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Never Draw a Pig in Clay(and the Ticket Taker in the Tutu)
Wayne MacPhail, Web Coordinator, Centennial CollegeOctober 3, 2002
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What we’ll be doing
1 hour 30 minute talkLots of questions welcome
Challenge and engage
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The Good News
You already know a lot about creating online
content.Why?
Because you live in the real world. I hope.
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The Bad News
Online content creation has been dominated by
MBAs, graphic designers, and software engineers -
not writers.
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The Problem?
ADD
Attention Deficit Disorder
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Attention Deficit DisorderNot enough attention paid to
the:
• past
• world
• user
• words
• structure
• audience
• purpose
• results
• experience
• lessons
And too much attention paid to the wrong things
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The State of the (Too Much) Art
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Medium and Memento
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The Selfish Medium
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The Ticket Takerin the Tutu
ADMIT ONE
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www.120seconds.com
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www.klan123.com
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www.twinkies.com
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www.cbc.ca
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“Years ago Lord Reith, director-generalof the BBC, gave the right reply to
those whowould dumb down Web media today.An interviewer asked: “Will you give
thepeople what they want?” “No,” he
replied,“we shall give them something better.”Martyn Perks - Create Online March,
2002
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When MBAs rule the Web
That’s not an org chart, that’s site architecture
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www.bayer.com
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Computers and the Beauty Myth
The Joy of Complexity
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www.slashdot.com
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When MBAs Rule Newspapers
Citizens, Audience,Eyeballs and Customers
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The Dirty Truth about Online Canadian Content
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More good news
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www.ofoto.com
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www.ofoto.com
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iPhoto
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What We Can Learn
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The Willful Web
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Never Draw a Pig in Clay
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Never Draw a Pig in Clay
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Rabbis, Monks and Blind Guys with Harps
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Book Larnin’
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Lessons from theReal World
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What’s Your Handle?
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LessonsFrom Other Media
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Tell readers where they areProvide a convenient map of the work (TOC, index)Provide a title pageLet users mark their spot and progressShow users how long the text isBreak the text into standard pieces (chapters)
From Books
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Keep visuals interestingMake screen graphics readableTell a story with picturesOnline cannot compete as a rich media experience
From Television
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Social relationships do not depend on bandwidthCompletion is a powerful tool for engagementTell a story with picturesKeep dialogue crispTell a human story
From Comics
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To think of character as response to conflictFigure out whose story it isProvide tension and releaseBreak story into fractal units (acts/scenes/beats)Give the story a dramatic arc
From Movies
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Keep the front page freshTell human storiesTell them what you're going to tell them, tell them, then tell them what you told themKeep writing short, muscular and activeProvide surprise and a sense of discovery
From Newspapers
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Story Space
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Stories can have a geographyObjects can contain storiesSpace can replace time as the axis of storytellingStories, objects and memory have resonanceIn the absence of forward momentum, story dies
From Hypernarrative
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Being Human
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Being Human
We often experience only what we expect to experience
We often miss the obvious
We can be absolutely blind to data we don't expect
We are creatures of paradigm
We all respond to human stories
Our short-term memory is fragile, limited and easily taxed
Our long-term memory compresses events and is unreliable
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Being Human
We have limited bandwidth, especially when we're busy or focussed
We are easily distracted
We could always use more time
We understand symbols, conventions, narratives and scripts
We often believe other people experience the world the same way we do
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Being Human
We easily form social relationships, especially under stress
We need feedback
We tend to blame ourselves for errors when confronted with new technology
We find our own uses for technology
We are fragile, frightened and flawed
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The Media Equation
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The Media Equation
MEDIA = REAL LIFE
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Being Human - Part Two
We are helplessly social especially when stressed
We cannot tell true praise from flattery
Other praise is valued higher than self-praise
Expertise can be easily conferred
We more easily criticize to a third party
We want to be polite and expect politeness
We like people most who are most like us and like people best who become more like us
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Know Thy Usersfor They are not You
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The Birdfeeder Lessons
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User Goal
User Interface
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What We Can Do
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We can listen welland watch
intelligently
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We can learn that no user cares about our code, our
graphics or jargon.
They only care about their task.
And so should we.
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Our job is simple.
Get out of our users’ way
so they can achieve their goals.
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The user as hero
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Listening and Watching Well
Stakeholder inputPaper prototypingUsability testing
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Discontent,Content
andMicrocontent
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Create Clear Microcontent
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HeadSubheadBylineStory Summary
Part OnePart TwoPart Three
The Story Begins
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Banish Happy Talk
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Hello. Welcome to our new, improved site about gardening in Canada. We’re sure glad to see you and hope this site provides you with the tips, message boards and catalogue guides every Canadian gardener needs! Enjoy your visit and thanks!!!
NewMessage BoardsTipsCatalogues
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Be Clear
Clarity of writingstarts with clarity of
thought and intention
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Write Tight
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Say what you want to say.Cut it in half.Cut it in half again.
Write it.Cut it in half, twice.
Write. Cut. Twice.
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Rewrite Exercise
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Think of Buttons as Doors
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You’re in a strange room full of doors.You’re rushed and searching for something.The only way you know where to go next is toread the signs on the doors.
Imagine that when you’re writing the wordsfor your navigation buttons.
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Don’t bury the user in bananas
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Give users one task at a time.Make the task clear.
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Use the right word(s)
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Useful Devices for the DisabledWorkshops to Help You Succeed
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Use Standards
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There are few Web standards, but here’s one.
The term is look for something on the Web is: Search
Not
FindFind ItFind it NowGoGetLook it upetc.
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Designing for Disability
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Tag content for meaning, style for presentationUse style sheets, but make pages legible without themDon't rely on colour aloneImages and image maps must have ALT text labels Use concise link namesScripts must have a nonscript alternativesApplets must have alternative textAllow users to freeze moving or blinking textProvide synchronized text transcript for audio, and audioProvide text transcripts for videoGive clear titles to acronyms and abbreviationsFrames are optional and titled and contain documents, not images directlyIf all else fails, link to an alternate page and give alternate contact information
Disability Design Tips
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Let UsersParticipate
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SearchingTrading
EducationContent Building/Issue Oriented
Scheduled eventsSubscriber-based
E-mail and ListserversSupport
Customer Relations ManagementMultiuser Dimensions or Dungeons (MUDS and MOOs)
3D WorldsWebLogs
ChatSMS
Instant MessagingWalled gardens
Types of Online Community
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Planting Marigolds
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Summary
Learn from the past and the world.
Don’t get fancy.Write tight. Be clear.Use the right word(s)
Listen.Tell human stories.Stay out of the way.
Be helpful.