo">$
$$<p$class="contentinfo_copyright">$
$$$$<small>&#169;$2005Q2016$24$ways$and$our$authors.

$$$$<a$href="/about/#colophon">Colophon</a></small>$
$$</p>$
$$<p$class="contentinfo_social">$
$$$$<a$href="http://feeds.feedburner.com/24ways"

$$$$$$rel="alternate">Grab$our$RSS$feed</a>$
$$$$<a$href="https://twitter.com/24ways"$rel="me">Follow$us

$$$$$$on$Twitter</a>$
$$$$<a$href="/newsletter">Subscribe$to$our$newsletter</a>$
$$</p>$
</footer>
๏banner - first header element not inside an article or section
๏navigation - nav
๏search
๏main - main
๏complementary - aside
๏contentinfo - first footer element not inside an article or section
HTML Landmarks
<div>$
$$This$is$simply$a$generic$division$of$content.$
</div>
๏p - a paragraph
๏ol - a list of items whose order matters
๏ul - an list of items whose order doesn’t matter
๏li - an item in a list
๏dl - a list of terms and their associated definitions
๏dt - terms to be defined within a definition list
๏dd - descriptions of terms in a definition list
๏figure - referenced content (images, tables, etc.)
๏figcaption - caption for a figure
Alterna-divs
๏article - a piece of content that can stand on its own
๏section - a section of a document or article
๏header - preamble content for a document, article, or section
๏footer - supplementary information for a document, article, or section
๏main - the primary content of a document
๏nav - navigational content
๏aside - complementary content
Alterna-divs
IVFriendly Forms
How does this photo make you feel?
Embarrassing
Upsetting
Saddening
Bad Photo
Other
How does this photo make you feel?
Embarrassing
Upsetting
Saddening
Bad Photo
Other
How does this photo make you feel?
Embarrassing
Upsetting
Saddening
Bad Photo
◉ Other
How does this photo make you feel?
Embarrassing
Upsetting
Saddening
Bad Photo
◉ Other it’s embarrassing
Please describe the photo
It’s embarrassing
It’s a bad photo of me
It makes me sad
Talk to your users
like they talk

to one another
Make it clear users
need to respond
“What’s your first name?”
“Without your first name, I won’t

know how to address you.

Could you please provide it?”
“Reserve your spot”
What’s$your$first$name?$
<input$name="first_name">
<label>What’s$your$first$name?</label>$
<input$name="first_name">
<label$for="first_name">What’s$your$first$name?</label>$
<input$id="first_name"$name="first_name">
<label>$
$$What’s$your$first$name?$
$$<input$name="first_name">$
</label>
<label$for="first_name">$
$$What’s$your$first$name?$
$$<input$id="first_name"$name="first_name">$
</label>
<label$for="first_name">What’s$your$first$name?</label>$
<input$id="first_name"$name="first_name">
Use the right

field type
<label$for="first_name">What’s$Your$First$Name?</label>$
<input$type="text"$id="first_name"$name="first_name">
Free Response
<label$for="first_name">What’s$Your$First$Name?</label>$
<input$id="first_name"$name="first_name">
Free Response (default)
<label$for="email">What’s$Your$Business$Email$Address?</label>$
<input$type="email"$id="email"$name="email">
Free Response: Email
Appearance Native Validation
Text Field Maybe
Browsers ignore
what they don’t
understand
Progressive
Enhancement
<label$for="url">What’s$Your$Website’s$URL?</label>$
<input$type="url"$id="url"$name="url">
Free Response: URL
Appearance Native Validation
Text Field Maybe
<label$for="time_at_job">How$Many$Years$Have$You$Been

