SESSION PAGE: http://webexsf2008.crowdvine.com/talk/view/193

(Erika gave my favorite talk of the expo so far. 2 hours of stuff in less than an hour so I have some holes cause I had trouble keeping up. The slides should be available at some point. Also REX – is a recommended site – Chad)

Erika Hall
Date: Wednesday, April 23
Time: 1:30 - 2:20PM

Presented by Erika Hall (Mule Design). Effective language is essential to a usable, appealing, platform-independent interface.

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To a large degree it's about interacting with text.

Many companies are trying to compete with an app, craigslist, that looks like, well craigslist.

It's a good to know when to cede control.
At Dopplr we're big fans of giving you your information when you want it ... (need slide)

What is Web 2.0 writing?
*** We aren't writing we are speaking in text. ***

What can a dead jesuit priest teach us about a user interface?
Orality knits persons together into community

Oral Culture > Literacy > Secondary Orality
The culture has shifted beyond a structured, literary culture…

What is the best way to use language that feels vital but is meant to be stored?

Web 2.0 language is simple, conversational, specific and ???

How do users benefit?
The way people benefit is when it isn't in the way, but helps them manage (their experience)

Developers benefit from incorporating a strong text based system into your interface. Beyond accessible, and SEO, iteration is much much easier and makes it easier for users.

Changing colors and layouts can freak out users, but changing text doesn't do that.

How copy functions in the interface
:: salutation
:: orientation and navigation
:: action
:: (situations requiring) service

:: salutation
Dopplr - a great web 2 app with nary a gradient in sight.

Twitter has given us the 140 character limit. A good habit to get into.

Dopplr compared to clearforest - it feels like a brochure. No sense that they think of you as a human. That was written a long time ago and they're not there any more...

REX - Thomson Reuters
REX - Mustape - flat color is going to be the new web 2.0 interface
REX - school of everything -- *** You need something very simple and concrete as a hook right off the bat.***

:: Orientation and Navigation
When they interact with your data, and its not on your site how do you deal with that and make them trust you

Make your email seem like part of your application. Think about avoiding phishing scams. Spelling scams

Usibility surveys show a typo or a strange use of language and they think the people aren't committed to quality or are just dumb and won't trust you.

REX - Hulu.com - The language in the nav shouldn't have a voice. It doesn't call attention to itself.

Youtube is an example of how it can interact with other sites because of its minimalist language.

REX - last.fm - they created some new language (Artist Hype list etc.) that will make the users less confident until they are familiar

"Short words are best and the old words when short are best of all" - winston churchill

:: action
If you're successful, you might add a verb to the lexicon of the internet. Last FM instead of using "settings" used "paint it black" or "Simply red"

REX - Flickr is a master of using text in a simple manner to help guide users through a complex process (uploading photos and videos to flickr)

Example:
"If you've changed your mind about wanting to see this content, you can escape. TAKE ME TO THE KITTENS."

REX - FriendFeed instead of calling stalking, "Create an imaginary friend" a way to establish the unique value of your service, and makes it feel fun and different. "Spice up your feed" it makes feeds sound fun.

REX - eharmony - it has the look (colors, buttons) but fails with the language because it doesn't speak to you. SUBMIT button could have been "FIND LOVE" I don't think Submit is the kind of language they want. Please do not label a button submit. Ever.

:: Service

REX - mint - great interface, and a great use of language. A best practice in form design. Use ajax to provide cues at the right time .

Think about it like you're writing a play and you want the interactions to occur at the right time.

You well experience a user revolt. The only way to deal with it is to address them directly. Heather Champ is a great example. If you can even just get a Canadian, it will go a long way.

She didn't put anyone down. She admitted when she agreed with them. The language isn't always appropriate, but it really helps diffuse the situation. When she agrees yes this is stupid, what can they really say after that?

REX - etsy.com - they provided Away, Shop Temporarily closed, I'm on vacation, etc. - by providing the words for the sellers to use they enable their stores to still keep a comfortable conversation going and also foster a unified experience.

REX - APPLE.COM 404 page - use large print, and use a human voice. Compared to Microsoft, MS has almost the same information, but they were able to dehumanize it. At least MS admitted fault, which Apple can't do.

REX - The TSA's blog is so refreshing and humanizing. They do delete comments, and call it the "delete-o-meter" they do it in such a lighthearted manner that it catches people off-guard.

5 ways to get words right
Be Authentic
Be Engaging
Be Specific
Be Appropriate
Be Polite

Be Authentic - No. 1. - As long as you really believe in what you're doing and have an understanding of your audience, you can achieve this. There's a reason why squirly language is associated with larger organizations.

You must deal with systems being down. It's an opportunity to foster loyalty.

Twitter is delightful but down a lot. You get the sense that they really care and a re working on it.

"I assure you we're open" - a restaurant that made it really feel like humans work there during construction.

"The great enemy of clear language is insincerity. When there is a gap between one's real and one's declared aims one turns, as it were, instinctively to long words and exhausted idoms ..." George Orwell

:: Be Engaging

REX - Virgin Atlantic - Hello gorgeous! (Eharmony could go a long way with this) - it's unexpected but unobtrusive.

REX - citibank.com security - Who was your arch rival when you were growing up? - Things like this reflect that someone thought about it. It's that the words you use were conctiously chosen.

REX - pownce.com - gender list - at the end of the TOS, "Okay, done!"

:: Be Specific

This can be difficult, because you know what you're talking about but your audience might not know.

rex - getty images "which future did you mean?" multiple options on disambiguation.

REX - etsy's page tools - people don't even realize they're reading them. it reduces the cognitive burdens. Don't be afraid to spell it out for people.

REX - emusic.com - instead of "upgrade" the button says "change my plan" it makes it feel more fun

:: Be Appropriate

Pownce can be your buddy, but the DMV couldn't

REX - Amazon doesn't try to be your friend, but they have things like "where’s my stuff?" instead of "package tracking" even the IRS could use this, at least with the phrase "where's my refund?" I don't know about the IRS using comic sans ...

:: Be polite
REX - feedburner is very service oriented and welcoming.
REX - subtraction.com - Add remarks instead posting comments
REX - particletree.com - added everyone needs a hug, was added into the comment box. Simple trick and reduced their desire to flame.

If you're going to be rude, you have to be really really right.

Don't be inconsistent. Avoid "My" because it breaks the conversational model.

helpful practice ... "Read your interface aloud. It's something engineers can be involved in too."