Three ways to help users understand
your information
A usability workshop for World Usability Day
Whitney QuesenberyGinny RedishKate Walser
November 10, 2010
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2 | Three ways to help users understand your information
Topics for this workshop
Introduction to usability and usability techniques
Three techniques for today Persona / story walk-through
Hallway review
Informal usability test
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3 | Three ways to help users understand your information
Introduction to usability and usability techniques
Poster from Usability Professionals’ Association showing an overview of a user-centered design approach
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4 | Three ways to help users understand your information
Plain language and usabilitygo hand in hand
Plain language means that people can Find what they need
Understand what they find
Use the information to meet their goals
Usability means that people can meet their goals Effectively (completely, accurately)
Efficiently (in an appropriate amount of time)
With satisfaction
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5 | Three ways to help users understand your information
Usability is about people
Photo credits iStockphoto, russeljsmith, Trace Center
All kinds of peopledoing all kinds of thingsonline and offline
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Different types ofpeople…
doing differenttasks…
have differentusability needs
depending on their goals and tasks
For this person efficiency and effectiveness are the most important dimensions.
For this person, easy to learn and error tolerant are the most important dimensions.
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Usability focuses on users’ behavior
Understanding users' needs Designing to meet those needs Making sure you have met those needs
− in the time and effort that users are willing to spend
Attitudes and satisfaction are important. But most important is what people do
with your document or web site.
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Usability is a toolkit of techniques
Do a final usability testto compare to benchmark
Use each technique − when you need it and at the right scale.
Watch, listen to, and talk with users as they work(contextual interviews)
Articulate your business goals
Analyze search logs and server logs
Conduct benchmark usability tests
Create personas
Set measurableusability goals
Develop your content strategy
Write relevant stories
Inventory your content
Do card sorting
Prototype (or write drafts) iteratively
Create a style guide and templates
Analyze and measurefor maintenance
Do persona / story walk-throughs
Do hallway reviews
Do rapid, informal iterative usability testing
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9 | Three ways to help users understand your information
Persona / storywalk-throughWhen you have no timeand no access to users
Persona of a commuter, created in a workshop at the Society for Technical Communication
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What is a persona / story walk-through?
A usability technique that
takes no special equipment or set up
gets your whole team involved in the process
And can even be a bit of fun!
You can do this (and any of our techniques) with
a document (paper, web-based)
an entire web site or a partial web site
a specific web topic or even one web page
We'll call this your "content.”
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Step 1: Don’t look at it yet
Sounds contradictory?
You have only one chance to look at somethingfor the first time and to think about it like a new user.
If you look at it before you try to use it, you’ll see it differently.
If you are reviewing your own material, set it aside for a fewhours before you do the persona / story walk-through.
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Step 2. Write down your goals for your content
Success − for youand your users
Your site visitors' goals (and their reality)
Answer people's questions about your topic
Have people complete a transaction correctly without calling
Get more people to fill out a form correctly without calling
Your organization'sgoals for this specific document or content
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Step 3: Create a mini-persona
Who is using your content? Who is a typical person for this content?
What adjectives or phrases describe this person?(busy? anxious? curious? nervous? knows relevant technical vocabulary? or not?done this lots of times or never before?)
Give that person a name, an age,a few personal characteristics
Think about how well you know this person, and how much they are − or are not − like you.
Mariella Garcia
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Step 4: Tell that persona's storyrelated to your content
Why has that person come to your content?
What is your persona's goal?
What is your persona trying to do? looking for?
What does your persona expect to find? to happen?
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Step 5: Walk through your persona's story as the persona
"Channel" your persona.
Start where your persona would in the story. When / how would your persona get the document?
(Open the envelope.)
Where would your persona start in the web story?(Know the URL? Go to Google?)
Go through the content (document, web site, web topic, web page) as if you were the persona carrying out the persona's story.
Take notes of what works well and what does not.
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Try it!
We'll work on this example:
Home page of the Tricare web site.
Tricare is the medical insurance company for military personnel, retirees, and their families.
It offers several plans with health, dental, pharmaceutical coverage.
The site must serve current and new customers.
That should be enough for you to set up a persona / storywalk-through.
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Try it! Work with a neighbor
1. Don't look at it yet.
2. Write down Tricare's goal(s) for the web site.
3. Create a mini-persona of one typical user of the Tricare web site.
4. Write the start of the persona's story. Why is your persona coming to the Tricare site?What does your persona expect to happen?
5. Now be your persona doing the persona's storyand make notes about how well the Tricare home page works or does not work for your persona and your persona's story.
