Storytelling techniques for product documentation

STORYTELLING TECHNIQUES FOR PRODUCT DOCUMENTATION:
KEEPING THE READER’S ATTENTION FROM THE FIRST TO THE LAST PAGE
IMAGE SOURCE:
UX COLLECTIVE

ABOUT ME
LESIA ZASADNA
Information Developer at ELEKS since 2011
Master of intrigue, appreciator of interesting
information presentation techniques
30+ successful documentation projects
Co-organizer of ELEKS Lviv IDO Camp’18
Presenter at Ukrainian IT events &
international conferences

THIS PRESENTATION WILL BE USEFUL FOR YOU
IF YOU’RE AUTHORING ANY OF PRODUCT DOCUMENTATION
TECHNICAL
DOCUMENTATION
software arch doc,
deployment guide,
API guide, ...
USER-FOCUSED
DOCUMENTATION
user manual,
help article,
blog post, ...
PROCESS/PRODUCT-
BASED DOCUMENTATION
requirements spec,
status report,
proposal, …

VISIT TO A HOSPITAL
quick, clean in-and-out documentation experience
WHAT’S YOUR TYPICAL DOCUMENTATION EXPERIENCE?

VISIT TO A HOSPITAL
quick, clean in-and-out documentation experience
VS.
VISIT TO DISNEYLAND
both useful and enjoyable documentation experience
WHAT’S YOUR TYPICAL DOCUMENTATION EXPERIENCE?

COMPARE THESE ARTICLES:
WHICH ONE HELPS YOU BETTER UNDERSTAND
THE TYPES OF TEXT ALIGNMENT?
INFORMATION PRESENTATION TECHNIQUES

Meet Your Type: FontShop Field Guide
http://smad.jmu.edu/shen/webtype/
alignment.html

SO, THE METHOD OF PRESENTING INFORMATION
MATTERS A LOT. IT’S NOT JUST ABOUT LAYOUT AND
FORMATTING BUT ALSO ABOUT PRESENTING
INFORMATION IN AN INTERESTING WAY
(FOR EXAMPLE, ‘ALIGNING’ PEOPLE IN MOVIE THEATER)

“The vast majority of writing advice focuses on "writing
well“ as if it were the same as telling a great story.
…losing sight of the one thing that every engaging story
must do: ignite the brain's hardwired desire to learn
what happens next.”
- Lisa Cron, “Wired for Story”

ESTABLISHING
RELEVANCE
(THE REAL WHY)
1
LET’S DISCUSS 3 STORYRELLING TECHNIQUES
FROM “WIRED FOR STORY” BY LISA CRON:
2
ULTIMATE GOAL
(“SO WHAT?”
FACTOR)
3
WHAT CAN
GO WRONG
MUST GO WRONG

ESTABLISHING RELEVANCE
(THE REAL WHY)
whose story it is || what’s the story about

START BY INTRODUCING
(ONE OF) THE MAIN CHARACTERS
ESTABLISHING RELEVANCE (THE REAL WHY)
WHOSE STORY IT IS

https://www.dropbox.com/guide
WHOSE STORY IT IS

READERS WILL BE INTERSTED IN THE DOCUMENT/ARTICLE
ONLY IF THEY CAN IDENTIFY/EMPHATHIZE
WITH (ONE OF) THE MAIN CHARACTERS
WHOSE STORY IT IS

1. Executive Summary
Customer has requested that we, as an independent
information security and compliance partner, provide this
proposal in reference to an initiative driven by the Customer’s
commitment to security and the need to protect its critical
information and systems.
We identified weaknesses in systems that leave them
susceptible to an external or internal threat. We use
sophisticated manual processes as well as automated tools to
evaluate the systems from the perspective of authenticated
users; these processes identify security vulnerabilities including
logic flaws (business logic). Verified findings and actionable
recommendations are provided to assist Customer in reducing
the risk to critical systems.
These proposed consulting services will identify potential risks
or gaps in security or compliance that exist in the relevant
scope and will enable us to recommend the security and
industry best practice approach for the Customer to mitigate
the risks based on the findings.
This proposal, based on consideration of the scope and metrics
discussed, describes Company’s specific service and overall
engagement methodologies...
IN THIS DOCUMENT:
CHARACTER = READER
(CUSTOMER, CUSTOMER’S CLIENTS,
CUSTOMER’S PRODUCTS)
CHARACTER = AUTHOR
(SERVICE/SOLUTION PROVIDER,
PROVIDED PRODUCT)
WHOSE STORY IT IS

https://www.dropbox.com/guide/admin/visibility-and-control/manage-and-control-groups
WHOSE STORY IT IS
IN THIS DOCUMENT:
CHARACTER = READER
(CUSTOMER, CUSTOMER’S CLIENTS,
CUSTOMER’S PRODUCTS)
CHARACTER = AUTHOR
(SERVICE/SOLUTION PROVIDER,
PROVIDED PRODUCT)

