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UX plus Editorial Style

Published on Nov 18, 2015

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MORE DECKS TO EXPLORE

PRESENTATION OUTLINE

1.

YOU GOT YOUR STYLE GUIDE IN MY UX!

(AND VICE VERSA)
Photo by DaveCrosby
2.

James Callan

@SCAREQUOTES
3.

content strategist

AT SUR LA TABLE
Photo by Seattle Municipal Archives
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WHO AMONG YOU HAS WORKED ON A COPY STYLE GUIDE?

Photo by pmonaghan
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POWER TRIP!

Photo by Mjr Kool
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OXFORD COMMA!

Photo by DougStephensAwesome
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SINGULAR "THEY"!

("EVERYONE DID THEIR BEST" VS. "EVERYONE DID HIS OR HER BEST")
Photo by MATEUS_27:24&25
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EDITORIAL POWER

Photo by andertoons
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BUT AREN'T YOU FORGETTING SOMEONE?

Photo by Nanagyei
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Your users

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

HOW WE USED OUR STYLE GUIDE TO CREATE BETTER USER EXPERIENCE
Photo by Leo Reynolds
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1.

WHAT DO YOU CALL THIS TOOL?
Photo by rob st
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Spatula?

Photo by vagueonthehow
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Turner?

Photo by vagueonthehow
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MAYBE EVEN A PANCAKE FLIPPER?

Photo by rob st
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WE CALL IT A TURNER. (INDUSTRY TERM.)

Photo by Andrew Mason
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But people call it all three

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

THIS IS WHAT WE CALL A
Photo by sunshinelibrarian
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AND SO DO CUSTOMERS!

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

Photo by onlinepastrychef
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FIVE MINUTES OF FRUSTRATION!

Photo by porschelinn
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Solution

  • Combine categories
  • Set up search thesaurus
Photo by onlinepastrychef
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2.

THIS IS A DUTCH OVEN.
Photo by Steve Snodgrass
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or is it?

LE CREUSET CALLS IT A FRENCH OVEN.
Photo by Steve Snodgrass
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what's the difference?

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

Photo by lippert61
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But customers...

THEY SEARCH FOR "DUTCH OVEN" 4X MORE THAN "FRENCH OVEN"
Photo by 24oranges.nl
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(EVEN WHEN THEY SPECIFY "LE CREUSET DUTCH OVEN")

Photo by lippert61
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Solution

SET UP SEARCH THESAURUS SO THAT "DUTCH OVEN" PULLS UP "FRENCH OVEN"
Photo by Matthew Cachia
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3.

WHAT DO YOU CALL A SALT CONTAINER FOR YOUR TABLE?
Photo by Debs (ò‿ó)♪
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some terms

  • salt pig
  • salt box
  • salt cellar
  • salt keeper
  • salt container
Photo by timsackton
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MOST POPULAR?

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SALT CELLAR

Photo by Happy Krissy
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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 ...
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MANUFACTURERS DON'T AGREE.

Photo by 24thcentury
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Solution

  • Make all those terms synonymous.
Photo by Leo Reynolds
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Tips

  • Look for contested words
  • Define your in-house terms
  • Don't expect customers to know them
Photo by Domiriel
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RESPECT YOUR CUSTOMERS' LANGUAGE, EVEN IF IT'S NOT YOUR OWN

Photo by Thriving Ink
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(DON'T JUST SMILE AND GIVE 'EM A VEGEMITE SANDWICH)

Photo by Tojosan
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QUESTIONS?

Photo by an untrained eye

James Callan