Ok, summer is halfway over! I hope you've had some vacation time to relax. Summer is also a great time to think big and muse on how you want to improve your website. Here are 5 important things to consider:
1) An easy to update website is essential. I like Wordpress, tolerate Drupal, and dislike Joomla. But really, I can't figure out why more non-profits and companies aren't on Squarespace. Its platform is so much easier, looks great, and saves money. Squarespace didn't pay me to say that. If your website isn't very complicated, I would move it to Squarespace or another similar platform. Save the development headache and focus on the content.
2) Website accessibility better get prioritized. Winn Dixie was sued for not having an accessible website recently. The blind customer won the case in June. Some design/development firm sure blew it. Next time they'll think about the 19% of folks with a disability in the US. You should too. Start with this guide to learn how to make your site more accessible. I'm working on improving mine this summer.
3) Values show up on your website. Whether you are aware of them or not, your values are reflected in your behavior, your communication, and your website. Do you value efficiency, honesty, relationships...or something else? What are your values anyway? How are they showing up on your website? My co-author and I discuss values extensively in our book Don't Be a Zombie: How to Refocus your Company’s Identity for More Authentic Communication. Using your values is the key to authentic and consistent communication.
4) Copying doesn't work. It makes for websites that look too similar. It's easy to look at competing companies or blogs and think, "Oooh, we should do that too." If you find yourself saying something like that, STOP. It's a terrible idea. Instead, you can see what the competition is doing so you can do something different. Seth Godin talks about this in probably half of his 25+ books.
5) The best website book still remains the same. If you haven't read Don't Make Me Think by Steve Krug, you are probably violating basic UX rules with your website. This means losing customers and readers. And don't depend on expertise of others. I know many designers and developers who violate basic UX rules all the time. Don't make people leave your website in frustration.
So that's what's on my mind. Do you agree or disagree with me? And what are you thinking about this summer?
Are you seeking the handouts used at our workshop at the IABC World Conference in Washington, DC? If so, they can be found on The Zombie Business Cure Website here.
Thanks everyone for attending the workshop! We had fun taking zombies and communication strategy with you!
Please use and/or share any of the following items with others.
- Slides from my talk "What Would A Trauma-Informed Website Look Like?"
- Editable One Page Communication Plan
- Editable Action Plan Handout
- Hemingway Editor (Use Free Version)
- Broken Link Checker (Free)
- Spell Checker (Free)
- Google Speed Test (Free)
- Pingdom Speed Test (Free)
- WebPageTest Speed Test (Free)
Great book for further learning about UX: Don't Make Me Think by Steve Krug
The webinar on August 11 will be on NCCADV's webinar page soon.
Let's make trauma-informed websites a trend so we can better help survivors!
In the field of user experience (UX), we often talk about designing for delight. We focus on how good we can help a person feel when interacting with a website or other technology. But in some cases, website design and content choices aren't about delight at all. They might be about relief. Or they could be as serious as life or death.
I'm studying how to improve websites serving domestic violence (DV)/interpersonal violence (IPV) survivors. How can these websites meet the complex needs of this group of people? There are neurological, social, and physiological effects of trauma and interpersonal violence. Plus, there are safety and privacy issues in these situations.
Looking at the websites of organizations that serve survivors has led me to these questions:
- Are the websites helping survivors feel empowered to take the next step toward help?
- Or are the websites aggravating the symptoms of trauma itself?
- So...what would a trauma-informed website look like?
The US government offers some direction on being trauma-informed in general. The Substance Abuse and Mental Health Services Administration of the US Government (SAMHSA) has Six Key Principles of a Trauma-Informed Approach:
- Trustworthiness and Transparency
- Peer Support
- Collaboration and Mutuality
- Empowerment, Voice and Choice
- Cultural, Historical, and Gender Issues
Some of these principles overlap with those of UX. For example, trust is often critical to share personal or financial information with a website. It's important to be trustworthy both to be trauma-informed AND to have great UX. Plus, a positive user experience can feel empowering. A poor one can feel overwhelming and disheartening.
I'm exploring how these SAMHSA principles combine with those I've learned in my UX career. I'm hoping to translate these principles into action items to make websites trauma-informed. There are also a number of survivor-sensitive features that are necessary for service agency websites.
Becoming trauma-informed and user-friendly may not require a costly redesign. I suspect it's often about making smarter design and content choices. With a UX and trauma-informed lens, we can improve survivors' experience.
I'm speaking at the North Carolina Coalition Against Sexual Assault conference in May. I'm not going there knowing all the answers. But I'll share what I've learned so far about making a website trauma-informed. This work is important for the safety of all people suffering within violent relationships.
I'm all for designing for delight, but I'd love more people to help on this more serious issue too. Please get in touch if you want to join forces for good.