NEXT, LET’S LOOK AT THE CONTENT OF SEVERAL
FILE STORAGE AND COLLABORATION TOOLS
ABOUT WORKING IN OFFLINE MODE
WHAT’S THE STORY ABOUT

https://www.pcloud.com/help/drive-help-center/
THE ARTICLE MOSTLY
DESCRIBES PRODUCT
(MAIN CHARACTER)
ACTIONS
THAT TAKE PLACE
WHEN THE READER
(SECONDARY
CHARACTER)
INTERACTS WITH
THE PRODUCT

https://gsuite.google.com/learning-center/products/drive/get-started/#!/section-1-1
ARTICLE STARTS WITH
THE GOALS OF THE READER
(MAIN CHARACTER),
AND THEN GOES ON TO
EXPLAIN HOW THE READER
CAN ACHIEVE THESE GOALS
USING THE PRODUCT
(SECONDARY CHARACTER)

We are cool and know
how to do create cool docs.
We think you need some.
The page will merge the content
from the 3 existing pages.
As a result, you get
one go-to page will all info.
Users will be happy.
Company is looking to increase user
happiness. Self-help content can
help with this.
WHAT’s AT STAKE
Users get lost among 3 pages.
Eventually, if users can’t do sth easily,
there’s a chance they won’t do it at all.
SO WHAT
Having one new page will solve this,
as well as....
HOW’D WE GO ABOUT IT
Steps 1 happy - 2 happy - 3 happy.
DOCUMENTATION VISION FOR PROPOSAL:
“BEFORE” VERSION
DOCUMENTATION VISION FOR PROPOSAL:
“AFTER” VERSION
Based on analysis, we suggest
creating a new page.
Based on analysis, we suggest
creating a new page.
We’ll implement this using
Steps 1 - 2 - 3.

HOW CAN WE MEASURE IF WE ESTABLISHED RELEVANCE
(THE REAL WHY) IN OUR DOCUMENTATION?
READERS SPEND MORE TIME WITH OUR DOCUMENT/ARTICLE
(THEY ARE HAVING AN INTERESTING READ)

ULTIMATE GOAL
(“SO WHAT?” FACTOR)
recurring theme || cherry-picking important events

THE THING THAT’S AT STAKE DEFINES THE RECURRING THEME
(RHYTHM) OF THE DOCUMENT/ARTICLE.
WHAT’S THE RECURRING THEME OF THESE STORIES?
ULTIMATE GOAL (“SO WHAT?” FACTOR)
RECURRING THEME

?
RECURRING THEME

RECURRING THEME
WILL THE WORLD
LEARN THE
SECRET?
?

RECURRING THEME
?

RECURRING THEME
?
WHO WILL SIT
ON THE IRON
THRONE?

RECURRING THEME
?
CAN INFORMATION
STORAGE AND
EXCHANGE REALLY
BE THAT EASY?

DROPBOX NOT ONLY REINFORCES THEIR ULTIMATE GOAL
(THEME) IN EACH DOCUMENT.
THE RECURRING THEME IS SYNCHRONIZED
ACROSS VARIOUS DOCUMENTS
ULTIMATE GOAL (“SO WHAT?” FACTOR): RECURRING THEME
CAN INFORMATION STORAGE AND EXCHANGE REALLY BE THAT EASY?

https://www.dropbox.com/flow
https://www.dropbox.com/help?utm_sour
ce=community&utm_medium=navbar
https://www.dropboxforum.com/t5/
Get-started/ct-p/101009
https://www.dropbox.com/guide
https://www.dropbox.com/support
https://www.dropboxforum.com/t5/Ask-a-question/ct-
p/101001000?utm_source=community&utm_medium=navbar

