CPL Workshop-Fall 14: Plain Language Starts with Planning and Personas (Ginny Redish)
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Transcript of CPL Workshop-Fall 14: Plain Language Starts with Planning and Personas (Ginny Redish)
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Ginny Redish Redish & Associates, Inc. Bethesda, Maryland
www.redish.net [email protected] @GinnyRedish
Plain Language Starts with Planning and Personas
September 30, 2014
2nd edition 2012
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© 2014, Janice (Ginny) Redish Slide 2
Photos that I don't otherwise identify are licensed from www.istockphoto.com.
What do you write?
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© 2014, Janice (Ginny) Redish Slide 3
Errors
What if readers don't understand?
$ $ $ Noncompliance
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© 2014, Janice (Ginny) Redish Slide 4
What is plain language?
A communication is in plain language if the people who must (or should) deal with it can
§ find what they need § understand what they find § use what they find to meet their needs
Find Use Understand www.plainlanguage.gov
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© 2014, Janice (Ginny) Redish Slide 5
Plain = more than simple words
§ Right content?
§ Clear content – consistent, unambiguous?
§ Clear, logical organization?
§ Broken into manageable pieces?
§ Short pieces – sections, paragraphs, sentences?
§ Lists, tables where appropriate?
§ Headings to help readers?
§ Formatting that helps them?
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© 2014, Janice (Ginny) Redish Slide 6
Plain may differ for different readers
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© 2014, Janice (Ginny) Redish Slide 7
What is this? Why are they writing to me?
How do I sign up for that class I want?
What's the latest on treatment for PTSD?
Everything you write is part of a conversation
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© 2014, Janice (Ginny) Redish Slide 8
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© 2014, Janice (Ginny) Redish Slide 9
Example courtesy of Caroline Jarrett and Whitney Quesenbery
Communication = your readers "get" it
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© 2014, Janice (Ginny) Redish Slide 10
Communication is always part of a story
Photo: Washington State Department of Labor & Industries
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© 2014, Janice (Ginny) Redish Slide 11
Plan Draft Review, Test Revise Publish
Draft = Choose content Organize Write Format
Manage the project…………………………………….
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© 2014, Janice (Ginny) Redish Slide 12
§ Why?
§ Who?
§ How?
§ What?
Plan before you write
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© 2014, Janice (Ginny) Redish Slide 13
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© 2014, Janice (Ginny) Redish Slide 14
The web page as I found it in 2011
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§ Align with your organization's overall strategy and goals. § Be measurable. § Focus on what you want people to do. § Be specific.
$
Why? (your purposes)
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When you write this type of content
what do you want to happen?
An email to your boss because you want to come to this workshop
A web page about the benefits of exercise
Instructions for filling out a form
Be measurable
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Focus on what you want people to do We want to tell people all about the Child Care Assistance Program.
If we communicate successfully, qualifying adults will apply for child care assistance correctly and completely. People who clearly do not qualify will not apply.
My communication will be successful if
[these people] _____________________________________
[do this] _________________________________________.
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© 2014, Janice (Ginny) Redish Slide 18
Be specific
With permission from Kenneth W. Davis
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§ Who is in this conversation with you?
§ What should you keep in mind about those people? § Abilities (examples: reading level, first language) § Aptitudes (examples: knows / doesn't know specific
words; is / is not computer savvy) § Attitudes (examples: busy, tired, anxious, in pain)
Not what content they are looking for. That's a different question.
Who?
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© 2014, Janice (Ginny) Redish Slide 20
Listen to your readers What do they mean? I don't know that word.
I know I need a state license to be a physical therapist. But I'm so busy, I don't have time to figure this out.
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© 2014, Janice (Ginny) Redish Slide 21
Develop personas for typical readers Persona = § a fictional person
who realistically represents a major group of of your readers
§ composite based on data
Senior • memory loss • vision problems • worried about
money
Mary Jones
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Example persona (US Dept. of Agriculture Economic Research Service) Note the elements: § group persona represents § picture § name § title § personal characteristics § key quote § short narrative § key attributes § tasks § goals
www.usability.gov
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http://uxpamagazine.org/ spanish-language-personas/
Silvia Salazar and Jennifer Romano
One of the National Cancer Institute's personas to remind writers about the importance of language and culture, as well as where people are on their "cancer journey"
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© 2014, Janice (Ginny) Redish Slide 24
Simple persona descriptions from the Washington State Department of Labor & Industries
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© 2014, Janice (Ginny) Redish Slide 25
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Walk your persona through the story. Your communication arrives in the mail…
or Someone hands it to the reader
or The person goes to your website…
or
???