Here is a PDF of slides from my talk Go Go Bananas with Research: How UX Research Can Better Your Marketing (and Even Change Your Business Model). It's possibly the longest talk title ever!
Books recommended and referred to:
- Just Enough Research by Erika Hall
- The UX Team of One by Leah Buley
- Rocket Surgery Made Easy by Steve Krug
- Don't Make Me Think, 3rd Edition By Steve Krug
- The Zombie Business Cure by Melissa Eggleston and Julie Lellis
So happy to announce that my book is out now! You can buy it at Amazon here!
Do you know an organization whose communication is lifeless or indistinguishable? The Zombie Business Cure can help.
The book covers:
- content strategy
- communication planning
- some UX case studies
It's full of practical tips! It can help whoever is managing communication for an organization (or aspires to do so). This might be a:
- small business owner
- non-profit executive
- marketing or public relations professional
- business or communication student
Do you know someone who it might be able to help? If so, maybe you could buy a copy as a gift.
His name was Molotov, and as you might imagine, he was intense.
Typically in my free time you’ll find me sweating at a yoga studio with people named Shanti. I quickly knew I was way out of my element when I noticed firearms mounted on the back wall of the Krav Maga studio. (They must be pretend. I’m pretty sure they are too expensive to be left out like this.)
If you don’t know what Krav Maga is, you aren’t alone. I didn’t have any idea what it was was until recently. I just kept seeing this unusual name above what looked like a store near my yoga studio. At some point I became curious enough to look it up online. I learned that Krav Maga is self-defense and physical training first. The Israeli army developed it in the 1940s, and it's still used around the world by law enforcement. Self-defense is good, I never learned it, and maybe I should, I thought.
So here I am in an exercise studio with Molotov. His manner is welcoming though he looks like he could break my neck in less than three seconds.
We start doing exercises, punching in the air, working on our form. Then we pair up and since there are only a few women, my partner is a man.
For the first time in my life, I have a man punching, hard, at a pad I’m holding to my chest, pretty darn close to my face. I find my breath tightening up. I’m struggling to keep my balance when he hits. Then it was my turn.
Punching feels weird. I guess some people know how to do this, but I don't. I’m hitting the pad as hard as I can which doesn't seem that hard. I’m getting corrections from Molotov. It seems I need to be putting my full body into it. My hand is starting to get red, and I’m breaking skin. It seems I’m hitting with the wrong part of my hand according to Molotov. So I adjust.
When I leave 45 minutes later, my head is spinning with new information. And as a user experience (UX) professional, I’m a sucker for new experiences and learning.
So go to another class run by a female instructor. We talk about what to do in a multiple attack situation and what adjustments to make if a knife is pulled on us. As if she was speaking about Zumba, the teacher tells us about upcoming classes: Gun Disarmament and Knife Fighting.
We spend a lot of time learning a move to get out of a choke hold. I can hardly keep the instructions straight. My mind is trying to process some kind of arm sweep then elbow blow with a simultaneous chop to the groin. Then I'm to throw a second elbow then prep for the next attacker. (I try to show this to my husband later but then have to tell him to pretend choke me from the side or I can't do it right.)
My thoughts are spinning. I'm learning new vocabulary and concepts. I suspect new brain pathways are forming. I’m having trouble even remembering all the instructions and it all feels totally unfamiliar. And that’s why I’m coming back.
(And of course I’m so curious why the other people are in the class! I’d love to sit down in a circle at the beginning and discuss why we are all here. They don’t do this in Krav Maga.)
Why am I taking these classes? Well for one reason, they help me professionally as a UXer designing for other people.
If I’ve learned one thing in 2016, it’s that we often tend to run around within our bubbles of friends. We don’t meet different kinds of people. Our election showed us how divided we are.
Krav Maga classes bust my bubble. (Weapons on the wall?!?!) They show me how much I don’t know about people who have served in the military or carry guns. I also know little about people who worry frequency about safety. Clearly I don't even know how to throw a punch well. I have so much to learn about other people and myself.
How does this Krav Maga experience help me be a better UXer?
- It reminds me that there are many people who are unlike me.
- It helps me learn about these people who are different than me.
- It offers me humility, a key characteristic of a good UXer
- It changes my mental model of an workout, and UXers really need to understand the concept of mental models and the process of how they evolve
- It prepares me for any crazy situations doing user research. Think I'm kidding? Check out Steve Portigal’s new book Doorbells, Danger, and Dead Batteries: User Research War Stories.
And in general, I’m likely to be better able to keep myself safe. (Well, at least if someone tries to choke me from the side).
So one of the things I'm doing now is hanging out with teachers named Molotov instead of Shanti, at least sometimes. No matter what your job is, you will learn valuable information by getting out of your bubble. Who's your Molotov to learn from?
During a bout of insomnia the other night, I wrote up some holiday wishes for my profession. This is what I'd like to see happen in UX.
