Writing for the Web and Mobiles: Plain language in a mobile world Neil James, Plain English Foundation, Australia Janice (Ginny) Redish, USA

1. Wri%ng
for
the
web
and
mobiles:
Plain
language
in
a
mobile
world
!
Neil James!
Plain English Foundation!
Sydney, NSW, Australia!
Janice (Ginny) Redish!
Redish & Associates, Inc.!
Bethesda, MD, USA!
!
!
!
!
!
!

2. Topics forfor the session!
our session!
Topics
1. Setting the context!
2. Understanding mobile growth!
3. Critiquing an example!
4. Developing guidelines!

3. 1. Setting the context!
Photos © iStockphoto.com
except where we cite another source

4. What do you use?!
How many of these did you use 5 years ago?

5. Share a small screen story!
Flickr cc photo by theworldcafe
Wri%ng
for
the
web
and
mobile
PLAIN
2013
Vancouver
N
©
Neil
James
and
Ginny
Redish
2013

6. 2. Understanding mobile growth!

7. Some killer facts
N
1. Growth of mobile devices!
2. Mobile Internet use!
3. The mobile context!
4. Mobile user experience!
Photo: animalstime.com
Wri%ng
for
the
web
and
mobile
PLAIN
2013
Vancouver
N
©
Neil
James
and
Ginny
Redish
2013

8. 1. The growth of devices
N
Worldwide shipment by unit!
Device type
(000s)
2012
2013
2014
PC
341,273
305,178
289,239
Ultramobile
9,787
20,301
39,824
Tablet
120,203
201,825
276,178
Mobile phone
1,746,177
1,821,193
1,901,188
Totals
2,217,440
2,348,497
2,506,429
Source: www.gartner.com, June 2013
Wri%ng
for
the
web
and
mobile
PLAIN
2013
Vancouver
N
©
Neil
James
and
Ginny
Redish
2013

9. Mobiles in 2013
N
6.8 billion mobiles for 7.1 billion people!
In 2013, mobile
cellular subscriptions
are almost equal to
the number of people
on earth.!
Source: International Telecommunications Union
Wri%ng
for
the
web
and
mobile
PLAIN
2013
Vancouver
N
©
Neil
James
and
Ginny
Redish
2013

10. 2. Mobile Internet use
N
• In 2013, around half of mobile users
go online via mobile !
• By 2014, mobiles overtake PC net use !
• By 2017, the mobile web will use 3
times today’s entire Internet data, and
mobile data traffic will rise 13-fold!
• In 10 years, 2-3 billion people will
come online globally through mobile!
Sources: Karen McGrane, Pew Research, Cisco, McKinsey
Wri%ng
for
the
web
and
mobile
PLAIN
2013
Vancouver
N
©
Neil
James
and
Ginny
Redish
2013

11. N

12. How do you use mobiles?
N
Wri%ng
for
the
web
and
mobile
PLAIN
2013
Vancouver
N
©
Neil
James
and
Ginny
Redish
2013

13. 3. The mobile context
N
• 80%+ use a
mobile while
watching the
television!
• 90% start task on one device and finish
on another (browse phone/ buy tablet)!
• 44% look at mobile first and last thing!
• 36% shoppers use mobiles to compare
prices while in a store!
Sources: Karen McGrane, Google, MS Tag, Qualcomm

14. 3. The mobile context
N
Sources: McGrane, Google, Yahoo, Comscore, MS Tag

15. User priorities
N
• Find mobile friendly
sites!
• Move seamlessly
between devices!
• Reach goals with
minimum clicks!
• Choose between
mobile, full site or app !
Wri%ng
for
the
web
and
mobile
PLAIN
2013
Vancouver
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©
Neil
James
and
Ginny
Redish
2013

16. Common user tasks
N
• Access social
networks!
• Find local services
and information!
• Manage personal
information!
• Play games!
• Watch video content!
Wri%ng
for
the
web
and
mobile
PLAIN
2013
Vancouver
N
©
Neil
James
and
Ginny
Redish
2013

17. 4. Mobile user experience
N
• 44% Fortune 100 have no mobile site!
• 96% used a site not mobile ready!
• 14% consumers happy with mobile
experience!
• 67% more likely to purchase from
mobile friendly site and 74% return!
• 79% will go elsewhere from a poor site!
Sources: Karen McGrane, searchengineland, hubspot, Google
Wri%ng
for
the
web
and
mobile
PLAIN
2013
Vancouver
N
©
Neil
James
and
Ginny
Redish
2013

18. A yawning gap…
N
Photos: AgencyQ, grimpanda, msn
Wri%ng
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the
web
and
mobile
PLAIN
2013
Vancouver
N
©
Neil
James
and
Ginny
Redish
2013

19. 3. Critiquing an example!

20. 2011 version
Wri%ng
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the
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and
mobile
PLAIN
2013
Vancouver
N
©
Neil
James
and
Ginny
Redish
2013

21. Think before you write!
or review
N
ü Why? (Purposes)
ü Who? (Personas)
ü What? (Conversations)
Wri%ng
for
the
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and
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©
Neil
James
and
Ginny
Redish
2013

22. http://www.uwmedicine.org/
Patient-Care/Our-Services/
Pages/Make-An-Appointment.aspx

23. Walk typical personas!
through their conversations
N
and do it on a mobile, too!!
Wri%ng
for
the
web
and
mobile
PLAIN
2013
Vancouver
N
©
Neil
James
and
Ginny
Redish
2013

24. 4. Developing guidelines!

