Copy As Interface | Erika Hall | Web 2.0 Expo
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Copy as Interface Erika Hall, Mule Design Studio, San Francisco Web 2.0 Expo, April 23, 2008
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Transcript of Copy As Interface | Erika Hall | Web 2.0 Expo
Copy as Interface
Erika Hall, Mule Design Studio, San FranciscoWeb 2.0 Expo, April 23, 2008
Copy as Interface Web 2.0 Expo, April 23, 2008
Copy as Interface Web 2.0 Expo, April 23, 2008
Word Of The Day:
caveat
Copy as Interface Web 2.0 Expo, April 23, 2008
Whither the future of interface?
Copy as Interface Web 2.0 Expo, April 23, 2008
Copy as Interface Web 2.0 Expo, April 23, 2008
Voguing with information?
Minority Report (2002)
Copy as Interface Web 2.0 Expo, April 23, 2008
We’re getting there
Copy as Interface Web 2.0 Expo, April 23, 2008
Then there is this thing.
iPhone (2007)
Copy as Interface Web 2.0 Expo, April 23, 2008
People will want to access your application in new ways.
Nabaztag (2007)
Copy as Interface Web 2.0 Expo, April 23, 2008
What does this mean for applications?
Copy as Interface Web 2.0 Expo, April 23, 2008
“People rarely read Web pages word by word; instead, they scan the page.”
—Jakob Nielsen, 1997
Copy as Interface Web 2.0 Expo, April 23, 2008
“People don’t read on the Web.”
Copy as Interface Web 2.0 Expo, April 23, 2008
Idiocracy (2006)
Copy as Interface Web 2.0 Expo, April 23, 2008
Copy as Interface Web 2.0 Expo, April 23, 2008
Copy as Interface Web 2.0 Expo, April 23, 2008
Copy as Interface Web 2.0 Expo, April 23, 2008
Copy as Interface Web 2.0 Expo, April 23, 2008
Copy as Interface Web 2.0 Expo, April 23, 2008
Copy as Interface Web 2.0 Expo, April 23, 2008
http://www.iwantptv.com/images/tivo/Tivo_Suggestions.jpg
Photo: Steve Garfield
Copy as Interface Web 2.0 Expo, April 23, 2008
Copy as Interface Web 2.0 Expo, April 23, 2008
Copy as Interface Web 2.0 Expo, April 23, 2008
Copy as Interface Web 2.0 Expo, April 23, 2008
It’s good to know when to cede control.
Copy as Interface Web 2.0 Expo, April 23, 2008
What is Web 2.0 Writing?
Copy as Interface Web 2.0 Expo, April 23, 2008
We aren’t writing, we are speaking in text.
Copy as Interface Web 2.0 Expo, April 23, 2008
“Orality knits persons together into community.”
—Walter Ong, 1982
Copy as Interface Web 2.0 Expo, April 23, 2008
Oral Culture Literacy SecondaryOrality
Copy as Interface Web 2.0 Expo, April 23, 2008
“Tell me, O muse, of that ingenious
hero who travelled far and wideafter he had
sacked the famous town of Troy.”
“ M Y D E A R A N D HONORED FRIEND: I have often been desirous of writing to thee, but could not be reconciled to the thought that the letter might fall into the hands of the British, lest some printer or busy-body should publish some part of the contents, and give our friend pain, and myself censure.
“O Hai Sign up now.”
Copy as Interface Web 2.0 Expo, April 23, 2008
Web 2.0 language is simple,conversational, specific, and direct.
Copy as Interface Web 2.0 Expo, April 23, 2008
How do users benefit?
photo by Marxpix
Copy as Interface Web 2.0 Expo, April 23, 2008
How will YOU benefit?
photo by Wirehead
Copy as Interface Web 2.0 Expo, April 23, 2008
How copy functions in the interface:• salutation• orientation & navigation• action• (situations requiring) service
Copy as Interface Web 2.0 Expo, April 23, 2008
Salutation!
