1. Make It Plain: Accessibility and Usability Through Plain Language #PlainLanguageForAll / #UofIWebCon University of IL Web Conference: April 2013 Angela M. Hooker @AccessForAll angelahooker.com

2. These are summary slides Thanks for viewing my slides! I’ve condensed and summarized what I presented in my session. Please visit the links that I’ve included inside the slides—they’re underlined so you can find them easily. Also read the slide notes. If you have trouble using these slides because of accessibility problems, please write to me at ange@angelahooker.com. Even accessibility fans make mistakes, and I want to learn from mine. ange@angelahooker.com 2 @AccessForAll / #PlainLanguageForAll

3. The beauty of the web is … it’s a great place to have a conversation with your users 3 @AccessForAll / #PlainLanguageForAll

4. You want to: Communicate your information so users will take action (buy, sell, read, subscribe, etc.) Meet your users’ needs Help them complete tasks or find important information 4 @AccessForAll / #PlainLanguageForAll

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7. We’ve learned that we create technological barriers to our content, but sometimes, we also create barriers to understanding … with our words. 7 @AccessForAll / #PlainLanguageForAll

8. Common content problems 8 @AccessForAll / #PlainLanguageForAll

9. The wrong people write content 9 “ For ‘tis the sport to have the enginer hoist with his own petard, an’t shall go hard … WTH are you saying, Shakespeare? @AccessForAll / #PlainLanguageForAll

10. Perhaps it’s the institution 10 The institution might dictate what content goes on the organization’s website. @AccessForAll / #PlainLanguageForAll

11. “In order to make people understand your organization’s materials, and get one’s point across, so that everyone knows what one means, it’s important that one doesn’t ramble on and use more words than necessary.” (Some content is wordy.) 11 @AccessForAll / #PlainLanguageForAll

12. Jargon hides meaning “We’re implementing a skills mix adjustment at Acme Corp.” 12 @AccessForAll / #PlainLanguageForAll

13. Slang or regional terms 13 Some writers use slang and/or region or country-centric terms. @AccessForAll / #PlainLanguageForAll

14. “Pedantic” content 14 Showy, extravagant words; overly precise; or formal: “The politicians pontificated about the failed budget.” @AccessForAll / #PlainLanguageForAll

15. Forgetting the audience 15 Those examples of bad content aren’t meaningful to users. People write content without considering the intended and the potential audiences. @AccessForAll / #PlainLanguageForAll

16. Just because someone can’t understand your content doesn’t mean they are unintelligent. 16 Blaming the users @AccessForAll / #PlainLanguageForAll

17. “ It’s not how you said it—it’s what you wrote or spoke. 17 @AccessForAll / #PlainLanguageForAll

18. How can plain language help? 18 @AccessForAll / #PlainLanguageForAll

19. Plain language is … … writing that people can easily understand the first time they read or hear it. 19 @AccessForAll / #PlainLanguageForAll

20. Plain language is … … usable and meets your users’ needs, so they can complete specific tasks on your site, social media channels, app, podcast, etc. 20 @AccessForAll / #PlainLanguageForAll

21. Your users won’t have to read your content several times to understand it. 21 @AccessForAll / #PlainLanguageForAll

22. It reduces user frustration, because it boosts reading ease. 22 @AccessForAll / #PlainLanguageForAll

23. People will respect your “brand,” and see your site as authoritative (this is not limited to for-profit sites). 23 @AccessForAll / #PlainLanguageForAll

24. You’ll retain more users, and your users will remain loyal to you. 24 @AccessForAll / #PlainLanguageForAll

25. These benefits can widen your site’s appeal, audience, and influence. 25 @AccessForAll / #PlainLanguageForAll

26. 26 “But 75 percent of _____ users are _____ with an advanced degree!” Don’t believe it! @AccessForAll / #PlainLanguageForAll

27. Don’t believe it! 27 “Plain language isn’t sophisticated, it’s ‘dumbed down,’ or doesn’t reflect the gravity of the topic without using big words.” @AccessForAll / #PlainLanguageForAll

