Annie Crombie - Designing for the content you have - wiad17

Transcript

1. Designing for the content you have vs the content users want February 18, 2017
2. Who am I? Annie Crombie Re-Think Strategic Consulting Working on G2B and other web projects since 1999. Founded Re-Think in 2004. Currently working on Web Renewal (Canada.ca), BizPaL and other Government of Canada web initiatives. Training for my first marathon. Sick of winter.
3. 2001 vs 2017
4. Want to buy some shoes?
5. Where would you buy shoes?
6. What about these?
7. “Plain language”
8. Canada.ca style guide requries plain language Plain language: • uses familiar words and simple sentences • presents the most important information first • places supporting details toward the end of the content • avoids jargon, idioms and expressions • avoids acronyms and abbreviations Also good titles: • don’t include promotional messaging that might confuse a user • are brief, with all unnecessary words removed
9. What would happen if you “plain-languaged” the footwear directory?
11. Maybe facets would help?
13. Starting a business
14. Business start-up guides 10 years ago
15. A strategy for restructuring and re-using content on canadabusiness.ca
16. Find at least one legal step to starting a business in Canada.
17. Optimized Topic Page
18. Optimization success! Chart and usability testing by Lisa Fast, Neo Insight.
19. But we’re not done
20. Starting a business…
21. and...
22. Importing firearms But also… • fraud • emergency preparedness • innovation • extreme weather • *exporting* • much more...
23. Moving into one house under Canada.ca Identify user needs • What are user tasks? • What do they find difficult or confusing? Identify existing content • Who has content? • Is there duplication and overlap? LOTS OF HARD WORK • Collaboration, discussions on mandates, IA work, convincing senior management, re-writing of content, review by lawyers, removing old content, updating links. Test, revise, launch • User testing (iterative) • Launch and track
24. Now sit back and relax, right? DONE!
25. Hi! I sell dress shoes for monkeys and need a really prominent spot in the mall. Monkey shoes