UX plus Editorial Style

Published on Nov 18, 2015

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PRESENTATION OUTLINE

YOU GOT YOUR STYLE GUIDE IN MY UX!

(AND VICE VERSA)
Photo by DaveCrosby

James Callan

@SCAREQUOTES

content strategist

AT SUR LA TABLE

WHO AMONG YOU HAS WORKED ON A COPY STYLE GUIDE?

Photo by pmonaghan

POWER TRIP!

Photo by Mjr Kool

OXFORD COMMA!

SINGULAR "THEY"!

("EVERYONE DID THEIR BEST" VS. "EVERYONE DID HIS OR HER BEST")

EDITORIAL POWER

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BUT AREN'T YOU FORGETTING SOMEONE?

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Your users

GOOD LUCK TELLING THEM WHAT WORDS TO USE!
Photo by revbean

3 examples

HOW WE USED OUR STYLE GUIDE TO CREATE BETTER USER EXPERIENCE
Photo by Leo Reynolds

1.

WHAT DO YOU CALL THIS TOOL?
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Spatula?

Photo by vagueonthehow

Turner?

Photo by vagueonthehow

MAYBE EVEN A PANCAKE FLIPPER?

Photo by rob st

WE CALL IT A TURNER. (INDUSTRY TERM.)

Photo by Andrew Mason

But people call it all three

  • Spatula
  • Turner
  • Flipper
Photo by Lonnie's Life

spatula

THIS IS WHAT WE CALL A

AND SO DO CUSTOMERS!

WHEN SOMEONE LOOKS FOR "SPATULA" ... WHICH DO THEY WANT?

FIVE MINUTES OF FRUSTRATION!

Photo by porschelinn

Solution

  • Combine categories
  • Set up search thesaurus

2.

THIS IS A DUTCH OVEN.

or is it?

LE CREUSET CALLS IT A FRENCH OVEN.

what's the difference?

"FRENCH OVEN" IS LE CREUSET FOR "DUTCH OVEN"
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In our copy, we can (and do!) respect their product name

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But customers...

THEY SEARCH FOR "DUTCH OVEN" 4X MORE THAN "FRENCH OVEN"
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(EVEN WHEN THEY SPECIFY "LE CREUSET DUTCH OVEN")

Photo by lippert61

Solution

SET UP SEARCH THESAURUS SO THAT "DUTCH OVEN" PULLS UP "FRENCH OVEN"

3.

WHAT DO YOU CALL A SALT CONTAINER FOR YOUR TABLE?

some terms

  • salt pig
  • salt box
  • salt cellar
  • salt keeper
  • salt container
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MOST POPULAR?

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SALT CELLAR

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zero

HOW MANY PRODUCTS DO WE CALL "SALT CELLAR"?
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BUT ... WHAT IS A SALT CELLAR?

Photo by Theen ...

MANUFACTURERS DON'T AGREE.

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Solution

  • Make all those terms synonymous.
Photo by Leo Reynolds

Tips

  • Look for contested words
  • Define your in-house terms
  • Don't expect customers to know them
Photo by Domiriel

RESPECT YOUR CUSTOMERS' LANGUAGE, EVEN IF IT'S NOT YOUR OWN

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(DON'T JUST SMILE AND GIVE 'EM A VEGEMITE SANDWICH)

Photo by Tojosan

QUESTIONS?

James Callan

Haiku Deck Pro User