The changing nature of technical content (tekom tcworld 2013 conference)

The changing nature of content

tekom tcworld 2013
Ellis Pratt
Cherryleaf
Saturday, 9 November 2013

Overview
1. A story
2. What do we mean by the traditional approach to
User Assistance?
3. Why change? The weakness with the current
approach
4. Towards a new model
5. What are the beneﬁts for doing this?


1. A story....


We heard a prospect say


“We’d like our technical user documentation
to be like our marketing documents...


friendly...


friendly...
conversational...


friendly...
conversational...
good.”


We started to
see this
elsewhere


To get fancy with this, you can do use this in
conjunction with the link tool when you’re creating your
promotion.
Just click the link tool above the module, and in the place
where it says “Link name”, you could write: Join my mailing
list.
Then, where it says, “http://” and wants you to add you
link, just insert [[subscribe]] and you’ll be golden.


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Can't decide on just one page? No problem.
Firefox lets you set a group of websites as your
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13%
increase


Was a new model
emerging?

New !


2. What do we mean by
the traditional approach
to User Assistance?


The traditional model

Help image: HyperWrite

The traditional
approaches
Information Mapping
Minimalism
Quick Reader Comprehension
STOP Sequential Thematic
Organization of Publications

From the 1950s-80s
Image: Wikipedia

The traditional model
Succinct
Clear and unambiguous
Numbered lists
Topic-based writing
Unemotional
Active voice


Strengths
Easy to understand
Easy to ﬁnd
Translatable
Accurate
Re-usable


The traditional model is
good for
Safety
Risk
A hierarchical, command
and control, culture
Anxiety
Image: Haynes

3. Why change?


Who has been told
this?
“No-one reads the
manual”


Why change?
Uncertainty over
its value

Image: Kathy Sierra

Technology is changing

We feel we are in more control

Technology is changing
1993

2013

It’s more ubiquitous

Image: Jim CarreyFar

Users are becoming
more competent
They want to do
more than just
function
They want to master
a task

What motivates people
Autonomy - being in
control of their lives
Mastery - being good at
something
Purpose - something
having meaning


How we purchase
technology is changing

Image: Google

How we purchase
Know
Like
Trust
Try
Buy


How technology is sold
is changing
Try before you buy
Software as a Service
App abandonment


How we purchase
Know

Technical
content
User Assistance

Like
Trust
Try
Buy


How technology is sold
is changing
This may not work
any more


4. Towards a new model


Let’s look at some
examples


More submissive


More conversational


It’s happened before


But L18N needs took
over

Generated by CamScanner from intsig.com

2008

But L18N needs took
over

2013

Progress or regression?


The importance of
psychology

Image: University of Roehampton

The importance of
context

Image: Wikipedia

The importance of
context

Traditional, dominant approach

Developing a voice and
tone
MailChimp style
guide
VoiceandTone.com


Developing a voice and
tone


Developing an
integrated model for
learning, User
Assistance and mastery

The competence of
users
Unconscious
competence

Mastery
I know how
to do it well
I know I’m
incompetent

Conscious
incompetence

I don’t know I’m
incompetent


Conscious
competence

Unconscious
incompetence

Traditional UA model
Forums
Screencasts

Users’ questions & strategies

Body of
knowledge

Making people aware of
their “incompetence”


Help

Training

A new design for User
Assistance
Community, user generated content
Feed some of this
back into
What is a good choice?

Body of
knowledge

Curiosity



A uniﬁed system
Community, user generated content
Body of
knowledge



5. What are the beneﬁts
for doing this?


What is our desired
action?
What do we measure?
What is our deﬁnition of success?


What do we measure?
Correlate with Support calls
Ratings of usefulness
Comments
Usability testing
Task completion
Prospects become customers

A/B Split testing
13%
reduction in
Support calls


6. What are the
take-aways?


Summary
Technology and users’ skill are changing
The techniques from 30 years ago may no
longer appropriate
New writing styles are emerging


Summary

No one right answer, you will need to
experiment


More information


For more information
(including details on our training course)
ellis@cherryleaf.com
@ellispratt


Questions?
(I have Jammie Dodgers)


The changing nature of technical content (tekom tcworld 2013 conference)

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