Valentina Falcinelli en The Inbounder: 'Cómo ganar el test de lectura rápida

@valefalci www.pennamontata.com
VALENTINA FALCINELLI
#theinbounder Ponencia en inglÉs - Ponte los
CONTENT
DESIGN
How to win the skimming
test

LOVE
Valentina Falcinelli - @Valefalci - #theinbounder

at first

love

love
Eternal

love
True

love
True
My name’s
Page!

love
Page

There are plenty of ugly guys
out there!

no easy way
There’s

Content desi
The only chance t
make them gorgeou

LIK
E
http://www.vox.com/2016/3/20/11264966/reza-aslan-interview
this

this
http://www.deutsch.com/about
LIK
E

http://blog.hubspot.com/marketing/google-calendar-feature-goals
LIK
E
this

https://medium.com/gone/one-month-on-the-worlds-longest-train-ride-for-1-000-a681fdaf0b6b
LIK
E
this

what

Skimming
Reading:

Skimming
Reading:
Scanning

Skimming
Reading:
Careful reading
Scanning

allows people to do or find out what they need
to simply and quickly using the most appropriate content format available.
Good content design
(Gov.uk)

User needs
(Gov.uk)
always starts withcontent design

User needs

Web page test
The 2 hot 4 me guy

Web page test
The 2 hot 4 me
guy
The lovelY guy

Web page test
The 2 hot 4 me
guy
The lovely guy
The clean guy

Web page test
The lovely guy
The 2 serious 4 me guy
The clean guy
The 2 hot 4 me
guy

he 2 serious 4 me guy
80% OF TESTERS SAYS
they wouldn’t read it again

80% OF TESTERS SAYS
they would come back reading a page like this only if strictly necessary

80% OF TESTERS SAYS
the page keeps the breath away

80% OF TESTERS SAYS
they missed bullet points, chunks, white space and bolded key phrases

80% OF TESTERS SAYS
they didn’t look at the image because it socks it’s stock

80% OF TESTERS SAYS
they didn’t look at the image because it socks it’s stock
bold is ambiguous (looks like a link)

BONUS
TOOL
bit.ly/ScreenCastoMatic
Screencast-o-Matic

BONUS
TOOL
Smart Look
bit.ly/SmartLook

20% OF TESTERS SAYS
they appreciated the cleanliness of the page

20% OF TESTERS SAYS
the page looks really professional and authoritarian

20% OF TESTERS SAYS
they wouldn’t read it again (THDR)

SAME
CONTENTdifferent design
The clean guyThe 2 serious 4 me guy

The CLEAN GUY
100% OF TESTERS
read the same content 2 times faster

The CLEAN GUY
100% OF TESTERS
said the chunks give air to the page

The CLEAN GUY
100% OF TESTERS
found the bullet points and the bold really useful for the
comprehension of the content

The CLEAN GUY
100% OF TESTERS
found the bullet points and the bold really useful for the
comprehension of the content
appreciated the screenshot

Use images only when they give useful additional context or inform
(Gov.uk)
A picture of a computer keyboard when talking about
online services is probably not useful to users.
A picture of a new state-of-the-art hospital when it’s
opened probably is useful.

And screenshotS?

REENSHOTs EXAMPLEmean

WHY WE
LOVE
THE

Simplicity is cutting off the
extras.

Simplicity is cutting off the
extras.not the essentials.

simplicity serenitymeans

in steps3

reduce
How can I make it simpler?
Ask yourself:
1

reduce
How can I make it simpler?
How much complex it has to be?
Ask yourself:
1

reduce1
YOU can go wrong,
but S.H.E. is always right!

reduce1
YOU can go wrong,
h
r
i
n
k

reduce1
YOU can go wrong,
h
r
i
n
k
i
d
e

reduce
YOU can go wrong,
h
r
i
n
k
i
d
e
m
b
o
d
y

organize
You’ll need a S.L.I.P.

2
O
R
T
organize

2
O
R
T
A
B
E
L
organize

O
R
T
A
B
E
L
N
T
E
G
R
A
T
E
organize

2
O
R
T
A
B
E
L
N
T
E
G
R
A
T
E
r
i
o
r
i
t
i
z
e
organize

2
time
Time saving

2
time
Time saving
Simplicity

2
time
Time saving
Simplicity
Gratitude

The clean guy simply
puts the reader first by:
REDU
CING

The clean guy simply
puts the reader first by:
REDU
CINGorganizi
ngValentina Falcinelli - @Valefalci - #theinbounder

The lovely guy
60% of testers loved this page because of:
the screenshot

The lovely guy
the screenshot
the functional, rich yet simple structure

they enjoye
Reading
This page

How can you
make your
reader enjoy
the page?Valentina Falcinelli - @Valefalci - #theinbounder

4 tips for an enjoyable reading
Shorter lines mean better readability

Use chunks and bold and bullet points

Go bigger with fonts

Go bigger with fonts
Use good quality and useful* images

USEFUL
IMAGE?
what is a

tHE ONE THAT ADDs VALUE
TO CONTENT
USEFUL
IMAGE?
what is a

tHE ONES THAT ADD VALUE
TO CONTENT
USEFUL
IMAGE?
what is a
tHE ONE THAT GIVEs THE
READER A BREAK

The 2 HOT 4 ME GUY
the screenshot

The 2 HOT 4 ME GUY
the screenshot
the amatorial picture

The 2 HOT 4 ME GUY
the screenshot
the amatorial picture
the dynamism of the content

THERE’S TOO MUC

THERE are TOO ma

PICTUREs ARE
NOT SO COORDINA

Too hot, not professional
The 2 hot 4 me guy The 2 serious 4 me guy

In media stat virtus
The lovely guy The clean guy

Want to win
Your reader’s
heart?

Simplicity is cutting OFF
the eXtras,
Not the essentials

Meet the
reader’s
needs

Drive the
reader’s
eye

Prioritize
- Visual & Copy -
the informations

be
CREDIBL
E,

LOVEyour content

where

LOVE
Spread

content design
Spread

GRACIAS
THANK
YOU
#theinbounder
@valefalci www.pennamontata.com
VALENTINA FALCINELLI

Valentina Falcinelli en The Inbounder: 'Cómo ganar el test de lectura rápida

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Valentina Falcinelli en The Inbounder: 'Cómo ganar el test de lectura rápida