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Des Traynor: Slik skriver du mikrotekster (Webdagene 2012)
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Des Traynor: Slik skriver du mikrotekster (Webdagene 2012)

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Des Traynor: Slik skriver du mikrotekster (Webdagene 2012) Presentation Transcript

  • 1. Writing & Designing Microcopy @destraynor
  • 2. Some key ideasWebsites are become web applicationsThe web is being rebuilt around people.Most web-apps are a gamble on content.This content is created by the people.The people use the interface to do this.Interfaces are the language of software.Language influences behaviour
  • 3. Web sites arequickly becoming web apps
  • 4. Abombshell...
  • 5. “Five years fromnow, there’ll be Ano such thing bombshell...as a webpage.” - Jim Boulton
  • 6. I’m not talkingabout the junky‘website as aniPhone app’ things
  • 7. Applications
  • 8. ForumsLocation apps Social Networks Applications Social shopping Facebook Photo apps apps
  • 9. > 700,000
  • 10. > 700,000 apps in the app store
  • 11. What was once a travelblog, is now a socialnetwork of travellers,connecting, liking,subscribing to eachothers material.
  • 12. “The web is being rebuilt around people” Paul Adams @padday
  • 13. This is a travelwebsite. But allthe content isfrom myfriends.Always.See what Imean?
  • 14. Building social web apps == Gambling on content
  • 15. The people come to read the content
  • 16. The content is createdby the people
  • 17. This age old problem
  • 18. It’s not a case of luck.The content & microcopy you write controls it.
  • 19. 3 types of micro copy1. TheUI2. The blankslate3.The ContentDefinition
  • 20. 1. UI Microcopy
  • 21. Does LanguageInfluence Behaviour?
  • 22. The Sapir-Whorf
  • 23. A much debated idea
  • 24. Here UI = Language =
  • 25. The words in aninterface give contextto...1) the actionsperformed,2) relationships thatform.
  • 26. INSERT INTO tweets NEWTWEET VALUES (11012314","destraynor", "Just landed inOslo. God Dag", "Rygge,Norway"); This is all a ‘tweet’ is
  • 27. Share
  • 28. Share Post
  • 29. Shareish bl t Pu s Po
  • 30. Sharet Pups Po ishe bdt la U
  • 31. Sharet ishe bdt la Pups Po et US
  • 32. Tweet
  • 33. Appreciate. Love. Agree.
  • 34. No one “Likes” a missing cat
  • 35. You shouldn’t like a singers death
  • 36. But you can +1 these things.
  • 37. What a button says hasmassive implications for a product... ...regardless of what it does.
  • 38. Secondly, you get thecontent that you ask for...
  • 39. Instagramsurfaces‘likes’,so peoplechase them
  • 40. Twitter promotes followers &retweets
  • 41. Twitter promotes followers &retweets
  • 42. The words in aninterface give contextto...1) the actionsperformed,2) relationships thatform.
  • 43. Labels Influence Relationships
  • 44. “Look we don’t need to put a label on it, do we?”
  • 45. “Look we don’t need to put a label on it, do we?”
  • 46. ‘Friend’ became meaningless on Facebook
  • 47. I’m okay with“following” 459 people
  • 48. 54 friends is much closer
  • 49. LinkedIn asks the difficult question,Thus, friend isn’t meaningless
  • 50. Bad labels gets bad data
  • 51. 2. The “Blank Slate” for new users
  • 52. I’ve zero friends, What sort of things dopeople write on
  • 53. Elderly Parents on Facebook...
  • 54. Elderly Parents on Facebook...
  • 55. Why should Isay anything?No one else is.
  • 56. Like Talk radio,you set the tone.
  • 57. How did YouTube comments get so bad so quickly?
  • 58. How did YouTube comments get so bad so quickly?
  • 59. Yahoo! Answers. Where idiocy & irony collide
  • 60. The “hug” hack.
  • 61. Why is Quora get so formal?
  • 62. Why is Quora get so formal?
  • 63. Look how GetSatisfaction keeps discussion civil
  • 64. Look how GetSatisfaction keeps discussion civil
  • 65. Look how GetSatisfaction keeps discussion civil
  • 66. If you don’t setthe tone rightfrom the start,you can’t easilychange it later
  • 67. 3. The Content Definition
  • 68. Defining a review is a content decision
  • 69. Defining a review is a content decision
  • 70. One Apple got wrong
  • 71. One Apple got wrong
  • 72. 3 types of micro copy1. TheUI2. The blankslate3.The ContentDefinition
  • 73. 2 BadExamplesWhen labelling gets nasty
  • 74. Give your friend 3 listens over
  • 75. Squirt ! Yes, I’m serious...
  • 76. “I want to squirt you apicture of my kids. You can squirt me back avideo of your vacation. Thats a software experience.”
  • 77. What went wrong here?
  • 78. 1. Bad seeds, bad sample
  • 79. 2. Labels: “New Wave”, “Done”2. Vague concepts: “New wave”, “Done”
  • 80. When the content doesn’t show
  • 81. Or when people don’t understand
  • 82. So what...
