Make It Plain Accessibility and Usability Through Plain

Make It Plain: Accessibility and Usability Through Plain Language #Plain. Language. For. All / #Uof. IWeb. Con University of IL Web Conference: April 2013 Angela M. Hooker @Access. For. All angelahooker. com

These are summary slides • Thanks for viewing my slides! I’ve condensed and summarized what I presented in my session. • Please visit the links that I’ve included inside the slides —they’re underlined so you can find them easily. Also read the slide notes. • If you have trouble using these slides because of accessibility problems, please write to me at ange@angelahooker. com. Even accessibility fans make mistakes, and I want to learn from mine. @Access. For. All / #Plain. Language. For. All 2

The beauty of the web is … it’s a great place to have a conversation with your users @Access. For. All / #Plain. Language. For. All 3

You want to: • Communicate your information so users will take action (buy, sell, read, subscribe, etc. ) • Meet your users’ needs • Help them complete tasks or find important information @Access. For. All / #Plain. Language. For. All 4

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We’ve learned that we create technological barriers to our content, but sometimes, we also create barriers to understanding … with our words. @Access. For. All / #Plain. Language. For. All 7

Common content problems @Access. For. All / #Plain. Language. For. All 8

The wrong people write content “ For ‘tis the sport to have the enginer hoist with his own petard, an’t shall go hard … WTH are you saying, Shakespeare? @Access. For. All / #Plain. Language. For. All 9

Perhaps it’s the institution The institution might dictate what content goes on the organization’s website. @Access. For. All / #Plain. Language. For. All 10

“In order to make people understand your organization’s materials, and get one’s point across, so that everyone knows what one means, it’s important that one doesn’t ramble on and use more words than necessary. ” (Some content is wordy. ) @Access. For. All / #Plain. Language. For. All 11

Jargon hides meaning “We’re implementing a skills mix adjustment at Acme Corp. ” @Access. For. All / #Plain. Language. For. All 12

Slang or regional terms Some writers use slang and/or region or country-centric terms. @Access. For. All / #Plain. Language. For. All 13

“Pedantic” content Showy, extravagant words; overly precise; or formal: “The politicians pontificated about the failed budget. ” @Access. For. All / #Plain. Language. For. All 14

Forgetting the audience Those examples of bad content aren’t meaningful to users. People write content without considering the intended and the potential audiences. @Access. For. All / #Plain. Language. For. All 15

Blaming the users Just because someone can’t understand your content doesn’t mean they are unintelligent. @Access. For. All / #Plain. Language. For. All 16

“ It’s not how you said it—it’s what you wrote or spoke. @Access. For. All / #Plain. Language. For. All 17

How can plain language help? @Access. For. All / #Plain. Language. For. All 18

Plain language is … … writing that people can easily understand the first time they read or hear it. @Access. For. All / #Plain. Language. For. All 19

Plain language is … … usable and meets your users’ needs, so they can complete specific tasks on your site, social media channels, app, podcast, etc. @Access. For. All / #Plain. Language. For. All 20

Your users won’t have to read your content several times to understand it. @Access. For. All / #Plain. Language. For. All 21

It reduces user frustration, because it boosts reading ease. @Access. For. All / #Plain. Language. For. All 22

People will respect your “brand, ” and see your site as authoritative (this is not limited to for -profit sites). @Access. For. All / #Plain. Language. For. All 23

You’ll retain more users, and your users will remain loyal to you. @Access. For. All / #Plain. Language. For. All 24

These benefits can widen your site’s appeal, audience, and influence. @Access. For. All / #Plain. Language. For. All 25

Don’t believe it! “But 75 percent of _____ users are _____ with an advanced degree!” @Access. For. All / #Plain. Language. For. All 26

Don’t believe it! “Plain language isn’t sophisticated, it’s ‘dumbed down, ’ or doesn’t reflect the gravity of the topic without using big words. ” @Access. For. All / #Plain. Language. For. All 27

Plain language isn’t “dumbed down” content—it’s about clearly communicating with whomever reads or hears your information and meeting their needs. @Access. For. All / #Plain. Language. For. All 28

It doesn’t matter if you have valuable information if people can’t understand it, use it, react to it, or act on it. @Access. For. All / #Plain. Language. For. All 29

Frustration = the back button Remember: Good content means access for everyone (or as many as possible)! @Access. For. All / #Plain. Language. For. All 30

Using plain language supports “P-O-U-R” principles from the Web Content Accessibility Guidelines (WCAG 2. 0). @Access. For. All / #Plain. Language. For. All 31

WCAG 2. 0 principles of accessibility Perceivable Operable Understandable Robust @Access. For. All / #Plain. Language. For. All 32

