Write like
a human,
think like
a robot.sara wachter-boettcher
webdagene 2013
www.flickr.com/photos/avoiretc/3441244946/
www.flickr.com/photos/saracimino/8528177619/
Content needs to be human.
Relatable
Relevant
Appropriate
Empathetic
People come to Pinterest not just to do
things, but to feel things.
Tiffani Jones Brown
Stop using marketing words and setting
unrealistic expectations... Be genuine in your
language and set real expectations.
...
We can take
this even
further.
Humanness
turns data
into content.
Mike Atherton, “Beyond the Polar Bear”
But we don’t
always see this
as “our job.”
{This is a true story.}
Make it look like
Pinterest!
You could filter
results based on your
horoscope!
What if
it customized
content based on the
w...
{Meanwhile, in dev...}
What
should the algorithm
be based on?
But what fields
are actually in the
database?
Where
does the feed
come from?
Can we ...
www.flickr.com/photos/davidcemin/4201972514
The
“concept.”
{It never launched.}
Some sites
aren’t so
lucky.
Some reach
challenges
down the line.
We’ve been
here before.
www.flickr.com/photos/gold41/5280122352
There’s no magic cure.
www.flickr.com/photos/brightmix/1487922055
Our teams need our help.
www.flickr.com/photos/balluffsensors/8448435294
The ‘bots need our help.
It’s time we
get to know
the ‘bot brain.
www.flickr.com/photos/evilerin/4420070113
Rules let robots make decisions.
Systematic
Consistent
Automated
Logical
‘‘How do you get that sense of hierarchy of
information that we’re familiar with from a
printed newspaper page? How do we ...
While also...
1. Using a simple, flexible grid
layout system
2. Not manually laying out
each day’s edition
3. Doing better ...
Logic is like a robot style
guide: Rules keep the
results consistent.
What it takes:
1. Structure
2. Metadata
3. Rules
4. Transportation
5. Context
1Structure
www.flickr.com/photos/tdd/4493216417
It’s hard to parse this.
www.flickr.com/photos/28478778@N05/5728474385/
This is much easier.
You need a structural
model that matches your
users’ mental model.
Does this content need to be:
1. Something you can search
and sort by?
2. Related to other content?
3. Extracted to displa...
Recipe
• Title
• Byline
• Publication Attribution
• Yield
• Active Time
• Total Time
• Teaser
• Image
• Preparation
• Main...
Metadata
2
Extra data the ‘bots can use.
www.flickr.com/photos/rusty_oleum/7325471968/
Descriptive
Structural
Administrative
Helpful
Relevant for
summer, grilling
Secondary
content (side
dish)
May not be
distributed to
third parties
3Rules
If this, then that.
Every content
chunk is an
opportunity.
Display
Combine
Remove
Connect
Reprioritize
If a recipe is in the app,
then prioritize the ratings,
but hide reviews.
List all side dishes tagged
as summer from Gourmet
or Bon Appétit in the BBQ
feature.
Recipe
• Title
• Byline
• Publication Attribution
• Yield
• Active Time
• Total Time
• Teaser
• Image
• Preparation
• Main...
Transportation
4
You need
content that
can travel.
APIs take those content chunks.
www.flickr.com/photos/ogimogi/2253657555/
And turn them into products.
www.flickr.com/photos/fourstarcashiernathan
So you can build what you need.
www.flickr.com/photos/wallyg/2391794127
APIs power
things you
use every day.
Kin Lane, http://apievangelist.com
Yelp
Info
User
Content
Google
Maps+ +
APIs let you bring them together.
www.flickr.com/photos/vanityblue/8694220424/
Context
5
Mashups aren’t
necessarily
meaningful.
UI design
Labeling
Explaining
Things like...
• Where should I
go right now?
• Sights near me
• Most popular
destinations
Content brains
bring new
possibilities.
What if...
• Time zone
difference alert
• Upcoming
weather
• City info
It knows...
• Starting city
• Ending city
• Arrival...
You know
your content.
You know
your users.
You know
your message.
www.flickr.com/photos/paulvaarkamp
There’s nothing to fear.
You don’t have to write
an algorithm. But you can
make one better.
Empathy
can’t end at
pages.
www.flickr.com/photos/benhusmann/5126030385
Make all your content more human.
thank you,
OSLO!
Images used via CC-Attribution license unless otherwise noted.
sarawb.com
@sara_ann_marie
rfld.me/content...
Sara Wachter-Boettcher: Skriv som et menneske, tenk som en robot (Webdagene 2013)
Sara Wachter-Boettcher: Skriv som et menneske, tenk som en robot (Webdagene 2013)
Sara Wachter-Boettcher: Skriv som et menneske, tenk som en robot (Webdagene 2013)
Sara Wachter-Boettcher: Skriv som et menneske, tenk som en robot (Webdagene 2013)
Sara Wachter-Boettcher: Skriv som et menneske, tenk som en robot (Webdagene 2013)
Sara Wachter-Boettcher: Skriv som et menneske, tenk som en robot (Webdagene 2013)
Sara Wachter-Boettcher: Skriv som et menneske, tenk som en robot (Webdagene 2013)
Sara Wachter-Boettcher: Skriv som et menneske, tenk som en robot (Webdagene 2013)
Sara Wachter-Boettcher: Skriv som et menneske, tenk som en robot (Webdagene 2013)
Sara Wachter-Boettcher: Skriv som et menneske, tenk som en robot (Webdagene 2013)
Upcoming SlideShare
Loading in...5
×

Sara Wachter-Boettcher: Skriv som et menneske, tenk som en robot (Webdagene 2013)

408

Published on

Published in: Technology, Self Improvement
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
408
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
26
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Sara Wachter-Boettcher: Skriv som et menneske, tenk som en robot (Webdagene 2013)

