Ginny Redish - Planning specific content: Purposes, personas, conversations
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Transcript of Ginny Redish - Planning specific content: Purposes, personas, conversations
Planning specific content:Purposes, personas, conversations
Janice (Ginny) Redish, Ph.D.
Redish & Associates, Inc.
Bethesda, Maryland
www.redish.net
@GinnyRedish
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 2
What do you write?
Pictures of people.© iStockphoto.com, except where I give another citation
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 3
Plan DraftReview,Test
Revise Publish
Draft =
OrganizeWriteDesign
How do you write?
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 4
Plan DraftReview,Test
Revise Publish
Let's focus on planning
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 5
Successful communication
Why plan?
If you don't organize, write, and design for your readers’ realities,you are not likely to meet your goals!
Your readers' goals (and their realities)Your goals
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 6
What must you plan?
Think before you write.
For every piece of content,answer these questions:
Why? (Purposes)
Who? (Personas)
What? (Conversations)
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 7
Why? (Purposes) Align with the organization's overall strategy and goals.
Know what you want to achieve.
Be specific.
Focus on your readersand what theyshould do.
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 8
Know what you want to achieveWhen you write this type of content
what do you want to happen?
Email to your bossbecause you want to go to a conference Instructions for filling out a form
Web content about asthma in children
Brochure about health care options
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 9
Be specific
www.manageyourwriting.com
Kenneth W. Davis
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 10
Focus on your readersand what they should do
to tell people how to make an appointment
anxious patients to call the correct numberto make an appointment easily and quickly
to give instructions for the … form
our very busy site visitors, whom we know don't have time to read carefully, to fill out the form correctly and completely without calling us up
We want
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 11
Who? (Personas)
Writing ≠ communicationCommunication needs a reader, too.
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 12
But your readers aren't with you when you are writing
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 13
or reviewing
That's why you need personas.
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 14
What is a persona?
a fictional person who realistically representsa major group of site visitors
composite
based on data about demographics goals and tasks contexts of use (environments) values
Art
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 15
Answer these two questions:
Who are your site visitors? (Name the different groups.)
What should you keep in mind about these people? (Write down adjectives or phrases.)
not what content they are looking for − that's the question after this one.
How do you begin to think about personas?
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
U.S. Department of Agriculture, Economic Research Services, used with permission
full name
titlerole
picture individual
demographicsvalues
what she does in her job
what she wants from the web site
Rebecca’s story – giving you a sense of her
as a person
Rachel, Enthusiastic dreamerTell us a bit about yourself
I’m 28I 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, UK, 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
Simple persona descriptions from the Washington state Department of Labor & Industries; used with permission
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 20
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 21
What? (Conversations)
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 22
If you don't answer your readers' questions,they may not "hear" your messages.
For successful conversations, you must mesh…
Successfulcommunication
Site visitors' questions
Your keymessages
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 23
Write the conversation
Issuance of a TOP command results in a line zero condition.
To go to the beginning of your file, type TOP and press Enter.
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 24
Think "telephone"
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 25
Listen to your persona as you write
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 26
Walk your personas through their conversations Be the persona.
Combine what you have written with a realistic conversation.
What would the persona do?
How well would your content satisfy the persona's need?
Redish & Associates, Inc.
© 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 27
Thank you!
More questions?Write to me: [email protected]
@GinnyRedish
Ginny Redish
Janice (Ginny) Redish, Ph.D.Redish & Associates, Inc.Bethesda, Marylandwww.redish.net