$$in$Your$Current$Position?</label>$
<input$type="number"$id="time_at_job"$name="time_at_job">
Free Response: Number
Appearance Native Validation
Text Field+ Maybe
Please describe the photo
It’s embarrassing
It’s a bad photo of me
It makes me sad
Choose One
Please$describe$the$photo$
<label>$
$$<input$type="radio"$name="reason"$value="embarrassing">$
$$It’s$embarrassing$
</label>$
<label>$
$$<input$type="radio"$name="reason"$value="bad$photo">$
$$It’s$a$bad$photo$of$me$
</label>$
<label>$
$$<input$type="radio"$name="reason"$value="saddening">$
$$It$makes$me$sad$
</label>
Choose One
<label$for="reason">Please$describe$the$photo</label>$
<select$id="reason"$name="reason">$
$$<option$value="embarrassing">It’s$embarrassing</option>$
$$<option$value="bad$photo">It’s$a$bad$photo$of$me</option>$
$$<option$value="saddening">It$makes$me$sad</option>$
</select>
Choose One
<label$for="reason">Please$describe$the$photo</label>$
<select$id="reason"$name="reason">$
$$<option>It’s$embarrassing</option>$
$$<option>It’s$a$bad$photo$of$me</option>$
$$<option>It$makes$me$sad</option>$
</select>
Choose One
<label$for="volume">How$Loud$is$Spinal$Tap?</label>$
<input$type="range"$id="volume"$name="volume"$
$ $ $ $$$min="0"$max="11"$step="1"$
$ $ $ $$$>
Choose One: Number
Appearance Native Validation
Slider (Maybe) Maybe
Choose One or More
Gaming$Systems$(4$available)$
<label>$
$$<input$type="checkbox"$name="reserve[]"$value="DS$Lite">$
$$Nintendo$DS$Lite$
</label>$
<label>$
$$<input$type="checkbox"$name="reserve[]"$value="Wii">$
$$Nintendo$Wii$
</label>$
<label>$
$$<input$type="checkbox"$name="reserve[]"$value="Vita">$
$$PlayStation$Vita$
</label>
Choose One or More
<label$for="gaming">Gaming$Systems$(4$available)</label>$
<select$id="gaming"$name="reserve[]"$multiple>$
$$<option$value="DS$Lite">Nintendo$DS$Lite</option>$
$$<option$value="Wii">Nintendo$Wii</option>$
$$<option$value="Vita">PlayStation$Vita</option>$
$$<option$value="360">Xbox$360</option>$
</select>
Choose One or More
Gaming$Systems$(4$available)$
<label>$
$$<input$type="checkbox"$name="reserve[]"$value="DS$Lite">$
$$Nintendo$DS$Lite$
</label>$
<label>$
$$<input$type="checkbox"$name="reserve[]"$value="Wii">$
$$Nintendo$Wii$
</label>$
<label>$
$$<input$type="checkbox"$name="reserve[]"$value="Vita">$
$$PlayStation$Vita$
</label>
Choose One or More
Group related
fields
<fieldset>$
$$<legend>Please$describe$the$photo</legend>$
$$<ul>$
$$$$<li>$
$$$$$$<label>$
$$$$$$$$<input$type="radio"$name="reason"$value="embarrassing">$
$$$$$$$$It’s$embarrassing$
$$$$$$</label>$
$$$$</li>$
$$$$…$
$$</ul>$
</fieldset>
Group related fields
<fieldset>$
$$<legend>Please$describe$the$photo</legend>$
$$<ul>$
$$$$<li>$
$$$$$$<label>$
$$$$$$$$<input$type="radio"$name="reason"$value="embarrassing">$
$$$$$$$$It’s$embarrassing$
$$$$$$</label>$
$$$$</li>$
$$$$…$
$$</ul>$
</fieldset>
Group related fields
<fieldset>$
$$<legend$tabindex="0">Please$describe$the$photo</legend>$
$$<ul>$
$$$$<li>$
$$$$$$<label>$
$$$$$$$$<input$type="radio"$name="reason"$value="embarrassing">$
$$$$$$$$It’s$embarrassing$
$$$$$$</label>$
$$$$</li>$
$$$$…$
$$</ul>$
</fieldset>
Group related fields
Don’t introduce
unnecessary
complexity
Phone Number:
<label$for="tel">What’s$Your$Business$Phone$Number?</label>$
<input$type="tel"$id="tel"$name="business_phone">
Free Response: Telephone
Appearance Native Validation
Text Field No
We should

work harder

so our users

don’t have to
๏input[type=date]$
๏input[type=datetime] (global)
๏input[type=datetimeQlocal] (local)
๏input[type=month] (year & month)
๏input[type=week] (year & week)
๏input[type=time] (year & week)
Structured Data: Dates & Times
<label$for="flight">What$flight$are$you$looking$for?</label>$
<input$id="flight"$name="flight"$
$ $ $ $pattern="DLd{2,}"$
$ $ $ $placeholder="e.g.$DL5407"$
$ $ $ $>
Structured Data: Custom
Help users

