Writing for the Small Screen
Janice (Ginny) Redish, Ph.D.
Redish & Associates, Inc.
Bethesda, Maryland
ginny@redish.net
ww...
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 2
Topics for this morning
 Thi...
Think
© 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 3
Pictures of people ©iStockphoto.com,
except where...
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 4
What devices do you own and u...
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 5
Why worry about writing for t...
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 6
 Age
18 – 24 year olds 45%
...
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 7
 90% of people start a task
...
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 8
Share your story –
preferably...
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 9
What do people want from web ...
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 10
Why focus on content?
Useful...
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 11
How well does your site conv...
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 12
Let's consider a common conv...
© 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 13
Try it!
Plan
© 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 18
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 19
Plan Draft
Review,
Test
Revi...
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 20
Your site visitors must be a...
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 21
Content strategy =
 thinkin...
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 22
Content must be
 planned
 ...
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 23
Content strategy =
Coordinat...
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 24
Content strategy = Messages ...
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 25
To learn more about content ...
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 26
Plan before you write
Think ...
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 27
Why? (Purposes)
 Align with...
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 28
Focus on your site visitors
...
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 29
Be specific
www.manageyourwr...
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 30
 Who are your site visitors...
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 31
What is a persona?
 a ficti...
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 32
What? (Conversations)
 Site...
Organize
Flickr cc photo by Polandeze
© 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 33
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 34
Organizing content for the s...
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 35
If you don't answer your sit...
2011 version from a state agency
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 37
Put your key message first
T...
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 38
Anticipate and answer site v...
2013 version on a laptop
2013 version on a smart phone
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 41
Keep it short
 Short sectio...
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 42
Break it up
 Your seventh-g...
Write
Design
Review and test
© 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 43
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 44
Write the conversation
Use a...
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 45
Everyone benefits from plain...
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 46
Design for the space you hav...
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 47
Review and test your drafts
...
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 48
Walk personas through their ...
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 49
Do usability testing with di...
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 50
Always keep your ego in a dr...
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 51
Thank you!
More questions?
W...
Ginny Redish - Writing for the small screen
Ginny Redish - Writing for the small screen
Ginny Redish - Writing for the small screen
Upcoming SlideShare
Loading in …5
×

Ginny Redish - Writing for the small screen

2,509
-1

Published on

Presented by Ginny Redish, PhD, on September 26, 2013 at the fourth annual Center for Health Literacy Conference: Plain Talk in Complex Times.

Published in: Education, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,509
On Slideshare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
16
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • © 2013, Redish & Associates, Inc. and Anthro-Tech, Inc.
  • © 2013, Redish & Associates, Inc. and Anthro-Tech, Inc.
  • © 2013, Redish & Associates, Inc. and Anthro-Tech, Inc.
  • Ginny Redish - Writing for the small screen

