Language: Your Organization's Most Important and Least Valued Asset

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Have you ever felt like differences in language were holding your organization back? Perhaps you have tried to standardize language across parts of your organization only to find you have opened a huge can of worms? The experiences we make for our users are made of language choices. We also depend on language to collaborate with the people we work with. Yet language is most often only tended to when you talk about things like content and copy. Controlling your organization’s vocabulary is one of the murkiest messes we can take on, but it also might be one of the most impactful ways we can help our organizations. In this talk Abby Covert, staff information architect at Etsy, will share with us the strategies and tactics they are using to pay closer attention to language choices they make across both internal and external user experiences.

Design

Language
Your Most Important
and Least Valued Asset
Abby Covert | @Abby_the_IA

Language
a complex system used for communication

Language Meaning
Communicates
is interpreted from
Context
Intention

For our content to create
the “right” Information -
Our Language choices must
1. Be ConteXt Aware
2. Project Our Intention

Misinformation
one of the most corrosive materials in existence

TRUST CONVERSION LOYALTY SATISFACTION
The introduction of misinformation impacts all important metrics of success

Misinformation
is the single biggest villain in most organizations

Misinformation
99.999999 % of instances of
are caused by issues of language

3 language
mistakes
that lead to misinformation

Where vague
language is common
• Marketing Copy
• Error Messages
• Conﬁrmation Messages
• Instructional Content
• Icons

Vagueness can
also occur in how we
classify things

Discover
learn
explore
Beware of Vague Verbs

Sometimes we are
intentionally
vague --
but unintentionally
misunderstood

“...someone will answer
your email soon”

When we create
content that relies
on our audience to
have prior
understanding of
what we are
communicating we
are taking a risk.

"Confusement - by @lmanul
For example: Product & feature names

It is a delicate
balance
Wanting a creative name
that stands out in a
crowded market
Using names that make sense
and can be integrated into a
user’s life

Ways of serving the
wrong audience
• Grade or Reading level
• Tone or Style
• Metaphors or Aphorisms

Have you ever received a
document that feels
completely unintelligible for
your purposes?

Shout Out to the
team who worked
on the New
Zealand
Government
Toolkit!

Our mental
model impacts
everything we
believe about
the world
around us

on a Typical
grocery store
app, there are 14

Context
is the circumstances that surround an interaction

Flapjack
In the USA In the UK In New Zealand

Sometimes what
feels like a
friendly tone in
one language can
be taken as
inappropriate in
another language
Etsy Circa 2015

Understanding
Context
Reconciling
Mental Models
Meeting people where they are

Writing definitions
forces us to talk about
the messiness inherent
in language

People
Who is involved in
the system?
Features or Places
What pieces does the
system have?
Paths
What might people look
to accomplish?
Where to look
for nouns

Tasks & Actions
What can users do
in the system?
User Goals
What do users come
here to accomplish?
Opposing Action
How do actions get
undone?
Where to look
for Verbs

Get ready to get
more messy before
you clean it up

Clearly illustrate
the impact of
keeping it messy

Exercise Idea:
Define every term within a definition

60
h$p://6thﬂoor.blogs.ny3mes.com/2011/05/20/words-we-dont-say/
H/t Kurt Anderson
Exercise Idea:
Make a list of words
you don’t say

61
Exercise Idea:
draw pictures to define a
concept

Elements of a Successful
Controlled Vocabulary
• Deﬁnition that references nested
deﬁnitions
• Visual representation of how the
concept being deﬁned relates to
nested deﬁnitions
• Approved synonyms and context in
which those are appropriate
• Historical context
• Strategic Considerations and Notes
• Examples
• Related Terms
= redacted details to hide identity of organization

Wrap Up
1. Look for and eliminate vague and proprietary language
2. Reconcile your mental model with your co workers’ and users’
3. Assure you understand your audience’s context
4. Take steps towards controlling your vocabulary
63