25. Areas to consider
N
!
1. Audience!
2. Physical context!
3. Channels!
4. Navigation!
5. Page structure!
6. Design!
7. Expression!
Wri%ng
for
the
web
and
mobile
PLAIN
2013
Vancouver
N
©
Neil
James
and
Ginny
Redish
2013

26. Some basic guidelines
N
1. Build everything for user needs!
2. Consider the physical context!
3. Select the best channels!
4. Simplify the navigation!
5. Prioritise the content on every page!
6. Design for small screens!
7. Cut every word you can!
Wri%ng
for
the
web
and
mobile
PLAIN
2013
Vancouver
N
©
Neil
James
and
Ginny
Redish
2013

27. Some basic guidelines
N
1. Build everything for user needs!
2. Consider the physical context!
3. Select the best channels!
4. Simplify the navigation!
5. Prioritise the content on every page!
6. Design for small screens!
7. Cut every word you can!
Wri%ng
for
the
web
and
mobile
PLAIN
2013
Vancouver
N
©
Neil
James
and
Ginny
Redish
2013

28. 1. Audience
N

29. 1. Audience
N

30. Some basic guidelines
N
1. Build everything for user needs!
2. Consider the physical context!
3. Select the best channels!
4. Simplify the navigation!
5. Prioritise the content on every page!
6. Design for small screens!
7. Cut every word you can!
Wri%ng
for
the
web
and
mobile
PLAIN
2013
Vancouver
N
©
Neil
James
and
Ginny
Redish
2013

31. 1. Audience
N

32. 1. Audience
N

33. 1. Audience

35. Some basic guidelines
N
1. Build everything for user needs!
2. Consider the physical context!
3. Select the best channels!
4. Simplify the navigation!
5. Prioritise the content on every page!
6. Design for small screens!
7. Cut every word you can!
Wri%ng
for
the
web
and
mobile
PLAIN
2013
Vancouver
N
©
Neil
James
and
Ginny
Redish
2013

36. 1. Audience
N

37. 1. Audience
N

38. 1. Audience
Wri%ng
for
the
web
and
mobile
N
PLAIN
2013
Vancouver
N
©
Neil
James
and
Ginny
Redish
2013

40. Some basic guidelines
N
1. Build everything for user needs!
2. Consider the physical context!
3. Select the best channels!
4. Simplify the navigation!
5. Prioritise the content on every page!
6. Design for small screens!
7. Cut every word you can!
Wri%ng
for
the
web
and
mobile
PLAIN
2013
Vancouver
N
©
Neil
James
and
Ginny
Redish
2013

41. 1. Audience
N

42. 1. Audience
N

43. 1. Audience
N

44. Some basic guidelines
N
1. Build everything for user needs!
2. Consider the physical context!
3. Select the best channels!
4. Simplify the navigation!
5. Prioritise the content on every page!
6. Design for small screens!
7. Cut every word you can!

50. Some basic guidelines
N
1. Build everything for user needs!
2. Consider the physical context!
3. Select the best channels!
4. Simplify the navigation!
5. Prioritise the content on every page!
6. Design for small screens!
7. Cut every word you can!
Wri%ng
for
the
web
and
mobile
PLAIN
2013
Vancouver
N
©
Neil
James
and
Ginny
Redish
2013

55. Some basic guidelines
N
!
1. Build everything for user needs!
2. Consider the physical context!
3. Select the best channels!
4. Simplify the navigation!
5. Prioritise the content on every page!
6. Design for small screens!
7. Cut every word you can!
Wri%ng
for
the
web
and
mobile
PLAIN
2013
Vancouver
N
©
Neil
James
and
Ginny
Redish
2013

58. Some basic guidelines
N
1. Build everything for user needs!
2. Consider the physical context!
3. Select the best channels!
4. Simplify the navigation!
5. Prioritise the content on every page!
6. Design for small screens!
7. Cut every word you can!
Wri%ng
for
the
web
and
mobile
PLAIN
2013
Vancouver
N
©
Neil
James
and
Ginny
Redish
2013

59. Thank you!
More
ques%ons?
Write
to
us:
neil.james@plainenglishfounda%on.com
ginny@redish.net
Neil James
www.plainenglishfoundation.com
www.facebook.com/
plainenglishfoundation
@drplainenglish
Allen and
Unwin, 2007
Scribe, 2011
Ginny Redish
www.redish.net
Ginny Redish
@GinnyRedish
Morgan Kaufmann /
Elsevier
2nd edition, 2012

60. Copyright notice
N
This presentation is the property of Neil
James, Ginny Redish, and other
respective owners, and is protected by
copyright, trademark and other
intellectual property laws. It can only be
viewed and downloaded for personal and
non-commercial use. Material must not
be reproduced in any form, or used for
any purpose other than for individual
reference, unless the owners give
permission to do so in writing. !
Wri%ng
for
the
web
and
mobile
PLAIN
2013
Vancouver
N
©
Neil
James
and
Ginny
Redish
2013