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Make It Plain:Accessibility and UsabilityThrough Plain Language#PlainLanguageForAll / #UofIWebConUniversity of IL Web Conference: April 2013Angela M. Hooker@AccessForAllangelahooker.com

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These are summary slides• Thanks for viewing my slides! I’ve condensed andsummarized what I presented in my session.• Please visit the links that I’ve included inside the slides—they’re underlined so you can find them easily. Alsoread the slide notes.• If you have trouble using these slides because ofaccessibility problems, please write to me atange@angelahooker.com. Even accessibility fans makemistakes, and I want to learn from mine.2@AccessForAll / #PlainLanguageForAll

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The beauty of the web is… it’s a great place tohave a conversationwith your users3@AccessForAll / #PlainLanguageForAll

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You want to:•Communicate yourinformation so users will takeaction (buy, sell, read,subscribe, etc.)•Meet your users’ needs•Help them complete tasks orfind important information4@AccessForAll / #PlainLanguageForAll

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We’ve learned thatwe createtechnologicalbarriers to ourcontent, butsometimes, we alsocreate barriers tounderstanding …with our words.7@AccessForAll / #PlainLanguageForAll

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Common content problems8@AccessForAll / #PlainLanguageForAll

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The wrong people write content9“For ‘tis the sport tohave the enginerhoist with his ownpetard, an’t shall gohard … WTH are yousaying, Shakespeare?@AccessForAll / #PlainLanguageForAll

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Perhaps it’s the institution10The institutionmight dictate whatcontent goes onthe organization’swebsite.@AccessForAll / #PlainLanguageForAll

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“In order to make people understand yourorganization’s materials, and get one’s pointacross, so that everyone knows what onemeans, it’s important that one doesn’tramble on and use more words thannecessary.”(Some content is wordy.)11@AccessForAll / #PlainLanguageForAll

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Jargon hides meaning“We’reimplementing askills mixadjustment atAcme Corp.”12@AccessForAll / #PlainLanguageForAll

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Slang or regional terms13Some writers useslang and/orregion orcountry-centricterms.@AccessForAll / #PlainLanguageForAll

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“Pedantic” content14Showy,extravagantwords; overlyprecise; or formal:“The politicianspontificatedabout the failedbudget.”@AccessForAll / #PlainLanguageForAll

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Forgetting the audience15Those examples ofbad content aren’tmeaningful to users.People write contentwithout consideringthe intended and thepotential audiences.@AccessForAll / #PlainLanguageForAll

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Just becausesomeone can’tunderstand yourcontent doesn’tmean they areunintelligent.16Blaming the users@AccessForAll / #PlainLanguageForAll

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“It’s not how yousaid it—it’s whatyou wrote orspoke.17@AccessForAll / #PlainLanguageForAll

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How can plain languagehelp?18@AccessForAll / #PlainLanguageForAll

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Plain language is …… writing that people can easily understandthe first time they read or hear it.19@AccessForAll / #PlainLanguageForAll

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Plain language is …… usable and meets your users’ needs, so theycan complete specific tasks on your site,social media channels, app, podcast, etc.20@AccessForAll / #PlainLanguageForAll

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Your users won’thave to read yourcontent severaltimes tounderstand it.21@AccessForAll / #PlainLanguageForAll

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It reduces userfrustration,because it boostsreading ease.22@AccessForAll / #PlainLanguageForAll

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People will respectyour “brand,” andsee your site asauthoritative (thisis not limited tofor-profit sites).23@AccessForAll / #PlainLanguageForAll

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You’ll retain moreusers, and yourusers will remainloyal to you.24@AccessForAll / #PlainLanguageForAll

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These benefits canwiden your site’sappeal, audience,and influence.25@AccessForAll / #PlainLanguageForAll

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26“But 75 percentof _____ usersare _____ with anadvanceddegree!”Don’t believe it!@AccessForAll / #PlainLanguageForAll

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Don’t believe it!27“Plain languageisn’t sophisticated,it’s ‘dumbeddown,’ or doesn’treflect the gravityof the topicwithout using bigwords.”@AccessForAll / #PlainLanguageForAll

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Plain language isn’t “dumbed down” content—it’s about clearly communicating withwhomever reads or hears your informationand meeting their needs.28@AccessForAll / #PlainLanguageForAll

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It doesn’t matter ifyou have valuableinformation ifpeople can’tunderstand it, useit, react to it, or acton it.29@AccessForAll / #PlainLanguageForAll

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Frustration = the back buttonRemember: Goodcontent meansaccess for everyone(or as many aspossible)!30@AccessForAll / #PlainLanguageForAll

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Using plain language supports“P-O-U-R” principles from theWeb Content AccessibilityGuidelines (WCAG 2.0).31@AccessForAll / #PlainLanguageForAll

