The quotation in the title is from Roger Hart’s presentation at last week’s TCUK14 conference. Roger is a product marketing manager who spent a few years as a Technical Author. In his presentation, Collateral damage: do marketing and tech comms have to fight when users get informed?, he explained some of the most powerful marketing content today is high quality user information – especially the content that Technical Authors produce.
One of the highlights from the Technical Communications UK 2014 conference was the keynote presentation from Microsoft’s Doug Kim. Doug is Senior Managing Editor for Office.com, and leads guidelines and best practices for Voice in Office. By Voice, he means the tone of voice and style of English used in the User Interface and user documentation.
The change in voice is something we explore on our advanced technical writing techniques course, so I was interested to see how Microsoft was addressing this topic. The good news for us is that Microsoft’s approach is consistent with what we advocate on the course (however, we will need to update the course before the next one in December to include some of the topics Doug discussed).
Last night, we watched Steve Jobs: The Lost Interview on Netflix. It’s a lengthly (70 minute) interview from 1995, in which Steve Jobs discussed his recipe for a successful business. The interview was made 19 years ago when Steve Jobs was still running NeXT Computers, and just six months before he rejoined Apple.
Here are some highlights.
David Farbey wrote a semi-existentialist post on the challenges for technical communicators yesterday. I’d like to look at the issue in a different way, by looking at the big questions in technical communication today. The answers to these questions (which may be decided by people outside of the profession) are likely to affect the future direction for technical communicators.
On Monday, I spoke at the Visma Developer Days conference in Riga, Latvia, about some issues software companies have to address when migrating from developing on-premises software to Software as a Service.
One of the of the biggest changes is that the revenues are spread over the lifetime of customer – they pay on a monthly basis rather than an initial up-front payment. It becomes vital customers don’t give up on using the software after only a short while, because you won’t have earnt much income from that customer. If the software is difficult to use, and if users cannot find the answers to questions when they need them, there’s a good chance they will stop using the software, and stop paying their subscription fees.
We’re seeing a number of software companies changing their approach to providing user assistance (user documentation). More companies are thinking about it at the start of the project, so they can do a better job of delivering user documentation than they’ve done for on-premises software. They’re seeing documentation as part of the customer journey, and part of the design process.
This is welcome news, although it requires development teams to combine product design with information design. I wonder if there’ll be similar trends emerging at the next conference I’ll be attending – MadWorld 2014.
Peter J. Bogaards posted a link on Twitter yesterday to an article and a press release on how IBM is adopting a design-led approach to software design.
“IBM Design Thinking is a broad, ambitious new approach to re-imagining how we design our products and solutions … Quite simply, our goal — on a scale unmatched in the industry — is to modernize enterprise software for today’s user who demands great design everywhere, at home and at work.” (Phil Gilbert, general manager, IBM Design)
I understand the IBM Design Thinking approach will affect everything it does: product development, processes, innovation, and, interestingly, the technical documentation/user assistance associated with products. Both design and traditional technical communication share the same goals – to deliver something that is very usable, robust and aesthetically pleasing – so it makes sense to have the two teams aligned closely.
After a short break, our Advanced Technical Writing Techniques training course has returned. We’ve scheduled a public course for Thursday 24th April 2014, in South Kensington, central London.
Past clients include technical communicators from Citrix, GE, IBM UK, Lloyds Banking Group, Sage plc, Schlumberger and Visa International. One delegate commented:
“The way in which customers consume our content is changing, as are the different expectations customers have regarding user assistance and support. Your course provided further insight and ideas regarding how to review and adapt to ensure content is relevant and appealing to our customers.”
This course is ideal for Technical Authors and those developing assistance for users of software.
Discover the advanced new writing styles emerging in technical communication. Don’t get left behind. You can book a place via the webpage Trends in Technical Communication Workshop – Advanced Technical Writing Techniques.
We noticed last week a few tweets in our Twitter stream about how technical documentation and user assistance will be turning into a conversation.
Informal, verbal, interactive, spontaneous communication is quite different from pretty much all forms of User Assistance you’ll see today, so what do technical communicators mean by “conversation”?