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Vicky BuserInformation architect, GOV.UKGovernment Digital Service@vickybuser
Getting the words right
GDS
1. Why words matter
2. Why they’re hard to get right
3. Tools and techniques
GDS
GDS
190,000+ documents
10m visitors a week
General public and professional users
1. Why words matter
GDS
Words = language = meaning
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Language = a commonly held agreement between people about what verbal sounds will represent which buckets of ideasSource: “The Silo Effect” by Gillian Tett
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IAs group, categorise and label things on behalf of users
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Labels are important in navigation
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So getting the words right is core to UX
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Context is key
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Context can be level of knowledge
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Pharmacovigilance?
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Context can be culture
GDShttps://www.flickr.com/photos/curioustangles/15537562818/
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Context can be emotional state
GDShttps://www.flickr.com/photos/a-lish147/5021241570
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Words can create the right (or wrong) emotional tone
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Literacy and accessibility
GDShttp://www.bdadyslexia.org.uk/dyslexic/eyes-and-dyslexia
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buyhelpaboutliketell
2. Why words are hard
GDShttps://www.flickr.com/photos/chris_schultz/11306328493
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Words are often ambiguous
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Synonyms
Homonyms
Contronyms
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Language changes all the time
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3. Tools and techniques
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Tool 1: Contextual user research
GDSwww.gov.uk/design-principles
GDSwww.flickr.com/photos/woolgenie/16093952683/
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Tool 2: Search term analysis
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6% of users use site search
About 5m searches a month
66m searches in 2015
Almost 17m different search terms used in 2015
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Tool 3: Card sorting
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GDShttps://www.flickr.com/photos/lendingmemo/11442225495/
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Bringing all the evidence together
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GDS
Thanks!
Vicky Buser@vickybuser