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Considering what you learned
Positives: Did any part of what you were reviewing work well?
Concerns Relationship problems
Are the organization's goals and the persona's goals in alignment? How well does the site satisfy either set of goals?
Conversation problems Are the headings, text, and images meaningful to your persona? Did your persona understand the words? find where to click?
Appearance problems Does it look tidy and attractive? Is space used well?
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Making use of what you learned
Reporting
Include at least one positive comment.(You want to keep what is working well.)
Have examples of problems from the persona’s perspective.
Think about how critical the problems are.
Think about what keeps the persona from being successful.
Fixing
Yes, fix the easy-to-fix problems.
But fixing the one or two most critical problems is much more important.
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A bit more about being user-centered
What we’ve just done is a persona / story walk-through
The user's story – the persona and goal – guides the review.
Your knowledge of usability and good design helps you understand the problems the persona encounters.
Guidelines or a checklist can help you keep important points in mind.
Ginny did a large review with this technique for AARP.
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What are the benefits and risks of this technique? Benefits
Easy to do.
Doesn't need users, space, equipment.
Risks You may know less about these users than you think.
Methods that rely only on guidelines are known to be rather poor at predicting actual problems.
You (or your colleagues and managers) may resist doing usability testing because the review seems good enough.
You become over-confident.
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Doing a little bit more
Get a second opinion. More people means more insights and less chance
of getting fixated on a minor issue.
Decide whether you want more or less expertisein the persona and the reviewers.
Add a wider coverage of people and tasks. Include more personas, especially those that contrast.
Include more stories for each persona.
Make the report more comprehensive − if that will actually accomplish what you need. More detailed descriptions of problems.
Include screenshots to point to specific problems.
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Hallway reviews
Getting input from morepeople in your organization
Post-it notes with comments about a home page (portal) for students who are new to the Open University
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What is a hallway review?
A usability and design technique to capture feedback from Target users
Team members
People in the organization
Customers
Post screenshots or examples of the information in Meeting rooms
Hallways
Online (using tools like Notable − screen shot and link on a later slide)
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Step 1: Decide what to review
Which do you want to review? Information – use a printout of the wording
Information plus design – use a screenshot or wireframe
What do you want hallway reviewers to critique? Clarity – can someone read and understand it easily?
Tone – does it set the right tone?
Context – is there enough to help with understanding?
“Enablers” – do the surrounding elements (design, headings, label, etc.) help reinforce the message?
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Step 2: Think of questions AND bounds
Help frame the feedback Post personas and sample scenarios / tasks with questions to
gauge ability to complete scenario (e.g., What’s the penalty for paying late? Where did you find the answer?)
Post thought-provoking questions (samples on next slide)
What will hallway reviewers know that your personas won’t? Think of the game “Taboo”
Background information
Internal, insider words, phrases
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Sample questions
1. Could you answer [question 1]? If so, where did you find the information?
2. How clear is the information?
3. What else would the reader need to know to understand thisinformation?
4. Are there any design elements that promote understanding?
5. What would you suggest rewording?
6. Are there any words your friends, family, or colleagues wouldhave trouble understanding?
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Step 3: Find the right place
High-traffic areas when you need… Volume
Diverse population
Lower-traffic areas, but with RIGHT people Subject matter experts
Help desk
Trainers
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Step 4: Gather materials and post
Get approval / clearance if needed
Sample materials Large easel sticky notes
Print-outs of site pages or pamphlets
Post-it notes (arrow post-it notes too!)
Tape
Pens, markers
Answer drop-box (if you want to review answers to questions)
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Or set up an online area to collect
Notable – http://www.notableapp.com
flickr – http://www.flickr.comTo give people “Add a note” option, go to You > Your Account > Privacy & Permissions
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Step 5: Check in and observe
See reactions as people encounter the review
Check response rate Post new copies of screenshots if response rate is good
Adjust the “framing” if needed Provide more clarification on task
Follow up on questions, results as appropriate
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Try it!
We'll work on this example:
Information that the Washington State Department of Revenuewrote for every business owner in the state.
Organization's goals: If business owner owes this tax, pay it.
If business owner does not owe this tax, go on record to say that.
Persona: Owner of a small business with 10 or fewer employees.
Is very busy; needs to spend most of time focused on the business.
Doesn't want to get in trouble with Revenue, but doesn't know tax law or tax language.
Gets a lot of mail from a lot of sources.
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Considering what you learned
Positives: Did your reviewers make any positive comments?
Concerns: What did you learn from reviewers' comments about - Relationship problems
Are the organization's goals and the persona's goals in alignment? How well does the site satisfy either set of goals?
