make it plain: accessbility and usability through plain language

Make It Plain:Accessibility and UsabilityThrough Plain Language#PlainLanguageForAll / #UofIWebConUniversity of IL Web Conference: April 2013

Angela M. Hooker@AccessForAll

angelahooker.com

These are summary slides

• Thanks for viewing my slides! I’ve condensed and summarized what I presented in my session.

• Please visit the links that I’ve included inside the slides—they’re underlined so you can find them easily. Also read the slide notes.

• If you have trouble using these slides because of accessibility problems, please write to me at ange@angelahooker.com. Even accessibility fans make mistakes, and I want to learn from mine.

2@AccessForAll / #PlainLanguageForAll

The beauty of the web is … it’s a great place to have a conversation with your users

3@AccessForAll / #PlainLanguageForAll

You want to:•Communicate your information so users will take action (buy, sell, read, subscribe, etc.)•Meet your users’ needs•Help them complete tasks or find important information

4@AccessForAll / #PlainLanguageForAll

5@AccessForAll / #PlainLanguageForAll

6@AccessForAll / #PlainLanguageForAll

We’ve learned that we create technological barriers to our content, but sometimes, we also create barriers to understanding … with our words.

7@AccessForAll / #PlainLanguageForAll

Common content problems

8@AccessForAll / #PlainLanguageForAll

The wrong people write content

9

“ For ‘tis the sport to have the enginerhoist with his own petard, an’t shall go hard … WTH are you saying, Shakespeare?

@AccessForAll / #PlainLanguageForAll

Perhaps it’s the institution

10

The institution might dictate what content goes on the organization’s website.

@AccessForAll / #PlainLanguageForAll

“In order to make people understand your organization’s materials, and get one’s point across, so that everyone knows what one means, it’s important that one doesn’t ramble on and use more words than necessary.”

(Some content is wordy.)

11@AccessForAll / #PlainLanguageForAll

Jargon hides meaning

“We’re implementing a skills mix adjustment at Acme Corp.”

12@AccessForAll / #PlainLanguageForAll

Slang or regional terms

13

Some writers use slang and/or region or country-centric terms.

@AccessForAll / #PlainLanguageForAll

“Pedantic” content

14

Showy, extravagant words; overly precise; or formal:“The politicians pontificated about the failed budget.”

@AccessForAll / #PlainLanguageForAll

Forgetting the audience

15

Those examples of bad content aren’t meaningful to users.

People write content without considering the intended and the potential audiences.

@AccessForAll / #PlainLanguageForAll

Just because someone can’t understand your content doesn’t mean they are unintelligent.

16

Blaming the users

@AccessForAll / #PlainLanguageForAll

“ It’s not how

you said it—it’s what

you wrote or

spoke.

17@AccessForAll / #PlainLanguageForAll

How can plain language help?

18@AccessForAll / #PlainLanguageForAll

Plain language is …

… writing that people can easily understand the first time they read or hear it.

19@AccessForAll / #PlainLanguageForAll

Plain language is …

… usable and meets your users’ needs, so they can complete specific tasks on your site, social media channels, app, podcast, etc.

20@AccessForAll / #PlainLanguageForAll

Your users won’t have to read your content several times to understand it.

21@AccessForAll / #PlainLanguageForAll

It reduces user frustration, because it boosts reading ease.

22@AccessForAll / #PlainLanguageForAll

People will respect your “brand,” and see your site as authoritative (this is not limited to for-profit sites).

23@AccessForAll / #PlainLanguageForAll

You’ll retain more users, and your users will remain loyal to you.

24@AccessForAll / #PlainLanguageForAll

These benefits can widen your site’s appeal, audience, and influence.

25@AccessForAll / #PlainLanguageForAll

26

“But 75 percent of _____ users are _____ with an advanced degree!”

Don’t believe it!

@AccessForAll / #PlainLanguageForAll

Don’t believe it!

27

“Plain language isn’t sophisticated, it’s ‘dumbed down,’ or doesn’t reflect the gravity of the topic without using big words.”

@AccessForAll / #PlainLanguageForAll

Plain language isn’t “dumbed down” content—it’s about clearly communicating with whomever reads or hears your information and meeting their needs.

28@AccessForAll / #PlainLanguageForAll

It doesn’t matter if you have valuable information if people can’t understand it, use it, react to it, or act on it.

29@AccessForAll / #PlainLanguageForAll

Frustration = the back button

Remember: Good content means access for everyone (or as many as possible)!

30@AccessForAll / #PlainLanguageForAll

Using plain language supports“P-O-U-R” principles from the

Web Content Accessibility Guidelines (WCAG 2.0).

