Plain2013 Writing for Web and Mobiles N James G Redish
- 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
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- 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 N © 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 for the web and mobile PLAIN 2013 Vancouver N © Neil James and Ginny Redish 2013
- 19. 3. Critiquing an example!
- 20. 2011 version Wri%ng for the web 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 web and mobile PLAIN 2013 Vancouver N © 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
- 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
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- 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
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- 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
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- 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