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Language
Your Most Important
and Least Valued Asset
Abby Covert | @Abby_the_IA
Language
Language
a complex system used for communication
Language
a complex system used for communication
Content =
Information
Content
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
Have you
ever been
misunderstood?
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
Vague
Language
1
Where vague
language is common
• Marketing Copy
• Error Messages
• Confirmation Messages
• Instructional Content
• Icons
Vagueness can
also occur in how we
classify things
More
Other
Discover
learn
explore
Beware of Vague Verbs
Sometimes we are
intentionally
vague --
but unintentionally
misunderstood
“...someone will answer
your email soon”
Proprietary
Language
2
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
Language
for the
wrong
audience3
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?
Linguistic
insecuritY
Shout Out to the
team who worked
on the New
Zealand
Government
Toolkit!
language is
inherently messy
3 ways to
wrangle
language
Reconcile
Mental
Models
1
Our mental
model impacts
everything we
believe about
the world
around us
How many
vegetables are
on this slide?
Scientifically
there are 7
on a Typical
grocery store
app, there are 14
Reconciling =
Collection
Coworkers
are users too
Understand
Context
2
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
Control
Your
Vocabulary
3
Writing definitions
forces us to talk about
the messiness inherent
in language
Start with Nouns,
followed by Verbs
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
Beware of
adjectives
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
Thanks!
65

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