Should companies combine marketing and technical content to adapt to the shift in UX expectations?

Saran Kante, Clémence Bolinga, Dina Radaoarisoa
July 2017

Abstract

Companies put customers’ needs at the center of their strategy to build a relation of trust and increase customer’s loyalty to their products. In their effort, companies become more and more prone to offer customers a linear experience from the moment they are attracted by the perspective of buying a product or service (marketing) up to after their buying act when they start using the product or service (technical communication). The quality of both marketing and technical content is crucial.
We wanted to have an insight of what experts of technical communication and marketing think of a possibility for these two services to collaborate. In order to get this information
we interviewed professionals from these two fields, we attended conferences and seminars on the subject of combining technical content with marketing content to unify customer experience.
Companies undertaking such a change should thoroughly study the transition process, the product and the profit.
One of the challenges a company would face is how to make two services that are used to working separately pool their skills to achieve a common goal which is to provide their users a high quality service. The credibility customers grant to a company depends on it.
Because the two services use their own terminology to achieve their respective goals, they would need to reach an agreement on the terms they are both going to use to produce their content.

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The impact of the digital enterprise on technical communication

Sarah Consentino, Paul Desreux, Alexandre Dias Da Silva, Vincent Perrot

Paris Diderot University, July 2016

Abstract

The digital revolution has changed consumer behavior in the software industry, and digital organizations must keep up with all those changes to stay competitive. As a result, understanding customers’ needs has become part of technical communication. By compiling recent data and studies, this article aims at answering the following question: to what extent have technologies impacted the way that technical communicators assist users to offer them the best experience possible? We first analyzed how companies are starting to place more emphasis on customer experience through digital channels, and to what extent those changes have impacted the way technical communicators present the information and talk to customers. Then, we investigated and found out why technical communication is now perceived as a measurable added business value for companies.

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Innovation and training: Targeting, designing and broadcasting

Alizée Caudron, Auriane Desbois, Samantha Neller, Julia Ory

July 2015

Abstract

This article deals with how innovation has revolutionized current teaching methods, especially from the point of view of the people creating educational content. There are three main steps to creating good training materials: targeting, designing and broadcasting. The first step, targeting, consists in analyzing the training project before its conception, by targeting the audience and preparing the content, in order to set up the best learning strategy. The second step is designing. Today’s technology gives instructional designers an array of different ways to create and present learning content. In addition to the attractiveness and the physical aspect of training materials which is now crucial, technologies such as 3D, games or Big Data also influence training designers’ work as well as learners’ opinions on learning. The final step is broadcasting. This part of the training material producing process is probably the most innovative of all. Indeed, nowadays new broadcasting methods keep appearing every single day. From Learning Management Sytems to the “Bring Your Own Device”, connected learners have a multitude of ways to access the educational material at their disposal.

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How User Experience helps reshape technical documentation

Célia Goiset, Océane Franc

July 2013

Abstract

This article explains how the User eXperience (UX) reshapes technical documentation. The fundamental purpose of this research is to show how users’ expectations have an impact on technical documentation. Indeed, technical writing is not only the presentation of information but also how it is designed to meet users’ needs. The goal of the technical writer is to communicate the information in a clear and effective way so that the documentation audience understands it well and quickly. In this article, we will first explain the importance of user experience practices in the technical writing field to then analyze the methods used to satisfy users’ needs in our companies while highlighting the UX impact on the effectiveness and efficiency of the documentation. Finally, we will identify some of the UX best practices and tools to create better documentation and ensure the product and company sustainability.

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Implementation and benefits of minimalism in technical writing

Aurélien Delattre, Yann-Olivier Grohan

July 2013

Abstract

This article explains how minimalism can improve the quality and effectiveness of technical documentation. In the first part, we will define minimalism and its main principles, such as action-oriented approach and topic-based authoring. In the second part, we will conduct a comparative analysis based on the technical documentation of two working environments: Societe Générale Corporate Investment Banking and HR Access. We will analyse how  minimalism impacts the effectiveness and searchability of the documentation. These different minimalism approaches depend on quality criteria adopted for documentation. As a consequence, the decision to apply minimalism or not depends on the context (targeted-audience, access to users feedback). To conclude, we will identify some of the best practices to implement minimalism in any  documentation department.

Read the full article (PDF): Implementation and benefits of minimalism in technical writing