WWW: Writing for the Wired World

1. WWW: Writing for the Wired World Special Library Association Western Canada Chapter January 23, 2002 Darlene Fichter, Data Librarian University of Saskatchewan library.usask.ca/~fichter/

2. Overview • Writing & Reading for the Web • Do’s & Don’ts • Format • Scanning • Style • Language • Jargon

3. Not Covering • Field testing • Task based testing • Scenario building • Card sorting • Preference testing (briefly)

4. Reading & Writing • Goal is to communicate • Strategy • Key messages • Your audience(s) “There is nothing more important than the strategy phase. If you don’t spend time on it, it’s like being on a dark road without your headlights on.” Drue Miller, Webmistress Vivid Studios

5. Rule #1 Write for the way your user's read • How do people read on the screen? • Top to bottom • Left to right • Focus first on the micro-content • Scroll to the bottom • Only after failing - side menu - top menu

6. People read: • 25% slower on the screen • Find Arial or Times Roman fonts at 12 pt the most legible

7. Research shows: DON’T read • People who are looking for information don't READ, they SCAN. • If they have to read instructions or HELP page most people WILL NOT.

8. What if they really need to read? • What should you do? • Tips: • Throw away 50% and then 50% again • Provide a good head line and summary. • Make it easy to print the 20 page report or pieces of 100 page report. • Make sure that your longer documents are indexed!

9. Long Documents as HTML • Chunk – slice it and dice it • Present a “model” that the users understand • Give a table of content • Internal navigation • “page to page”, “back to section”, “back to T of C”

10. “Scanability” • Create headings and subheadings • Be consistent • use font and/or color to offset headings

11. Which is easiest to read? Research says… Anatomy Biology Biotechnology Chemistry Microbiology Physics Zoology • Anatomy • Biology • Biotechnology • Chemistry • Microbiology • Physics • Zoology Anatomy Biology Biotechnology Chemistry Microbiology Physics Zoology 1. White space 2. Bullets & white 3. No space space & no bullets

12. Which is faster? Why? Books Art Journals History Electronic Books Geography Mathematics Art Books Geography Journals History Electronic Mathematics 2 1

13. Organizing Content for Viewing • In columns, not rows • Categorical not alphabetical Topic Format Art Books Geography Journals History Electronic Mathematics

14. Scan for Links • Make the links in your text meaningful • Make visited and unvisited links contrast with the base font color.

15. Example of Scanning How to Find Information • Search the catalogue • Browse by subject 3. For e-books, click here • Visit our list of web resources 5. Recommeded web sites on Sociology

16. Tour • 4 sites • Jot down notes / opinions about the ability to scan and find words quickly • Which sites work best? Why? • Which sites don’t work as well? Why?

17. 1. John Burgess

18. 2. JIBC Library

19. 3. U of A

20. 4. SFU

21. Which site worked best? 2 1 3 4

22. Style • Concise • Pyramid style (newspaper) • Scanning – lists, lists and more lists • Looks a lot like PowerPoint

23. Language • Use the language of your users • Ambiguity is a problem • Provide context

24. Classic Mistakes on Library Sites • Library sites are full of jargon. • WinSPIRS • EbscoHost • Access • Database • Gateway • Services • Electronic Reserves

25. Example

26. Labels are Challenging • Testing helps • Use a “cookie test” • Create a list of possible labels: • My Account • Borrower Information • Library Card • Your Library Card

27. Go where your users are • Your lunch room or hallways at lunch break • Aim for cross-section • Ask which they prefer Reverse Study: Take a few concepts and ask them what they would call the item or group of items?

28. Other Important Writing Tasks • Errors • Should stand out from other text • Should be comprehensible 404 not found ?

29. Error: Author Search

30. Things to Avoid • “Marketese” • Anything that sounds like “advertising” is a complete turn off … the best, the biggest …

31. The “Buzz”: Reusability • Write once, use many times • Device independent access • Break content in small nuggets • Assemble to suit • Web Pages • WAP • Headline Services • Alerts

32. Myths & Ironies • Everyone owns a “printing press” • Explosion of publishing • Dirth of “good writing” • Need good writers’ that can create concise and interesting headlines

33. Secret to Good Wired Writing • Observe and learn • Write often • Revise, revise and revise • Read the usability studies and research reports

34. Good News for Librarians • Some of it comes naturally • Group & categorize things • Assign labels • Think about words & meaning • Service oriented

35. Sites for Web Writing • Writing for the Web – Jakob Nielsen http://www.useit.com/papers/webwriting/ • Good Documents: How to write for the INTRAnethttp://www.gooddocuments.com/ • Yale’s Web Style Guide: Editorial http://info.med.yale.edu/caim/manual/pages/editorial_style.html • Software Usability Research Laboratory Newsletterhttp://www.usabilitynews.org • National Cancer Institute Usability.gov http://www.usability.gov/

36. Books, Columns & Reference Sites • Writing & Usability http://library.usask.ca/~fichter/usability/

37. Thank you! • Questions? Darlene Fichter University of Saskatchewan Libraries library.usask.ca/~fichter/