28. Plain language isn’t “dumbed down” content—it’s about clearly communicating with whomever reads or hears your information and meeting their needs. 28 @AccessForAll / #PlainLanguageForAll

29. It doesn’t matter if you have valuable information if people can’t understand it, use it, react to it, or act on it. 29 @AccessForAll / #PlainLanguageForAll

30. Frustration = the back button Remember: Good content means access for everyone (or as many as possible)! 30 @AccessForAll / #PlainLanguageForAll

31. Using plain language supports “P-O-U-R” principles from the Web Content Accessibility Guidelines (WCAG 2.0).WCAG 2.0 31 @AccessForAll / #PlainLanguageForAll

32. WCAG 2.0 principles of accessibility Perceivable Operable Understandable Robust 32 @AccessForAll / #PlainLanguageForAll

33. The “understandable” principle “Information and the operation of user interface must be understandable. “This means that users must be able to understand the information as well as the operation of the user interface (the content or operation cannot be beyond their understanding).” 33 @AccessForAll / #PlainLanguageForAll

34. Plain language supports POUR Plain language makes your content accessible, and supports the goal of providing universal access for everyone (or as many as possible!). 34 @AccessForAll / #PlainLanguageForAll

35. Consider users with different needs 35 @AccessForAll / #PlainLanguageForAll

36. Don’t forget … 36 People with low literacy skillslow literacy skills People with low language proficiency People with cognitive impairmentscognitive impairments People with autism/Asperger syndromeautism/Asperger syndrome People with dyslexiadyslexia People who are Deaf or hard-of-hearingDeaf or hard-of-hearing People who are agingaging @AccessForAll / #PlainLanguageForAll

37. For example … 37 @AccessForAll / #PlainLanguageForAll

38. Three people … 38 A non-native English speaker A person who is cognitively impaired A person with autism It wasn’t scientific, but I tested two content examples @AccessForAll / #PlainLanguageForAll

39. I asked for opinions … 39 You’ve probably noticed the popular trend to ask a question in the form of an incomplete sentence: “What do you think “Got milk?” means? @AccessForAll / #PlainLanguageForAll

40. I asked for opinions … 40 “Got milk?” The person who is cognitively impaired said, “What type of milk is got milk, and who’s asking me about it? “Do they want my milk? “Does someone think I have a cow?” @AccessForAll / #PlainLanguageForAll

41. I asked for opinions … 41 “Got milk?” The person who is a non-native English speaker said, [After a sigh] “I have a hard time with questions like these. “I don’t know if someone’s asking me for advice or if they want something of mine.” @AccessForAll / #PlainLanguageForAll

42. I asked for opinions … 42 “Hope you can make this important session!” The person who has autism said, “Am I supposed to hope? “Is one person hoping? “Is a group of people hoping? “Is someone talking to Hope? “Is she (Hope) supposed to go to an important session? “Does someone want me to create a session? “Should Hope or I make a session important? How would we do that?” @AccessForAll / #PlainLanguageForAll

43. Here’s what you can do 43 @AccessForAll / #PlainLanguageForAll

44. Learn plain language mechanics Plain Language Guidelines from Plain Language Action and Information Network (PLAIN) http://www.plainlanguage.gov/howto/guidelines/FederalPLG uidelines/index.cfm http://www.plainlanguage.gov/howto/guidelines/FederalPLG uidelines/index.cfm The Center for Plain Language’s guidelines http://centerforplainlanguage.org/about-plain- language/guidelines-for-creating-plain-language-materials/ http://centerforplainlanguage.org/about-plain- language/guidelines-for-creating-plain-language-materials/ The Center for Plain Language’s checklist http://centerforplainlanguage.org/about-plain- language/checklist/ http://centerforplainlanguage.org/about-plain- language/checklist/ 44 @AccessForAll / #PlainLanguageForAll