Conversation problems Are the headings, text, and images meaningful to your persona? Did your persona understand the words? find where to click?
Appearance problems Does it look tidy and attractive? Is space used well?
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What are the benefits and risks of this technique? Benefits
Quick and easy
Cheap
Fewer time constraints than scheduled sessions
Can reach more reviewers and cover more ground
Risks More often, gather feedback from insiders –
less often, target users
Similar challenges to focus groups – one reviewer’s commentsmay influence another
Little chance to learn more about the comments
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Can we lessen the risks?
Separate the markings from the commentsAsk reviewers to Initial / mark the area they want to critique
Jot down the comments / ideas and drop in a box andreference the mark (e.g., KW1)
Spread out the hallway reviews Requires more effort aggregating feedback
Distributes the number of comments that could bias otherreviewers across multiple copies
Use copies of the same screenshots and give each its own“focus” (e.g., clarity, tone, etc.)
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Usability testing
Informal testing with people who use your information
Informal usability testing of voting materials at the Farmer's Market in Olympia, Washington
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What is a usability test?
Observe real people using something in a realisticor semi-realistic environment Not just asking them about it
See how easily real people find what they need to accomplish a task Confirm or challenge assumptions
Improve materials Don’t argue about design or language. Test with real users.
Learn where and how to prevent mistakes or help peoplerecover from mistakes.
Find where the information is not "plain" enough for peopleto revise it.
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How easily can we learn from users?
Gathering feedback from people can be as simple aswatching someone use something to find information. Let them explore the material as they would really do.
Don’t explain or demo.
Watch what they do.
Note where they do and do not read.
Listen to their comments.
Take their problems seriously.
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How easily can we learn from users?
Usability testingdoes not have to be formallengthy, or expensive.
You don’t need a formal laboratory 100s of participants special equipment special recording systems
Poster from Washington State
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Why not do this in a group?
In focus groups, you get
preferences
opinions
group consensus
In a usability test, you get
individual behavior and performance
what happened, as well as why
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What do you need for a usability test?
What The material you want to test
Where A quiet room (Maybe. We know of very successful
usability testing in an open marketplace, a hangar at an air show, the chemotherapy center at the NIHClinical Center.)
Who Moderator
Observer/note-taker
Users: 3 − 6 people, one at a time
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The moderator runs the session
Impartial, unbiased, observing
No teaching!
Listen and watch
Open-ended questions: Why?How? What were you doing?
Moderator roles:
Flight attendant: Ensuring safety and comfort
Scientist: Planning, maintaining objectivity, managing data
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Briefing the user
Thanks for trying out this […]. Your doing this will help improve this material.
Note: If you never use the words "test" or "evaluate" with the user,you will not have to say "We are not testing you."
You can stop anytime.
Your involvement will be confidential.
If you get stuck or confused, say so.
Please let me know what you are thinking as you use this …
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Techniques to maximize information
If the user says, “hmmm” or “oops” or “I wonder…” Say, “What questions do you have right now?”
If you are doing "think aloud" and the user is silent for 10 or 20 seconds (count!) Say, “What are you thinking?”
If users stop because they think they're done or they are stuck (and you think there’s a problem) Summarize what you saw the user do.
Ask "What would you do now?"
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Think aloud during − or after the task
Consider asking people to “think aloud” as they work What they’re doing
Why they’re doing it
If it's a usability test that you can't do with think aloud,go back over the material Ask the participant to walk you through what they did
and why.
Use the material as a guide for the discussion.
Ask if anything was confusing or frustrating.
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Different ways of having people try outdifferent materials Web site where you are observing people both find and
understand information Ask participants for their own scenarios. (Have you used this
site? What for? Please show me how you did that with this site. or Would you be likely to use this site? What for? Please show me how you would do that with this site.)
Give participants scenarios you have written. (Write scenarios that will have people use parts of the site you are worried about.)
Use both of these with their own scenario first.
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Different ways of having people try outdifferent materials Single document (letter, notice, one web page)
Paraphrase: Have participants
read a section themselves (depending on the document that could be a sentence, a paragraph, a heading and the text under the heading)
tell you in their own words what it means (note what they get right, what they get wrong, and what they leave out)
Read, comment, and answer questions:
Have participants go through the document as they would if you were not there, while commenting to you with their reactions as they go through the document.
Then ask them questions about facts from the document. (You can write the questions like scenarios.)
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Observers and note-takers
Watch quietly. Do not distract the person participating in the usability test.
Do not react to anything that happens during the test.
No laughing, gasps, shaking your head, whispering.
Do not ask questions or try to discuss the test with the participant.
