Sandra Fisher-Martins - Make it clear - Productized16

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Sandra Fisher-Martins will talk about how unclear key messages and complex content is killing innovative products, and give you some tools to solve the issue. Sandra runs Claro, a training and consultancy firm that introduced plain language in Portugal and has been helping Portuguese companies and government agencies communicate clearly since 2007. Sandra is particularly interested in the use of plain language and information design in public documents as a way of helping citizens make informed choices about their health, education, welfare, and civil rights.

MAKE IT CLEAR
Sandra Fisher-Martins
Chief Clarity Officer | Claro
Productized 2016
21 October

Start with a purpose
1. What do you want to achieve?

“I want the designer to save the user some time.”
“I want the designer to cut down
the number of clicks from 5 to 2.”

Start with a purpose
1. What do you want to achieve?
2. What do you need to do to achieve it?

• Provide a context
• Justify a decision
• Display alternatives and their
consequences
• Give instructions or specify next
steps
• Show advantages
• Make recommendations
• ...

Know your audience
1. Who are they?
2. What do they want to know?

Know your audience
1. Who are they?
2. What do they want to know?
3. What do they need to know?

Highlight your key messages
1. What do you want your audience to remember?

“Payment encryption”
or
“Payment safety is a paramount requirement and should
therefore be met by high standard product safety features”
“We encrypt your payments so your money
is safe with us.”

Highlight your key messages
1. What do you want your audience to remember?
2. What is your main message?

“With CPM where they are at the moment in this
market, I know on advertising alone we’d break
even.”
“Based on a quick and dirty heuristic evaluation we think
the current UX will be lacking in consistency. Also, based
on our user profiles we think that skeuomorphic is the
wrong approach.”

Use their words
1. Jargon may be OK
2. Everyday words are probably better

“Our solutions reduce storage costs with
de-duplication technology.”
“Our solutions save space on your disk by
checking for data that is already backed up
and ignoring it.”

Keep it short
1. Short documents
2. Short paragraphs — 5 lines max

Keep it short
1. Short documents
2. Short paragraphs — 5 lines max
3. Short sentences — 25 words max

“ASICS Running clothing features iconic design and high performance
running jackets, running tops, shorts and tights made with the latest
ASICS technology including MotionDry to keep you cool when
running in the heat and our waterproof and windproof MotionProtect
technology protects you when running in cold weather.”
“ASICS Running clothing features iconic design and high
performance running jackets, running tops, shorts and
tights.
All are made with the latest ASICS technology including:
• MotionDry to keep you cool when running in the heat
• MotionProtect to waterproof and windproof you when
running in cold weather.”

Keep it short
1. Short documents
2. Short paragraphs — 5 lines max
3. Short sentences — 25 words max
4. Short words

1. Start with a purpose
2. Know your audience
3. Highlight your key messages
4. Use their words
5. Keep it short
THE CLARITY METHOD

claro.pt/productized
Download your
clarity checklist at
Get in touch
sandra@claro.pt

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