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Confab May 2020
Michael Haggerty-Villa
@HaggertyVilla
On the same page
Unify your teams with a powerful style guide
On the same page, a case study
The issues, problems, opportunities
First steps
• Voice
• Inventory and audit
• Process for standards
Principles
Iterating
People
Magic words
Intuit Confidential and Proprietary 3
Style guides 101
Starting from Scratch: Ingredients to Build a Useful Style Guide
https://qordoba.com/resources/webinar/ingredients-to-build-a-
useful-style-guide/
Apple Style Guide
https://help.apple.com/applestyleguide/
AP Stylebook
https://www.apstylebook.com
Yahoo Style Guide (now only in print)
https://www.amazon.com/Yahoo-Style-Guide-Ultimate-
Sourcebook/dp/031256984X
Mailchimp Style Guide
https://styleguide.mailchimp.com/
National Geographic (mostly a word list)
https://sites.google.com/a/ngs.org/ngs-style-manual/
Wikipedia Manual of Style
https://en.wikipedia.org/wiki/Wikipedia%3aManual_of_Style
Google Developer Documentation Style Guide
https://developers.google.com/style/
Readability Guidelines
https://readabilityguidelines.co.uk/
A List Apart Style Guide
https://alistapart.com/about/style-guide
Gov.uk style guide
https://www.gov.uk/guidance/style-guide/a-to-z-of-gov-uk-style
Salesforce Voice and Tone Guide
https://www.lightningdesignsystem.com/assets/downloads/salesforce-voice-and-
tone.pdf
Google Trends
Compare search terms over time
https://trends.google.com/trends/?geo=US
Google Ngram Viewer
(compare word frequency from over 20 million books)
https://books.google.com/ngrams
Merriam-Webster dictionary
https://www.m-w.com
This is not that talk.
Intuit Confidential and Proprietary 4
A case study
ContentDesign.Intuit.com
Intuit Confidential and Proprietary 5
But first
Intuit Confidential and Proprietary 6
Editorial style (a lesson in abundance)
Intuit Confidential and Proprietary 7
Guidelines for a bunch of use cases
7
Intuit Confidential and Proprietary 8
Dueling checklists
8
Complementary
Intuit Confidential and Proprietary 9 9
Voice and tone and voice and tone and voice and tone and voice
One1
Intuit Confidential and Proprietary 11
• Efficiency
• Authority
• Education
• Sharing
• Innovation
• Retention
Why unify your content guidelines?
How we did itContent strategy
Intuit Confidential and Proprietary 13
• Voice
• Inventory
• Audit
• Normalize
First steps
Intuit Confidential and Proprietary 14
First steps: Voice
Intuit Confidential and Proprietary 15
Voice
Intuit Confidential and Proprietary 16
The Intuit voice
Intuit Confidential and Proprietary 17
Intuit voice principles
Intuit Confidential and Proprietary 18
How the voice systems play together
Intuit Confidential and Proprietary 19
How to develop a voice system
Confab discount
Get it for 50% off.
Use code conversation20 (through June 30, 2020)
https://xplnk.com/vat20
https://store.xmlpress.com
Voice and tone strategy
Intuit Confidential and Proprietary 20
• Voice
• Inventory
• Audit
• Normalize
First steps
Intuit Confidential and Proprietary 21
Inventory, audit, plan
Intuit Confidential and Proprietary 22
• Voice
• Inventory
• Audit
• Normalize
First steps
Intuit Confidential and Proprietary 23
• Get the right people (style council)
• Establish operating principles and processes
• Tell all the people
How to figure out company-wide content standards
Intuit Confidential and Proprietary 24
1. Analyze use cases
2. Understand business unit differences
3. Research better practices
(examples, evidence, testing)
4. Make a recommendation
5. Allow review, response, and suggestion time
6. Integrate reviewer responses
A process for content standards
7. Iterate (and possibly retest)
8. Get sign off from style council
9. Publish
10.Communicate
11.Be prepared for additional responses and change
12.Be kind
Intuit Confidential and Proprietary 25
1. Analyze use cases
2. Understand business unit differences
3. Research better practices
(examples, evidence, testing)
4. Make a recommendation
5. Allow review, response, and suggestion time
6. Integrate reviewer responses
A process for content standards
7. Iterate (and possibly retest)
8. Get sign off from style council
9. Publish
10.Communicate
11.Be prepared for additional responses and change
12.Be kind
Repeat any or all steps as needed.
Intuit Confidential and Proprietary 26
Breathe
Intuit Confidential and Proprietary 27
Operating principles for working on content standards
Be fair and transparent
• Do this in the open
• Invite lots of participants
• Share often
Be skeptical of all deliverables and guidelines (kill your darlings)
Respect all content creators
Collaborate
Celebrate
Intuit Confidential and Proprietary 28
First launch
Intuit Confidential and Proprietary 29
Make our own content findable and useful
Information architecture
fundamentals
Card sorting
Intuit Confidential and Proprietary 30
Rely on your experts
Why?