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WCAG 2.0 principles ofaccessibilityPerceivableOperableUnderstandableRobust32@AccessForAll / #PlainLanguageForAll

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The “understandable” principle“Information and the operation of user interfacemust be understandable.“This means that users must be able to understandthe information as well as the operation of the userinterface (the content or operation cannot bebeyond their understanding).”33@AccessForAll / #PlainLanguageForAll

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Plain language supports POURPlain language makesyour content accessible,and supports the goal ofproviding universalaccess for everyone (oras many as possible!).34@AccessForAll / #PlainLanguageForAll

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Consider users withdifferent needs35@AccessForAll / #PlainLanguageForAll

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Don’t forget …36• People with low literacy skills• People with low language proficiency• People with cognitive impairments• People with autism/Asperger syndrome• People with dyslexia• People who are Deaf or hard-of-hearing• People who are aging@AccessForAll / #PlainLanguageForAll

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For example …37@AccessForAll / #PlainLanguageForAll

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Three people …38• A non-native Englishspeaker• A person who iscognitively impaired• A person with autism• It wasn’t scientific,but I tested twocontent examples@AccessForAll / #PlainLanguageForAll

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I asked for opinions …39You’ve probably noticedthe popular trend to ask aquestion in the form of anincomplete sentence:“What do you think “Gotmilk?” means?@AccessForAll / #PlainLanguageForAll

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I asked for opinions …40“Got milk?”The person who is cognitively impaired said,“What type of milk is got milk, and who’s askingme about it?“Do they want my milk?“Does someone think I have a cow?”@AccessForAll / #PlainLanguageForAll

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I asked for opinions …41“Got milk?”The person who is a non-native English speakersaid,[After a sigh] “I have a hard time with questionslike these.“I don’t know if someone’s asking me for adviceor if they want something of mine.”@AccessForAll / #PlainLanguageForAll

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I asked for opinions …42“Hope you can make this important session!”The person who has autism said,“Am I supposed to hope?“Is one person hoping?“Is a group of people hoping?“Is someone talking to Hope?“Is she (Hope) supposed to go to an important session?“Does someone want me to create a session?“Should Hope or I make a session important? How would we do that?”@AccessForAll / #PlainLanguageForAll

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Here’s what you can do43@AccessForAll / #PlainLanguageForAll

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Learn plain language mechanics• Plain Language Guidelines from Plain Language Action andInformation Network (PLAIN)http://www.plainlanguage.gov/howto/guidelines/FederalPLGuideli• The Center for Plain Language’s guidelineshttp://centerforplainlanguage.org/about-plain-language/guidelines• The Center for Plain Language’s checklisthttp://centerforplainlanguage.org/about-plain-language/checklist/44@AccessForAll / #PlainLanguageForAll

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Write for your specific audience.ANDWrite for average comprehension.45@AccessForAll / #PlainLanguageForAll

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Don’t do this …46?@AccessForAll / #PlainLanguageForAll

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(Don’t be “clever.”)47?@AccessForAll / #PlainLanguageForAll

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Assume that youraudience is intelligent,but don’t assumethey’re familiar withyour topic.48@AccessForAll / #PlainLanguageForAll

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Use the invertedpyramid method:Put the mostimportantinformation at thetop and thebackgroundinformation belowit.49@AccessForAll / #PlainLanguageForAll

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50Be concise—cut outexcess/filler words;use minimal textand shortsentences.@AccessForAll / #PlainLanguageForAll

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51In print, peoplewrite to tell a story.Online, we shouldwrite about topics,so users cancomplete tasks.@AccessForAll / #PlainLanguageForAll

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52• Use action verbs—avoid “passive verbs.”In passive verbs, the subject of thesentence is not the “actor”—the noun thattakes action in the sentence. The actorcomes later, often in a prepositionalphrase, or there may be no actor identifiedat all.No: The new report was published.Yes: We published the new report.@AccessForAll / #PlainLanguageForAll

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53“Hidden verbs” hide the action in your writing,by adding unneeded words.Instead of these phrases Use these wordsConduct an analysis AnalyzePresent a report ReportDo an assessment AssessProvide assistance Assist (or help)Came to the conclusion of Concluded@AccessForAll / #PlainLanguageForAll

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Use completesentences.54@AccessForAll / #PlainLanguageForAll

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Use familiar words andcommon terms.55@AccessForAll / #PlainLanguageForAll

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Use the standard spelling of words, andresist the urge to combine words. Screenreaders often mispronounce such words.For example, some screen readerspronounce “homepage” as “ho-mep-ahj.”This can confuse people who use screenreaders to help with low literacy or lowlanguage proficiency issues.56@AccessForAll / #PlainLanguageForAll

