MAKE IT CLEARSandra Fisher-MartinsChief Clarity Officer | Claro

Productized 2016 21 October

clarity = find + understand + act

THECLARITY METHOD

Start with a purpose

Start with a purpose

1. What do you want to achieve?

“I want the designer to save the user some time.”

“I want the designer to cut down the number of clicks from 5 to 2.”

Start with a purpose

1. What do you want to achieve?

2. What do you need to do to achieve it?

• Provide a context• Justify a decision• Display alternatives and their

consequences• Give instructions or specify next

steps• Show advantages• Make recommendations• ...

Know your audience

Know your audience

1. Who are they?

Know your audience

1. Who are they?

2. What do they want to know?

Know your audience

1. Who are they?

2. What do they want to know?

3. What do they need to know?

Highlight your key messages

Highlight your key messages

1. What do you want your audience to remember?

“Payment encryption” or “Payment safety is a paramount requirement and should therefore be met by high standard product safety features”

“We encrypt your payments so your money is safe with us.”

Highlight your key messages

1. What do you want your audience to remember?

2. What is your main message?

Use their words

Use their words

1. Jargon may be OK

“With CPM where they are at the moment in this market, I know on advertising alone we’d break even.”

“Based on a quick and dirty heuristic evaluation we think the current UX will be lacking in consistency. Also, based on our user profiles we think that skeuomorphic is the wrong approach.”

Use their words

1. Jargon may be OK

2. Everyday words are probably better

“Our solutions reduce storage costs with de-duplication technology.”

“Our solutions save space on your disk by checking for data that is already backed up and ignoring it.”

Keep it short

Keep it short

1. Short documents

Keep it short

1. Short documents

2. Short paragraphs — 5 lines max

Keep it short

1. Short documents

2. Short paragraphs — 5 lines max

3. Short sentences — 25 words max

“ASICS Running clothing features iconic design and high performance running jackets, running tops, shorts and tights made with the latest ASICS technology including MotionDry to keep you cool when running in the heat and our waterproof and windproof MotionProtect

technology protects you when running in cold weather.”

“ASICS Running clothing features iconic design and high performance running jackets, running tops, shorts and tights. All are made with the latest ASICS technology including:• MotionDry to keep you cool when running in the heat • MotionProtect to waterproof and windproof you when

running in cold weather.”

Keep it short

1. Short documents

2. Short paragraphs — 5 lines max

3. Short sentences — 25 words max

4. Short words

1. Start with a purpose

2. Know your audience

3. Highlight your key messages

4. Use their words

5. Keep it short

THE CLARITY METHOD

claro.pt/productized

Download your clarity checklist at

Get in touchsandra@claro.pt