• Engagement
• Adoption
• Improvement
Involving people to make content findable and useful
Intuit Confidential and Proprietary 31
Navigation goals
• Make content findable
• Define content elements
• Show what we value
A new structure and navigation
Intuit Confidential and Proprietary 32
The people part
A new site for content and community
Intuit Confidential and Proprietary 33
An example: the dueling checklists
Compromise wins
Intuit Confidential and Proprietary 34
Compromise wins
again
Another example: introducing unfamiliar terms
Intuit Confidential and Proprietary 35
In this case, the C word is compromise,
not content.
But the former can make the latter better.
The C word
Intuit Confidential and Proprietary 36
PoliticsPoliticsPolitics
Intuit Confidential and Proprietary 37
People
are people
Intuit Confidential and Proprietary 38
Working toward shared guidelines
We have a lot in common.
Where we differ is where we find the opportunity to get better.
● Better design rationales
● More informed research and insights
● Deeper understanding of internal and external customers
● More thoughtful approaches to content creation and improvement
● Cooperative models of working and growing
Intuit Confidential and Proprietary 39
The magic words to make all this happen?
Yes, and
Intuit Confidential and Proprietary 40
Yes versus that other word
Say yes to the ideas and
collaboration, but not to
committing to new work.
The First 90 Days: Proven
Strategies for Getting Up to Speed
Faster and Smarter
Michael D. Watkins
Harvard Business Review Press
Intuit Confidential and Proprietary 41
This isn’t always Yes
This isn’t easy
It’s conversation
It’s human-centered design
It’s human-centered everything
Intuit Confidential and Proprietary 42
Failure is every day
Things happen.
People are people.
Intuit Confidential and Proprietary 43
Success is every day too
Keep going.
Express your style.
Intuit Confidential and Proprietary 44
Express yourself
Confab May 2020
Michael Haggerty-Villa
@HaggertyVilla
Thank you
Intuit Confidential and Proprietary 46

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On the same page: Unify your teams with a powerful style guide

  • 1. Confab May 2020 Michael Haggerty-Villa @HaggertyVilla On the same page Unify your teams with a powerful style guide
  • 2. On the same page, a case study The issues, problems, opportunities First steps • Voice • Inventory and audit • Process for standards Principles Iterating People Magic words
  • 3. Intuit Confidential and Proprietary 3 Style guides 101 Starting from Scratch: Ingredients to Build a Useful Style Guide https://qordoba.com/resources/webinar/ingredients-to-build-a- useful-style-guide/ Apple Style Guide https://help.apple.com/applestyleguide/ AP Stylebook https://www.apstylebook.com Yahoo Style Guide (now only in print) https://www.amazon.com/Yahoo-Style-Guide-Ultimate- Sourcebook/dp/031256984X Mailchimp Style Guide https://styleguide.mailchimp.com/ National Geographic (mostly a word list) https://sites.google.com/a/ngs.org/ngs-style-manual/ Wikipedia Manual of Style https://en.wikipedia.org/wiki/Wikipedia%3aManual_of_Style Google Developer Documentation Style Guide https://developers.google.com/style/ Readability Guidelines https://readabilityguidelines.co.uk/ A List Apart Style Guide https://alistapart.com/about/style-guide Gov.uk style guide https://www.gov.uk/guidance/style-guide/a-to-z-of-gov-uk-style Salesforce Voice and Tone Guide https://www.lightningdesignsystem.com/assets/downloads/salesforce-voice-and- tone.pdf Google Trends Compare search terms over time https://trends.google.com/trends/?geo=US Google Ngram Viewer (compare word frequency from over 20 million books) https://books.google.com/ngrams Merriam-Webster dictionary https://www.m-w.com This is not that talk.
  • 4. Intuit Confidential and Proprietary 4 A case study ContentDesign.Intuit.com
  • 5. Intuit Confidential and Proprietary 5 But first
  • 6. Intuit Confidential and Proprietary 6 Editorial style (a lesson in abundance)
  • 7. Intuit Confidential and Proprietary 7 Guidelines for a bunch of use cases 7
  • 8. Intuit Confidential and Proprietary 8 Dueling checklists 8 Complementary
  • 9. Intuit Confidential and Proprietary 9 9 Voice and tone and voice and tone and voice and tone and voice
  • 10. One1
  • 11. Intuit Confidential and Proprietary 11 • Efficiency • Authority • Education • Sharing • Innovation • Retention Why unify your content guidelines?