How?
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© 2014, Janice (Ginny) Redish Slide 27
What?
Flickr cc photo by Polandeze
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© 2014, Janice (Ginny) Redish Slide 28
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© 2014, Janice (Ginny) Redish Slide 29
Do usability testing Have people like your personas try to find – understand – use what you wrote
Barnum, 2010
Rubin and Chisnell, 2008
Krug, 2010
www.usability.gov
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© 2014, Janice (Ginny) Redish Slide 30
Evaluate through your personas and their conversations
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© 2014, Janice (Ginny) Redish Slide 31
Is this better?
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http://www.uwmedicine.org/ Patient-Care/Our-Services/ Pages/Make-An-Appointment.aspx
Today – September 2014
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Eva
Photo: Washington State Office of the Insurance Commissioner
Lost my job. Heard about COBRA. Would that help me?
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© 2014, Janice (Ginny) Redish Slide 34
www.insurance.wa.gov
Lost my job. Heard about COBRA. Would that help me?
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© 2014, Janice (Ginny) Redish Slide 35
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I have allowed your claim for an on the job injury sustained on [date]. Treatment of this injury will be covered by the department as allowed by law. If you have any questions or concerns, you may speak to a customer service representative at (xxx)-xxx-xxxx or myself at the number listed below. Sincerely, [name] Claims Manager (xxx)-xxx-xxxx
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© 2014, Janice (Ginny) Redish Slide 37
Draft revision adapted from work by Dana Botka
Continues with heading "if you have questions" and then has names and phone numbers
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© 2014, Janice (Ginny) Redish Slide 38
Why do you need personas? Because your readers aren't with you when you are writing
Photo: Flickr Creative Commons
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© 2014, Janice (Ginny) Redish Slide 39
Because your readers aren't with you when you are reviewing
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© 2014, Janice (Ginny) Redish Slide 40
AARP, used with permission
first name only
picture individual demographics
quotes
what she does on the web
interests
Edith’s story
major use of the web
physical constraints
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© 2014, Janice (Ginny) Redish Slide 41
Rachel, Enthusiastic dreamer Tell us a bit about yourself
I’m 28 I live in London with my partner and temp as a receptionist when I can. Between jobs right now.
Have you got any qualifications?
9 GCSEs and three A-levels: History, English and Media Studies
What is your ambition?
Catch up with my friends; they have degrees and they’ve got better jobs than me
Why didn’t you go to university?
Well, I did. I did a nearly year of History and loved the subject but I hated living away from home so I dropped out
What do you want to know?
What bits of History will I study? How many hours per week? How long will it take?
How did you find out about the OU?
I was browsing YouTube and found some really interesting ones from the OU.
Segment: Not Employed Adults (C1) • 24-49 • Not employed • Considering HE • No OU experience • Incomplete Studies • Progress career
The Open University, U K, used with permission
first name only
title by characteristic rather than role
picture
demographics by segment, not individual
persona is created from answers to interview questions
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© 2014, Janice (Ginny) Redish Slide 42
How can you keep personas "alive"?
Gina Pearson and colleagues at the Energy Information Administration with three of their persona posters
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http://contentmarketinginstitute.com/2013/04/tips-keeping-buyer-personas-fresh/
? Your ideas ? How would you keep personas alive for your communications?
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✔
Plain language = conversation
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© 2014, Janice (Ginny) Redish Slide 45
Plan Draft Review, Test Revise Publish
Draft = Choose content Organize Write Format
Manage the project…………………………………….
§ Why?
§ Who?
§ How?
§ What?
Rodin, The Thinker
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© 2014, Janice (Ginny) Redish Slide 46
Thank you!
2nd edition 2012
@GinnyRedish
Ginny Redish
Janice (Ginny) Redish, Ph.D. Redish & Associates, Inc. Bethesda, Maryland www.redish.net [email protected]