  • 83. You get the contentyou designed for.The behaviour you see,is exactly what thatcontent encourages
  • 84. How does it go wrong?
  • 85. The swiss cheese model of defects Release Q.A. Build Visual Design “Submit” Wireframe “Submit”Content that’s “okay” survives
  • 86. The swiss cheese model of defects Release Q.A. Build Visual Design Share Wireframe OMG_REPLACE_MEContent that’s obviously wrong, is usually caught.
  • 87. Notalways :)
  • 88. How to ensure contentgets suitable attention? W
  • 89. A typical requestWhat do we say on the screen where the userhas clicked archive, but the message wasalready archived by someone on their team sothey can’t double archive, but it’s not an error,but at the same time it didn’t happen, oh yeahand this happens with cancelling emails as well,now that I think about it...Hmm. Your call. ” Ticket #1374 in Sifter, assigned to Des
  • 90. Break it Down
  • 91. Who?
  • 92. Premium vs free New vs returning Who?Admin vs regular user “every user”
  • 93. What?
  • 94. Change your Upgrade your plan setting What?This can’t be done You don’t have permission
  • 95. Tone
  • 96. Casual & Business english friendly ToneAbundantly clear Cute & funny
  • 97. Time
  • 98. “By email immediately”“On next login” Time On screenstraight away During working hours in their time zone
  • 99. How?
  • 100. By on screen flash message By email? How?Text in app In their records (space?) Audio effect By SMS
  • 101. A typical requestWhat do we say on the screen where the userhas clicked archive, but the message wasalready archived by someone on their team sothey can’t double archive, but it’s not an error,but at the same time it didn’t happen, oh yeahand this happens with cancelling emails as well,now that I think about it...Hmm. Your call. ” Ticket #1374 in Sifter, assigned to Des
  • 102. Microcopy frameworkMessage for: Any userTo tell them: They don’t need to archive, it’s already been doneSo they: Stop trying, and move onDisplayed via: Flash box on app (60 char max)When: After user tries to archive already archived messageTone: Clear, personal, like a work colleague.
  • 103. Bad content
  • 104. “Error: Message ERROR: Duplicate is already Archive archived” Bump Bad contentYou can’t archive a Duplicate Archive message in All Error messages This message has been archived by you or one of your colleagues
  • 105. Brevity vs Clarity
  • 106. Brevity vs Clarity VS Oh My God, you can’t archve a message that has already been archived. In fact only“Error” moments ago one of your colleagues archived this very message. Sorry about it.
  • 107. David alreadyarchived this two minutes ago.
  • 108. The web is littered with examples of compelling copy that makes thingsinteresting, engaging, clear, funny, inspiring...
  • 109. Microcopy frameworkMessage for: Purchasing usersTo tell them: Their order is enrouteSo they: Know what’s up, and feel happyDisplayed via: EmailWhen: Immediately upon orderTone: Fun. Make this user laugh at their damn keyboard.
  • 110. “Thanks for your order with CD Baby!Your CD has been gently taken from our CD Baby shelves withsterilized contamination-free gloves and placed onto a satin pillow.A team of 50 employees inspected your CD and polished it to makesure it was in the best possible condition before mailing.Our packing specialist from Japan lit a candle and a hush fell overthe crowd as he put your CD into the finest gold-lined box thatmoney can buy.We all had a wonderful celebration afterwards and the whole partymarched down the street to the post office where the entire town ofPortland waved Bon Voyage! to your package, on its way to you,in our private CD Baby jet on this day, Wednesday, September19th.I hope you had a wonderful time shopping at CD Baby. We suredid. Your picture is on our wall as Customer of the Year. Were allexhausted but cant wait for you to come back toCDBABY.COM!!”
  • 111. The “real world” islittered with examples of compelling copy
  • 112. “Come in and trythe worst meatballsandwich that oneguy on Yelp everhad.IN HIS LIFE”
  • 113. Unaccompanied Children willbe givenespresso and afree kitten
  • 114. “Ladies and gentlemen, weve reached cruising altitude and will be turningdown the cabin lights. This is for your comfort and to enhance the appearanceof your flight attendants. Weather at our destination is 50 degrees with somebroken clouds, but theyll try to have them fixed before we arrive.”
  • 115. Remember your contentis...
  • 116. Remember your contentis...not always canonicalalways an opportunity to delight youruserusually the lowest hanging fruit in yourapp
  • 117. We obsess over pixels,shadows, shades,typefaces, borders,gradients, opacities,blurs and more.Why not words?
  • 118. Wordddle My info | Sign out | HELP Sentences Emails MessagesPurpose: Tell users to upgrade as free plan expired destraynor “Were sorry, but you cant create any more projects on your current plan. You current plan (Free) is invalid“ 1 3 rebounds Dude, thats lame. The message is "Your plan has 31Steve. P expired. Upgrade here". What Steve said. Maybe explain the cost here, save them 4John. S the click? You: Send messageWhere is the Dribbble for Words?
  • 119. “Good words cost little and are worth lots”– George Herbert
  • 120. @destraynor
  • 121. Thank you! @destraynor