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Designing the
Conversation
Aaron Gustafson

@AaronGustafson
slideshare.net/AaronGustafson
I’m	<em>really</em>	happy	to	see	you.
IPowerful Phrases
I’m	<em>really</em>	happy	to	see	you.
Emphasis
Please	fill	out	the	form	below	to	contact	us.	
<strong>All	fields	are	required.</strong>
Strong Importance
I’m really happy to see you.
Please fill out the form below to contact us. All fields are required.
It's	a	terrible	movie	and	it	made	$200	million.	
<i>Go	figure!</i>	
She	is	admired	for	her	energy	and	<i	lang="fr">joie	de	
vivre</i>.
Alternate Voice or Mood
For	12	years	and	running,	over	100,000	companies	have	adopted	
the	<b>Basecamp</b>	way	of	working.	Not	just	tried,	but	signed	
up,	said	“ah-ha!”,	and	never	looked	back.	There’s	nothing	else	
like	<b>Basecamp</b>.
Stylistically Offset
I	wrote	the	book	<cite>Adaptive	Web	Design</cite>.	If	you	like	
this	talk,	you’ll	find	in-depth	information	about	semantics	(and	
a	whole	lot	more)	in	there.
Published Works
A	ramp	embedded	in	staircase	of	Robson	Square	in	Vancouver,	
<abbr	aria-label="British	Columbia">BC</abbr>.
Abbreviations & Acronyms
Press	<kbd>Tab</kbd>	to	move	from	link	to	link	within	a	
document.	
The	<code>kbd</code>	element	is	used	to	indicate	keyboard	key	
names.
Keyboard & Code
There	is	<span>nothing	particularly	interesting</span>	in	this	
sentence.
Generic Phrasing
IIMindful Links
A	ramp	embedded	in	staircase	of	<a	href="https://
en.wikipedia.org/wiki/Robson_Square">Robson	Square</a>	in	
Vancouver,	<abbr	aria-label="British	Columbia">BC</abbr>.
Connecting Content
<a	href="…"><b	class="hidden">You	can	</b>finish	reading<b	
class="hidden">	<cite>The	Web	Should	Just	Work	for	Everyone</
cite>	in	less	than	10	minutes</b></a>
Connecting Content
To	illustrate	the	concept	of	layering	styles,	perhaps	it’s	best	
to	start	at	the	beginning:	with	no	style	applied.

<a	href="#figure-3-3">Figure	3.3</a>	shows	the	lodging	article	
in	Safari	with	only	the	default	browser	styles	applied.	
…	
<figure	id="figure-3-3">	
		…	
</figure>
Connecting Content
<a	rel="bookmark"	href="…"><b	class="hidden">You	can	</b>finish	
reading<b	class="hidden">	<cite>The	Web	Should	Just	Work	for	
Everyone</cite>	in	less	than	10	minutes</b></a>
Creating Context
<a	href="…"	hreflang="es"><b	class="hidden">Lea	esta	página	en	
		</b>Español</a>
Creating Context
<a	href="giant.mp4"	type="video/mp4">Download	this	movie</a>
Creating Context
<a	href="giant.mp4"	type="video/mp4"	download>Download	this

		movie</a>
Triggering Actions
<a	href="mailto:aaron@easy-designs.net">Send	me	an	email</a>	
<a	href="tel:18009346489">Call	Comcast	Customer	Service</a>
Connecting Tools
IIIEffective
Organization
<h1>This	is	the	title	of	the	page</h1>	
…	
<h2>This	titles	a	section</h2>	
…	
<h3>This	titles	a	subsection</h3>	
…	
etc.
Headings
<p>This	twist	is	what	<a	href="https://en.wikipedia.org/wiki/
John_Harsanyi">John	Harsanyi</a>—an	early	game	theorist—refers	
to	as	the	<a	href="https://en.wikipedia.org/wiki/
Veil_of_ignorance">“Veil	of	Ignorance”</a>	and	what	Rawls	found,	
time	and	time	again,	was	that	individuals	participating	in	the	
experiment	would	gravitate	toward	creating	the	most	egalitarian	
societies.</p>
Moving Focus
<p	tabindex="0">Please	fill	out	the	form	below	completely.	
<strong>All	fields	are	required.</strong></p>
Moving Focus
Accessible

Rich Internet
Applications
<div	id="nav"	role="navigation">	
		<ul>	
				<li>	
						<a	href="/about/"><b	class="hidden">A	Bit	</b>About<b	
class="hidden">	Me</b></a>	
				</li>	
	 	 	 …	
		</ul>	
</div>
Navigation Region
๏banner
๏navigation
๏search
๏main
๏complementary
๏contentinfo
ARIA Landmark Roles
<header	class="banner"	role="banner"	id="top">