    1. 1. Writing for the Small Screen Janice (Ginny) Redish, Ph.D. Redish & Associates, Inc. Bethesda, Maryland ginny@redish.net www.redish.net @GinnyRedish
    2. 2. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 2 Topics for this morning  Think  Plan  Organize  Write  Design  Review and test
    3. 3. Think © 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 3 Pictures of people ©iStockphoto.com, except where I give another citation
    4. 4. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 4 What devices do you own and use?
    5. 5. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 5 Why worry about writing for the small screen?  As of April 2012:  own a cell phone 88% of U.S. adults  of those, use it for internet 55%  of those, go online mostly or only on phone 31% Smith, 2012 http://pewinternet.org/Reports/2012/Cell- Internet-Use-2012/Key-Findings/Overview.aspx
    6. 6. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 6  Age 18 – 24 year olds 45%  Minorities African-Americans 51% Hispanics 42%  Income and education Less than $50,000/year 40% Not college graduates 39% Of those who use the internet on a cell phone, this percent go online mostly or only from their phone:
    7. 7. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 7  90% of people start a task on one device and then complete it on another.  77% of mobile searches take place at home or work, only 17% on-the-go. http://services.google.com/fh/files/misc/multiscreenworld_final.pdf http://www.google.com/think/research- studies/creating-moments-that-matter.html
    8. 8. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 8 Share your story – preferably a small screen story Flickr cc photo by theworldcafe
    9. 9. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 9 What do people want from web sites? To satisfy their goals Content Information To do a task People just want to  answer their question  do a task  solve a problem  engage in a social conversation
    10. 10. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 10 Why focus on content? Useful, usable navigation and search are critical. Good, clear design is critical. Technology that works is critical. But they all support the content that people come for.
    11. 11. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 11 How well does your site converse, especially on a small screen? Every use of your web site is a conversation that the site visitor starts
    12. 12. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 12 Let's consider a common conversation
    13. 13. © 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 13
    14. 14. Try it!
    15. 15. Plan © 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 18
    16. 16. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 19 Plan Draft Review, Test Revise Publish Draft = Organize Write Design
    17. 17. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 20 Your site visitors must be able to find what they need understand what they find act appropriately on that understanding in the time and effort that they think it is worth Find Understand Act For web conversations to succeed…
    18. 18. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 21 Content strategy =  thinking strategically about your content  aligning content with business goals Develop and follow a content strategy text illustrations charts graphs tables forms  videos  podcasts  blogs  emails  social media  paper mailings
    19. 19. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 22 Content must be  planned  coordinated  reviewed  managed and maintained  removed Content strategy = Governance and resources Break down those silos! all with cross-group collaboration
    20. 20. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 23 Content strategy = Coordinating across devices and platforms
    21. 21. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 24 Content strategy = Messages and more Messages Tones Styles Right content in the right amount to the right person at the right time in the right medium Media Voice
    22. 22. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 25 To learn more about content strategy Halvorson and Rach, 2012 Wachter-Boettcher, 2012 McGrane, 2012 Leibtag, 2013 (Nov.) Redish, 2012
    23. 23. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 26 Plan before you write Think before you write. For every piece of content, answer these questions:  Why? (Purposes)  Who? (Personas)  What? (Conversations)
    24. 24. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 27 Why? (Purposes)  Align with the organization's overall strategy and goals.  Be measurable.  Focus on your site visitors and what they should do.  Be specific. $ $
    25. 25. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 28 Focus on your site visitors and what they should do to tell people how to make an appointment anxious patients to call the correct number to make an appointment easily and quickly to give instructions for the … form our very busy site visitors, whom we know don't have time to read carefully, to fill out the form correctly and completely without calling us up We want
    26. 26. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 29 Be specific www.manageyourwriting.com Kenneth W. Davis
    27. 27. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 30  Who are your site visitors? (Name the different groups.)  What should you keep in mind about these people? (Write down adjectives or phrases.) not what content they are looking for − that's the question after this one. Who? (Personas)
    28. 28. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 31 What is a persona?  a fictional person who realistically represents a major group of site visitors  composite  based on data about  demographics  goals and tasks  contexts of use (environments)  values Art
    29. 29. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 32 What? (Conversations)  Site visitors come with their own goals, tasks, questions.  See the site visitor coming to your content.  What does that person want?
    30. 30. Organize Flickr cc photo by Polandeze © 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 33
    31. 31. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 34 Organizing content for the small screen  Put your key message first.  Anticipate and answer site visitors' questions.  Keep it short.  Break it up.
    32. 32. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 35 If you don't answer your site visitors' questions, they may not "hear" your messages. For successful conversations, you must mesh… Successful web content site visitors' questions Your key messages
    33. 33. 2011 version from a state agency
    34. 34. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 37 Put your key message first Typical document (narrative style) topic, history, background, rationale narrative of what you did main point as conclusion Better workplace document (style for busy users; inverted pyramid) key message first answers to questions readers would have (even if you don't write question headings)
    35. 35. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 38 Anticipate and answer site visitors' questions Eva − one of the personas of the Washington State Office of the Insurance Commissioner Try it! Eva and Cobra
    36. 36. 2013 version on a laptop
    37. 37. 2013 version on a smart phone
    38. 38. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 41 Keep it short  Short sections  Short paragraphs  Short sentences  Short words  Short list items www.marylandhealth connection.gov
    39. 39. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 42 Break it up  Your seventh-grade English teacher never wrote for the web − and definitely not for the small screen.  A one-sentence paragraph is fine on the web.  Help people "grab and go." fragments tables lists images links Try it!
    40. 40. Write Design Review and test © 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 43
    41. 41. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 44 Write the conversation Use all the plain language guidelines. Talk with your site visitors. Use "you" and "we." Write in the active voice (most of the time). Put the action in the verbs. Cut unnecessary words. ✔✗
    42. 42. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 45 Everyone benefits from plain language Summers, K. and Summers, M., 2005, Reading and Navigational Strategies of Web Users with Lower Literacy Skills, available at http://redish.net/images/stories/PDF/summers_asist2005.pdf
    43. 43. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 46 Design for the space you have  Keep small amounts of space between paragraphs and between list items.  Keep headings next to the text they cover.  If you use lines, put them over (not under) each heading.  Don't center text. Align text on the left.  Cut out large, meaningless pictures.  Use small, meaningful pictures.  Use visual design to save words.
    44. 44. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 47 Review and test your drafts  Read your draft out loud.  Share with colleagues.  Walk personas through their conversations on different devices.  Do usability testing with different devices.  Always keep your ego in a drawer.
    45. 45. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 48 Walk personas through their conversations on different devices  Be the persona.  Come to the site with a realistic conversation.  What would the persona do?  How well would the site satisfy the persona's need?
    46. 46. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 49 Do usability testing with different devices  Do not rely on readability formulas (computerized grade levels).  Great writing for the small screen may score poorly. Usability testing: Watch and listen as relevant people (one at a time) try to use the site to do realistic tasks.
    47. 47. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 50 Always keep your ego in a drawer ego Successful communication means creating content in which your site visitors can  find what they need,  understand what they find, and  act appropriately on that understanding − in the time and effort that they want to spend on it.You succeed only when your site visitors succeed.
    48. 48. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Writing for the Small Screen Slide 51 Thank you! More questions? Write to me: ginny@redish.net @GinnyRedish Ginny Redish Janice (Ginny) Redish, Ph.D. Redish & Associates, Inc. Bethesda, Maryland www.redish.net
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×