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Is it really plain?
A case for content testing

Annetta Cheek
Center for Plain Language
Kath Straub
Usability.org | Center for Plain Language

PLAIN	
  2013	
  |	
  Vancouver	
  CA	
  
Where we are going ….
•  A parable
•  A process

PLAIN	
  2013	
  |	
  Vancouver	
  CA	
  
The Parable

PLAIN	
  2013	
  |	
  Vancouver	
  CA	
  
PLAIN	
  2013	
  |	
  Vancouver	
  CA	
  
PLAIN	
  2013	
  |	
  Vancouver	
  CA	
  
We identified 10 “must-know” facts.
1.  Any veteran can join.
2.  When you join, you give access to your
VA System electronic health record,
including
– 
– 
– 
– 
– 
– 

Your vital signs
Diagnoses
Doctor’s notes
Medicines
Treatment history
Test results

3.  VA will use the data starting from the
time you entered the system until 10
years after you joined Donate My Data.
4.  If you die during the program, the VA will
stop using your data.
5.  VA will follow the laws about protecting
your data.
6.  VA will use donated data to test software.
7.  VA uses made-up data to test software
now.
8.  Employees and contractors who build
software for the VA will have access to
your health data.
9.  You can drop out at any time, by sending
an email request to a specific address.
10.  If you drop out, VA will keep your
authorization and withdrawal forms, and
stop using your data.

PLAIN	
  2013	
  |	
  Vancouver	
  CA	
  
The brochure didn’t test as well as we expected ….

Target	
  =	
  80%	
  
recall	
  

1	
  

2	
  

3	
  

4	
  

5	
  

6	
  

7	
  

8	
  

9	
  

10

PLAIN	
  2013	
  |	
  Vancouver	
  CA	
  

	
  
What we learned
•  Some key facts were not clear enough
•  As a result, the brochure was not as persuasive as
desired
•  If we hadn’t tested,
we would never have known.

PLAIN	
  2013	
  |	
  Vancouver	
  CA	
  
Why am I telling you this?
•  We have entered the age of content.

PLAIN	
  2013	
  |	
  Vancouver	
  CA	
  
In the Age of Content,
there are no guides.

PLAIN	
  2013	
  |	
  Vancouver	
  CA	
  
In the Age of Content,
there are no guides.

PLAIN	
  2013	
  |	
  Vancouver	
  CA	
  
In the age of content,
we will have to stop
blaming the victim.

*	
  Tes?ng	
  shows	
  that	
  	
  the	
  	
  

F-­‐shaped	
  reading	
  behavior	
  is	
  a	
  
symptom	
  of	
  the	
  relevance	
  of	
  
content	
  not	
  an	
  determined	
  habit	
  
of	
  humans.	
  

PLAIN	
  2013	
  |	
  Vancouver	
  CA	
  
Why am I telling you this?
•  We have entered the age of content.
•  Comprehension testing sounds harder than it is.
(Don’t tell anyone.)

PLAIN	
  2013	
  |	
  Vancouver	
  CA	
  
Usability people

Content People

•  Content is not our job,
•  We are writers, not researchers
Usability people
its their job

PLAIN	
  2013	
  |	
  Vancouver	
  CA	
  
Why am I telling you this?
•  We have entered the age of content.
•  Comprehension testing sounds harder than it is.
•  We were surprised by our own results.

Don’t	
  tell	
  	
  
anyone	
  this	
  	
  
either,	
  ok?	
  

PLAIN	
  2013	
  |	
  Vancouver	
  CA	
  
A process

(Guerilla content testing)

PLAIN	
  2013	
  |	
  Vancouver	
  CA	
  
3 types of content testing
•  “Simple” comprehension testing
•  Confidence testing
•  Persuasiveness testing
•  Some logistics

PLAIN	
  2013	
  |	
  Vancouver	
  CA	
  
“Simple” comprehension testing
1. 
2. 
3. 
4. 
	
  

PLAIN	
  2013	
  |	
  Vancouver	
  CA	
  

Agree	
  on	
  the	
  facts	
  
Decide	
  which	
  are	
  most	
  important	
  
Create	
  a	
  ques?on	
  about	
  each	
  fact	
  
Agree	
  on	
  the	
  answers	
  
The challenge: Good questions are hard to write

PLAIN	
  2013	
  |	
  Vancouver	
  CA	
  

Tips:	
  
•  Expect	
  to	
  revise	
  your	
  ques?ons	
  several	
  ?mes	
  
•  People	
  remember	
  m/c	
  strategies	
  from	
  uni	
  (e.g.,	
  	
  
the	
  longer,	
  specific	
  answer	
  is	
  the	
  right	
  one.	
  
•  Give	
  par?cipants	
  an	
  alterna?ve	
  to	
  guessing	
  
(e.g.,	
  “The	
  brochure	
  didn’t	
  say”)	
  
“Simple” comprehension testing
1. 
2. 
3. 
4. 