		<h1	class="banner_logo"><a	href="/"	rel="home">

				24	ways	<span>to	impress	your	friends</span></a></h1>	
</header>
<main	role="main">	
		…	
</main>
<nav	class="navigation"	role="navigation"	id="menu">

		<h1	class="hidden">Browse	24	ways</h1>

		<ul	class="nav	nav-topics">	
				<li	class="nav_item"><a	href="/topics/business/"

						data-icon="&#x2655;">Business</a></li>	
				…	
		</ul>

		…	
</nav>
<footer	class="contentinfo"	role="contentinfo">	
		<p	class="contentinfo_copyright">	
				<small>&#169;	2005-2016	24	ways	and	our	authors.

				<a	href="/about/#colophon">Colophon</a></small>	
		</p>	
		<p	class="contentinfo_social">	
				<a	href="http://feeds.feedburner.com/24ways"

						rel="alternate">Grab	our	RSS	feed</a>	
				<a	href="https://twitter.com/24ways"	rel="me">Follow	us

						on	Twitter</a>	
				<a	href="/newsletter">Subscribe	to	our	newsletter</a>	
		</p>	
</footer>
๏banner - first header element not inside a sectioning element
๏navigation - nav
๏search
๏main - main
๏complementary - aside
๏contentinfo - first footer element not inside a sectioning element
HTML Landmarks
<div>	
		This	is	simply	a	generic	division	of	content.	
</div>
๏p - a paragraph
๏ol - a list of items whose order matters
๏ul - an list of items whose order doesn’t matter
๏li - an item in a list
๏dl - a list of terms and their associated definitions
๏dt - terms to be defined within a definition list
๏dd - descriptions of terms in a definition list
๏figure - referenced content (images, tables, etc.)
๏figcaption - caption for a figure
Alterna-divs
๏article - a piece of content that can stand on its own
๏section - a section of a document or article
๏header - preamble content for a document, article, or section
๏footer - supplementary information for a document, article, or section
๏main - the primary content of a document
๏nav - navigational content
๏aside - complementary content
Alterna-divs
IVFriendly Forms
How does this photo make you feel?
Embarrassing
Upsetting
Saddening
Bad Photo
Other
How does this photo make you feel?
Embarrassing
Upsetting
Saddening
Bad Photo
Other
How does this photo make you feel?
Embarrassing
Upsetting
Saddening
Bad Photo
◉ Other it’s embarrassing
Please describe the photo
It’s embarrassing
It’s a bad photo of me
It makes me sad
Talk to your users
like they talk

to one another
Make it clear users
need to respond
“What’s your first name?”
“What’s your first name?”
“Without your first name, I won’t

know how to address you.

Could you please provide it?”
“Without your first name, I won’t

know how to address you.

Could you please provide it?”
“Reserve your spot”
“Reserve your spot”
What’s	your	first	name?	
<input	name="first_name">
<label>What’s	your	first	name?</label>	
<input	name="first_name">
<label	for="first_name">What’s	your	first	name?</label>	
<input	id="first_name"	name="first_name">
<label>	
		What’s	your	first	name?	
		<input	name="first_name">	
</label>
<label	for="first_name">	
		What’s	your	first	name?	
		<input	id="first_name"	name="first_name">	
</label>
<label	for="first_name">What’s	your	first	name?</label>	
<input	id="first_name"	name="first_name">
Use the right