My religious family members would be so proud. I'm in an advent calendar - but for content strategy! Gather Content's 2016 Advent Calendar gives all kinds of solid advice from experienced content strategists.
Learn how to stand out by being original with your content! I'm talking here about ideas from my forthcoming book The Zombie Business Cure. Click below to get to the 5 minute video!
I have a new favorite conference called edUI! I attended it few weeks ago in Charlottesville, VA. Following are some highlights from it, including resources for you:
- Running with a keynote speaker is a unique experience. What a memorable jaunt planned by the conference organizers! It was worth getting out of bed early to hit the pavement with the inspiring Josh Clark. Wonder what the future of tech looks like? Watch Josh's fun talk Magical UX and the Internet of Things.
- Steve Krug first sparked my interest in UX in 2007. His fantastic book was required reading in grad school. If you are a person making choices about a website, read Don't Make Me Think! Your website visitors will thank you. At edUI, Steve gave a keynote speech. But he also participated in workshops, including mine, and made them better just by his quiet presence and helpfulness. He offers a great example to follow.
- Charlottesville, Virginia, is a walkable, fun and friendly location. How did I not realize this before?
- Aussie Donna Spencer rocked her workshop on moving from research to design. She wants us to write down a coherent story before jumping to content and functions. UXers, see Donna's detailed slide deck here.
- Getting fresh air between sessions = a better conference. Two thumbs up for having 3 interesting venues. How great not to feel stuck in a hotel with terrible carpet all day.
- You can hike to beautiful Humpback Rocks in the morning and still make an 11am session!
- Analytics master Mitch Daniels of the interaction agency Viget wants you to stop wasting your analytics budget. So stop tracking everything and focus on the KPIs for your organization. Learn from Mitch about analytics.
- The edUI organizers know how to put on a conference. They also made themselves very accessible throughout the event. If you work in the higher ed, library or museum field, attending edUI should be a high priority.
Learn more about the edUI conference here. Maybe I'll see you in Charlottesville next year!
Where were you in 1996? I was in the picturesque town of Davidson, North Carolina, typing away. As a senior in college, I interned at a small sports marketing firm. We produced the College Soccer Weekly website that was later bought by soccer.com. This was my first "office" job - until then I had mostly just coached soccer.
My main task was to develop website content. I conducted interviews with college soccer stars who were on the US National Teams. I interviewed legendary coaches who won often. I wrote game notes before big contests and summaries afterwards. We had 1 million "hits" per month during the busy season of Fall soccer. And that was exciting!
ONLINE WRITING IN 1996
But bless the dear soccer fans who visited our website. I often broke the rules we now know about writing for the web. Here’s an example from the article about game between top teams Notre Dame and University of North Carolina at Chapel Hill:
"After equally good chances at both ends and some fine goalkeeping by Notre Dame's LaKeysia Beene and Carolina's Siri Mullinix, newcomer Anne Makinen of the Irish grabbed the attention 22 minutes into the game. A foul by Carolina 25 yards out gave the Irish a free kick which center midfielder Makinen perfectly placed into the lower left corner of the goal, avoiding the wall of Carolina players."
I ran this passage through a free online resource, the Hemingway Editor app. It examines your text and lets you know how readable it is. Check out the result:
Yikes! These are "very hard to read" sentences at a reading level of Grade 18! The recommended grade level for writing on the web for a U.S. audience is generally 8th grade. (Even first year college students often read at this level.)
We’ve learned so much about how people read on the web in the last 20 years. But has that actually changed our writing? Looking at many websites out there, the answer is "no."
Online Writing in 2016
In July I realized this problem with online writing was bigger than I thought. I read this article on "The Impact of Smart Analytics on Commerce" on a blog of tech giant IBM. Now certainly IBM has a batch of user experience professionals, marketers, and other employees who must understand how people read online. Right? Right?! So why can't someone edit the posts on the IBM Commerce Blog?
Look at the mess when I run this article though the Hemingway Editor:
The article's reading level is at Grade 18. There are 12 "very hard to read" sentences. This looks pretty darn similar to how I wrote in 1996.
Don't think I just cherry picked this article. I looked at a sample of 7 of them from the IBM blog. Here's that list along with the number of "very hard to read" sentences and the grade level of the writing.
- Delightful Customer Experiences: Find out How You Can Build Brand Advocacy with Every Engagement at Shop.org 2016 - 19 sentences are very hard to read, Grade 17
- It’s Time for the Grocery Industry to Forge Its Mobile Digital Blueprint - 19 sentences are very hard to read, Grade 13
- Is Your New Purchase Stalking You Online? - 9 sentences are very hard to read, Grade 11
- Online Forms are Standard and Boring - 8 sentences are very hard to read, Grade 10 (better!)