Agree	
  on	
  the	
  facts	
  
Decide	
  which	
  are	
  most	
  important	
  
Create	
  a	
  ques?on	
  about	
  each	
  fact	
  
Agree	
  on	
  the	
  answer	
  

5.  Pre-­‐test	
  your	
  ques?ons	
  
	
  
	
  
	
  

PLAIN	
  2013	
  |	
  Vancouver	
  CA	
  
Comprehension testing: Have a Bake-off

Tip:	
  No	
  one	
  version	
  is	
  going	
  to	
  be	
  all	
  
beer.	
  By	
  tes?ng	
  mul?ple	
  versions	
  you	
  
can	
  compare	
  and	
  contrast	
  which	
  works	
  
best	
  (for	
  which	
  audiences.)	
  
PLAIN	
  2013	
  |	
  Vancouver	
  CA	
  
“Simple” comprehension testing
1. 
2. 
3. 
4. 

Agree	
  on	
  the	
  facts	
  
Decide	
  which	
  are	
  most	
  important	
  
Create	
  a	
  ques?on	
  about	
  each	
  fact	
  
Agree	
  on	
  the	
  answer	
  

5.  Pre-­‐test	
  your	
  ques?ons	
  
6.  Use	
  the	
  test	
  to	
  have	
  a	
  bakeoff	
  
	
  
	
  
	
  

PLAIN	
  2013	
  |	
  Vancouver	
  CA	
  
Reporting comprehension results

PLAIN	
  2013	
  |	
  Vancouver	
  CA	
  
Confidence testing

Could	
  you	
  describe	
  the	
  Donate	
  my	
  Data	
  program	
  to	
  a	
  family	
  member	
  or	
  friend?	
  
a.  I	
  can	
  describe	
  both	
  the	
  idea	
  and	
  the	
  details	
  to	
  someone	
  else,	
  and	
  get	
  them	
  all	
  
right.	
  
b.  I	
  can	
  describe	
  it	
  mostly,	
  but	
  I	
  might	
  get	
  some	
  of	
  the	
  details	
  wrong.	
  
c.  I	
  can	
  describe	
  the	
  general	
  idea,	
  but	
  not	
  the	
  details.	
  
d.  I	
  wouldn’t	
  try	
  to	
  describe	
  this	
  to	
  someone	
  else.	
  

PLAIN	
  2013	
  |	
  Vancouver	
  CA	
  
Persuasiveness testing

Just because I can,
doesn’t mean I will.

PLAIN	
  2013	
  |	
  Vancouver	
  CA	
  
Persuasiveness testing
•  Motivators
•  Blocks/Concerns
•  Barriers
	
  

PLAIN	
  2013	
  |	
  Vancouver	
  CA	
  
Mechanical Turk (Mturk).
Crowdsourcing science

•  A parable
•  A process

PLAIN	
  2013	
  |	
  Vancouver	
  CA	
  
PLAIN	
  2013	
  |	
  Vancouver	
  CA	
  
Some MTurk tips
•  Start with a comprehension test
•  Embed ‘catch’ questions
•  Create a ‘panel’ over time
•  You get what you invest and what you pay for

PLAIN	
  2013	
  |	
  Vancouver	
  CA	
  
A case for testing
•  Testing doesn’t have to be complicated to be robust
•  Crowd-sourced testing can be quick, cheap and
effective.
•  You don’t really know its plain language to your target
audience unless you’ve tested in your target audience

PLAIN	
  2013	
  |	
  Vancouver	
  CA	
  

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PLAIN 2013 - Is it really plain? A case (and process) for content testing

