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Read the June edition of my newsletter Clear Enough here.  

Zen Citizen: An effort towards clearer, bribe-free government processes

 

Last month I wrote about my volunteering project with Zen Citizen on translating the death registration form into plain English. This form gave me a chance to work closely with the founder of Zen Citizen, Vineeta Kommineni. Today's post features Vineeta and her organization and takes a look at their work from a plain language perspective. 

Founded close to two years ago, Zen Citizen is a volunteer-driven initiative that explains procedures in simple language and shares hacks/workarounds and undocumented information to help citizens independently apply for services. 

When Vineeta’s father passed away, she visited government offices many times to get documentation done. Each time she would be turned away by the staff asking for some or the other missing detail or document. The intent was clear: to wear her out enough to push her into paying a bribe. 

It didn’t really work that way. Eventually, Zen Citizen happened. While the core idea behind Zen Citizen is to empower citizens to access government services easily and on their own, the deeper goal is to fight against corruption, Vineeta told me in a telephonic interview. 

“Why should a citizen take the help of even middlemen to exercise their rights? Often the middlemen’s fee covers the bribe,” Vineeta said. 

The struggle for information is real in India. Finding out the police station, revenue district, or municipal ward your house is a part of should be just a few clicks away in this day and age. But it isn’t. One of Zen Citizen’s initial projects, Civic Compass, solved this for the residents of Bengaluru.  

Other tools Vineeta’s team have built are Kaveri Village Finder that helps you locate your property within the revenue department’s maps and Kaveri Image Resizer, a nifty way to resize photos for marriage certificate applications. These tools are workarounds for buggy government websites that frustrate and slow down users. 

Plain language in Zen Citizen’s work

“It isn’t enough to say file an affidavit. It needs to be explained in plain language. And in the absence of such information, Zen Citizen comes in. What’re the different ways in which something can be misunderstood? We must look at all that.

“Writing in plain language is not difficult. The hard part is caring enough about the user to do it,” Vineeta said.

Her current work with Seva Sindhu is to translate government forms into plain English. It’s a portal that hundreds of thousands of people visit everyday to avail of services such as birth or death certificate, police verification certificate, bus passes, and so on. “We are currently working only on the text and not doing any changes in the backend or redesigning the UX as that’s a safe, low-friction place to begin,” she informed me.

But plain language often goes deeper than text: it is about design and, as earlier noted, about empathy – aka getting into the user’s shoes. So I asked Vineeta what her approach would be if a change needs to go deeper than the text level. Take, for instance, the language field in the death registration form. Getting clarity on how to fill this field is not simply about editing the text or providing an explanatory note – see my post on this last month. This one field is enough to show that the form was not designed in a user-first way. 

To this, Vineeta replied, “We started with writing guides to help citizens navigate dysfunctional systems with less frustration. Our goal was to make the best of the situation. We did not want to fight the system or try to convince the government to change its processes—that felt like a battle for another day.” 

Fair enough. One must choose their battles and Zen Citizen has chosen theirs. Plain language is, of course, central to any work that strives to bring clarity to government processes. One does start with the text, but usually the work grows beyond it.

Label padhega India, par kaise?

Translation of the title: India will read labels, but how?

I love Revant Himatsingka’s videos on food and nutrition. I first came to know about him from the Label Padhega India campaign. He urged people to read the labels on food products before they buy them. The campaign became hugely popular, thanks to Revant’s candid style and approach of putting data first. It tried to bring transparency to the food industry – something sorely lacking in India.

It hits you hard when you consider that this industry is worth nearly USD 30 billion and hardly any rules to govern the production and sale of junk food. No wonder companies from the world over are making a beeline to India.

As if on cue, the Supreme Court recently asked the Indian government to come up with guidelines to clearly display nutritional information on the labels of food products.

Both the Label Padhega India campaign and the apex court’s directive are all headed in the right direction. Companies must responsibly announce what they are trying to feed consumers. There is no question about it.

However, both these moves miss a point. It’s great for Indians to start reading food labels. But will they understand what they read?

For one, the food labels are all in English, cutting off access for most Indians right away. Revant suggests a hack for this: the label must include a QR code which can link to a webpage with nutritional information in all Indian languages. However, I doubt if this step is enough to make labels easy to understand.

Why so? That’s because plain language standards are sorely lacking in India and you can expect the same on food labels.

For example, when it says “fortified”, it means “added” in the food labelling context. So why not say “added” in the first place?

