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@fosteronomo

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#LocWorld38
The Value of Visual Content
&
Simplified User Interface
Daniel Foster, Snagit strategy manager, TechSmith
@fosteronomo | @techsmith

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@fosteronomo

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@fosteronomo

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@fosteronomo
Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Vivamus ac sem neque. Nulla in pulvinar risus. Vivamus non
elit id magna tincidunt aliquet. Sed ut massa fringilla, tempor
urna et, tempus turpis. Aliquam dapibus ac leo non pharetra.
Donec finibus eros. Duis mattis eleifend sollicitudin. Nulla
intnon pretium ultricies Don’t settle. imperdietus. Curabitur
porta in lacus non efficitur. Mauris vel sollicitudin dolor.
Mauris ultrices ipsum nulla. Nulla facilisi. Praesent at nisi
rutrum, tristique est nec, molestie elit. Vitae rutrum et, fringilla
nec sem. Aenean viverra et justo vehicula tincidunt.
Curabitur semper nulla in tortor vehicula, in ornare ex

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@fosteronomo
Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Vivamus ac sem neque. Nulla in pulvinar risus. Vivamus non
elit id magna tincidunt aliquet. Sed ut massa fringilla, tempor
urna et, tempus turpis. Aliquam dapibus ac leo non pharetra.
Donec finibus eros. Duis mattis eleifend sollicitudin. Nulla
intnon pretium ultricies Don’t settle. imperdietus. Curabitur
porta in lacus non efficitur. Mauris vel sollicitudin dolor.
Mauris ultrices ipsum nulla. Nulla facilisi. Praesent at nisi
rutrum, tristique est nec, molestie elit. Vitae rutrum et, fringilla
nec sem. Aenean viverra et justo vehicula tincidunt.
Curabitur semper nulla in tortor vehicula, in ornare ex

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@fosteronomo
Visuals matter.
Get creative.

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@fosteronomo
“Something is happening. We are
becoming a visually mediated society. For
many, understanding of the world is being
accomplished, not through words,
but by reading images.”
Paul Martin Lester
Professor of Communication, Cal State Fullerton

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@fosteronomo
There were inklings of data …
60,000 X
80% vs 10% 6 in 10
94%

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@fosteronomo
But there was nothing
comprehensive.

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@fosteronomo
New Research:
The Value of Visuals

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@fosteronomo
Methodology

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@fosteronomo
Opinion survey
4,500 workers
Communication
Wants & Needs

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@fosteronomo
Scientific study
125 workers
Upload
post
Download
software
Fill expense
form
Text-only
Text +
screenshots
Video w/
voiceover
T A S K
INSTRUCTIONS
! ! !
! ! !
! ! !

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@fosteronomo
Scientific study
125 workers
Upload
post
Download
software
Fill expense
form
Text-only
Text +
screenshots
Video w/
voiceover
T A S K
INSTRUCTIONS
!" !" !"
!" !" !"
!" !" !"

16.
@fosteronomo
Scientific study
125 workers
Upload
post
Download
software
Fill expense
form
Text-only
Text +
screenshots
Video w/
voiceover
T A S K
INSTRUCTIONS
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@fosteronomo
Economic modeling
Scientific study
results
Economic
datax
$$$

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@fosteronomo
3 Big Findings

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@fosteronomo
Finding 1: Companies fail to
communicate in ways
people prefer.
(and it’s killing productivity)

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@fosteronomo

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@fosteronomo
Millennials
• Also known as workers under 40.
• Also also known as the world’s largest demographic.
• Also also also known as the largest portion of today’s workforce.

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@fosteronomo

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@fosteronomo
What about everyone else?

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@fosteronomo

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@fosteronomo
Finding 2: Visual content helps
people perform better.

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@fosteronomo

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@fosteronomo

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@fosteronomo
Finding 3: Visual content saves
companies money.

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@fosteronomo

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@fosteronomo

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@fosteronomo

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@fosteronomo
…this isn’t an issue that is
going to go away. As
humans, we will always have
a more visceral reaction to
visuals than text.
—Dr. Alastair Goode,
Ph.D. in Cognitive Science
“
”

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@fosteronomo
Visuals matter.
Get creative.

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@fosteronomo
source:

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@fosteronomo
source:
Traditional development model
Servicing development model
!
!!!!!!!!!

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@fosteronomo
...of companies surveyed create technical
communication deliverables in multiple
languages.56%
source:

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@fosteronomo

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@fosteronomo

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@fosteronomo
A representation of an interface (or other visual
content) that focuses on the essentials by stripping
away temporarily or contextually unimportant elements.
Simplified User Interface graphic
Pronounced “sue-ee”

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@fosteronomo
future-proof content
cut localization costs
focus viewer attention
Benefits of SUI graphics

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@fosteronomo

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@fosteronomo

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@fosteronomo

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@fosteronomo
Let’s talk!
Daniel Foster
@fosteronomo
d.foster@techsmith.com
Video/infographic/whitepaper:
techsmith.com/visual-communication-research