  • 12. How we did itContent strategy
  • 13. Intuit Confidential and Proprietary 13 • Voice • Inventory • Audit • Normalize First steps
  • 14. Intuit Confidential and Proprietary 14 First steps: Voice
  • 15. Intuit Confidential and Proprietary 15 Voice
  • 16. Intuit Confidential and Proprietary 16 The Intuit voice
  • 17. Intuit Confidential and Proprietary 17 Intuit voice principles
  • 18. Intuit Confidential and Proprietary 18 How the voice systems play together
  • 19. Intuit Confidential and Proprietary 19 How to develop a voice system Confab discount Get it for 50% off. Use code conversation20 (through June 30, 2020) https://xplnk.com/vat20 https://store.xmlpress.com Voice and tone strategy
  • 20. Intuit Confidential and Proprietary 20 • Voice • Inventory • Audit • Normalize First steps
  • 21. Intuit Confidential and Proprietary 21 Inventory, audit, plan
  • 22. Intuit Confidential and Proprietary 22 • Voice • Inventory • Audit • Normalize First steps
  • 23. Intuit Confidential and Proprietary 23 • Get the right people (style council) • Establish operating principles and processes • Tell all the people How to figure out company-wide content standards
  • 24. Intuit Confidential and Proprietary 24 1. Analyze use cases 2. Understand business unit differences 3. Research better practices (examples, evidence, testing) 4. Make a recommendation 5. Allow review, response, and suggestion time 6. Integrate reviewer responses A process for content standards 7. Iterate (and possibly retest) 8. Get sign off from style council 9. Publish 10.Communicate 11.Be prepared for additional responses and change 12.Be kind
  • 25. Intuit Confidential and Proprietary 25 1. Analyze use cases 2. Understand business unit differences 3. Research better practices (examples, evidence, testing) 4. Make a recommendation 5. Allow review, response, and suggestion time 6. Integrate reviewer responses A process for content standards 7. Iterate (and possibly retest) 8. Get sign off from style council 9. Publish 10.Communicate 11.Be prepared for additional responses and change 12.Be kind Repeat any or all steps as needed.
  • 26. Intuit Confidential and Proprietary 26 Breathe
  • 27. Intuit Confidential and Proprietary 27 Operating principles for working on content standards Be fair and transparent • Do this in the open • Invite lots of participants • Share often Be skeptical of all deliverables and guidelines (kill your darlings) Respect all content creators Collaborate Celebrate
  • 28. Intuit Confidential and Proprietary 28 First launch
  • 29. Intuit Confidential and Proprietary 29 Make our own content findable and useful Information architecture fundamentals Card sorting
  • 30. Intuit Confidential and Proprietary 30 Rely on your experts Why? • Engagement • Adoption • Improvement Involving people to make content findable and useful
  • 31. Intuit Confidential and Proprietary 31 Navigation goals • Make content findable • Define content elements • Show what we value A new structure and navigation
  • 32. Intuit Confidential and Proprietary 32 The people part A new site for content and community
  • 33. Intuit Confidential and Proprietary 33 An example: the dueling checklists Compromise wins
  • 34. Intuit Confidential and Proprietary 34 Compromise wins again Another example: introducing unfamiliar terms
  • 35. Intuit Confidential and Proprietary 35 In this case, the C word is compromise, not content. But the former can make the latter better. The C word
  • 36. Intuit Confidential and Proprietary 36 PoliticsPoliticsPolitics
  • 37. Intuit Confidential and Proprietary 37 People are people
  • 38. Intuit Confidential and Proprietary 38 Working toward shared guidelines We have a lot in common. Where we differ is where we find the opportunity to get better. ● Better design rationales ● More informed research and insights ● Deeper understanding of internal and external customers ● More thoughtful approaches to content creation and improvement ● Cooperative models of working and growing
  • 39. Intuit Confidential and Proprietary 39 The magic words to make all this happen? Yes, and
  • 40. Intuit Confidential and Proprietary 40 Yes versus that other word Say yes to the ideas and collaboration, but not to committing to new work. The First 90 Days: Proven Strategies for Getting Up to Speed Faster and Smarter Michael D. Watkins Harvard Business Review Press
  • 41. Intuit Confidential and Proprietary 41 This isn’t always Yes This isn’t easy It’s conversation It’s human-centered design It’s human-centered everything
  • 42. Intuit Confidential and Proprietary 42 Failure is every day Things happen. People are people.
  • 43. Intuit Confidential and Proprietary 43 Success is every day too Keep going. Express your style.
  • 44. Intuit Confidential and Proprietary 44 Express yourself
  • 45. Confab May 2020 Michael Haggerty-Villa @HaggertyVilla Thank you
  • 46. Intuit Confidential and Proprietary 46