avoid (and fix)
errors
Enable common
information to be
auto-filled
<label$for="name">What’s$Your$Name?</label>$
<input$id="name"$name="name"$required$ariaQrequired="true">
Keys for Auto-filling
<label$for="ssn">What’s$Your$Social$Security$Number?</label>$
<input$id="ssn"$name="ssn"$required$ariaQrequired="true"$
$$$$$$$autocomplete="off"$
$$$$$$$>
Don’t Store All Values
๏ name
๏ honorific-prefix
๏ given-name
๏ additional-name
๏ family-name
๏ honorific-suffix
๏ nickname
๏ username
๏ new-password
๏ current-password
๏ organization-title
๏ organization
๏ street-address
๏ address-line1
๏ address-line2
๏ address-line3
๏ address-level4
๏ address-level3
๏ address-level2
๏ address-level1
๏ country
๏ country-name
๏ postal-code
๏ cc-name
๏ cc-given-name
๏ cc-additional-name
๏ cc-family-name
๏ cc-number
๏ cc-exp
๏ cc-exp-month
๏ cc-exp-year
๏ cc-csc
๏ cc-type
๏ transaction-currency
๏ transaction-amount
๏ language
๏ bday
๏ bday-day
๏ bday-month
๏ bday-year
๏ sex
๏ url
๏ photo
๏ tel
๏ tel-country-code
๏ tel-national
๏ tel-area-code
๏ tel-local
๏ tel-local-prefix
๏ tel-local-suffix
๏ tel-extension
๏ email
๏ impp
Autofill Tokens
๏For Addresses:
‣ shipping
‣ billing
๏For Telephone Numbers:
‣ home
‣ work
‣ mobile
‣ fax
‣ pager
๏Universally:
‣ section-*
Autofill Token Modifiers
<fieldset>$
$$<legend$tabindex="0">Ship$the$blue$gift$to…</legend>$
$$<p>$
$$$$<label$for="bQstreetQaddress">Address</label>$
$$$$<input$name="ba"$id="bQstreetQaddress"$
$$$$$$$$$$$autocomplete="sectionQblue$shipping$streetQaddress">

$$</p>$
$$<p>$
$$$$<label$for="bQcity">City</label>$
$$$$<input$name="bc"$id="bQcity"$
$$$$$$$$$$$autocomplete="sectionQblue$shipping$addressQlevel2">$
$$</p>$
$$<p>$
$$$$<label$for="bQpostalQcode">Postal$Code</label>$
$$$$<input$name="bp"$id="bQpostalQcode"$
$$$$$$$$$$$autocomplete="sectionQblue$shipping$postalQcode">$
$$</p>$
</fieldset>
For Example
[sectionQ]$(optional)$$
[shipping|billing]$(optional)$
[home|work|mobile|fax|pager]$(optional)$
[autofill$token$name]
<label$for="shippingQmobile">Is$there$a$mobile$number$we$can$$
$$reach$you$on$regarding$delivery?</label>$
<input$type="tel"$id="shippingQmobile"$name="shippingQmobile"

$$$$$$$autocomplete="sectionQred$shipping$mobile$tel">
Let users know
when a field is
required
<p>Fields$marked$with$a$*$are$
$$<strong$id="required">required</strong>.</p>$
…$
<label$for="first_name">What’s$Your$First$Name?$
$$<b$role="presentation"$class="required">*</b>$
</label>$
<input$id="first_name"$name="first_name"$
$$$$$$$$$$required$
$$$$$$$$$$ariaQrequired="true"$
$$$$$$$$$$>
Required Fields
<p><strong>All$of$the$fields$are$required.</strong></p>$
…$
<label$for="first_name">What’s$Your$First$Name?</label>$
<input$id="first_name"$name="first_name"$
$$$$$$$$$$required$
$$$$$$$$$$ariaQrequired="true"$
$$$$$$$$$$>
Required Fields
<p><strong>All$of$the$fields$are$required.</strong></p>$
…$
<label$for="first_name">What’s$Your$First$Name?</label>$
<input$id="first_name"$name="first_name"$
$$$$$$$$$$required$
$$$$$$$$$$ariaQrequired="true"$
$$$$$$$$$$>
Required Fields
Provide useful
hints as to the
type of response
you’re expecting
<label$for="pattern">Enter$three$numbers$followed$by

$$$two$letters</label>$
<input$id="pattern"$name="pattern"$
$ $ $ $pattern="d{3}[aQzAQZ]{2}"$
$ $ $ $placeholder="e.g.$123ab"$
$ $ $ $>$
Suggesting a response
(The placeholder is not

