k11

Familiar language at a glance

Site Genre: Pattern Group k

magnify imageFigureK11.1 Edmunds.com has a friendly site that provides detailed information about automobiles using simple, understandable language.

Background

BROWSABLE CONTENT (B2) discussed techniques for structuring the entire Web site in a way that customers understand. This pattern is an extension of that one, continuing the process of naming links on individual pages, and extending it to all text on the site, including CLEAR FIRST READS (I3) and INVERTED-PYRAMID WRITING STYLE (D7). This pattern describes why it’s important to use language familiar to your customers throughout your site, and how you can identify which terms to use to simplify the task of navigation.

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PROBLEM

Unfamiliar terms and link names make understanding and navigating a Web site difficult.

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SOLUTION

magnify image FigureK11.2 Ask your customers to review the language you intend to use on your site.

Use language that your target customers understand. Observe and interview representative customers so that you can empathize with the way they see and understand the world. Use techniques such as card sorting, category identification, and category description to get a better feel for how they organize, structure, and describe things. Use all of this information to create content and links that your customers will find understandable and predictable.

Other Patterns to Consider

Whereas BROWSABLE CONTENT (B2) addresses issues dealing with the entire site structure, this pattern deals more with the names of links on specific pages. Apply this pattern when you’re developing names for links in NAVIGATION BARS (K2) and OBVIOUS LINKS (K10). This pattern is key for developing DESCRIPTIVE, LONGER LINK NAMES (K9).

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