Never Draw a Pig in Clay

Never Draw a Pig in Clay PowerPoint PPT Presentation


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Never Draw a Pig in Clay

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Slide 1:Never Draw a Pig in Clay (and the Ticket Taker in the Tutu)

Wayne MacPhail, Web Coordinator, Centennial College October 3, 2002

Slide 2:What weíll be doing 1 hour 30 minute talk Lots of questions welcome Challenge and engage

Slide 3:The Good News You already know a lot about creating online content. Why? Because you live in the real world. I hope.

Slide 4:The Bad News Online content creation has been dominated by MBAs, graphic designers, and software engineers - not writers.

Slide 5:The Problem? ADD Attention Deficit Disorder

Slide 6:Attention Deficit Disorder Not enough attention paid to the:

past world user words structure audience purpose results experience lessons And too much attention paid to the wrong things

Slide 7:The State of the (Too Much) Art

Complex and self-absorbed Not task-oriented Not user-oriented All about ME Over written - too long Most popular sites most uninteresting content Immature No sense of the medium or too much Hasnít figured out what itís good atComplex and self-absorbed Not task-oriented Not user-oriented All about ME Over written - too long Most popular sites most uninteresting content Immature No sense of the medium or too much Hasnít figured out what itís good at

Slide 8:Medium and Memento

Complex and self-absorbed Not task-oriented Not user-oriented All about ME Over written - too long Most popular sites most uninteresting content Immature No sense of the medium or too much Hasnít figured out what itís good atComplex and self-absorbed Not task-oriented Not user-oriented All about ME Over written - too long Most popular sites most uninteresting content Immature No sense of the medium or too much Hasnít figured out what itís good at

Slide 9:The Selfish Medium

Complex and self-absorbed Not task-oriented Not user-oriented All about ME Over written - too long Most popular sites most uninteresting content Immature No sense of the medium or too much Hasnít figured out what itís good atComplex and self-absorbed Not task-oriented Not user-oriented All about ME Over written - too long Most popular sites most uninteresting content Immature No sense of the medium or too much Hasnít figured out what itís good at

Slide 10:The Ticket Taker in the Tutu

ADMIT ONE ddddddddddddddddd ddddddddddddddddd

www.120seconds.com www.klan123.com www.twinkies.com www.cbc.ca

Slide 15:ďYears ago Lord Reith, director-general of the BBC, gave the right reply to those who would dumb down Web media today. An interviewer asked: ďWill you give the people what they want?Ē ďNo,Ē he replied, ďwe shall give them something better.Ē

Martyn Perks - Create Online March, 2002 Complex and self-absorbed Not task-oriented Not user-oriented All about ME Over written - too long Most popular sites most uninteresting content Immature No sense of the medium or too much Hasnít figured out what itís good atComplex and self-absorbed Not task-oriented Not user-oriented All about ME Over written - too long Most popular sites most uninteresting content Immature No sense of the medium or too much Hasnít figured out what itís good at

Slide 16:When MBAs rule the Web Thatís not an org chart, thatís site architecture

www.bayer.com

Slide 18:Computers and the Beauty Myth

The Joy of Complexity

www.slashdot.com

Slide 20:When MBAs Rule Newspapers Citizens, Audience, Eyeballs and Customers

Slide 21:The Dirty Truth about Online Canadian Content

Slide 22:More good news

www.ofoto.com www.ofoto.com iPhoto

Slide 26:What We Can Learn

Complex and self-absorbed Not task-oriented Not user-oriented All about ME Over written - too long Most popular sites most uninteresting content Immature No sense of the medium or too much Hasnít figured out what itís good atComplex and self-absorbed Not task-oriented Not user-oriented All about ME Over written - too long Most popular sites most uninteresting content Immature No sense of the medium or too much Hasnít figured out what itís good at

Slide 27:The Willful Web

Slide 28:Never Draw a Pig in Clay

Slide 29:Never Draw a Pig in Clay

Slide 30:Rabbis, Monks and Blind Guys with Harps

Slide 33:Book Larniní

Slide 34:Lessons from the Real World

Slide 35:Whatís Your Handle?

Slide 36:Lessons From Other Media

Slide 37:Tell readers where they are Provide a convenient map of the work (TOC, index) Provide a title page Let users mark their spot and progress Show users how long the text is Break the text into standard pieces (chapters)

From Books

Slide 38:Keep visuals interesting Make screen graphics readable Tell a story with pictures Online cannot compete as a rich media experience

From Television

Slide 39:Social relationships do not depend on bandwidth Completion is a powerful tool for engagement Tell a story with pictures Keep dialogue crisp Tell a human story

From Comics

Slide 40:To think of character as response to conflict Figure out whose story it is Provide tension and release Break story into fractal units (acts/scenes/beats) Give the story a dramatic arc