The “understandable” principle “Information and the operation of user interface must be understandable. “This means that users must be able to understand the information as well as the operation of the user interface (the content or operation cannot be beyond their understanding). ” @Access. For. All / #Plain. Language. For. All 33

Plain language supports POUR Plain language makes your content accessible, and supports the goal of providing universal access for everyone (or as many as possible!). @Access. For. All / #Plain. Language. For. All 34

Consider users with different needs @Access. For. All / #Plain. Language. For. All 35

Don’t forget … • • People with low literacy skills People with low language proficiency People with cognitive impairments People with autism/Asperger syndrome People with dyslexia People who are Deaf or hard-of-hearing People who are aging @Access. For. All / #Plain. Language. For. All 36

For example … @Access. For. All / #Plain. Language. For. All 37

Three people … • A non-native English speaker • A person who is cognitively impaired • A person with autism • It wasn’t scientific, but I tested two content examples @Access. For. All / #Plain. Language. For. All 38

I asked for opinions … You’ve probably noticed the popular trend to ask a question in the form of an incomplete sentence: “What do you think “Got milk? ” means? @Access. For. All / #Plain. Language. For. All 39

I asked for opinions … “Got milk? ” The person who is cognitively impaired said, “What type of milk is got milk, and who’s asking me about it? “Do they want my milk? “Does someone think I have a cow? ” @Access. For. All / #Plain. Language. For. All 40

I asked for opinions … “Got milk? ” The person who is a non-native English speaker said, [After a sigh] “I have a hard time with questions like these. “I don’t know if someone’s asking me for advice or if they want something of mine. ” @Access. For. All / #Plain. Language. For. All 41

I asked for opinions … “Hope you can make this important session!” The person who has autism said, “Am I supposed to hope? “Is one person hoping? “Is a group of people hoping? “Is someone talking to Hope? “Is she (Hope) supposed to go to an important session? “Does someone want me to create a session? “Should Hope or I make a session important? How would we do that? ” @Access. For. All / #Plain. Language. For. All 42

Here’s what you can do @Access. For. All / #Plain. Language. For. All 43

Learn plain language mechanics • Plain Language Guidelines from Plain Language Action and Information Network (PLAIN) http: //www. plainlanguage. gov/howto/guidelines/Federal. PLG uidelines/index. cfm • The Center for Plain Language’s guidelines http: //centerforplainlanguage. org/about-plainlanguage/guidelines-for-creating-plain-language-materials/ • The Center for Plain Language’s checklist http: //centerforplainlanguage. org/about-plainlanguage/checklist/ @Access. For. All / #Plain. Language. For. All 44

Write for your specific audience. AND Write for average comprehension. @Access. For. All / #Plain. Language. For. All 45

Don’t do this … ? @Access. For. All / #Plain. Language. For. All 46

? (Don’t be “clever. ”) @Access. For. All / #Plain. Language. For. All 47

Assume that your audience is intelligent, but don’t assume they’re familiar with your topic. @Access. For. All / #Plain. Language. For. All 48

Use the inverted pyramid method: Put the most important information at the top and the background information below it. @Access. For. All / #Plain. Language. For. All 49

Be concise—cut out excess/filler words; use minimal text and short sentences. @Access. For. All / #Plain. Language. For. All 50

In print, people write to tell a story. Online, we should write about topics, so users can complete tasks. @Access. For. All / #Plain. Language. For. All 51

• Use action verbs—avoid “passive verbs. ” In passive verbs, the subject of the sentence is not the “actor”—the noun that takes action in the sentence. The actor comes later, often in a prepositional phrase, or there may be no actor identified at all. No: The new report was published. Yes: We published the new report. @Access. For. All / #Plain. Language. For. All 52

“Hidden verbs” hide the action in your writing, by adding unneeded words. Instead of these phrases Use these words Conduct an analysis Analyze Present a report Report Do an assessment Assess Provide assistance Assist (or help) Came to the conclusion of Concluded @Access. For. All / #Plain. Language. For. All 53

Use complete sentences. @Access. For. All / #Plain. Language. For. All 54

Use familiar words and common terms. @Access. For. All / #Plain. Language. For. All 55

Use the standard spelling of words, and resist the urge to combine words. Screen readers often mispronounce such words. For example, some screen readers pronounce “homepage” as “ho-mep-ahj. ” This can confuse people who use screen readers to help with low literacy or low language proficiency issues. @Access. For. All / #Plain. Language. For. All 56

Give direct instructions. @Access. For. All / #Plain. Language. For. All 57

Talk with your users: use personal pronouns. @Access. For. All / #Plain. Language. For. All 58