45. Write for your specific audience. AND Write for average comprehension. 45 @AccessForAll / #PlainLanguageForAll

46. Don’t do this … 46 ? @AccessForAll / #PlainLanguageForAll

47. (Don’t be “clever.”) 47 ? @AccessForAll / #PlainLanguageForAll

48. Assume that your audience is intelligent, but don’t assume they’re familiar with your topic. 48 @AccessForAll / #PlainLanguageForAll

49. Use the inverted pyramid method: Put the most important information at the top and the background information below it. 49 @AccessForAll / #PlainLanguageForAll

50. 50 Be concise—cut out excess/filler words; use minimal text and short sentences. @AccessForAll / #PlainLanguageForAll

51. 51 In print, people write to tell a story. Online, we should write about topics, so users can complete tasks. @AccessForAll / #PlainLanguageForAll

52. 52 Use action verbs—avoid “passive verbs.”passive verbs In passive verbs, the subject of the sentence is not the “actor”—the noun that takes action in the sentence. The actor comes later, often in a prepositional phrase, or there may be no actor identified at all. No: The new report was published. Yes: We published the new report. @AccessForAll / #PlainLanguageForAll

53. 53 “Hidden verbs” hide the action in your writing, by adding unneeded words. Instead of these phrasesUse these words Conduct an analysisAnalyze Present a reportReport Do an assessmentAssess Provide assistanceAssist (or help) Came to the conclusion ofConcluded @AccessForAll / #PlainLanguageForAll

54. Use complete sentences. 54 @AccessForAll / #PlainLanguageForAll

55. Use familiar words and common terms. 55 @AccessForAll / #PlainLanguageForAll

56. Use the standard spelling of words, and resist the urge to combine words. Screen readers often mispronounce such words. For example, some screen readers pronounce “homepage” as “ho-mep-ahj.” This can confuse people who use screen readers to help with low literacy or low language proficiency issues. 56 @AccessForAll / #PlainLanguageForAll

57. Give direct instructions. 57 @AccessForAll / #PlainLanguageForAll

58. Talk with your users: use personal pronouns. 58 @AccessForAll / #PlainLanguageForAll

59. Use “must” instead of “shall” for requirements. 59 @AccessForAll / #PlainLanguageForAll

60. Avoid or explain jargon, colloquialisms, puns, country or region-specific terms (when writing for a broad audience), non- literal phrasing. 60 @AccessForAll / #PlainLanguageForAll

61. A word about technical content Define your purpose: Are you teaching or are you informing with your content? 61 @AccessForAll / #PlainLanguageForAll

62. Make your content clear by using structured elements, such as headings, bullets, lists, consistent navigation. 62 @AccessForAll / #PlainLanguageForAll

63. Test your content 63 @AccessForAll / #PlainLanguageForAll

64. Interview people about your content Ask users to read portions of your content and explain what they think it means. 64 @AccessForAll / #PlainLanguageForAll

65. Usability testing Write instructions and ask users to complete tasks on your site, app, etc. 65 @AccessForAll / #PlainLanguageForAll

66. Test two versions of your content Conduct “A/B testing” (called “controlled comparative studies”) interviews. Provide two versions of your content and ask participants to give their impressions of each version. 66 @AccessForAll / #PlainLanguageForAll

67. Final Words 67 @AccessForAll / #PlainLanguageForAll

68. Final thoughts … 1.Consider your users’ needs first. 2.Your users want to complete a task. 3.Have a conversation—speak directly to your users. 4.Use everyday terms people understand. 5.Don’t follow trendy content practices—choose clarity over trends. 6.Each medium (mobile, desktop, app, video, podcast, etc.) may require tailored content. 7.Test your content. 8.All of these help you incorporate accessibility throughout your project lifecycle. 68 @AccessForAll / #PlainLanguageForAll

