What Are Words For?
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What Are Words For?

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Related blog post: http://weblog.muledesign.com/2011/05/confab_2011_what_are_words_for.php

Related blog post: http://weblog.muledesign.com/2011/05/confab_2011_what_are_words_for.php

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  • 1. What Are Words For?A HOLISTIC APPROACH TO CONTENT & LANGUAGE ONLINE
  • 2. Erika Hall @mulegirl
  • 3. #wordsfor
  • 4. Introduction
  • 5. What I’m Why ItWho I am Talking Matters About
  • 6. Intentional Critical Effective
  • 7. The Old Days
  • 8. 1998
  • 9. “Delightfully Hostile” —The New Yorker
  • 10. WorkLet Go Take Charge Together
  • 11. Letting Go
  • 12. Baggage
  • 13. BaggageContent istext.
  • 14. BaggageContent isn’t text.
  • 15. BaggageContent isn’t text. Anyone can write.
  • 16. Baggage The Web is aContent isn’t publication. text. Anyone can write.
  • 17. Baggage The * is aContent isn’t publication. text. Anyone can write.
  • 18. “Content Creation”
  • 19. WritingComposingIllustrating FilmingCommenting Curating
  • 20. “Content Consumption”
  • 21. ReadingViewingWatchingListeningExploring
  • 22. “Be specific.” —William Strunk
  • 23. Upgrade Account
  • 24. Mark as Read
  • 25. Delete
  • 26. Add to Cart
  • 27. Register
  • 28. I’m Feeling Lucky
  • 29. Submit
  • 30. Anyone can write
  • 31. The Writer’s Tool The Designer’s Tool $399 $1,29995
  • 32. “People rarely read Webpages word by word;instead, they scan thepage.” —Jakob Nielson, 1997
  • 33. “People don’t readon the web.”
  • 34. Idiocracy (2006)
  • 35. I hate orange.
  • 36. Publishing?
  • 37. Interconnected and complex.
  • 38. “Murder your darlings.” —Sir Arthur Quiller-Couch Cambridge Lecturer (among other things)
  • 39. The Result
  • 40. Content Strategists Alone in the Wasteland
  • 41. “No other part of a UX project necessarily involves the implementation of long-term organizational practices.” - Erin Kissane
  • 42. Tending the Content
  • 43. Thinking of Content Over Context
  • 44. Business problem?Pour some content on it.
  • 45. Taking Charge
  • 46. Content Strategy Brand StrategyBusiness Goals Product Quality
  • 47. “The great enemy of clear language isinsincerity. When there is a gap between one’sreal and one’s declared aims, one turns, as itwere, instinctively to long words and exhaustedidioms, like a cuttlefish squirting out ink.” — George Orwell
  • 48. Working Together
  • 49. — Jason FriedGetting Real, 37 Signals
  • 50. Mind Your Ps & Qs
  • 51. Purpose ProcessProblemsPracticeQuestions Quality
  • 52. Purpose What is the goal Process How is that done Practice What do you bring to itProblems What is getting in your wayQuestions What to ask Quality What to fight for
  • 53. Purpose Informing An informational website Enabling A tool/applicationPursuading A marketing website Vending An online store
  • 54. Research Strategy DesignImplementation
  • 55. Requirements Gathering Strategy DefinitionVoice,Tone, & Structure Copywriting Governance
  • 56. Business Process Workflow Research RecommendationsCompetitive Analysis Personas Brand Attributes Content Map Style Guidelines Nomenclature Sample Content Stakeholder Research Usability Testing & Wireframes Results
  • 57. User Experience Design Roles Design Visual Information InteractionStrategist Designer Architect Designer Writer Will neglecting design confuse your users?
  • 58. Discovery Concept Design Maintenance Business Process Research Design Strategist Competitive Analysis PersonasInformation Architect Workflow Recommendations Wireframes Visual Brand Attributes Nomenclature Style Guidelines Designer Writer Voice & Tone Content Map Style Guidelines Stakeholder Usability Testing Research & Results
  • 59. Meet the Meerkat
  • 60. Meet the MeerkatSuricata suricatta
  • 61. Be the Meerkat
  • 62. Be the MeerkatA group of meerkats is called a“mob”,“gang” or “clan”.
  • 63. SCOPECREEP!
  • 64. WAFFLING!
  • 65. STRATEGY SHIFT!
  • 66. Common Pitfalls1. Poorly Defined Goals 2. Lack of Process 3. Subjectivity
  • 67. In Conclusion
  • 68. Strategy is Leadership
  • 69. It doesn’t matter how good the wine is.
  • 70. What “content” means, how to handleit, and who should be doing whatfollows from the WHY.It is very different in all of thesecontexts.
  • 71. Start from the big whyBe specific about the what Clarify goals and roles Stick to your story Be open to change
  • 72. Thank You! Erika Hall@mulegirl | erika@muledesign.com