creepy vs. coolarchive2.cra.org/ccc/files/docs/meetings/privacy2/torrey podmajers… · content...

Creepy vs. CoolCONTENT CRASH COURSE

Torrey Podmajersky, UX writer

Study Investigate Verify Learn Do Be done for me

Document Explain Reassure Instruct Indicate Notify

terminology

analysis

clinical

academic

promises

examples

step-by-step

assumption-free

invisible

“intuitive”

assumption-

based

writing type

reader intent

Accuracy

Precision

technical depth

language characteristics

Study Investigate Verify Learn Do Be done for me

Document Explain Reassure Instruct Indicate Notify

terminology

analysis

clinical

academic

promises

examples

step-by-step

assumption-free

invisible

“intuitive”

assumption-

based

Accuracy

Precision

writing type

reader intent

reader context

technical depth

language characteristics

desires differ

both can be cool

Study Investigate Verify Learn Do Be done for me

Document Explain Reassure Instruct Indicate Notify

terminology

analysis

clinical

academic

promises

examples

step-by-step

assumption-free

invisible

“intuitive”

assumption-

based

DESIRED

writing type

reader intent

reader context

technical depth

language characteristics

cool

Accuracy

Precision

ACTUAL

Study Investigate Verify Learn Do Be done for me

Document Explain Reassure Instruct Indicate Notify

terminology

analysis

clinical

academic

promises

examples

step-by-step

assumption-free

invisible

“intuitive”

assumption-

based

DESIRED

writing type

reader intent

reader context

technical depth

language characteristics

creepy

Accuracy

Precision

Hypothesis:

If content unexpectedly increases in formality,

terminology, and precision, then the feeling of

“creepy” will increase.

Study Investigate Verify Learn Do Be done for me

Document Explain Reassure Instruct Indicate Notify

terminology

analysis

clinical

academic

promises

examples

step-by-step

assumption-free

invisible

“intuitive”

assumption-

based

DESIRED

writing type

reader intent

reader context

technical depth

language characteristics

Accuracy

Precision

ACTUAL

Study Investigate Verify Learn Do Be done for me

Document Explain Reassure Instruct Indicate Notify

terminology

analysis

clinical

academic

promises

examples

step-by-step

assumption-free

invisible

“intuitive”

assumption-

based

DESIRED

writing type

reader intent

reader context

technical depth

language characteristics

also creepy!

Accuracy

Precision

But what if…

Revised hypothesis:

If language characteristics are increasingly

different than expected, then the feeling of

“creepy” will increase.

thanks!torreyp@microsoft.com