field type
<label	for="first_name">What’s	Your	First	Name?</label>	
<input	type="text"	id="first_name"	name="first_name">
Free Response
<label	for="email">What’s	Your	Business	Email	Address?</label>	
<input	type="email"	id="email"	name="email">
Free Response: Email
Appearance Native Validation
Text Field Maybe
Browsers ignore
what they don’t
understand
Progressive
Enhancement
<label	for="url">What’s	Your	Website’s	URL?</label>	
<input	type="url"	id="url"	name="url">
Free Response: URL
Appearance Native Validation
Text Field Maybe
Please describe the photo
It’s embarrassing
It’s a bad photo of me
It makes me sad
Choose One
Please	describe	the	photo	
<label>	
		<input	type="radio"	name="reason"	value="embarrassing">	
		It’s	embarrassing	
</label>	
<label>	
		<input	type="radio"	name="reason"	value="bad	photo">	
		It’s	a	bad	photo	of	me	
</label>	
<label>	
		<input	type="radio"	name="reason"	value="saddening">	
		It	makes	me	sad	
</label>
Choose One
<label	for="reason">Please	describe	the	photo</label>	
<select	id="reason"	name="reason">	
		<option	value="embarrassing">It’s	embarrassing</option>	
		<option	value="bad	photo">It’s	a	bad	photo	of	me</option>	
		<option	value="saddening">It	makes	me	sad</option>	
</select>
Choose One
<label	for="volume">How	Loud	is	Spinal	Tap?</label>	
<input	type="range"	id="volume"	name="volume"	
	 	 	 			min="0"	max="11"	step="1"	
	 	 	 			>
Choose One: Number
Appearance Native Validation
Slider (Maybe) Maybe
Don’t introduce
unnecessary
complexity
Phone Number:
<label	for="tel">What’s	Your	Business	Phone	Number?</label>	
<input	type="tel"	id="tel"	name="business_phone">
Free Response: Telephone
Appearance Native Validation
Text Field No
We should

work harder

so our users

don’t have to
๏input[type=date]	
๏input[type=datetime] (global)
๏input[type=datetime-local] (local)
๏input[type=month] (year & month)
๏input[type=week] (year & week)
๏input[type=time] (year & week)
Structured Data: Dates & Times
Help users

avoid (and fix)
errors
Enable common
information to be
auto-filled
<label	for="name">What’s	Your	Name?</label>	
<input	id="name"	name="name"	required	aria-required="true">
Keys for Auto-filling
<label	for="ssn">What’s	Your	Social	Security	Number?</label>	
<input	id="ssn"	name="ssn"	required	aria-required="true"	
							autocomplete="off"	
							>
Don’t Store All Values
๏ name
๏ honorific-prefix
๏ given-name
๏ additional-name
๏ family-name
๏ honorific-suffix
๏ nickname
๏ username
๏ new-password
๏ current-password
๏ organization-title
๏ organization
๏ street-address
๏ address-line1
๏ address-line2
๏ address-line3
๏ address-level4
๏ address-level3
๏ address-level2
๏ address-level1
๏ country
๏ country-name
๏ postal-code
๏ cc-name
๏ cc-given-name
๏ cc-additional-name
๏ cc-family-name
๏ cc-number
๏ cc-exp
๏ cc-exp-month
๏ cc-exp-year
๏ cc-csc
๏ cc-type
๏ transaction-currency
๏ transaction-amount
๏ language
๏ bday
๏ bday-day
๏ bday-month
๏ bday-year
๏ sex
๏ url
๏ photo
๏ tel
๏ tel-country-code
๏ tel-national
๏ tel-area-code
๏ tel-local
๏ tel-local-prefix
๏ tel-local-suffix
๏ tel-extension
๏ email
๏ impp
Autofill Tokens
๏For Addresses:
‣ shipping
‣ billing
๏For Telephone Numbers:
‣ home
‣ work
‣ mobile
‣ fax
‣ pager
๏Universally:
‣ section-*
Autofill Token Modifiers
<fieldset>	
		<legend	tabindex="0">Ship	the	blue	gift	to…</legend>	
		<p>	
				<label	for="b-street-address">Address</label>	
				<input	name="ba"	id="b-street-address"	
											autocomplete="section-blue	shipping	street-address">

		</p>	
		<p>	
				<label	for="b-city">City</label>	
				<input	name="bc"	id="b-city"	
											autocomplete="section-blue	shipping	address-level2">	
		</p>	
		<p>	
				<label	for="b-postal-code">Postal	Code</label>	
				<input	name="bp"	id="b-postal-code"	
											autocomplete="section-blue	shipping	postal-code">	
		</p>	
</fieldset>
For Example
[section-]	(optional)		
[shipping|billing]	(optional)	
[home|work|mobile|fax|pager]	(optional)	
[autofill	token	name]
<label	for="shipping-mobile">Is	there	a	mobile	number	we	can		
		reach	you	on	regarding	delivery?</label>	
<input	type="tel"	id="shipping-mobile"	name="shipping-mobile"