  1. 1. Write like a human, think like a robot.sara wachter-boettcher webdagene 2013 www.flickr.com/photos/avoiretc/3441244946/
  2. 2. www.flickr.com/photos/saracimino/8528177619/ Content needs to be human.
  3. 3. Relatable Relevant Appropriate Empathetic
  4. 4. People come to Pinterest not just to do things, but to feel things. Tiffani Jones Brown
  5. 5. Stop using marketing words and setting unrealistic expectations... Be genuine in your language and set real expectations. Steph Hay
  6. 6. We can take this even further.
  7. 7. Humanness turns data into content.
  8. 8. Mike Atherton, “Beyond the Polar Bear”
  9. 9. But we don’t always see this as “our job.”
  10. 10. {This is a true story.}
  11. 11. Make it look like Pinterest! You could filter results based on your horoscope! What if it customized content based on the weather? Those filters are just FPO. The developers will make it work. www.flickr.com/photos/crownsocial/6231232219
  12. 12. {Meanwhile, in dev...}
  13. 13. What should the algorithm be based on? But what fields are actually in the database? Where does the feed come from? Can we add metadata after the feed comes through? www.flickr.com/photos/tifotter/544669881
  14. 14. www.flickr.com/photos/davidcemin/4201972514 The “concept.”
  15. 15. {It never launched.}
  16. 16. Some sites aren’t so lucky.
  17. 17. Some reach challenges down the line.
  18. 18. We’ve been here before.
  19. 19. www.flickr.com/photos/gold41/5280122352 There’s no magic cure.
  20. 20. www.flickr.com/photos/brightmix/1487922055 Our teams need our help.
  21. 21. www.flickr.com/photos/balluffsensors/8448435294 The ‘bots need our help.
  22. 22. It’s time we get to know the ‘bot brain.
  23. 23. www.flickr.com/photos/evilerin/4420070113 Rules let robots make decisions.
  24. 24. Systematic Consistent Automated Logical
  25. 25. ‘‘How do you get that sense of hierarchy of information that we’re familiar with from a printed newspaper page? How do we create that in a form that’s appropriate to the iPad? Mark Porter, “Introducing the Guardian iPad Edition”
  26. 26. While also... 1. Using a simple, flexible grid layout system 2. Not manually laying out each day’s edition 3. Doing better than a PDF
  27. 27. Logic is like a robot style guide: Rules keep the results consistent.
  28. 28. What it takes: 1. Structure 2. Metadata 3. Rules 4. Transportation 5. Context
  29. 29. 1Structure
  30. 30. www.flickr.com/photos/tdd/4493216417 It’s hard to parse this.
  31. 31. www.flickr.com/photos/28478778@N05/5728474385/ This is much easier.
  32. 32. You need a structural model that matches your users’ mental model.
  33. 33. Does this content need to be: 1. Something you can search and sort by? 2. Related to other content? 3. Extracted to display elsewhere? 4. Reprioritized or resized for some destinations?
  34. 34. Recipe • Title • Byline • Publication Attribution • Yield • Active Time • Total Time • Teaser • Image • Preparation • Main Ingredients • Servings • Cooking/Prep Time • Nutritional Information
  35. 35. Metadata 2
  36. 36. Extra data the ‘bots can use. www.flickr.com/photos/rusty_oleum/7325471968/
  37. 37. Descriptive Structural Administrative Helpful
  38. 38. Relevant for summer, grilling Secondary content (side dish) May not be distributed to third parties
  39. 39. 3Rules
  40. 40. If this, then that.
  41. 41. Every content chunk is an opportunity.
  42. 42. Display Combine Remove Connect Reprioritize
  43. 43. If a recipe is in the app, then prioritize the ratings, but hide reviews.
  44. 44. List all side dishes tagged as summer from Gourmet or Bon Appétit in the BBQ feature.
  45. 45. Recipe • Title • Byline • Publication Attribution • Yield • Active Time • Total Time • Teaser • Image • Preparation • Main Ingredients • Servings • Cooking/Prep Time • Nutritional Information Related Wines Reviews Recipe Types Related Menus Related Recipes Related Diets
  46. 46. Transportation 4
  47. 47. You need content that can travel.
  48. 48. APIs take those content chunks. www.flickr.com/photos/ogimogi/2253657555/
  49. 49. And turn them into products. www.flickr.com/photos/fourstarcashiernathan
  50. 50. So you can build what you need. www.flickr.com/photos/wallyg/2391794127
  51. 51. APIs power things you use every day.
  52. 52. Kin Lane, http://apievangelist.com
  53. 53. Yelp Info User Content Google Maps+ +
  54. 54. APIs let you bring them together. www.flickr.com/photos/vanityblue/8694220424/
  55. 55. Context 5
  56. 56. Mashups aren’t necessarily meaningful.
  57. 57. UI design Labeling Explaining
  58. 58. Things like... • Where should I go right now? • Sights near me • Most popular destinations
  59. 59. Content brains bring new possibilities.
  60. 60. What if... • Time zone difference alert • Upcoming weather • City info It knows... • Starting city • Ending city • Arrival and departure dates
  61. 61. You know your content.
  62. 62. You know your users.
  63. 63. You know your message.
  64. 64. www.flickr.com/photos/paulvaarkamp There’s nothing to fear.
  65. 65. You don’t have to write an algorithm. But you can make one better.
  66. 66. Empathy can’t end at pages.
  67. 67. www.flickr.com/photos/benhusmann/5126030385 Make all your content more human.
  68. 68. thank you, OSLO! Images used via CC-Attribution license unless otherwise noted. sarawb.com @sara_ann_marie rfld.me/content-everywhere
  1. A particular slide catching your eye?

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

×