Copy as Interface Web 2.0 Expo, April 23, 2008
Copy as Interface Web 2.0 Expo, April 23, 2008
Copy as Interface Web 2.0 Expo, April 23, 2008
clearforest.com
Copy as Interface Web 2.0 Expo, April 23, 2008
clearforest.com
Copy as Interface Web 2.0 Expo, April 23, 2008
Copy as Interface Web 2.0 Expo, April 23, 2008
Copy as Interface Web 2.0 Expo, April 23, 2008
schoolofeverything.com
Copy as Interface Web 2.0 Expo, April 23, 2008
schoolofeverything.com
Copy as Interface Web 2.0 Expo, April 23, 2008
Orientation & Navigation
Copy as Interface Web 2.0 Expo, April 23, 2008
Copy as Interface Web 2.0 Expo, April 23, 2008
Phishing
Copy as Interface Web 2.0 Expo, April 23, 2008
Phishing
e
Copy as Interface Web 2.0 Expo, April 23, 2008
hulu.com
Copy as Interface Web 2.0 Expo, April 23, 2008
hulu.com
Copy as Interface Web 2.0 Expo, April 23, 2008
Copy as Interface Web 2.0 Expo, April 23, 2008
Copy as Interface Web 2.0 Expo, April 23, 2008
Copy as Interface Web 2.0 Expo, April 23, 2008
“Short words are best and the old words when short are best of all.”
— Winston Churchill
Copy as Interface Web 2.0 Expo, April 23, 2008
Action
Copy as Interface Web 2.0 Expo, April 23, 2008
Copy as Interface Web 2.0 Expo, April 23, 2008
Copy as Interface Web 2.0 Expo, April 23, 2008
Copy as Interface Web 2.0 Expo, April 23, 2008
Copy as Interface Web 2.0 Expo, April 23, 2008
Copy as Interface Web 2.0 Expo, April 23, 2008
Copy as Interface Web 2.0 Expo, April 23, 2008
Copy as Interface Web 2.0 Expo, April 23, 2008
eharmony.com
Copy as Interface Web 2.0 Expo, April 23, 2008
eharmony.com
Copy as Interface Web 2.0 Expo, April 23, 2008
Service
Copy as Interface Web 2.0 Expo, April 23, 2008
mint.com
Copy as Interface Web 2.0 Expo, April 23, 2008
mint.com
Copy as Interface Web 2.0 Expo, April 23, 2008
flickr.com
Copy as Interface Web 2.0 Expo, April 23, 2008
flickr.com
Copy as Interface Web 2.0 Expo, April 23, 2008
Copy as Interface Web 2.0 Expo, April 23, 2008
etsy.com
Copy as Interface Web 2.0 Expo, April 23, 2008
apple.com
Copy as Interface Web 2.0 Expo, April 23, 2008
microsoft.com
Copy as Interface Web 2.0 Expo, April 23, 2008
Copy as Interface Web 2.0 Expo, April 23, 2008
Copy as Interface Web 2.0 Expo, April 23, 2008
5 ways to get words right:• Be authentic.
• Be engaging.
• Be specific.
• Be appropriate.
• Be polite.
Copy as Interface Web 2.0 Expo, April 23, 2008
Be Authentic.
Copy as Interface Web 2.0 Expo, April 23, 2008
twitter.com
Copy as Interface Web 2.0 Expo, April 23, 2008
Copy as Interface Web 2.0 Expo, April 23, 2008
“The great enemy of clear language is insincerity. When there is a gap between one’s real and one’s declared aims, one turns, as it were, instinctively to long words and exhausted idioms, like a cuttlefish squirting out ink.”
—George Orwell
Copy as Interface Web 2.0 Expo, April 23, 2008
Be Engaging.
Copy as Interface Web 2.0 Expo, April 23, 2008
virgin-atlantic.com
Copy as Interface Web 2.0 Expo, April 23, 2008
virgin-atlantic.com
Copy as Interface Web 2.0 Expo, April 23, 2008
citibank.com
Copy as Interface Web 2.0 Expo, April 23, 2008
citibank.com
Copy as Interface Web 2.0 Expo, April 23, 2008
pownce.com
Copy as Interface Web 2.0 Expo, April 23, 2008
pownce.com
Copy as Interface Web 2.0 Expo, April 23, 2008
pownce.com
Copy as Interface Web 2.0 Expo, April 23, 2008
Be Specific.