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Observers and note-takers
Take good notes.
Write down what you see and hear.
Be specific. Not "he's confused." But "he said he doesn't know what APR means."
Don't translate. Put down the user's words.
Don't infer the user's reasons for doing something. (The moderator may ask as it is happening. If not, at the end, you may be able to ask the moderator to take the user back to the event and ask what was happening then.)
Don't solve problems while taking notes. That's for later. It will take all your concentration to note what is happening.
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Observers and note-takers
Watch (and listen) for whether the user has any trouble understanding or following instructions?
asks questions or appears confused?
has to correct mistakes or re-read information?
has any comments?
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Watch and listen to a demostration
We'll demonstrate a short usability test.
You are all observers / note-takers.
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Try it
Break into small groups (3-4 people) Choose 1 person to be the participant
Choose 1 person to be the moderator
Others observe and take notes
Participants all come up to the front to get a briefing while the moderators and observers become familiar with the document we are going to have you try out.
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Considering what you learned
Positives: Did any part of what you were testing work well?
Concerns Relationship problems
Are the organization's goals and the persona's goals in alignment? How well does the site satisfy either set of goals?
Conversation problems Are the headings, text, and images meaningful to your persona? Did your persona understand the words? find where to click?
Appearance problems Does it look tidy and attractive? Is space used well?
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Base your findings on what the users did and said Did they read or use the information accurately?
Were there any
signs of hesitation or confusion?
misreadings or misunderstandings?
requests for assistance?
adaptive behavior?(taking out reading glasses, moving closer to the document, holding the paper up to the light − could all be signs of problems with the information design)
surprises?
other expressions of emotion (anger, disgust, delight, satisfaction)− what specific aspects of the materials were those about?
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Report on what you observed in the test
How you report depends very much on your situationand the usability maturity of the organization.
Reports can range from a brief memo of what was agreed on in a debriefing meeting
(Everyone involved observed sessions, attended the meeting, and will fix the problems.)
a short report with very brief identifying information, and then bulleted lists or tables of findings and recommendations(Usability testing is well understood and people just need the results to act on.)
a detailed report with an explanation of usability testing, details of what you did, quantitative and qualitative results, video clips and screen shots, recommendations
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Can we really find problems runningusability tests with so few people?
Yes!
This is not “science” but a way to find problems…and fix them before the material is released.
Experience tells us that usability testing uncovers problems more clearly than any other method.
Seeing the problem is the first step to solving it.
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Rocket Surgery technique
Steve Krug's "do it yourself" method test on a regular schedule, a morning a month
test to get answers to a limited number of issues
3 participants (one hour each)
observers note 3 insights from each of the 3 sessions
debrief and decide immediately after the sessions
to participate in decisions based on the test,you must observe at least on session
no report! just a brief memo of what the team will change inthe next month
tweak to fix; just do what is needed to eliminate the problems
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Write relevant stories
Usability is a toolkit of techniques
Do a final usability testto compare to benchmark
Do persona / story walk-throughs
Prototype (or write drafts) iteratively
Create a style guide and templates
Use each technique − when you need it and at the right scale.
Watch, listen to, and talk with users as they work(contextual interviews)
Articulate your business goals
Analyze search logs and server logs
Conduct benchmark usability tests
Create personas
Set measurableusability goals
Inventory your content
Do card sorting Develop your content strategy
Analyze and measurefor maintenance
Do hallway reviews
Do rapid, informal iterative usability testing
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Usability andplain languagemust be designed in
They can’t be piled on top after the rest of the design is done!
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Plain language matters.
The Center advocates for clear communication and plain language everywhere − in government, business,
non-profits, and universities.
www.centerforplainlanguage.org
Twitter @plain_language
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We support those who use plain language, train those who should use plain language, and urge people to demand plain language in all the documents they receive, read, and use.
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The Center’s projects include:
• ClearMark awards, celebrating the best in clear communication and plain language
• WonderMark awards, telling the world what’s not plain.
• Demand to Understand, encouraging everyone to demand clear communications before they sign an agreement.
• Educational programs about plain language− like this one.