31@AccessForAll / #PlainLanguageForAll

WCAG 2.0 principles of accessibility

PerceivableOperableUnderstandable Robust

32@AccessForAll / #PlainLanguageForAll

The “understandable” principle

“Information and the operation of user interface must be understandable.

“This means that users must be able to understand the information as well as the operation of the user interface (the content or operation cannot be beyond their understanding).”

33@AccessForAll / #PlainLanguageForAll

Plain language supports POUR

Plain language makes your content accessible, and supports the goal of providing universal access for everyone (or as many as possible!).

34@AccessForAll / #PlainLanguageForAll

Consider users with different needs

35@AccessForAll / #PlainLanguageForAll

Don’t forget …

36

• People with low literacy skills• People with low language proficiency• People with cognitive impairments• People with autism/Asperger syndrome• People with dyslexia• People who are Deaf or hard-of-hearing• People who are aging

@AccessForAll / #PlainLanguageForAll

For example …

37@AccessForAll / #PlainLanguageForAll

Three people …

38

• A non-native English speaker

• A person who is cognitively impaired

• A person with autism• It wasn’t scientific,

but I tested two content examples

@AccessForAll / #PlainLanguageForAll

I asked for opinions …

39

You’ve probably noticed the popular trend to ask a question in the form of an incomplete sentence:

“What do you think “Got milk?” means?

@AccessForAll / #PlainLanguageForAll

I asked for opinions …

40

“Got milk?”

The person who is cognitively impaired said,“What type of milk is got milk, and who’s asking me about it?“Do they want my milk?“Does someone think I have a cow?”

@AccessForAll / #PlainLanguageForAll

I asked for opinions …

41

“Got milk?”

The person who is a non-native English speaker said,[After a sigh] “I have a hard time with questions like these.“I don’t know if someone’s asking me for advice or if they want something of mine.”

@AccessForAll / #PlainLanguageForAll

I asked for opinions …

42

“Hope you can make this important session!”

The person who has autism said,“Am I supposed to hope?“Is one person hoping?“Is a group of people hoping?“Is someone talking to Hope?“Is she (Hope) supposed to go to an important session?“Does someone want me to create a session?

“Should Hope or I make a session important? How would we do that?”

@AccessForAll / #PlainLanguageForAll

Here’s what you can do

43@AccessForAll / #PlainLanguageForAll

Learn plain language mechanics

• Plain Language Guidelines from Plain Language Action and Information Network (PLAIN) http://www.plainlanguage.gov/howto/guidelines/FederalPLGuidelines/index.cfm

• The Center for Plain Language’s guidelines http://centerforplainlanguage.org/about-plain-language/guidelines-for-creating-plain-language-materials/

• The Center for Plain Language’s checklist http://centerforplainlanguage.org/about-plain-language/checklist/

44@AccessForAll / #PlainLanguageForAll

Write for your specific audience.

AND

Write for average comprehension.

45@AccessForAll / #PlainLanguageForAll

Don’t do this …

46

?

@AccessForAll / #PlainLanguageForAll

(Don’t be “clever.”)

47

?

@AccessForAll / #PlainLanguageForAll

Assume that your audience is intelligent, but don’t assume they’re familiar with your topic.

48@AccessForAll / #PlainLanguageForAll

Use the inverted pyramid method: Put the most important information at the top and the background information below it.

49@AccessForAll / #PlainLanguageForAll

50

Be concise—cut out excess/filler words; use minimal text and short sentences.

@AccessForAll / #PlainLanguageForAll

51

In print, people write to tell a story. Online, we should write about topics, so users can complete tasks.

@AccessForAll / #PlainLanguageForAll

52

• Use action verbs—avoid “passive verbs.”In passive verbs, the subject of the sentence is not the “actor”—the noun that takes action in the sentence. The actor comes later, often in a prepositional phrase, or there may be no actor identified at all.

No: The new report was published.Yes: We published the new report.

@AccessForAll / #PlainLanguageForAll

53

“Hidden verbs” hide the action in your writing, by adding unneeded words.

Instead of these phrases Use these words

Conduct an analysis Analyze

Present a report Report

Do an assessment Assess

Provide assistance Assist (or help)

Came to the conclusion of Concluded

@AccessForAll / #PlainLanguageForAll

Use complete sentences.

54@AccessForAll / #PlainLanguageForAll

Use familiar words and common terms.

55@AccessForAll / #PlainLanguageForAll

Use the standard spelling of words, and resist the urge to combine words. Screen readers often mispronounce such words.

For example, some screen readers pronounce “homepage” as “ho-mep-ahj.” This can confuse people who use screen readers to help with low literacy or low language proficiency issues.

56@AccessForAll / #PlainLanguageForAll

Give direct instructions.

57@AccessForAll / #PlainLanguageForAll

Talk with your users: use personal pronouns.