69. Resources 69 @AccessForAll / #PlainLanguageForAll

70. Resources: Plain Language Plain Language Checklist: http://www.plainlanguage.gov/howto/quickrefer ence/checklist.cfm http://www.plainlanguage.gov/howto/quickrefer ence/checklist.cfm Comprehensive Plain Language Guidelines: http://www.plainlanguage.gov/howto/guidelines /FederalPLGuidelines/FederalPLGuidelines.pdf http://www.plainlanguage.gov/howto/guidelines /FederalPLGuidelines/FederalPLGuidelines.pdf Test Your Content (methods): http://www.plainlanguage.gov/howto/guidelines /FederalPLGuidelines/testing.cfm http://www.plainlanguage.gov/howto/guidelines /FederalPLGuidelines/testing.cfm 70 @AccessForAll / #PlainLanguageForAll

71. Resources: Plain Language Plain language video: http://www.youtube.com/watch?v=sn8ChVRjj yA http://www.youtube.com/watch?v=sn8ChVRjj yA User-centric content—“The Audience You Didn’t Know You Had,” by Angela Colter: http://contentsmagazine.com/articles/the- audience-you-didn%E2%80%99t-know-you- had/ http://contentsmagazine.com/articles/the- audience-you-didn%E2%80%99t-know-you- had/ 71 @AccessForAll / #PlainLanguageForAll

72. Resources: Addressing Disabilities Cognitive Web Accessibility Checklist: http://wave.webaim.org/cognitive http://wave.webaim.org/cognitive Information about cognitive disabilities: http://www.clearhelper.org/ http://www.clearhelper.org/ 72 @AccessForAll / #PlainLanguageForAll

73. Resources: Writing Web Content Accessibility for Web Writers, by 4 Syllables: http://www.4syllables.com.au/2010/09/accessibi lity-web-writers-part-1/ http://www.4syllables.com.au/2010/09/accessibi lity-web-writers-part-1/ Content and Usability: Web Writing: http://www.webcredible.co.uk/user-friendly- resources/web-usability/web-content.shtml http://www.webcredible.co.uk/user-friendly- resources/web-usability/web-content.shtml Writing Vibrant, Compelling Content: http://www.slideshare.net/GinnyRedish/writing- vibrant-compelling-copy http://www.slideshare.net/GinnyRedish/writing- vibrant-compelling-copy 73 @AccessForAll / #PlainLanguageForAll

74. Resources: P-O-U-R WCAG 2.0 Principles of Accessibility: http://www.w3.org/TR/UNDERSTANDING- WCAG20/intro.html http://www.w3.org/TR/UNDERSTANDING- WCAG20/intro.html Constructing a POUR Website: http://webaim.org/articles/pour/ http://webaim.org/articles/pour/ 74 @AccessForAll / #PlainLanguageForAll

75. Resources: Websites Center for Plain Language: http://centerforplainlanguage.org http://centerforplainlanguage.org PlainLanguage.gov: http://www.plainlanguage.gov http://www.plainlanguage.gov Plain Language Association International: http://www.plainlanguagenetwork.org http://www.plainlanguagenetwork.org Readability testing tools: http://juicystudio.com/services/readability.ph p http://juicystudio.com/services/readability.ph p 75 @AccessForAll / #PlainLanguageForAll

76. Resources: Training Online: http://www.plainlanguage.gov/resources/take_tr aining/index.cfm http://www.plainlanguage.gov/resources/take_tr aining/index.cfm U.S. federal government agencies can get free plain language classes: http://www.plainlanguage.gov/resources/take_tr aining/freetraining.cfm http://www.plainlanguage.gov/resources/take_tr aining/freetraining.cfm Conferences and events: http://centerforplainlanguage.org/topic/events/ http://centerforplainlanguage.org/topic/events/ 76 @AccessForAll / #PlainLanguageForAll

77. Resources: Books Janice (Ginny) Redish, Letting Go of the Words Janice (Ginny) Redish, Writing Web Content that Worksi Patricia T. O'Conner, Woe Is I: The Grammarphobe's Guide to Better English in Plain English Steve Krug, Rocket Surgery Made Easy Jakob Nielsen, Designing Web Usability: The Practice of Simplicity 77 @AccessForAll / #PlainLanguageForAll

78. Thank you! Angela Hooker @AccessForAllAccessForAll ange@angelahooker.com angelahooker.com 78