Uploaded bySara Wachter-Boettcher
Write like a human, think like a robot
The document emphasizes the importance of creating human-centered content that resonates emotionally with users, moving away from generic marketing language. It discusses the balance between data-driven approaches and empathetic storytelling, highlighting the necessity of structured information and flexible designs for effective content delivery. Additionally, it stresses the role of technology, such as APIs, in ensuring that dynamic content can adapt and connect with user needs.
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Write like a human, think like a robot
- 1. Write like a human, thinklike a robot.sara wachter-boettcher confab 2013 www.flickr.com/photos/avoiretc/3441244946/
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- 4. People come toPinterest not just to do things, but to feel things. Tiffani Jones Brown, earlier today
- 5. Stop using marketingwords and setting unrealistic expectations... Be genuine in your language and set real expectations. Steph Hay...also earlier today
- 6. We can take thiseven further.
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- 8. Mike Atherton, “Beyondthe Polar Bear”
- 10. But we don’t alwayssee this as “our job.”
- 11. {This is atrue story.}
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- 13. You could filter resultsbased on your horoscope! www.flickr.com/photos/crownsocial/6231232219
- 14. You could filter resultsbased on your horoscope! What if it customized content based on the weather? www.flickr.com/photos/crownsocial/6231232219
- 15. You could filter resultsbased on your horoscope! What if it customized content based on the weather? Those filters are just FPO. The developers will make it work. www.flickr.com/photos/crownsocial/6231232219
- 16. Make it looklike Pinterest! You could filter results based on your horoscope! What if it customized content based on the weather? Those filters are just FPO. The developers will make it work. www.flickr.com/photos/crownsocial/6231232219
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- 19. Where does the feed comefrom? www.flickr.com/photos/tifotter/544669881
- 20. What should the algorithm bebased on? Where does the feed come from? www.flickr.com/photos/tifotter/544669881
- 21. What should the algorithm bebased on? Where does the feed come from? Can we add metadata after the feed comes through? www.flickr.com/photos/tifotter/544669881
- 22. What should the algorithm bebased on? But what fields are actually in the database? Where does the feed come from? Can we add metadata after the feed comes through? www.flickr.com/photos/tifotter/544669881
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- 34. It’s time we getto know the ‘bot brain.
- 35. www.flickr.com/photos/evilerin/4420070113 Rules let robotsmake decisions.
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- 37. ‘‘How do youget that sense of hierarchy of information that we’re familiar with from a printed newspaper page? How do we create that in a form that’s appropriate to the iPad? Mark Porter, “Introducing the Guardian iPad Edition”
- 39. While also... 1. Usinga simple, flexible grid layout system 2. Not manually laying out each day’s edition 3. Doing better than a PDF
- 41. Logic is likea robot style guide: Rules keep the results consistent.
- 42. What it takes: 1.Structure 2. Metadata 3. Rules 4. Transportation 5. Context
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- 47. You need astructural model that matches your users’ mental model.
- 48. Does this contentneed to be: 1. Something you can search and sort by? 2. Related to other content? 3. Extracted to display elsewhere? 4. Reprioritized or resized for some destinations?
- 51. Recipe • Title • Byline •Publication Attribution • Yield • Active Time • Total Time • Teaser • Image • Preparation • Main Ingredients • Servings • Cooking/Prep Time • Nutritional Information
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- 53. Extra data the‘bots can use. www.flickr.com/photos/rusty_oleum/7325471968/
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- 55. Relevant for summer, grilling Secondary content(side dish) May not be distributed to third parties
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- 57. If this, thenthat.
- 58. Every content chunk isan opportunity.
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- 60. If a recipeis in the app, then prioritize the ratings, but hide reviews.
- 61. List all sidedishes tagged as summer from Gourmet or Bon Appétit in the BBQ feature.
- 62. Recipe • Title • Byline •Publication Attribution • Yield • Active Time • Total Time • Teaser • Image • Preparation • Main Ingredients • Servings • Cooking/Prep Time • Nutritional Information Related Wines Reviews Recipe Types Related Menus Related Recipes Related Diets
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- 64. You need content that cantravel.
- 65. APIs take thosecontent chunks. www.flickr.com/photos/ogimogi/2253657555/
- 66. And turn theminto products. www.flickr.com/photos/fourstarcashiernathan
- 67. So you canbuild what you need. www.flickr.com/photos/wallyg/2391794127
- 68. APIs power things you useevery day.
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- 72. APIs let youbring them together. www.flickr.com/photos/vanityblue/8694220424/
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- 76. Things like... • Whereshould I go right now? • Sights near me • Most popular destinations
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- 78. It knows... • Startingcity • Ending city • Arrival and departure dates
- 79. What if... • Timezone difference alert • Upcoming weather • City info
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- 84. You don’t haveto write an algorithm. But you can make one better.
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- 86. www.flickr.com/photos/benhusmann/5126030385 Make all yourcontent more human.
- 87. thank you, CONFAB Images usedvia CC-Attribution license unless otherwise noted. sarawb.com @sara_ann_marie rfld.me/content-everywhere