FOWA: Copy is Interface (Erika Hall) [en]

Here are my live notes of this Future of Web Apps (FOWA) session. They are probably incomplete and may contain mistakes, though I do my best to be accurate. Chances are I’ll be adding links to extra material and photos later on, so don’t hesitate to come back and check. Read Suw’s notes, too.

Words are the most important components of your user interface.

Caveat: interface language found in the wild… American. So, not talking about internationalisation, different versions of languages, cultural issues…

Exciting interfaces: gesture thing Tom Cruise is using, Wii, iPhone… But not yet for data/information stuff.

You don’t know how people are going to access your application. Nabaztag. Applications people love today are made from text. Even interacting with our TV with a text-based interface.

Language is an interface.

Dopplr philosophy. Device independant. User benefits by having direct access to information. In our everyday life, our priority isn’t shiny stuff, but things that work. steph-note: interpreting somewhat, here.

How will the application developer benefit?

Though it takes a lot of skill to use language well, it’s easy to iterate. People will freak out when you change the colours of your site, but won’t budge much if you change language.

5 ways to get words right:

• be authentic; consumating vs. eharmony (Erika’s pet peeve: the “submit” button. If you change one piece of copy, change that. People don’t “submit” anything.) Twitter has good “we’re down” messages. Sounds like there are real people behind that application. steph-note: when putting a quote on a slide, read the quote in full.
• be engaging; schoolofeverything.com, virgin-atlantic.com (“Hello gorgeous!”) Citybank: “Who was your arch rival when you were growing up?” as proposed security question. Pownce genders.
• be specific with the language you use. emusic.com
• be appropriate: it would be disconcerning if my bank tried to be my buddy. Amazon: “where’s my stuff?” Flickr “Talk Like a Pirate” day. But… some people were afraid the site had been hacked!
• be polite: rude doesn’t get much forgiveness. Feedburner: “Activate Feed” and “Cancel and do not activate”, including type size to help you do what you want to do. subtraction.com: “remarks”. particletree.com adding “Everyone needs a hug” as default text in their comment box, when they were dealing with terrible flame wars.

Things that have gone wrong:

8 kinds of bad:

• vague: basecamp, “file should be under 10Mb”; Apple: “some warnings occured. would you like to review them?”; Bank: “expand your relationship” (creepy!) Ask real people how they would call this thing they want to do.
• passive
• too clever/cute; “Murder your darlings.” Be ready to kill your pet phrases.
• don’t be rude or stupid unhelpful.
• oblivious to your surroundings: CNN — “Don’t miss: Bodies trapped in wreckage.”
• inconsistent: the whole “my/your” inconsistency. Read your interface aloud to see if it sounds dumb.
• don’t be presumptuous

You will still need designers. We’re sociable and entertaining, shouldn’t lose those skills when developing our application. Language isn’t going away. It will pay to pay a lot of attention to it.