58@AccessForAll / #PlainLanguageForAll

Use “must” instead of “shall” for requirements.

59@AccessForAll / #PlainLanguageForAll

Avoid or explain jargon, colloquialisms, puns, country or region-specific terms (when writing for a broad audience), non-literal phrasing.

60@AccessForAll / #PlainLanguageForAll

A word about technical content

Define your purpose:

Are you teaching or are you informing with your content?

61@AccessForAll / #PlainLanguageForAll

Make your content clear by using structured elements, such as headings, bullets, lists, consistent navigation.

62@AccessForAll / #PlainLanguageForAll

Test your content

63@AccessForAll / #PlainLanguageForAll

Interview people about your content

Ask users to read portions of your content and explain what they think it means.

64@AccessForAll / #PlainLanguageForAll

Usability testing

Write instructions and ask users to complete tasks on your site, app, etc.

65@AccessForAll / #PlainLanguageForAll

Test two versions of your content

Conduct “A/B testing” (called “controlled comparative studies”) interviews. Provide two versions of your content and ask participants to give their impressions of each version.

66@AccessForAll / #PlainLanguageForAll

Final Words

67@AccessForAll / #PlainLanguageForAll

Final thoughts …

1. Consider your users’ needs first.2. Your users want to complete a task.3. Have a conversation—speak directly to your users.4. Use everyday terms people understand.5. Don’t follow trendy content practices—choose clarity

over trends.6. Each medium (mobile, desktop, app, video, podcast, etc.)

may require tailored content.7. Test your content.8. All of these help you incorporate accessibility

throughout your project lifecycle.68@AccessForAll / #PlainLanguageForAll

Resources

69@AccessForAll / #PlainLanguageForAll

Resources: Plain Language

• Plain Language Checklist: http://www.plainlanguage.gov/howto/quickreference/checklist.cfm

• Comprehensive Plain Language Guidelines: http://www.plainlanguage.gov/howto/guidelines/FederalPLGuidelines/FederalPLGuidelines.pdf

• Test Your Content (methods): http://www.plainlanguage.gov/howto/guidelines/FederalPLGuidelines/testing.cfm

70@AccessForAll / #PlainLanguageForAll

Resources: Plain Language

• Plain language video: http://www.youtube.com/watch?v=sn8ChVRjjyA

• User-centric content—“The Audience You Didn’t Know You Had,” by Angela Colter: http://contentsmagazine.com/articles/the-audience-you-didn%E2%80%99t-know-you-had/

71@AccessForAll / #PlainLanguageForAll

Resources: Addressing Disabilities

• Cognitive Web Accessibility Checklist: http://wave.webaim.org/cognitive

• Information about cognitive disabilities: http://www.clearhelper.org/

72@AccessForAll / #PlainLanguageForAll

Resources: Writing Web Content

• Accessibility for Web Writers, by 4 Syllables: http://www.4syllables.com.au/2010/09/accessibility-web-writers-part-1/

• Content and Usability: Web Writing: http://www.webcredible.co.uk/user-friendly-resources/web-usability/web-content.shtml

• Writing Vibrant, Compelling Content: http://www.slideshare.net/GinnyRedish/writing-vibrant-compelling-copy

73@AccessForAll / #PlainLanguageForAll

Resources: P-O-U-R

• WCAG 2.0 Principles of Accessibility: http://www.w3.org/TR/UNDERSTANDING-WCAG20/intro.html

• Constructing a POUR Website: http://webaim.org/articles/pour/

74@AccessForAll / #PlainLanguageForAll

Resources: Websites

• Center for Plain Language: http://centerforplainlanguage.org

• PlainLanguage.gov: http://www.plainlanguage.gov

• Plain Language Association International: http://www.plainlanguagenetwork.org

• Readability testing tools: http://juicystudio.com/services/readability.php

75@AccessForAll / #PlainLanguageForAll

Resources: Training

• Online: http://www.plainlanguage.gov/resources/take_training/index.cfm

• U.S. federal government agencies can get free plain language classes: http://www.plainlanguage.gov/resources/take_training/freetraining.cfm

• Conferences and events: http://centerforplainlanguage.org/topic/events/

76@AccessForAll / #PlainLanguageForAll

Resources: Books

• Janice (Ginny) Redish, Letting Go of the Words• Janice (Ginny) Redish, Writing Web Content that

Worksi• Patricia T. O'Conner, Woe Is I: The Grammarphobe's

Guide to Better English in Plain English• Steve Krug, Rocket Surgery Made Easy• Jakob Nielsen, Designing Web Usability: The Practice

of Simplicity

77@AccessForAll / #PlainLanguageForAll

Thank you!

Angela Hooker@AccessForAll

ange@angelahooker.comangelahooker.com

78