- Are your customers compelled to act based on your brand’s story? - 14 sentences are very hard to read, Grade 11
- Better Contracts, Better Business: Are You Excelling or Putting Your Company at Risk? - 9 sentences are very hard to read, Grade 15
- Preparing for Instant Payments in a Digital Economy - 13 sentences are very hard to read, Grade 16
Even highly educated IBM customers can experience cognitive overload when reading online. And our eyes get tired. We get distracted. We get lost in a long compound-complex sentence. Make it easier for everybody to read! IBM just needs one extra hour to change its articles for how people read online. Shorten sentences, find alternatives to complex words, break up lists of items. Kill the sentences that sound like a PhD student.
If you write online, you must know how people read online. Otherwise it’s like being a fashion designer without a sense of how the human body moves. You wouldn't do silly stuff like design pants that people can’t walk in. Don't write articles that are hard to read either. Nobody ever says, "Jeez, that was too easy to understand!"
So...what should we do?
Do at least one of of the following ASAP:
- Use Hemingway Editor and run all of your website text through it. There’s a free version. It’s awesome. The Internet could be a better place for all readers if we all used it.
- Read Chapter 5 from Steve Krug’s Book “Don’t Make Me Think.”
- Read Letting Go of the Words by Ginny Redish. You can snag a few sample chapters at Ginny’s website.
- Have beta-readers who represent your target audience read your copy. Learn what confused them and which sentences they have to re-read to understand.
Join me in writing at least for 2016, if not for the future...
If you create or work with websites in any way, the upcoming edUI Conference is a great value for professional learning. It's happening next month in lovely Charlottesville, Virginia. A batch of terrific speakers will cover topics including UX, UI, social media and more. I'll be teaching a workshop on guerrilla usability testing with Julie Grundy of Duke University. We also teach the Intro to UX Class for Girl Develop It RDU. Join us! Register here.
In addition to writing a book these last few months, I've also been doing some writing for Command C, an ecommerce web development shop. You may be able to benefit from these articles as well!
If you are interested (transfixed?) by the presidential campaigns by Clinton and Trump, learn what's been going on with their ecommerce stores. For a while Trump was running a sub-par shop, then the Donald basically copied Clinton.
Enjoy! And please let me know if you have any questions at all.
I'm happy to share with y'all that the book I've been working on for the last two years will be out in stores in early 2017. I'm currently finishing up the last chapter with my co-author and friend, Dr. Julie Lellis, a professor of strategic communication at Elon University.
Our book helps small business owners and communication professionals in larger organizations to be more mindful and authentic in their communication.
We include case studies and examples in the book of organizations such as:
- Allstate Insurance
- The Unipiper
- Nat's Hard Cider
- Duke University Lemur Center
- Meals Plus
- and many more!
This will be a short blog post as I'm so tired of writing already. I'll keep you posted as the book becomes available.
Thanks to everyone for their support!
Here are the slides from my presentation "Managing Freelancers Without Losing Your Mind" from the 2016 NCT4G Conference. Thanks to everyone who attended. Please contact me if you have questions.
I hear these refrains too often: “I’m tired.” "I'm too busy." "I'm barely keeping my head above water."
Let’s stop this.
In March, I spoke about zombies and content strategy at WordCamp Atlanta, an annual WordPress conference. The talk is here on WordPress TV. But what surprised me was people's interest afterwards in a document I referenced very briefly in the middle of my presentation. The document is called "20 Ways to Say No" and was written by Ramona Creel. It's perfect for people who overextend themselves.
You may be overextended if you:
- forget appointments
- consistently feel overwhelmed
- find yourself with insomnia in the middle of the night
- frequently say you’ll do something, then not do it
- have very little “down time” to decompress
These signs mean something needs to change.
I see too many overextended business owners and professionals. Sometimes their businesses don’t thrive. Or sometimes their businesses succeed, but they have lost any semblance of serenity. What good is it to have a successful business and be stressed out all the time?
Is the solution time management? Is it meditation or medication? Is it getting a coach? Maybe those things would help.
But the one thing that I know helps is to:
It's so simple, but it can be hard to do. As small business and website owners, we need to say "no" more frequently. We should only say “yes” to the right things, such as clients that match our values and projects that excite us.
Saying "no" doesn’t mean being self-centered or uncaring. It means that we can only give so much without replenishing ourselves before we crumble.
My friend Rick sent me this Say "No" document about 7 years ago. It has made me a better professional and helped me become more focused. Download the 20 Ways to Say No PDF to learn how to say "no" in a gracious but honest way. And do let me know if it helps you!
Thank you to everyone who came out to hear me speak today. Below are my slides. Don't be a zombie, y'all!
And here's the "Say No" document people asked me about. FYI, I don't know it's origin, it was given to me by a friend a few years ago. I hope it helps!