plain2013 writing for web and mobiles n james g redish
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Writing for the Web and Mobiles: Plain language in a mobile world Neil James, Plain English Foundation, Australia Janice (Ginny) Redish, USATRANSCRIPT
Neil James!Plain English Foundation!Sydney, NSW, Australia!!!!
Wri%ng for the web and mobiles: Plain language in a mobile world !
Janice (Ginny) Redish!Redish & Associates, Inc.!Bethesda, MD, USA!!!!
1. Setting the context!2. Understanding mobile growth!3. Critiquing an example!4. Developing guidelines!
Topics for the session!Topics for our session!
1. Setting the context!
Photos © iStockphoto.com�except where we cite another source
What do you use?!
How many of these did you use 5 years ago?
Share a small screen story!
Flickr cc photo by theworldcafe N PLAIN 2013 Vancouver © Neil James and Ginny Redish 2013 Wri%ng for the web and mobile
2. Understanding mobile growth!
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1. Growth of mobile devices!2. Mobile Internet use!3. The mobile context!4. Mobile user experience!
Some killer facts
Photo: animalstime.com
N PLAIN 2013 Vancouver © Neil James and Ginny Redish 2013 Wri%ng for the web and mobile
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Worldwide shipment by unit!
1. The growth of devices
Source: www.gartner.com, June 2013
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
N PLAIN 2013 Vancouver © Neil James and Ginny Redish 2013 Wri%ng for the web and mobile
N Mobiles in 2013
Source: International Telecommunications Union
In 2013, mobile cellular subscriptions are almost equal to the number of people on earth.!
6.8 billion mobiles for 7.1 billion people!
N PLAIN 2013 Vancouver © Neil James and Ginny Redish 2013 Wri%ng for the web and mobile
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• 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!
2. Mobile Internet use
Sources: Karen McGrane, Pew Research, Cisco, McKinsey N PLAIN 2013 Vancouver © Neil James and Ginny Redish 2013 Wri%ng for the web and mobile
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N How do you use mobiles?
N PLAIN 2013 Vancouver © Neil James and Ginny Redish 2013 Wri%ng for the web and mobile
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• 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!
3. The mobile context
Sources: Karen McGrane, Google, MS Tag, Qualcomm
• 80%+ use a mobile while watching the television!
N 3. The mobile context
Sources: McGrane, Google, Yahoo, Comscore, MS Tag
N User priorities
• Find mobile friendly sites!
• Move seamlessly between devices!
• Reach goals with minimum clicks!
• Choose between mobile, full site or app !
N PLAIN 2013 Vancouver © Neil James and Ginny Redish 2013 Wri%ng for the web and mobile
N Common user tasks
• Access social networks!
• Find local services and information!
• Manage personal information!
• Play games!• Watch video content!
N PLAIN 2013 Vancouver © Neil James and Ginny Redish 2013 Wri%ng for the web and mobile
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• 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!
4. Mobile user experience
Sources: Karen McGrane, searchengineland, hubspot, Google
N PLAIN 2013 Vancouver © Neil James and Ginny Redish 2013 Wri%ng for the web and mobile
N A yawning gap…
Photos: AgencyQ, grimpanda, msn N PLAIN 2013 Vancouver © Neil James and Ginny Redish 2013 Wri%ng for the web and mobile
3. Critiquing an example!
2011 version N PLAIN 2013 Vancouver © Neil James and Ginny Redish 2013 Wri%ng for the web and mobile
N Think before you write!or review
ü Why? (Purposes)
ü Who? (Personas)
ü What? (Conversations)
N PLAIN 2013 Vancouver © Neil James and Ginny Redish 2013 Wri%ng for the web and mobile
http://www.uwmedicine.org/�Patient-Care/Our-Services/�Pages/Make-An-Appointment.aspx
N Walk typical personas!through their conversations
and do it on a mobile, too!!
N PLAIN 2013 Vancouver © Neil James and Ginny Redish 2013 Wri%ng for the web and mobile
4. Developing guidelines!
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1. Audience!2. Physical context!3. Channels!4. Navigation!5. Page structure!6. Design!7. Expression!
!
Areas to consider
N PLAIN 2013 Vancouver © Neil James and Ginny Redish 2013 Wri%ng for the web and mobile
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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!
Some basic guidelines
N PLAIN 2013 Vancouver © Neil James and Ginny Redish 2013 Wri%ng for the web and mobile
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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!
Some basic guidelines
N PLAIN 2013 Vancouver © Neil James and Ginny Redish 2013 Wri%ng for the web and mobile
N 1. Audience
N 1. Audience
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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!
Some basic guidelines
N PLAIN 2013 Vancouver © Neil James and Ginny Redish 2013 Wri%ng for the web and mobile
N 1. Audience
N 1. Audience
1. Audience
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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!
Some basic guidelines
N PLAIN 2013 Vancouver © Neil James and Ginny Redish 2013 Wri%ng for the web and mobile
N 1. Audience
N 1. Audience
N 1. Audience
N PLAIN 2013 Vancouver © Neil James and Ginny Redish 2013 Wri%ng for the web and mobile
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!
Some basic guidelines
N PLAIN 2013 Vancouver © Neil James and Ginny Redish 2013 Wri%ng for the web and mobile
N 1. Audience
N 1. Audience
N 1. Audience
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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!
Some basic guidelines
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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!
Some basic guidelines
N PLAIN 2013 Vancouver © Neil James and Ginny Redish 2013 Wri%ng for the web and mobile
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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!
!
Some basic guidelines
N PLAIN 2013 Vancouver © Neil James and Ginny Redish 2013 Wri%ng for the web and mobile
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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!
Some basic guidelines
N PLAIN 2013 Vancouver © Neil James and Ginny Redish 2013 Wri%ng for the web and mobile
Morgan Kaufmann / Elsevier�2nd edition, 2012
@GinnyRedish
Ginny Redish
Ginny Redish www.redish.net
More ques%ons? Write to us: neil.james@plainenglishfounda%on.com [email protected]
Thank you!
@drplainenglish
www.facebook.com/plainenglishfoundation
Neil James www.plainenglishfoundation.com
Allen and Unwin, 2007 Scribe, 2011
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Copyright notice
N PLAIN 2013 Vancouver © Neil James and Ginny Redish 2013 Wri%ng for the web and mobile