But plain language is not just about using simpler words. It is about the audience and what the audience finds plain enough. In countries like India where health awareness is seriously lacking, what does “low fat” mean? How low is low? According to Better Health Channel, anything calling itself low fat must contain less than 3% fat for solid foods (1.5% for liquid foods). So, if something is being advertised as 93% fat-free, it still has 7% fat, which is not low.

Even saying that a soft drink contains x amount of caffeine may not be enough, as we don’t know how much caffeine is too much for us. Gov.UK recommends that apart from declaring the nutrition information in ml or mg, we also need clear warnings that say “High caffeine: not recommended for children or pregnant women”.

Then again, a label is not just about the text. We need plain design as well. The US FDA has detailed guidelines on how different elements of a food label must be displayed [pdf].

Labelling shouldn’t be about marketing. Take this label of a popular wheat shavige (seviyan/vermicelli) brand. 

It says, “No added maida”. It made me wonder if the vermicelli is made of maida (refined flour) or wheat?  When the ingredients list clearly states that it contains wheat semolina, why bother to say that your product doesn’t have something it is not supposed to have anyway? If the company meant to market its product to consumers who want to avoid maida, it could have simply said, “No maida”. Just don’t add the word “added” to serve your marketing purposes. It’s confusing!

Of course, given the low level of health literacy and that fact that Indians reach out for the next pack of chips or the next bottle of cold drinks without a qualm, why bother with nutritional information? Will labelling something as highly salty or sugary stop the Indian consumer?

There are many answers to this, but perhaps the most relevant is that we are making a big assumption by saying that people don’t care. How do we know that for a fact? Has a genuine attempt been made to inform the consumer? Do we have data to show comparisons between sales before and after clear nutritional labelling was provided?

We have to make a start somewhere in eating right. Clearly displayed nutritional information in plain language is the first step. 

Plain language and design rethink: IRCTC

A few days ago, I booked a train ticket on the IRCTC website. I then had to cancel it for some reason. I tried to look up the cancellation and refund procedures. It wasn’t an easy find or read. I noted a few things down on how the website could be better with plain language and design and improved user experience.

For those not aware, irctc.co.in is the official website of the Indian Railways for online ticket booking. With a monthly traffic of about 13 million, it is one of the most visited websites in India. 

User experience
The cancellation and refund procedures are hidden away as PDFs. Why so, when we know that PDFs cause frustration and slow task completion. A webpage makes for better user experience than a pdf: Its easier to navigate, is interactive, and does not require you to download it.

An explanation video would have done the job much better, especially for cancellation. But given that it is a government website, I am not going to push that too much.

As I write this, I realize that’s how I have been conditioned to expect less from the government, not more. This post shall then be about overcoming this conditioning: to expect more from the government, indeed, to demand it.

A few other things I noted were (a) the general busyness of the website, which was mildly disorienting to me. The chatbot takes too much space on the screen. Even when minimized, it’s prominent. 

And (b) the glaring lack of translation, even machine translation. For such a highly-used website in a country that speaks so many languages, how do you explain this?

Now, the language part.
The document is confused about how to address the user. It says “user,” “you”, and “passenger” at different times. It’s better to address the user in just one way, and “you” will do just fine. But what definitely needs to be changed is the use of the possessive pronoun “his”.

Some other plain language edits:

Original
“Access IRCTC e-Ticketing website by providing correct Username and Password on Login screen.”

Plain language version

“Log in to the IRCTC e-Ticketing website.”
(Obviously, if you do not provide the correct username and password, you cannot log in. Why bloat the sentence then?)

Original
“If user wishes to cancel his e-ticket, go to 'My Transactions' and Click 'Booked Ticket History' link under My Account menu.”

Plain language version

“Go to 'My Transactions' and Click 'Booked Ticket History' link under My Account menu.”
(The user is reading the e-ticket cancellation guide. What other purpose in life could they possibly have at that point?)


Still, all of this is far better than the language of the refund rules document which simply reproduces the government’s gazette notification. No attempt has been made to rewrite the text for laypersons.

Original
“If amount debited from customer account and ticket not issued, IRCTC will refund the entire Fare and IRCTC convenience fee electronically (as credit to the relevant credit /debit card account used for the transaction), but the bank/card transaction charges are likely to be forfeited.”

Plain language version

“If the amount is debited from your account and ticket not issued, IRCTC will refund the fare and IRCTC convenience fee electronically to your account. However, you may lose the bank/card transaction charges.”

Original
“In case of e-tickets shall be cancelled online or online TDR shall be filed within the time limits prescribed under these rules for obtaining refund.

Where a RAC ticket or wait-listed ticket is presented for cancellation, the refund of fare shall be made after deducting the clerkage if the ticket is present for cancellation upto thirty minutes before the scheduled departure of the train irrespective of the distance.”

