Tag Archives: Technical communication

Reaching your audience through empathy

On Tuesday, January 23, I’ll give an online talk — along with my colleague Christina Mayr — about empathy and how you can use it to connect technical documentation with its audience. Our talk is part of the “Writing Well” conference.

I hope you’ll consider joining us.

Our talk

man-in-the-mirror

In the mirror exercise, you and another actor (think: your reader) follow each other’s moves (credit: whatshihsaid.com)

Audience analysis is at the heart of what technical writers do. But what makes an audience analysis truly successful? Empathy. Customer empathy spans more than customer service; in fact, it’s most needed long before a user even calls for help. By employing empathetic techniques – for example, monitoring customer support cases to find pain points and improve documentation to address them – you help your users  trust your documentation and seek it out before calling customer support.

Our talk, Improve Documentation Usage with Customer Empathy, will show you how to acquire user empathy and effectively create empathetic technical information. It will discuss several empathetic techniques you can use in your organization to start writing with a better understanding of your users’ pain. We’ll also discuss the case studies, collaboration, and user outreach Extreme Networks performed and the results of these activities.

The event

IDEAS conference logo
The “Writing Well” conference is a two-day, online event that’s put on by CIDM, the Center for Information–Development Management. CIDM brings together managers in the field of information development to share information and new ideas.

The “Writing Well” conference invites you back to basics as we explore what defines good documentation in today’s structured, topic-based environment. What does it mean to write well? What characteristics predict whether or not content will be usable and understandable? Where should we be spending our time? What strategies help authors produce content that users willingly turn to first?

I look forward to connecting with you there.

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Questions from the old year, questions for the new

Looking back over this blog’s performance in 2017, I see a pattern. The 3 most popular articles, in terms of page views, were ones that posed questions. The questions I asked in 2017 are still worth considering today.

Is augmented reality part of technical communication’s future?

While AR is popular for gaming, I asked, can it become a viable platform for technical communication? Nearly a year after I wrote the article, I still don’t see much enthusiasm.

screen shot of a sky map appThere are a few popular low-end AR apps, like the stargazing apps I mentioned in the article. Susan Carpenter, in a comment, envisioned using AR for museum interpretation.

But it’s still hard to see a business case for AR in mainstream product documentation. General Motors, attempting to break into this market, deployed its myOpel app a few years ago. While the app is still available, it’s getting only tepid reviews and it doesn’t seem to be spawning imitators.

Why is it so challenging to apply AR to product documentation? Partly, perhaps, because it’s so hard to know exactly what the user is doing — and trying to do — when they access the documentation. Mark Baker pointed that AR will work only if we can maintain our focus, remove distractions, and not introduce new distractions by, say, cluttering the user’s field of vision with “dashboards” full of irrelevant data.

As we turn the calendar to 2018, the vision of AR for technical communication remains gauzy, maybe somewhere in distant the future but not yet coming into focus.

Is “soup to nuts” what we need?

When I posed this question, I was thinking of authoring systems that combine under one banner all of the major steps of the content workflow:

  • Creating
  • Managing
  • Reviewing
  • Publishing

Vendors have been pitching these kinds of systems for a while. But I questioned whether very many real-world content-development teams were buying and using them.

Since I wrote that piece, my company has invested in one of those “soup to nuts” systems. We’ve begun using it to create, manage, and publish content — but not to review it. Just as I said back then, our subject-matter experts still prefer to mark up drafts using a familiar format like Word or PDF.

It’s too soon to tell whether our soup-to-nuts system will, as I feared, actually hinder cooperation and collaboration with other parts of the company. Service and Marketing, for example, use tools and processes that don’t play well with our the soup-to-nuts system we’re now using in Information Development. How big a hurdle will that prove to be?

People who commented on the article expressed skepticism, based on their own experience, about whether soup-to-nuts can work. One correspondent, however, reported being very happy with a tool I hadn’t considered when I wrote the article: Atlassian Confluence.

Will you still need me? (STC at 64)

Sgt. Pepper album with STC logo addedDuring the last Summit conference — and as Liz Pohland took the reins as STC‘s new CEO — I invoked a Sgt. Pepper song to explain why I thought STC, then marking its 64th anniversary, remains relevant in the 21st century.

