Lessons learned from testing written content with users
Over many years, I have tested written content on a diverse range of topics such as cycling safety, exchange-traded funds, denied insurance claims, superannuation fees and charges, and making a will. I have watched how people read letters, landing pages, statements and brochures and how they filled in forms. From this experience, I have learned how people actually read.
User testing shows when people skim read or stop reading
Content creators are often advised to write for skim readers who navigate via headings. In my experience, this is only partly true. It depends on how familiar the content is to them - or rather how familiar it seems and what they presume they need to do after reading it.
What do people want when they ask for sustainable products or investments?
If you are a researcher, marketer, communications specialist or product developer you may be wondering how to make sense of what seem to be competing trends in sustainability.
Our research has shown that the first step is to realise that what people mean by sustainability is probably different from what you mean.