It’s a small detail, but it does a big thing. That little treatment, the photos, colors, big type, and pull quotes are all used to maintain a mood. They pop up at intervals to check in on the reader, and to keep the story moving. They function almost like the chorus of a song, maintaining a thread to a story, sometimes alluding to where you’ve been, where you’re going, or to punctuate a point in the journey.
Startups stress over hyper-targeted marketing, but once a user signs up, we treat them all the same. Two people using your product can still have very different needs, and your onboarding emails should reflect that.
Before starting with all the A/B testing stuff with content and segments think about rule number one: You’re talking to humans and those humans like to talk to other humans.
I see the developer doc space as one of the great opportunities before us, and one that the tech comm community can tackle. Imagine if technical writers could provide solutions for making API documentation much more usable? Imagine if we could leverage established techniques of our trade for getting people up and running quickly with developer tasks? Imagine if we had modern front-end platforms that made it easy to consume API and other developer information? Imagine if we had ways to collaborate with non-writers on content and still publish complex deliverables?
“It’s actually the engineering culture, and the way the organization is structured to appreciate and support design. Everybody there is thinking about UX and design, not just the designers. And that’s what makes everything about the product so much better . . . much more than any individual designer or design team.”
If we’ve learned anything from the great unbundling occurring across the mobile landscape, it’s that users like simple services and, even more so, they like to know what they’re going to get from an app or platform.
There are things we’re launching this year that we’ve been working on literally for 3 or 4 years, that are not public.
Hopefully we’ll see some cool stuff at WordCamp San Francisco this year.