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Give directinstructions.57@AccessForAll / #PlainLanguageForAll

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Talk with yourusers: use personalpronouns.58@AccessForAll / #PlainLanguageForAll

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Use “must”instead of “shall”for requirements.59@AccessForAll / #PlainLanguageForAll

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Avoid or explainjargon, colloquialisms,puns, country orregion-specific terms(when writing for abroad audience), non-literal phrasing.60@AccessForAll / #PlainLanguageForAll

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A word about technical contentDefine your purpose:Are you teaching or areyou informing withyour content?61@AccessForAll / #PlainLanguageForAll

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Make your content clearby using structuredelements, such asheadings, bullets, lists,consistent navigation.62@AccessForAll / #PlainLanguageForAll

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Test your content63@AccessForAll / #PlainLanguageForAll

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Interview people about your contentAsk users toread portions ofyour contentand explainwhat they thinkit means.64@AccessForAll / #PlainLanguageForAll

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Usability testingWrite instructionsand ask users tocomplete tasks onyour site, app, etc.65@AccessForAll / #PlainLanguageForAll

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Test two versions of your contentConduct “A/Btesting” (called“controlledcomparative studies”)interviews. Providetwo versions of yourcontent and askparticipants to givetheir impressions ofeach version.66@AccessForAll / #PlainLanguageForAll

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Final Words67@AccessForAll / #PlainLanguageForAll

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Final thoughts …1. Consider your users’ needs first.2. Your users want to complete a task.3. Have a conversation—speak directly to your users.4. Use everyday terms people understand.5. Don’t follow trendy content practices—choose clarityover trends.6. Each medium (mobile, desktop, app, video, podcast, etc.)may require tailored content.7. Test your content.8. All of these help you incorporate accessibilitythroughout your project lifecycle.68@AccessForAll / #PlainLanguageForAll

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Resources69@AccessForAll / #PlainLanguageForAll

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Resources: Plain Language• Plain Language Checklist:http://www.plainlanguage.gov/howto/quickreference• Comprehensive Plain Language Guidelines:http://www.plainlanguage.gov/howto/guidelines/Fed• Test Your Content (methods):http://www.plainlanguage.gov/howto/guidelines/Fed70@AccessForAll / #PlainLanguageForAll

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Resources: Plain Language• Plain language video:http://www.youtube.com/watch?v=sn8ChVRjjyA• User-centric content—“The Audience YouDidn’t Know You Had,” by Angela Colter:http://contentsmagazine.com/articles/the-audien71@AccessForAll / #PlainLanguageForAll

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Resources: Addressing Disabilities• Cognitive Web Accessibility Checklist:http://wave.webaim.org/cognitive• Information about cognitive disabilities:http://www.clearhelper.org/72@AccessForAll / #PlainLanguageForAll

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Resources: Writing Web Content• Accessibility for Web Writers, by 4 Syllables:http://www.4syllables.com.au/2010/09/accessibility-web-writers-part-1/• Content and Usability: Web Writing:http://www.webcredible.co.uk/user-friendly-resources/web-usability/web-content.shtml• Writing Vibrant, Compelling Content:http://www.slideshare.net/GinnyRedish/writing-vibrant-compelling-copy73@AccessForAll / #PlainLanguageForAll

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Resources: P-O-U-R• WCAG 2.0 Principles of Accessibility:http://www.w3.org/TR/UNDERSTANDING-WCAG20/intro.html• Constructing a POUR Website:http://webaim.org/articles/pour/74@AccessForAll / #PlainLanguageForAll

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Resources: Websites• Center for Plain Language:http://centerforplainlanguage.org• PlainLanguage.gov:http://www.plainlanguage.gov• Plain Language Association International:http://www.plainlanguagenetwork.org• Readability testing tools:http://juicystudio.com/services/readability.php75@AccessForAll / #PlainLanguageForAll

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Resources: Training• Online:http://www.plainlanguage.gov/resources/take_training/index.cfm• U.S. federal government agencies can get freeplain language classes:http://www.plainlanguage.gov/resources/take_training/freetraining.cfm• Conferences and events:http://centerforplainlanguage.org/topic/events/76@AccessForAll / #PlainLanguageForAll

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Resources: Books• Janice (Ginny) Redish, Letting Go of the Words• Janice (Ginny) Redish, Writing Web Content thatWorksi• Patricia T. OConner, Woe Is I: The GrammarphobesGuide to Better English in Plain English• Steve Krug, Rocket Surgery Made Easy• Jakob Nielsen, Designing Web Usability: The Practiceof Simplicity77@AccessForAll / #PlainLanguageForAll

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Thank you!Angela Hooker@AccessForAllange@angelahooker.comangelahooker.com78