a substitute for a label.)
Validate

in the browser
LUKE WROBLEWSKI
Our participants were faster, more
successful, less error-prone, and more
satisfied when they used the forms with
inline validation.
http://is.gd/inline_form_validation
LUKE WROBLEWSKI
22% increase in success rates
22% decrease in errors made
31% increase in satisfaction rating
42% decrease in completion times
http://is.gd/inline_form_validation
<label$for="first_name">What’s$Your$First$Name?</label>$
<input$id="first_name"$name="first_name"$
$$$$$$$$$$required$
$$$$$$$$$$ariaQrequired="true"$
$$$$$$$$$$>
Indicate Required Fields
<label$for="email">What’s$Your$Business$Email$Address?</label>$
<input$type="email"$id="email"$name="email">
Use Native Validation
<label$for="flight">What$flight$are$you$looking$for?</label>$
<input$id="flight"$name="flight"$
$ $ $ $pattern="DLd{2,}"$
$ $ $ $placeholder="e.g.$DL5407"$
$ $ $ $>
Use Custom Validation Schema
<label$for="email">Your$Email$Address</label>$
<input$id="email"$type="email"$name="email"$
$$$$$$$$$required$ariaQrequired="true"$
$$$$$$$$$ariaQinvalid="true"$
$$$$$$$$$ariaQdescribedby="emailQerror"$
$$$$$$$$$>$
<strong$id="emailQerror"$class="validationQerrorQmessage">$
$$Your$email$address$is$required</strong>
Provide Inline Error Messages
<label$for="email">Your$Email$Address</label>$
<input$id="email"$type="email"$name="email"$
$$$$$$$$$required$ariaQrequired="true"$
$$$$$$$$$ariaQinvalid="true"$
$$$$$$$$$ariaQdescribedby="emailQerror"$
$$$$$$$$$>$
<strong$id="emailQerror"$class="validationQerrorQmessage">$
$$Your$email$address$is$required</strong>
Provide Inline Error Messages
Validate

on the server
<input type=“hidden” name=“price” value=“399.99”>
<input type=“hidden” name=“price” value=“1”>
Never trust

the client
Summarize

server-side errors
<div$role="alert">$
$$<p>There$were$errors$with$your$form$submission:</p>$
$$<ol>$
$$$$<li><a$href="#message">Message</a>$is$a$required$

$$$$$$field</li>$
$$$$<li><a$href="#name">Name</a>$is$a$required$field</li>$
$$$$<li><a$href="#email">Email</a>$is$a$required$field</li>$
$$</ol>$
</div>
<div$role="alert">$
$$<p>There$were$errors$with$your$form$submission:</p>$
$$<ol>$
$$$$<li><a$href="#message">Message</a>$is$a$required$

$$$$$$field</li>$
$$$$<li><a$href="#name">Name</a>$is$a$required$field</li>$
$$$$<li><a$href="#email">Email</a>$is$a$required$field</li>$
$$</ol>$
</div>
<div$role="alert">$
$$<p>There$were$errors$with$your$form$submission:</p>$
$$<ol>$
$$$$<li><a$href="#message">Message</a>$is$a$required$

$$$$$$field</li>$
$$$$<li><a$href="#name">Name</a>$is$a$required$field</li>$
$$$$<li><a$href="#email">Email</a>$is$a$required$field</li>$
$$</ol>$
</div>
<div$role="alert">$
$$<p>There$were$errors$with$your$form$submission:</p>$
$$<ol>$
$$$$<li><a$href="#message">Message</a>$is$a$required$

$$$$$$field</li>$
$$$$<li><a$href="#name">Name</a>$is$a$required$field</li>$
$$$$<li><a$href="#email">Email</a>$is$a$required$field</li>$
$$</ol>$
</div>
<label$for="email">Your$Email$Address</label>$
<input$id="email"$type="email"$name="email"$
$$$$$$$$$required$ariaQrequired="true"$
$$$$$$$$$ariaQinvalid="true"$
$$$$$$$$$ariaQdescribedby="emailQerror"$
$$$$$$$$$>$
<strong$id="emailQerror"$class="validationQerrorQmessage">$
$$Your$email$address$is$required</strong>
Provide Inline Error Messages
Thank you!
@AaronGustafson
aaron-gustafson.com
slideshare.net/AaronGustafson

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