Plain language version

“To obtain a refund, cancel e-tickets online or file the TDR online within the time limits mentioned here.

Cancel an RAC ticket or wait-listed ticket at least 30 minutes before train departure. IRCTC will then refund the fare minus its fee.”
(Clerkage seems to be railway jargon. The user doesn’t need to be bothered with it. IRCTC charge or fee gets the meaning across.)


The edits I have provided here are not the only way of simplifying these sentences, but are only guidelines. The point being that IRCTC needs to talk “to” its users and not “down” at them. And that writing in plain language is not all that difficult, if the intention is to help achieve the user’s objective as quickly and easily as possible.

Plain language and design rethink: UIDAI

This post is about how the UIDAI website can be more human-centric using plain language (PL) and design principles. This is not a comprehensive critique. I have picked eight examples to show how these principles can make life easier for the site’s users.

I am happy to be publishing this post just a couple of days before International Plain Language Day. I hope we can pick up the momentum here in India on writing more clearly and humanly.

The Universal Identification Authority of India is a government agency responsible for issuing citizens the Aadhaar card / number. This number is unique to each individual and is key in accessing governmental services. It is also a highly preferred document to open your bank account, rent a house, get a gas connection – in short, to live your life in India.

#1 Avoid wordiness.

Aadhaar Mitra, the bot, that pops up on the home page says:

“Welcome to Aadhaar!

Hi, I am your Aadhaar Mitra.

How May I Help you!!

Ask me anything about Aadhaar!”


It could have simply said, “Hi, I am your Aadhaar Mitra. How may I help you?”

Using fewer words saves everyone’s time. A chat bot’s messages have no business being wordy, as it must cater to immediate requests from users.

#2 Use lists when talking about a number of things.

Identity and address proof documents mentioned on this page can be better presented with a list and sub-heads:


What to submit?

For proof of identity and address:

• Ration card

• Voter identity card

• Government-issued identity card/certificate having address

• Indian Passport

For proof of identity:

• PAN card

• Driving license

• Secondary or Senior School mark sheet/ School leaving certificate having photograph

• Government-issued identity card/ certificate

For proof of address:

• Electricity/water/gas bill (last 3 months)

• Bank / Post Office passbook

• Rent/ lease/ leave & license agreement

#3. Use “you” and other pronouns. Speak directly.

And

#4: Cut the bloat.

Below is the introductory paragraph on the grievance and feedback page and a possible rewrite. The original paragraph prefaces and rambles. I have implemented two important PL principles in this example: use pronouns like you would in a conversation with human beings and eliminate unnecessary words.

Strangely, it seems like as if this page is only for grievances related to the update process.

Original
Aadhaar, as the most commonly used digital identity, is used to avail of numerous subsidies, benefits and services. In view of the same, for maintaining the accuracy of the Aadhaar database, UIDAI had initiated an exercise for update of documents and Aadhaar information. In the course of activities undertaken to keep the Aadhaar database updated, intimations are issued from time to time to Aadhaar number holders. In this connection, it is clarified that no Aadhaar number has been cancelled. In case any Aadhaar number holder has any grievance in this regard, they may submit their feedback here. Any such grievance will be duly addressed.

Rewritten in plain language
To maintain the accuracy of your Aadhaar information, we ask you to update your documents from time to time. We wish to clarify that we have not cancelled any Aadhaar number in the updating process.

If you have a complaint about your Aadhaar update, please fill in the form here.

In the rewrite, I have:

• Used pronouns such as “you” and “we”. This speaks directly to the user and makes it an interaction between human beings. It invokes trust, is shorter, and easier to understand than the distant-sounding passive phrases which eliminate the need to use a pronoun.

• Deleted prefacing sentences, such as the first one in the original paragraph.

• Deleted phrases like “In view of the same”, “in this connection”, and “in this regard” which merely add flab and have no real purpose.

• Deleted repetitive information couched in different words. The phrase “In the course of activities undertaken to keep the Aadhaar database updated” refers to what has already been stated in the previous sentence.

• Tightened up the copy: Use “if” instead of “in case”.

• Got rid of officialese such as “duly addressed”. Scratch that. I got rid of all of the last sentence. If I fill in a grievance form, I obviously expect it to be addressed.

#5. Use common and accurate words.

“Demographics” is a word that comes up often on the site. Demographic refers to anything related to population or the different groups in it. When the UIDAI site says “Update demographics data”, it simply means “Update your data”.