  • 1. Is it really plain? A case for content testing Annetta Cheek Center for Plain Language Kath Straub Usability.org | Center for Plain Language PLAIN  2013  |  Vancouver  CA  
  • 2. Where we are going …. •  A parable •  A process PLAIN  2013  |  Vancouver  CA  
  • 3. The Parable PLAIN  2013  |  Vancouver  CA  
  • 4. PLAIN  2013  |  Vancouver  CA  
  • 5. PLAIN  2013  |  Vancouver  CA  
  • 6. We identified 10 “must-know” facts. 1.  Any veteran can join. 2.  When you join, you give access to your VA System electronic health record, including –  –  –  –  –  –  Your vital signs Diagnoses Doctor’s notes Medicines Treatment history Test results 3.  VA will use the data starting from the time you entered the system until 10 years after you joined Donate My Data. 4.  If you die during the program, the VA will stop using your data. 5.  VA will follow the laws about protecting your data. 6.  VA will use donated data to test software. 7.  VA uses made-up data to test software now. 8.  Employees and contractors who build software for the VA will have access to your health data. 9.  You can drop out at any time, by sending an email request to a specific address. 10.  If you drop out, VA will keep your authorization and withdrawal forms, and stop using your data. PLAIN  2013  |  Vancouver  CA  
  • 7. The brochure didn’t test as well as we expected …. Target  =  80%   recall   1   2   3   4   5   6   7   8   9   10 PLAIN  2013  |  Vancouver  CA    
  • 8. What we learned •  Some key facts were not clear enough •  As a result, the brochure was not as persuasive as desired •  If we hadn’t tested, we would never have known. PLAIN  2013  |  Vancouver  CA  
  • 9. Why am I telling you this? •  We have entered the age of content. PLAIN  2013  |  Vancouver  CA  
  • 10. In the Age of Content, there are no guides. PLAIN  2013  |  Vancouver  CA  
  • 11. In the Age of Content, there are no guides. PLAIN  2013  |  Vancouver  CA  
  • 12. In the age of content, we will have to stop blaming the victim. *  Tes?ng  shows  that    the     F-­‐shaped  reading  behavior  is  a   symptom  of  the  relevance  of   content  not  an  determined  habit   of  humans.   PLAIN  2013  |  Vancouver  CA  
  • 13. Why am I telling you this? •  We have entered the age of content. •  Comprehension testing sounds harder than it is. (Don’t tell anyone.) PLAIN  2013  |  Vancouver  CA  
  • 14. Usability people Content People •  Content is not our job, •  We are writers, not researchers Usability people its their job PLAIN  2013  |  Vancouver  CA  
  • 15. Why am I telling you this? •  We have entered the age of content. •  Comprehension testing sounds harder than it is. •  We were surprised by our own results. Don’t  tell     anyone  this     either,  ok?   PLAIN  2013  |  Vancouver  CA  
  • 16. A process (Guerilla content testing) PLAIN  2013  |  Vancouver  CA  
  • 17. 3 types of content testing •  “Simple” comprehension testing •  Confidence testing •  Persuasiveness testing •  Some logistics PLAIN  2013  |  Vancouver  CA  
  • 18. “Simple” comprehension testing 1.  2.  3.  4.    PLAIN  2013  |  Vancouver  CA   Agree  on  the  facts   Decide  which  are  most  important   Create  a  ques?on  about  each  fact   Agree  on  the  answers  
  • 19. The challenge: Good questions are hard to write PLAIN  2013  |  Vancouver  CA   Tips:   •  Expect  to  revise  your  ques?ons  several  ?mes   •  People  remember  m/c  strategies  from  uni  (e.g.,     the  longer,  specific  answer  is  the  right  one.   •  Give  par?cipants  an  alterna?ve  to  guessing   (e.g.,  “The  brochure  didn’t  say”)  
  • 20. “Simple” comprehension testing 1.  2.  3.  4.  Agree  on  the  facts   Decide  which  are  most  important   Create  a  ques?on  about  each  fact   Agree  on  the  answer   5.  Pre-­‐test  your  ques?ons         PLAIN  2013  |  Vancouver  CA  
  • 21. Comprehension testing: Have a Bake-off Tip:  No  one  version  is  going  to  be  all   beer.  By  tes?ng  mul?ple  versions  you   can  compare  and  contrast  which  works   best  (for  which  audiences.)   PLAIN  2013  |  Vancouver  CA  
  • 22. “Simple” comprehension testing 1.  2.  3.  4.  Agree  on  the  facts   Decide  which  are  most  important   Create  a  ques?on  about  each  fact   Agree  on  the  answer   5.  Pre-­‐test  your  ques?ons   6.  Use  the  test  to  have  a  bakeoff         PLAIN  2013  |  Vancouver  CA  
  • 23. Reporting comprehension results PLAIN  2013  |  Vancouver  CA  
  • 24. Confidence testing Could  you  describe  the  Donate  my  Data  program  to  a  family  member  or  friend?   a.  I  can  describe  both  the  idea  and  the  details  to  someone  else,  and  get  them  all   right.   b.  I  can  describe  it  mostly,  but  I  might  get  some  of  the  details  wrong.   c.  I  can  describe  the  general  idea,  but  not  the  details.   d.  I  wouldn’t  try  to  describe  this  to  someone  else.   PLAIN  2013  |  Vancouver  CA  
  • 25. Persuasiveness testing Just because I can, doesn’t mean I will. PLAIN  2013  |  Vancouver  CA  
  • 26. Persuasiveness testing •  Motivators •  Blocks/Concerns •  Barriers   PLAIN  2013  |  Vancouver  CA  
  • 27. Mechanical Turk (Mturk). Crowdsourcing science •  A parable •  A process PLAIN  2013  |  Vancouver  CA  
  • 28. PLAIN  2013  |  Vancouver  CA  
  • 29. Some MTurk tips •  Start with a comprehension test •  Embed ‘catch’ questions •  Create a ‘panel’ over time •  You get what you invest and what you pay for PLAIN  2013  |  Vancouver  CA  
  • 30. A case for testing •  Testing doesn’t have to be complicated to be robust •  Crowd-sourced testing can be quick, cheap and effective. •  You don’t really know its plain language to your target audience unless you’ve tested in your target audience PLAIN  2013  |  Vancouver  CA