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Never Draw a Pig in Clay (and the Ticket Taker in the Tutu). Wayne MacPhail, Web Coordinator, Centennial College October 3, 2002. What we’ll be doing 1 hour 30 minute talk Lots of questions welcome Challenge and engage.

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Never draw a pig in clay and the ticket taker in the tutu

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

Wayne MacPhail, Web Coordinator, Centennial College

October 3, 2002


What we ll be doing 1 hour 30 minute talk lots of questions welcome challenge and engage

What we’ll be doing1 hour 30 minute talkLots of questions welcomeChallenge and engage


The Good NewsYou already know a lot about creating online content.Why?Because you live in the real world. I hope.


The Bad NewsOnline content creation has been dominated by MBAs, graphic designers, and software engineers - not writers.


The problem add attention deficit disorder

The Problem?ADDAttention Deficit Disorder


Attention deficit disorder not enough attention paid to the

Attention Deficit DisorderNot enough attention paid to the:

  • audience

  • purpose

  • results

  • experience

  • lessons

  • past

  • world

  • user

  • words

  • structure

And too much attention paid to the wrong things


The state of the too much art

The State of the (Too Much) Art




The ticket taker in the tutu

The Ticket Takerin the Tutu

ddddddddddddddddd

ADMIT ONE

ddddddddddddddddd






“Years ago Lord Reith, director-generalof the BBC, gave the right reply to those whowould dumb down Web media today.An interviewer asked: “Will you give thepeople what they want?” “No,” he replied,“we shall give them something better.”

Martyn Perks - Create Online March, 2002


When mbas rule the web that s not an org chart that s site architecture

When MBAs rule the WebThat’s not an org chart, that’s site architecture



Computers and the beauty myth

Computers and the Beauty Myth

The Joy of Complexity



When mbas rule newspapers citizens audience eyeballs and customers

When MBAs Rule NewspapersCitizens, Audience,Eyeballs and Customers


The dirty truth about online canadian content

The Dirty Truth about Online Canadian Content










Rabbis monks and blind guys with harps

Rabbis, Monks and Blind Guys with Harps



Lessons from the real world

Lessons from theReal World



Lessons from other media

LessonsFrom Other Media


Tell readers where they areProvide a convenient map of the work (TOC, index)Provide a title pageLet users mark their spot and progressShow users how long the text isBreak the text into standard pieces (chapters)

From Books


Keep visuals interestingMake screen graphics readableTell a story with picturesOnline cannot compete as a rich media experience

From Television


Social relationships do not depend on bandwidthCompletion is a powerful tool for engagementTell a story with picturesKeep dialogue crispTell a human story

From Comics


To think of character as response to conflictFigure out whose story it isProvide tension and releaseBreak story into fractal units (acts/scenes/beats)Give the story a dramatic arc

From Movies


Keep the front page freshTell human storiesTell them what you're going to tell them, tell them, then tell them what you told themKeep writing short, muscular and activeProvide surprise and a sense of discovery

From Newspapers



Stories can have a geographyObjects can contain storiesSpace can replace time as the axis of storytellingStories, objects and memory have resonanceIn the absence of forward momentum, story dies

From Hypernarrative



Being human1

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


Being human2

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


Being human3

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



The media equation1

The Media Equation

MEDIA = REAL LIFE


Being human part two

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


Know thy users for they are not you

Know Thy Usersfor They are not You



User Goal

User Interface



We can listen well and watch intelligently

We can listen welland watchintelligently


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


Our job is simple get out of our users way so they can achieve their goals

Our job is simple. or jargon.Get out of our users’ wayso they can achieve their goals.


The user as hero

The user as hero or jargon.


Listening and watching well stakeholder input paper prototyping usability testing

Listening and Watching Well or jargon.Stakeholder inputPaper prototypingUsability testing


Discontent content and microcontent

Discontent, or jargon.ContentandMicrocontent



Head subhead byline story summary part one part two part three the story begins

Head or jargon.SubheadBylineStory SummaryPart OnePart TwoPart ThreeThe Story Begins


Banish happy talk

Banish Happy Talk or jargon.


Hello. Welcome to our or jargon.new, improved site about gardening in Canada. We’re 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!!!NewMessage BoardsTipsCatalogues


Be clear clarity of writing starts with clarity of thought and intention

Be Clear or jargon.Clarity of writingstarts with clarity of thought and intention


Write tight

Write Tight or jargon.


Say what you want to say. or jargon.Cut it in half.Cut it in half again.Write it.Cut it in half, twice.Write. Cut. Twice.


Rewrite exercise

Rewrite Exercise or jargon.



You’re in a strange room full of doors. or jargon.You’re rushed and searching for something.The only way you know where to go next is toread the signs on the doors.Imagine that when you’re writing the wordsfor your navigation buttons.


Don t bury the user in bananas

Don’t bury the user or jargon.in bananas


Give users one task at a time make the task clear

Give users one task at a time. or jargon.Make the task clear.



Useful Devices for the Disabled or jargon.

Workshops to Help You Succeed


Use standards

Use Standards or jargon.


There are few Web standards, but here’s one. or jargon.The term is look for something on the Web is: SearchNot FindFind ItFind it NowGoGetLook it upetc.



Disability Design Tips or jargon.

Tag content for meaning, style for presentationUse style sheets, but make pages legible without themDon't rely on colour aloneImages and image maps must have ALT text labels Use concise link namesScripts must have a nonscript alternativesApplets must have alternative textAllow users to freeze moving or blinking textProvide synchronized text transcript for audio, and audioProvide text transcripts for videoGive clear titles to acronyms and abbreviationsFrames are optional and titled and contain documents, not images directlyIf all else fails, link to an alternate page and give alternate contact information


Let users participate

Let Users or jargon.Participate


Types of Online Community or jargon.

SearchingTradingEducationContent Building/Issue OrientedScheduled eventsSubscriber-basedE-mail and ListserversSupportCustomer Relations ManagementMultiuser Dimensions or Dungeons (MUDS and MOOs)3D WorldsWebLogsChatSMSInstant MessagingWalled gardens


Planting marigolds

Planting Marigolds or jargon.


Summary or jargon.Learn from the past and the world.Don’t get fancy.Write tight. Be clear.Use the right word(s)Listen.Tell human stories.Stay out of the way.Be helpful.


Wayne macphail wmacphail@centennialcollege ca web coordinator centennial college

Wayne MacPhail or [email protected] CoordinatorCentennial College


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