While “demographics” is not a common word that most people visiting the UIDAI site can easily understand, it is not even the correct word in this context. Using inaccurate words has a further repercussion when you bring in machine translation (MT). In the machine-translated Kannada version of the website, demographics becomes ಜನಸಂಖ್ಯಾ ಮಾಹಿತಿ, which is the literal translation of the word. It means population information. Not helpful.

Same goes for the word “grievance”. “Complaint” is a more commonplace word.

#6. Create a glossary.

Following from the last point, a glossary or a terminology database is necessary for terms used on the website. The glossary must state the meaning of the term in the context of the website. This can be used to train MT engines and can serve as a reference for professional translators as well.

A glossary can help avoid the many mistakes that can crop up with translation down the line and the ensuing need for corrections. While this is not a strictly plain language recommendation, it is conducive to it.

And while we are on the subject of MT, the disclaimer about MT accuracy needs to be visible when someone opens the translated versions of the website. It’s currently at the very bottom of the main site.

#7. Keep accessibility in mind.

The UIDAI site uses a carousel to highlight new features. It moves pretty fast from slide to slide. I usually find it hard to read from carousels and am constantly trying to keep up. It isn’t just me though.

The W3C (Web Accessibility Initiative) has this to say about carousels:

“Carousels are disputed from a usability perspective because their content can be hard to discover.”

And

“For any moving, blinking or scrolling information that (1) starts automatically, (2) lasts more than five seconds, and (3) is presented in parallel with other content, there is [must be] a mechanism for the user to pause, stop, or hide it...”

(Text in square brackets is mine.)

Carousels make it distracting for people with difficulties reading or focusing. They also don’t seem to take into account the fact that people read at different speeds. We have data to show that carousels are ignored by most users: only 1% interact with a carousel at all, and 89% of them only with the first slide.

When they must be used, carousels must have a pause button. The carousel on the UIDAI site does have a pause button, but is hard to find as it’s right in the middle of the slide and I missed it on my initial visits. It didn't seem to work either when I clicked it and the carousel kept playing.

Carousels do help in packing a lot of information in a smaller space. But a government website is better off helping citizens accomplish their objective, rather than confuse or distract them in an effort to save space.

The good news, however, is that carousels are missing from the subdomains of the site.

The UIDAI website carries a certification stamp from the Guidelines for Indian Government Websites and Apps (GIGW). These guidelines quote from the very same W3C guideline on carousels in Section 5.2.25. Yet, the message seems to be lost.

#8. Clear the clutter.

The whole set of links under the About Aadhaar button can be moved off the main navigation. Same goes for the Ecosystem links. These are obviously not for the lay user, but for the people or agencies who work for UIDAI or for media personnel who seek additional information.



As I said before, this is not a comprehensive clarity audit. What did you notice that can be improved? Share in the comments.

Five key learnings from Better Posters

I recently attended a webinar on "Better Posters" by Mike Morrison. My key learnings from the webinar:

1. With posters, you need to communicate fast. You have a few seconds to catch someone's attention as they walk past your poster in an exhibition or corridor. The information you are putting out may be important. It's necessary to try and aim at reaching your message to ALL of those who pass by, rather than just a few.

2. Get in touch with your feelings. Mike repeated this often. And I wondered why. It then struck me that perhaps when you are creating a science poster, you reduce the communication to the mere facts and drain out all human elements from it. This can happen when empathy is missing from the communication.

If the poster is about a drug claiming to cure cancer, it is important information for someone who is suffering from cancer and for someone who is treating cancer patients. How can we get the top-level information of a poster to these people in a few seconds? For the communicator, it may merely be information. For the cancer patient, it may make a difference to their life.

Only when we are in touch with our own feelings can we even fathom how the intended audience might receive the message.

3. Another thing that he repeated often was to communicate the same message across visual, verbal, and emotional channels. Sometimes, in presentations the on-screen text is about one thing while the speaker is saying something that is not exactly the same -- the speaker may be introducing some additional information. This can be jarring and delay comprehension.

4. Templates can bring in boredom or synaptic fatigue, as Mike put it. Slide after slide, if information is presented in the same way, you might just zoom out. Bring in variety. Even talk differently during a presentation, Mike advised. I wonder how this piece of advice would sit with marketing folks. The same message is bombarded on to our senses again and again in the name of branding. Perhaps this is one reason why people tune out of advertisements.

5. Avoid chunky text or too much text in posters. It's easy to be over-enthusiastic in pouring out every bit of information into the poster. However, we need to deliver the top-level information in just a few seconds. That's the hook to convert the passer-by into an interested reader. Once this happens, you can go incrementally into more details.