content as conversation
DESCRIPTION
Slides from a short talk at The Big Redux, local IxDA conference, Maryland, April 2011. Based on my book on writing for the web, Letting Go of the Words -- Writing Web Content that WorksTRANSCRIPT
Content as Conversation
Janice (Ginny) Redish, Ph.D.
Redish & Associates, Inc.
Bethesda, Maryland
301−229−3039
www.redish.net
Silver Spring, MDApril 30, 2011
Redish & Associates, Inc.
© 2011, Janice (Ginny) Redish Writing Web Content that Works Slide 2
Tell your latest web story
When?
Why?
What were you trying to do or what were you looking for?
To satisfy their goals
Content
Information
To do a task
People just want to
answer their question
do a task
solve a problemFlickr cc photo by russelljsmith
Redish & Associates, Inc.
© 2011, Janice (Ginny) Redish Writing Web Content that Works Slide 3
Navigation and search are critical
Redish & Associates, Inc.
© 2011, Janice (Ginny) Redish Writing Web Content that Works Slide 4
Good, clear design is critical
Redish & Associates, Inc.
© 2011, Janice (Ginny) Redish Writing Web Content that Works Slide 5
Technology that works is critical
Redish & Associates, Inc.
© 2011, Janice (Ginny) Redish Writing Web Content that Works Slide 6
But they all support the content
Redish & Associates, Inc.
© 2011, Janice (Ginny) Redish Writing Web Content that Works Slide 7
Content = conversation
Redish & Associates, Inc.
© 2011, Janice (Ginny) Redish Writing Web Content that Works Slide 8
On most sites, the site visitor starts the conversation.
Theme =content as conversation
How well does your web site converse?
Flickr cc photo by Bradleyolin
Lost. No problem. Use the computer!
Redish & Associates, Inc.
© 2011, Janice (Ginny) Redish Writing Web Content that Works Slide 9
A few guidelines for good conversations Imagine the conversation
as you design.
Don't hog the conversation. Take turns.
Set the context first.
Answer your site visitors' questions.
Talk to your site visitors.
Evaluate your site through personasand their conversations.
Flickr cc photo by Polandeze
Redish & Associates, Inc.
© 2011, Janice (Ginny) Redish Writing Web Content that Works Slide 10
Imagine the conversation as you design
Which link should we click on?
Flickr cc photoby Mr.Thomas
Redish & Associates, Inc.
© 2011, Janice (Ginny) Redish Writing Web Content that Works Slide 11
http://www.tricare.mil/
Old CDC page; CDC has revised this and most other health information, following the content as conversation model.
http://familydoctor.org
Don't hog theconversation.Take turnsHeadings are the site visitor's turns in the conversation.
Redish & Associates, Inc.
© 2011, Janice (Ginny) Redish Writing Web Content that Works Slide 14
Approved fumigation with methyl bromide at normal atmospheric pressure, in accordance with the following procedure, upon arrival at the port of entry, is hereby prescribed as a condition of importation for shipments of yams from foreign countries.
How would you say this information in a conversation?
Redish & Associates, Inc.
© 2011, Janice (Ginny) Redish Writing Web Content that Works Slide 15
Did you say something like this?
newcontext = given, known then
If you are importing yams, [someone] must fumigate them when they arrive at the port of entry.
To fumigate yams, [someone] must use this procedure:
Clark and Haviland, Comprehension and the given-new contract, In R. Freedle (Ed.), Discourse production and comprehension, 1975, Erlbaum, 1-40.
Set the context first
Redish & Associates, Inc.
© 2011, Janice (Ginny) Redish Writing Web Content that Works Slide 16
Answer your site visitors' questions
Flickr photo by pedrosimeos7
Oh! I thinkI like that bag, but I wonder…
Redish & Associates, Inc.
© 2011, Janice (Ginny) Redish Writing Web Content that Works Slide 18
Talk to your site visitors
Redish & Associates, Inc.
© 2011, Janice (Ginny) Redish Writing Web Content that Works Slide 21
Evaluate through your personasand their conversations
Do usability testing!
Even before that:
Walk your personas through their conversations.
See the site through their eyes with their words.
Redish & Associates, Inc.
© 2011, Janice (Ginny) Redish Writing Web Content that Works Slide 22
Think "conversation."
Write conversations.
Facilitate conversations.
Evaluate through conversations.
✔✗
Redish & Associates, Inc.
© 2011, Janice (Ginny) Redish Writing Web Content that Works Slide 23
Morgan Kaufmann / Elsevier, 2007
Ginny Redish
301 229 3039
Thank you