Product communication encompasses all the text and visual content that users need to specify, set up, configure, and use products effectively. This content typically consists of standardized components built to corporate guidelines. Product communication strategy is influenced by the type of product and the systems used to create, manage, and deliver the content. Each company has its own unique approach to product communication.
Technical writing is is clear, concise, and structured text. This type of writing goes into user guides, installation guides, troubleshooting documents, and FAQs. The goal is to break down technical information into easily digestible content, ensuring that users can confidently specify, setup and use products. Technical writing often follows corporate standards to maintain consistency. Where corporate guidelines do not exist the Federal plain language guidelines can be used. Technical writing for product systems be managed using a standard like the Darwin Information Typing Architecture (DITA).
Visual content is more engaging and effective then text alone. It it more effective to communicate aspects like assembly steps and system configurations using visuals.
Creating and managing visual content for product systems at scale poses different challenges that aren't addressed by standards like DITA. These challenges include managing various formats, ensuring consistency, and updating content efficiently as products and the system evolves.
Product communication for standalone products is constrained by the discrete nature of the product. For instance users do not need guides on how to use a pair of shoes with different types of socks. All the communication content can just describe the product itself and can be finalized before the product is launched.
Most of Doran Design Studio’s product communication work relates to system products. A systems product functions as a node in a larger system, and much of the product communication content relates to how the product integrates with the system. Doran Design Studio uses a bespoke software system and framework called Graffold powered by Neo4j to address the unique challenges of creating and managing visual product communication content for system products.
Effective product communication combines technical writing and visual content to guide users efficiently. Technical writing, supported by standards like DITA, ensures clear and consistent documentation. Visual content, managed through systems like Graffold, enhances engagement and clarity. While standalone products require straightforward communication, systems products present unique challenges due to their integration within larger systems. Doran Design Studio's bespoke solutions ensure all product communication materials are accurate, up-to-date, and engaging.