Use “must” instead of “shall” for requirements. @Access. For. All / #Plain. Language. For. All 59

Avoid or explain jargon, colloquialisms, puns, country or region -specific terms (when writing for a broad audience), non-literal phrasing. @Access. For. All / #Plain. Language. For. All 60

A word about technical content Define your purpose: Are you teaching or are you informing with your content? @Access. For. All / #Plain. Language. For. All 61

Make your content clear by using structured elements, such as headings, bullets, lists, consistent navigation. @Access. For. All / #Plain. Language. For. All 62

Test your content @Access. For. All / #Plain. Language. For. All 63

Interview people about your content Ask users to read portions of your content and explain what they think it means. @Access. For. All / #Plain. Language. For. All 64

Usability testing Write instructions and ask users to complete tasks on your site, app, etc. @Access. For. All / #Plain. Language. For. All 65

Test two versions of your content Conduct “A/B testing” (called “controlled comparative studies”) interviews. Provide two versions of your content and ask participants to give their impressions of each version. @Access. For. All / #Plain. Language. For. All 66

Final Words @Access. For. All / #Plain. Language. For. All 67

Final thoughts … 1. 2. 3. 4. 5. Consider your users’ needs first. Your users want to complete a task. Have a conversation—speak directly to your users. Use everyday terms people understand. Don’t follow trendy content practices—choose clarity over trends. 6. Each medium (mobile, desktop, app, video, podcast, etc. ) may require tailored content. 7. Test your content. 8. All of these help you incorporate accessibility throughout your project lifecycle. @Access. For. All / #Plain. Language. For. All 68

Resources @Access. For. All / #Plain. Language. For. All 69

Resources: Plain Language • Plain Language Checklist: http: //www. plainlanguage. gov/howto/quickrefer ence/checklist. cfm • Comprehensive Plain Language Guidelines: http: //www. plainlanguage. gov/howto/guidelines /Federal. PLGuidelines. pdf • Test Your Content (methods): http: //www. plainlanguage. gov/howto/guidelines /Federal. PLGuidelines/testing. cfm @Access. For. All / #Plain. Language. For. All 70

Resources: Plain Language • Plain language video: http: //www. youtube. com/watch? v=sn 8 Ch. VRjj y. A • User-centric content—“The Audience You Didn’t Know You Had, ” by Angela Colter: http: //contentsmagazine. com/articles/theaudience-you-didn%E 2%80%99 t-know-youhad/ @Access. For. All / #Plain. Language. For. All 71

Resources: Addressing Disabilities • Cognitive Web Accessibility Checklist: http: //wave. webaim. org/cognitive • Information about cognitive disabilities: http: //www. clearhelper. org/ @Access. For. All / #Plain. Language. For. All 72

Resources: Writing Web Content • Accessibility for Web Writers, by 4 Syllables: http: //www. 4 syllables. com. au/2010/09/accessibi lity-web-writers-part-1/ • Content and Usability: Web Writing: http: //www. webcredible. co. uk/user-friendlyresources/web-usability/web-content. shtml • Writing Vibrant, Compelling Content: http: //www. slideshare. net/Ginny. Redish/writingvibrant-compelling-copy @Access. For. All / #Plain. Language. For. All 73

Resources: P-O-U-R • WCAG 2. 0 Principles of Accessibility: http: //www. w 3. org/TR/UNDERSTANDINGWCAG 20/intro. html • Constructing a POUR Website: http: //webaim. org/articles/pour/ @Access. For. All / #Plain. Language. For. All 74

Resources: Websites • Center for Plain Language: http: //centerforplainlanguage. org • Plain. Language. gov: http: //www. plainlanguage. gov • Plain Language Association International: http: //www. plainlanguagenetwork. org • Readability testing tools: http: //juicystudio. com/services/readability. ph p @Access. For. All / #Plain. Language. For. All 75

Resources: Training • Online: http: //www. plainlanguage. gov/resources/take_tr aining/index. cfm • U. S. federal government agencies can get free plain language classes: http: //www. plainlanguage. gov/resources/take_tr aining/freetraining. cfm • Conferences and events: http: //centerforplainlanguage. org/topic/events/ @Access. For. All / #Plain. Language. For. All 76

Resources: Books • Janice (Ginny) Redish, Letting Go of the Words • Janice (Ginny) Redish, Writing Web Content that Worksi • Patricia T. O'Conner, Woe Is I: The Grammarphobe's Guide to Better English in Plain English • Steve Krug, Rocket Surgery Made Easy • Jakob Nielsen, Designing Web Usability: The Practice of Simplicity @Access. For. All / #Plain. Language. For. All 77

Thank you! Angela Hooker @Access. For. All ange@angelahooker. com 78