I said that STC — which for decades has billed itself as the world’s largest professional society dedicated to technical communication — has stayed relevant by:

  • Providing a solid platform for networking and information exchange
  • Curating a body of knowledge
  • Connecting practitioners with educators

To stay relevant, I said that STC must:

  • Reach across to professionals in fields that involve content creation but that don’t necessarily fall under the rubric of technical communication
  • Make newcomers welcome and help them find their place in the organization
  • Find new ways to attract, train, and energize volunteers — because volunteers are the lifeblood of STC
  • Build its certification program into something that’s valued by practitioners and their employers — a process that’s likely to take a long time
  • Continue to operate as a worldwide society, retaining its place at the table alongside organizations like tekom in Europe

Now, in 2018, STC is spotlighting its age: its next conference is billed as the 65th Anniversary Summit. I think that its strengths, and its challenges, are much the same as they were in 2017.

What do you think — about STC, about soup-to-nuts systems, or about augmented reality?

What questions do you think our profession will need to focus on in 2018?

An image with an impact

If good writing is the foundation on which technical communication is built, then visual elements provide the curb appeal.

Even though most of my training and experience are in writing, not illustrating, I’m keenly aware of the huge effect — for good or ill — that visuals can have on content.

I pay close attention to how the artist chooses to present data in maps and graphs, because that choice can strongly influence the reader’s perception.

I like to spotlight images that are informative and well-executed — like the map in ProPublica’s story on last summer’s Houston floods and the Tampa Bay Times‘ 2015 infographic about the Gulf of Mexico after the Deepwater Horizon oil spill. (Unfortunately, the Times has removed the infographic from its site, but a small piece of it survives in my post.)

Then there’s the recent op-ed by the New York Times‘ Nicholas Kristof on gun violence in the U.S. In an article full of bar graphs and maps, one image in particular made my jaw drop.

Wishing to point up the lack of research into gun violence, compared with research into diseases like cholera and diphtheria, Kristof had a Times artist compare two data points for each problem: number of people affected and number of research projects funded by the National Institutes of Health over the 40 years ending in 2012.

As you scroll down, try to set aside your political views — whether you’re pro- or anti-gun control — and evaluate this image on how effectively it delivers its message.

graph juxtaposing 4 million gun-violence cases and 3 research grants

I’ve seen very few images that delivered their messages so startlingly, so resoundingly. The numbers are impressive, but the huge red circle and the three tiny boxes thunder out the message: gun violence, while a serious threat to public health, is woefully under-researched. (Kristof says that’s because of lobbying by opponents of gun control.)

Feel free to disagree with the message. But don’t tell me that it wasn’t delivered effectively.

A new vantage point

Around 1610, Galileo Galilei, pointing his newly invented telescope at the sky, became the first person to see bulges on both sides of the planet Saturn. He didn’t know what they were. It took 45 years before another astronomer, Christiaan Huygens, figured out that they were rings surrounding the planet.

For 350-plus years since then, every view we had of the rings came from the same vantage point: from outside.

Until last month. For the first time, the Cassini spacecraft slipped between Saturn and the rings, turned its camera away from the planet, and started taking pictures from inside the rings.

Cassini flying inside Saturn's rings
This illustration is part of a NASA animation that shows Cassini’s trip inside the rings. The inset captures an actual image that Cassini sent back.

Following Cassini’s example, I’ve begun considering how I can look at things from new vantage points. If I’ve always looked at something in the same way, have I really seen it in its entirety? Maybe not.

Here are a few things I’m trying to see from new vantage points.

Mergers and acquisitions

My company, Extreme Networks, has acquired parts of 3 different companies over the past year. As a result, our technical writing team is growing rapidly. New people, with all sorts of different backgrounds, are learning our tools, our workflows, and our corporate culture. A lot of anxiety comes with the experience of being part of an acquisition.

I actually have experience with this. I’ve seen things from the other side of an acquisition. Now is a great time for me to remember how it felt — and thereby to help make it easier for the newcomers to our team.

Starting out

My recent participation in the STC Carolina chapter’s mentoring program has given me a new appreciation for how hard it is to break into the technical communication field — from finding a specialty (software writer, e-learning developer, scientific editor) to creating a personal brand to simply landing that first job.

Colliding worldviews

Look at the current world scene and you’ll see people with fundamentally different worldviews. More and more, those worldviews seem to be colliding — and the more they collide, like particles in an accelerator, the more sparks seems to fly. The greater the differences seem to become.

I’m still trying to grasp that. More important, I’m trying to understand the people whose worldviews are different from mine. If I can understand the people on the other side, maybe we can find something in common that we can use as a basis for moving forward together. Maybe that’s too much to ask. I don’t know. But I do know that talking beats shouting, so that’s what I try to do.

(If you’d like to try, too, Jesse Lyn Stoner recently shared some practical tips for taking a stand without polarizing others.)

