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.