We need input from subject matter experts to make sure content is accurate. When I was a web editor for the Norwegian government, I would take experts’ raw copy, work my magic, and hand it back for sign-off. But this linear workflow often led to conflict instead of meeting user needs. I discovered pair writing, inspired by the agile technique of pair programming. It includes both parties in the content creation process from the start, which builds trust.

1. Use pair writing to work
together with subject
matter experts
agile content conf
19 January 2015

2. Content
microtest

3. Content microtest
• Test before publishing with one user
• The user gets two questions, takes 10-15 minutes
The technique was developed by Laura Arlov from The Norwegian Tax
Authority to help writers create content that users understand.

4. Step #1:
Read the title and
description. Think of
3-4 questions you
expect will be
answered on this
page.

5. Dementia
Get advice from professionals.
The first signs of dementia are often vague, and it may therefore be difficult
to make a diagnosis. Many people with dementia say that they are
experiencing things that were simple, has become more difficult.
Some of the early signs of dementia are:
What can you do?
Are you worried if you or a loved one has dementia, you should contact a
GP. It can take time to make a diagnosis of dementia. Before contacting a
GP, you may want to think through, and note a few key words about these
points:
reduced attention and concentration: You may think it's been difficult
to follow a conversation.
memory failure: You experience a sudden feeling to have forgotten
what you have done earlier in the day.
language problems: You may have trouble remembering what things
are called.
sudden moments of confusion: You might find that you lose track,
even in simple everyday situations.
Step #2:
Highlight where
your questions are
answered. Does
the content meet
the need?

6. Dementia
Get advice from professionals.
The first signs of dementia are often vague, and it may therefore be difficult
to make a diagnosis. Many people with dementia say that they are
experiencing things that were simple, has become more difficult.
Some of the early signs of dementia are:
What can you do?
Are you worried if you or a loved one has dementia, you should contact a
GP. It can take time to make a diagnosis of dementia. Before contacting a
GP, you may want to think through, and note a few key words about these
points:
reduced attention and concentration: You may think it's been difficult
to follow a conversation.
memory failure: You experience a sudden feeling to have forgotten
what you have done earlier in the day.
language problems: You may have trouble remembering what things
are called.
sudden moments of confusion: You might find that you lose track,
even in simple everyday situations.
Step #2:
Highlight where
your questions are
answered. Does
the content meet
the need?

7. Dementia
Get advice from professionals.
The first signs of dementia are often vague, and it may therefore be difficult
to make a diagnosis. Many people with dementia say that they are
experiencing things that were simple, has become more difficult.
Some of the early signs of dementia are:
What can you do?
Are you worried if you or a loved one has dementia, you should contact a
GP. It can take time to make a diagnosis of dementia. Before contacting a
GP, you may want to think through, and note a few key words about these
points:
reduced attention and concentration: You may think it's been difficult
to follow a conversation.
memory failure: You experience a sudden feeling to have forgotten
what you have done earlier in the day.
language problems: You may have trouble remembering what things
are called.
sudden moments of confusion: You might find that you lose track,
even in simple everyday situations.
Step #2:
Highlight where
your questions are
answered. Does
the content meet
the need?
Feedback
on needs, not
grammar
Cheap,
fast

8. Can be done over
the phone:
Send title/
description and
the rest of the
copy in separate
emails

9. 2008-2010:
Web editor for The Norwegian
Directorate for Children, Youth
and Family Affairs

10. 6000 employees
200 employees with access to CMS
3 websites
... me

11. Jakob Nielsen’s «F pattern»

12. So I
printed the
website...

13. Pair writing

14. Why pair writing?
• The team thinks before publishing
• It forces authors to stay focused
• It helps colleagues form a mutual understanding of their content
• It results in a more uniform tone
• It allows authors to share best practices in regards to writing for the web

15. Web
writing
workshop
(ca 1948)

16. Pair
writing!

17. Inspired by
pair
programming
http://bit.ly/acc-prog (PDF)

18. Case study:
Norwegian Cancer Society

19. Warning!

21. Cancer
Diseases ▶ Skin
cancer ▶ Prevent
Skin Cancer

22. Cancer
Diseases ▶ Skin
cancer ▶ Prevent
Skin Cancer
Prevention ▶
Sun and solarium
▶ Prevent Skin
Cancer

23. 2012 2014
80%
fewer pages

25. – More people contact the cancer
line now than before, but now
they’re more informed when
they contact us
Anine Wiig Dagestad
Web editor and cancer nurse

26. 2006 2007 2008 2009 2010 2011 2012 2013
Cancer line conversations
+40%
Launch

27. Pair writing
1. Bring people together and pair them up
2. Decide on a need
3. Group feedback
4. Write!
5. Present a draft
6. Continue writing

28. Step #1:
Bring people
together and
pair them up

29. Before writing, each pair
has to answer these
questions.
• Which objective will this
page help us achieve?
• What are the user needs?
Step #2:
Decide on
a need

30. Before writing, each pair
has to answer these
questions.
• Which objective will this
page help us achieve?
• What are the user needs?
Step #2:
Decide on
a need
Objective:
Increased knowledge
about symptoms and
early diagnosis of
dementia

31. Before writing, each pair
has to answer these
questions.
• Which objective will this
page help us achieve?
• What are the user needs?
Step #2:
Decide on
a need
Objective:
Increased knowledge
about symptoms and
early diagnosis of
dementia
User needs:
Symptoms,
diagnosis,
treatment

32. Step #3:
Group
feedback

33. Step #4:
Write!

34. Step #4:
Write!
– What do you
mean by that?

35. Step #4:
Write!
– Can you read
that out loud?
– What do you
mean by that?

36. Initial drafts focus
on most important
need

37. Step #5:
Present a
draft

38. Step #6:
Switch roles
and continue
writing

39. No cruft, just
needs
Example from City
of Oslo

40. Pair writing
1. Bring people together and pair them up
2. Decide on a need
3. Group feedback
4. Write!
5. Present a draft
6. Continue writing

41. Pair
writing helps
you write to
meet the need

42. Pair writing is
outside some
people’s comfort zone,
but the results are
worth it

43. It teaches you to
focus on the need first,
then the words

44. When you
practise pair
writing, you can't
remember who wrote
each sentence. You
have shared
ownership.

45. Pair writing
helps you find
common ground

46. Thank you!
@audunru
audun@netliferesearch.com
Slides and resources:
http://bit.ly/acc-pw