Epilog

Cassini has been orbiting Saturn since 2004. On Friday its mission will reach its grand finale when it dives into the planet’s atmosphere. When it transmits its last data from inside Saturn’s clouds — a vantage point no one has ever seen — humankind will gain more knowledge about Saturn’s atmosphere than ever before.

How have new vantage points helped you in your professional life? Can you think of other vantage points you’d like to gain?

It’s not your text

Hey, wow. I was looking on the internet and — what do you know? — I found a list.

Yes, I realize that the internet is full of lists. Many of them exist simply to entice us to click. A few might entertain or inform, and then I forget them in 5 minutes.

A very few are worth recommending. One such is this list of rules for editors, compiled by the Baltimore Sun‘s John McIntyre. If you’re in any part of the writing business, hurry on over to The Sun and take a look.

I lingered long over Rule 4: It’s not your text.

You are in the middle of things. You have a responsibility to assist the writer in achieving their purpose. You have a responsibility to the publication to maintain its standards and integrity. You have a responsibility to the reader, the party most commonly overlooked in these operations, to meet their needs of clarity and usefulness. Your personal preferences are subordinate to these responsibilities.

quill penSo it is with editors, and so it is with technical writers as well. We have a responsibility to the company we represent, to maintain its standards and integrity (to the extent it has them), and to present its products in such a way that our readers can use them effectively.

We also have a responsibility to the reader, to meet their needs of clarity and usefulness. This is our paramount responsibility, because this is the one we have to get right. We might get away without perfectly reflecting the company’s style or brand image, or without perfectly describing the product’s features. But if we don’t meet the reader’s needs, so that they stop reading and walk away (or dial tech support), we’ve failed completely.

stone bridgeI’ve heard the technical writer described as the bridge between subject-matter expert and reader. I used to bristle at that metaphor: I thought it implied a passivity on the part of the technical writer, as if we were nothing more than a conduit carrying information from one actor to another. “People walk on bridges,” I remember complaining.

Now, in my old age, I’m more comfortable with the bridge metaphor. Maybe I have a higher opinion of bridges: some of them are engineering marvels, and even the simplest ones are mighty useful. But mostly, I think, I better understand that it’s not my text.

Yes, I play an important role in the transaction between expert and reader. But I’ve come to understand that part of my role in that transaction is to get lost. If I want my name on something, I should write a novel.

My job is to make the text good, and that’s nothing to sneeze at. But it’s not my text.

Serve the profession. Serve each other. Serve the truth.

These are remarks I made earlier this week at the STC Carolina chapter’s 50th anniversary celebration (with some local color edited out). I offer them as a salute, and an encouragement, to everyone in the technical communication profession.

Fifty years ago our forebears brought forth a new organization, dedicated to promoting and cultivating the profession of technical communication in this area.

It’s a testament to their vision that this idea – cultivating the profession of technical communication – sounds perfectly normal to us today. In 1967 it was crazy talk: technical writers were often an afterthought, subservient to the engineers and scientists they worked with. At universities, technical writing, when it was taught at all, was usually a little enclave within the English department.

The founding members

STC Carolina 50th anniversary logoWhen I got here in 1983, I got to know three of our chapter’s founding members. Dr. Edmund Dandridge, professor of English at NC State University, made a name for himself as a teacher and researcher.

Richard Russell – Dick Russell – retired from IBM just about when I arrived. A whole generation of technical writers regarded Dick Russell as a trailblazer and a mentor.

Austin Farrell without a doubt was the chapter’s father figure. I don’t think he actually smoked, but I can picture him wearing a cardigan sweater, holding a pipe in his hand, offering fatherly advice and wisdom to the people who followed him as leaders in the chapter.

I was privileged to know these founding members, but here’s what I want you to know about them: they were pretty much the same as you. They believed that technical writers, designers, illustrators, and managers should be recognized as professionals – just like the engineers and scientists they worked with. They believed in sharing knowledge and helping people grow in their careers.

The legacy they started

Fifty years later, we look on the legacy they started, the legacy that you all have helped build. I’m grateful and proud that the Carolina chapter has always had strong programs and events, strong competitions, and, of course, strong people.

I keep coming back to the people. If this chapter has a proud history it’s because of its people. Because of all of you who cared. You cared about the profession. You cared about each other. You cared enough to share your skills and knowledge, to mentor, to celebrate each other’s achievements.

You cared. You served.

Even though I said we’re not subservient, our profession really is built on service. We serve our audience – the people who use the information we create. Service is the heart of what we do as technical communicators.

Some of you were active in the chapter many years ago. Some of you are longtime members and have played vital roles. Some of you are relatively new: your hard work, your inspiration, your caring and serving will write the history of our next 50 years.

So, from today onward, how will we serve our profession? Continue reading