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Plain Language and usability resources
What is plain language?http://centerforplainlanguage.org/about-plain-language/
How-to for plain language: guidelines and tools http://www.plainlanguage.gov/howto/index.cfm
How-to for usability: basics, templates, and guidelines http://www.usability.gov
Toolkit for starting plain language in your organizationhttp://centerforplainlanguage.org/toolkit/
Usability training at Web Manager Universityhttp://www.usa.gov/webcontent/wmu/
Usability Professionals’ Associationhttp://www.usabilityprofessionals.org
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Books on usability and plain language
Letting Go of the Words by Ginny Redish
Handbook of Usability Testing (2nd Edition) by Jeffrey Rubin and Dana Chisnell
Rocket Surgery Made Easy (The Do-It-Yourself Guide to Finding and Fixing Usability Problems)by Steve Krug
Storytelling for User Experience by Whitney Quesenbery and Kevin Brooks
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Janice (Ginny) RedishRedish & Associateswww.redish.net
Whitney QuesenberyWQusabilitywww.wqusability.com
Kate WalserCX Insightswww.cxinsights.com
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hat feedback do
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•
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apture your reviewers' com
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ark each as positive / n
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Gin
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hat do you
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an they tell if this brochure is approp
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• A
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Do you
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answer?
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ey Q
ue
sen
be
ry, Ka
te W
alse
r: Ce
nte
r for P
lain
La
ng
ua
ge
Session outline (from the practice test)
Intro
du
ctio
nH
i, my n
am
e is _
__
__
__
__
__
__
, an
d I’m
go
ing
to b
e w
orkin
g w
ith yo
u to
da
y. A fe
w o
f m
y colle
ag
ue
s are
he
re a
s we
ll to h
elp
ou
t. [Intro
du
ce th
em
]. Th
is sessio
n w
ill take
a
bo
ut 1
5 m
inu
tes. I’ll a
sk you
to re
ad
a sh
ort b
roch
ure
, an
d th
en
talk to
me
ab
ou
t it. O
ur g
oa
l is to se
e h
ow
we
ll the
bro
chu
re w
orks fo
r diffe
ren
t pe
op
le, so
we
can
im
pro
ve it. P
lea
se d
on
’t wo
rry tha
t you
are
go
ing
to h
urt o
ur fe
elin
gs. W
e’re
do
ing
this
to le
arn
, so yo
ur h
on
est re
actio
ns w
ill he
lp u
s the
mo
st. B
efo
re w
e g
et sta
rted
, I ha
ve a
few
qu
ick qu
estio
ns fo
r you
.F
irst, wh
at b
ran
ch o
f the
service
we
re yo
u in
? W
he
n w
ere
you
disch
arg
ed
?
Ha
ve yo
u re
ceive
d a
ny in
sura
nce
or d
isab
ility pa
yme
nts re
late
d to
you
r service
?
Go
ing
thro
ug
h th
e b
roc
hu
reT
he
first thin
g I’d
like yo
u d
o to
is take
this b
roch
ure
. Ple
ase
do
wh
ate
ver yo
u w
ou
ld
you
do
if som
eo
ne
ga
ve yo
u th
is bro
chu
re o
r you
picke
d it u
p, A
s you
go
thro
ug
h it, if
the
re is a
nyth
ing
you
do
n’t u
nd
ersta
nd
or w
an
t to ta
lk ab
ou
t wh
en
you
are
do
ne
, use
th
is pe
n to
ma
ke a
ma
rk ne
ar it.
Le
t the
m g
o a
ll the
wa
y thro
ug
h th
e b
roch
ure
. Ob
serve
the
ir pro
gre
ss, bu
t do
n’t
inte
rrup
t. Wh
en
the
y are
do
ne
(the
y say th
ey a
re o
r the
ir bo
dy la
ng
ua
ge
tells yo
u
the
y are
)…G
rea
t. Co
uld
you
tell m
e, in
you
r ow
n w
ord
s, wh
at th
is bro
chu
re is a
bo
ut?
Th
an
ks. No
w, le
t’s loo
k at th
e th
ing
s you
ma
rked
. G
o o
ver e
ach
ma
rk, askin
g th
em
ab
ou
t wh
y the
y ma
rked
it.
No
w, I h
ave
a fe
w q
ue
stion
s for yo
u:
•Is th
is a se
rvice yo
u w
ou
ld u
se?
Wh
y or w
hy n
ot?
•A
re th
ere
an
y req
uire
me
nts to
be
elig
ible
to u
se it?
•W
ho
pro
vide
s this se
rvice?
•W
ha
t do
you
ge
t from
this se
rvice?
•If yo
u w
an
ted
to u
se th
e se
rvice, h
ow
wo
uld
you
con
tact th
em
?T
ha
t’s all o
f my q
ue
stion
s. Do
you
ha
ve a
ny co
mm
en
ts?
Wa
tap
up
Th
an
k you
…G
ive th
em
the
ir ince
ntive
(or re
min
d th
em
tha
t it will b
e se
nt to
the
m). T
ha
nk th
em
a
nd
sho
w th
em
ou
t.