From Movies

Slide 41:Keep the front page fresh Tell human stories Tell them what you're going to tell them, tell them, then tell them what you told them Keep writing short, muscular and active Provide surprise and a sense of discovery

From Newspapers

Slide 42:Story Space

Slide 43:Stories can have a geography Objects can contain stories Space can replace time as the axis of storytelling Stories, objects and memory have resonance In the absence of forward momentum, story dies

From Hypernarrative

Slide 44:Being Human

Slide 45:Being Human

We often experience only what we expect to experience We often miss the obvious We can be absolutely blind to data we don't expect We are creatures of paradigm We all respond to human stories Our short-term memory is fragile, limited and easily taxed Our long-term memory compresses events and is unreliable

Slide 46:Being Human

We have limited bandwidth, especially when we're busy or focussed We are easily distracted We could always use more time We understand symbols, conventions, narratives and scripts We often believe other people experience the world the same way we do

Slide 47:Being Human

We easily form social relationships, especially under stress We need feedback We tend to blame ourselves for errors when confronted with new technology We find our own uses for technology We are fragile, frightened and flawed

Slide 48:The Media Equation

Slide 49:The Media Equation

MEDIA = REAL LIFE

Slide 50:Being Human - Part Two

We are helplessly social especially when stressed We cannot tell true praise from flattery Other praise is valued higher than self-praise Expertise can be easily conferred We more easily criticize to a third party We want to be polite and expect politeness We like people most who are most like us and like people best who become more like us

Slide 51:Know Thy Users for They are not You

Slide 53:The Birdfeeder Lessons

User Goal User Interface

Slide 56:What We Can Do

Complex and self-absorbed Not task-oriented Not user-oriented All about ME Over written - too long Most popular sites most uninteresting content Immature No sense of the medium or too much Hasnít figured out what itís good atComplex and self-absorbed Not task-oriented Not user-oriented All about ME Over written - too long Most popular sites most uninteresting content Immature No sense of the medium or too much Hasnít figured out what itís good at

Slide 57:We can listen well and watch intelligently

Slide 58:We can learn that no user cares about our code, our graphics or jargon. They only care about their task. And so should we.

Slide 59:Our job is simple. Get out of our usersí way so they can achieve their goals.

Slide 60:The user as hero

Slide 61:Listening and Watching Well Stakeholder input Paper prototyping Usability testing

Slide 62:Discontent, Content and Microcontent

Slide 63:Create Clear Microcontent

Slide 64:Head Subhead Byline Story Summary Part One Part Two Part Three The Story Begins

Slide 65:Banish Happy Talk

Slide 66:Hello. Welcome to our new, improved site about gardening in Canada. Weíre sure glad to see you and hope this site provides you with the tips, message boards and catalogue guides every Canadian gardener needs! Enjoy your visit and thanks!!! New Message Boards Tips Catalogues

Slide 67:Be Clear Clarity of writing starts with clarity of thought and intention

Slide 68:Write Tight

Slide 69: Say what you want to say. Cut it in half. Cut it in half again. Write it. Cut it in half, twice. Write. Cut. Twice.

Slide 70: Rewrite Exercise

Slide 71:Think of Buttons as Doors

Slide 72: Youíre in a strange room full of doors. Youíre rushed and searching for something. The only way you know where to go next is to read the signs on the doors. Imagine that when youíre writing the words for your navigation buttons.

Slide 73:Donít bury the user in bananas

Slide 74: Give users one task at a time. Make the task clear.

Slide 75:Use the right word(s)

Slide 76:

Useful Devices for the Disabled Workshops to Help You Succeed

Slide 81:Use Standards

Slide 82: There are few Web standards, but hereís one. The term is look for something on the Web is: Search Not Find Find It Find it Now Go Get Look it up etc.

Slide 83:Designing for Disability

Slide 84:Tag content for meaning, style for presentation Use style sheets, but make pages legible without them Don't rely on colour alone Images and image maps must have ALT text labels Use concise link names Scripts must have a nonscript alternatives Applets must have alternative text Allow users to freeze moving or blinking text Provide synchronized text transcript for audio, and audio Provide text transcripts for video Give clear titles to acronyms and abbreviations Frames are optional and titled and contain documents, not images directly If all else fails, link to an alternate page and give alternate contact information

Disability Design Tips

Slide 85:Let Users Participate

Slide 86: Searching Trading Education Content Building/Issue Oriented Scheduled events Subscriber-based E-mail and Listservers Support Customer Relations Management Multiuser Dimensions or Dungeons (MUDS and MOOs) 3D Worlds WebLogs Chat SMS Instant Messaging Walled gardens

Types of Online Community

Slide 87:Planting Marigolds

Slide 88: Summary Learn from the past and the world. Donít get fancy. Write tight. Be clear. Use the right word(s) Listen. Tell human stories. Stay out of the way. Be helpful.

Slide 89:Wayne MacPhail [email protected] Web Coordinator Centennial College

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