Copy as Interface Web 2.0 Expo, April 23, 2008
gettyimages.com
Copy as Interface Web 2.0 Expo, April 23, 2008
gettyimages.com
Copy as Interface Web 2.0 Expo, April 23, 2008
Copy as Interface Web 2.0 Expo, April 23, 2008
etsy.com
Copy as Interface Web 2.0 Expo, April 23, 2008
etsy.com
Copy as Interface Web 2.0 Expo, April 23, 2008
emusic.com
Copy as Interface Web 2.0 Expo, April 23, 2008
Be Appropriate.
Copy as Interface Web 2.0 Expo, April 23, 2008
“Where’s My Stuff?”
amazon.com
Copy as Interface Web 2.0 Expo, April 23, 2008
irs.gov
Copy as Interface Web 2.0 Expo, April 23, 2008
flickr.com
Copy as Interface Web 2.0 Expo, April 23, 2008
Be Polite.
Copy as Interface Web 2.0 Expo, April 23, 2008
feedburner.com
Copy as Interface Web 2.0 Expo, April 23, 2008
feedburner.com
Copy as Interface Web 2.0 Expo, April 23, 2008
subtraction.com
Copy as Interface Web 2.0 Expo, April 23, 2008
subtraction.com
Copy as Interface Web 2.0 Expo, April 23, 2008
particletree.com
Copy as Interface Web 2.0 Expo, April 23, 2008
Add a picture of a screw-up here.
—Erika
Copy as Interface Web 2.0 Expo, April 23, 2008
7 Kinds of Bad
Inconsistent
Presumptuous
Unnatural
Vague
(Too) Clever
Rude
Oblivious
Copy as Interface Web 2.0 Expo, April 23, 2008
Vague!
Basecamp
Copy as Interface Web 2.0 Expo, April 23, 2008
Vague!
Basecamp
Copy as Interface Web 2.0 Expo, April 23, 2008
Vague!
Copy as Interface Web 2.0 Expo, April 23, 2008
Unnatural!
bofa.com
Copy as Interface Web 2.0 Expo, April 23, 2008
Unnatural!
bofa.com
Copy as Interface Web 2.0 Expo, April 23, 2008
Don’t be too clever.
Copy as Interface Web 2.0 Expo, April 23, 2008
“Murder your darlings.”— Sir Arthur Quiller-Couch, Cambridge Lecturer
(among other things)
Copy as Interface Web 2.0 Expo, April 23, 2008
Don’t be rude.
photo by Gil Jimenez
Copy as Interface Web 2.0 Expo, April 23, 2008
Rude!
myspace.com
Copy as Interface Web 2.0 Expo, April 23, 2008
Don’t be oblivious .
Copy as Interface Web 2.0 Expo, April 23, 2008
cnn.com
Copy as Interface Web 2.0 Expo, April 23, 2008
cnn.com
Copy as Interface Web 2.0 Expo, April 23, 2008
cnn.com
Copy as Interface Web 2.0 Expo, April 23, 2008
cnn.com
Copy as Interface Web 2.0 Expo, April 23, 2008
facebook.com
Copy as Interface Web 2.0 Expo, April 23, 2008
facebook.com
Copy as Interface Web 2.0 Expo, April 23, 2008
Don’t be inconsistent.
Copy as Interface Web 2.0 Expo, April 23, 2008
ebay.com
Inconsistent!
Copy as Interface Web 2.0 Expo, April 23, 2008
ebay.com
Inconsistent!
Copy as Interface Web 2.0 Expo, April 23, 2008
Don’t be presumptuous.
Don’t be presumptuous.
Copy as Interface Web 2.0 Expo, April 23, 2008
Presumptuous!
usatoday.com
Copy as Interface Web 2.0 Expo, April 23, 2008
americanexpress.com
Seriously?
Copy as Interface Web 2.0 Expo, April 23, 2008
You will still need designers.
Copy as Interface Web 2.0 Expo, April 23, 2008
Getting Real37Signals
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