							autocomplete="section-red	shipping	mobile	tel">
Let users know
when a field is
required
<p>Fields	marked	with	a	*	are	
		<strong	id="required">required</strong>.</p>	
…	
<label	for="first_name">What’s	Your	First	Name?	
		<b	role="presentation"	class="required">*</b>	
</label>	
<input	id="first_name"	name="first_name"	
										required	
										aria-required="true"	
										>
Required Fields
<p><strong>All	of	the	fields	are	required.</strong></p>	
…	
<label	for="first_name">What’s	Your	First	Name?</label>	
<input	id="first_name"	name="first_name"	
										required	
										aria-required="true"	
										>
Required Fields
<p><strong>All	of	the	fields	are	required.</strong></p>	
…	
<label	for="first_name">What’s	Your	First	Name?</label>	
<input	id="first_name"	name="first_name"	
										required	
										aria-required="true"	
										>
Required Fields
Provide useful
hints as to the
type of response
you’re expecting
<label	for="flight">What	flight	are	you	looking	for?</label>	
<input	id="flight"	name="flight"	
	 	 	 	pattern="DLd{2,}"	
	 	 	 	placeholder="e.g.	DL5407"	
	 	 	 	>	
Suggesting a response
Validate

in the browser
<label	for="first_name">What’s	Your	First	Name?</label>	
<input	id="first_name"	name="first_name"	
										required	
										aria-required="true"	
										>
Indicate Required Fields
<label	for="email">What’s	Your	Business	Email	Address?</label>	
<input	type="email"	id="email"	name="email">
Use Native Validation
<label	for="flight">What	flight	are	you	looking	for?</label>	
<input	id="flight"	name="flight"	
	 	 	 	pattern="DLd{2,}"	
	 	 	 	placeholder="e.g.	DL5407"	
	 	 	 	>
Use Custom Validation Schema
<label	for="email">Your	Email	Address</label>	
<input	id="email"	type="email"	name="email"	
									required	aria-required="true"	
									aria-invalid="true"	
									aria-describedby="email-error"	
									>	
<strong	id="email-error"	class="validation-error-message">	
		Your	email	address	is	required</strong>
Provide Inline Error Messages
<label	for="email">Your	Email	Address</label>	
<input	id="email"	type="email"	name="email"	
									required	aria-required="true"	
									aria-invalid="true"	
									aria-describedby="email-error"	
									>	
<strong	id="email-error"	class="validation-error-message">	
		Your	email	address	is	required</strong>
Provide Inline Error Messages
Validate

on the server
<input type=“hidden” name=“price” value=“399.99”>
<input type=“hidden” name=“price” value=“1”>
Never trust

the client
Never trust

the client
Summarize

server-side errors
<div	role="alert">	
		<p>There	were	errors	with	your	form	submission:</p>	
		<ol>	
				<li><a	href="#message">Message</a>	is	a	required	

						field</li>	
				<li><a	href="#name">Name</a>	is	a	required	field</li>	
				<li><a	href="#email">Email</a>	is	a	required	field</li>	
		</ol>	
</div>
<div	role="alert">	
		<p>There	were	errors	with	your	form	submission:</p>	
		<ol>	
				<li><a	href="#message">Message</a>	is	a	required	

						field</li>	
				<li><a	href="#name">Name</a>	is	a	required	field</li>	
				<li><a	href="#email">Email</a>	is	a	required	field</li>	
		</ol>	
</div>
<div	role="alert">	
		<p>There	were	errors	with	your	form	submission:</p>	
		<ol>	
				<li><a	href="#message">Message</a>	is	a	required	

						field</li>	
				<li><a	href="#name">Name</a>	is	a	required	field</li>	
				<li><a	href="#email">Email</a>	is	a	required	field</li>	
		</ol>	
</div>
<div	role="alert">	
		<p>There	were	errors	with	your	form	submission:</p>	
		<ol>	
				<li><a	href="#message">Message</a>	is	a	required	

						field</li>	
				<li><a	href="#name">Name</a>	is	a	required	field</li>	
				<li><a	href="#email">Email</a>	is	a	required	field</li>	
		</ol>	
</div>
<div	role="alert">	
		<p>There	were	errors	with	your	form	submission:</p>	
		<ol>	
				<li><a	href="#message">Message</a>	is	a	required	

						field</li>	
				<li><a	href="#name">Name</a>	is	a	required	field</li>	
				<li><a	href="#email">Email</a>	is	a	required	field</li>	
		</ol>	
</div>
<label	for="email">Your	Email	Address</label>	
<input	id="email"	type="email"	name="email"	
									required	aria-required="true"	
									aria-invalid="true"	
									aria-describedby="email-error"	
									>	
<strong	id="email-error"	class="validation-error-message">	
		Your	email	address	is	required</strong>
Provide Inline Error Messages
Thank you!
@AaronGustafson
aaron-gustafson.com
slideshare.net/AaronGustafson

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