I wrote a
book about
information
architecture
for everybody

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1. Language Your Most Important and Least Valued Asset Abby Covert | @Abby_the_IA

2. Language

3. Language a complex system used for communication

4. Language a complex system used for communication

5. Content = Information

6. Content

7. Language Meaning Communicates is interpreted from Context Intention

8. For our content to create the “right” Information - Our Language choices must 1. Be ConteXt Aware 2. Project Our Intention

9. Have you ever been misunderstood?

10. Misinformation one of the most corrosive materials in existence

11. TRUST CONVERSION LOYALTY SATISFACTION The introduction of misinformation impacts all important metrics of success

12. Misinformation is the single biggest villain in most organizations

13. Misinformation 99.999999 % of instances of are caused by issues of language

14. 3 language mistakes that lead to misinformation

15. Vague Language 1

16. Where vague language is common • Marketing Copy • Error Messages • Conﬁrmation Messages • Instructional Content • Icons

17. Vagueness can also occur in how we classify things

18. More Other

19. Discover learn explore Beware of Vague Verbs

20. Sometimes we are intentionally vague -- but unintentionally misunderstood

21. “...someone will answer your email soon”

22. Proprietary Language 2

23. When we create content that relies on our audience to have prior understanding of what we are communicating we are taking a risk.

24. "Confusement - by @lmanul For example: Product & feature names

25. It is a delicate balance Wanting a creative name that stands out in a crowded market Using names that make sense and can be integrated into a user’s life

26. Language for the wrong audience3

27. Ways of serving the wrong audience • Grade or Reading level • Tone or Style • Metaphors or Aphorisms

28. Have you ever received a document that feels completely unintelligible for your purposes?

29. Linguistic insecuritY

30.

31. Shout Out to the team who worked on the New Zealand Government Toolkit!

32. language is inherently messy

33. 3 ways to wrangle language

34. Reconcile Mental Models 1

35. Our mental model impacts everything we believe about the world around us

36. How many vegetables are on this slide?

37. Scientifically there are 7

38. on a Typical grocery store app, there are 14

39. Reconciling = Collection

40. Coworkers are users too

41.

42. Understand Context 2

43.

44. Context is the circumstances that surround an interaction

45. Flapjack In the USA In the UK In New Zealand

46.

47. Sometimes what feels like a friendly tone in one language can be taken as inappropriate in another language Etsy Circa 2015

48. Understanding Context Reconciling Mental Models Meeting people where they are

49.

50. Control Your Vocabulary 3

51. Writing definitions forces us to talk about the messiness inherent in language

52. Start with Nouns, followed by Verbs

53. People Who is involved in the system? Features or Places What pieces does the system have? Paths What might people look to accomplish? Where to look for nouns

54. Tasks & Actions What can users do in the system? User Goals What do users come here to accomplish? Opposing Action How do actions get undone? Where to look for Verbs

55. Beware of adjectives

56. Get ready to get more messy before you clean it up

57.

58. Clearly illustrate the impact of keeping it messy

59. Exercise Idea: Define every term within a definition

60. 60 h$p://6thﬂoor.blogs.ny3mes.com/2011/05/20/words-we-dont-say/ H/t Kurt Anderson Exercise Idea: Make a list of words you don’t say

61. 61 Exercise Idea: draw pictures to define a concept

62. Elements of a Successful Controlled Vocabulary • Definition that references nested definitions • Visual representation of how the concept being defined relates to nested definitions • Approved synonyms and context in which those are appropriate • Historical context • Strategic Considerations and Notes • Examples • Related Terms = redacted details to hide identity of organization

63. Wrap Up 1. Look for and eliminate vague and proprietary language 2. Reconcile your mental model with your co workers’ and users’ 3. Assure you understand your audience’s context 4. Take steps towards controlling your vocabulary 63

64. I wrote a book about information architecture for everybody

65. Thanks! 65

Language: Your Organization's Most Important and Least Valued Asset

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