LET’S COMPARE THE BENEFITS
DESCRIBED ON THE DROPBOX WEBSITE
WITH THE BENEFITS OF ONE OF THE DROPBOX FEATURES
DESCRIBED IN THE USER GUIDE

https://www.dropbox.com/guide/business/manage-files/comments/
Website User guide > manage files > add comments on files
https://www.dropbox.com/

THE DESCRIBED FEATURE (ADDING COMMENTS)
EFFECTIVELY BRINGS US CLOSER TO THE ULTIMATE GOAL
(ACHIEVE EFFECTIVE INFORMATION STORAGE AND EXCHANGE)

https://www.coras.help/coras/Content/How%20To's/Projects/How%20to%20See%20All%20Projects.htm
HOW ABOUT THIS HELP
SYSTEM ARTICLE:
DOES IT EXPLAIN OR
REINFORCE THE ULTIMATE
PRODUCT GOAL?
IS IT CLEAR HOW SEEING
ALL GROUPS BRINGS YOU
CLOSER TO THIS GOAL?
RECURRING THEME

CHERRY-PICKING IMPORTANT EVENTS
https://www.coras.help/coras/Content/Creating/Creating%20a%20Project.htm
DOES THIS
INFORMATION
BRING US ANY
CLOSER TO THE
ULTIMATE GOAL?

“Evaluate every bit of information using the “so what”
factor: filter out unnecessary and distracting
information.
Instead of mentioning all that happens, cherry-pick
the events that are relevant to the story.
Those are the events that help the person achieve
the goal(s).”
- Lisa Cron, “Wired for Story”
CHERRY-PICKING IMPORTANT EVENTS

HOW CAN WE MEASURE IF WE FOCUSED ON THE RELEVANT INFO
AND REINFORSED THE ULTIMATE GOAL?
READERS EXPRESS EMOTIONS:
THEY RECEIVED INFORMATION, AS WELL AS INSPIRATION

ALL THAT CAN GO WRONG
MUST GO WRONG
successful scenario vs. bumps in the road

FOLLOWING A SUCCESSFUL SCENARIO MAY BE
RELATIVELY EASY. BUT WHAT ABOUT ALL THE THINGS
THAT COULD GO WRONG?
THE TRUE VALUE OF A STORY IS THAT IT
DESCRIBES HOW THE MAIN CHARACTERS OVERCOME
ALL THE POSSIBLE OBSTACLES
ALL THAT CAN GO WRONG MUST GO WRONG
SUCCESSFUL SCENARIO VS. BUMPS IN THE ROAD

https://support.google.com/drive/answer/2423694?co=GENIE.Platform%3DDesktop&hl=en
THIS ARTICLE PROVIDES
ERROR DESCRIPTION BUT
IT IS NOT HELPFUL.
THIS DESCRIPTION DOESN’T
HELP US UNDERSTAND WHY
THE ERROR OCCURRED
OR HOW TO HANDLE IT

IN CONTRAST TO THE PREVIOUS
EXAMPLE, THIS ARTICLE DIGS INTO
SPECIFICS OF WHY THE ERROR MAY
HAVE OCCURED AND HOW TO HANDLE
EACH OF THESE POSSOBLE MISHAPS
https://www.dropbox.com/help/files-folders/shared-link-stopped-working
SUCCESSFUL SCENARIO VS.
BUMPS IN THE ROAD

THIS ARTICLE HELPS UNDERSTAND
NOT ONLY HOW TO COMPLETE AN
ACTION (ARCHIVE A SPACE),
BUT ALSO WHAT HAPPENS NEXT
https://confluence.atlassian.com/confcloud/archive-a-space-724764817.html

ANOTHER WELL-STRUCTURED EXAMPLE
FROM THE DROPBOX USER GUIDE:
THE WHY > THE HOW > THE WHAT IF

what’s
the story about
(and not about)
not all is
as easy as
it seems
https://www.dropbox.com/guide/admin/set-up/server-migration/

chain of
events

possible
obstacles
to achieving
the goal

HOW CAN WE MEASURE IF WE COVERED ALL THE CASES
WHEN SOMETHING MAY HAVE GONE WRONG AND PROVIDED
SPECIFIC HELP?
READERS CONFIRM THAT THE DOCUMENT/ARTICLE
WAS USEFUL

FAVORITE STORIES
(MOVIES, BOOKS)
OUR PRODUCT
DOCUMENTATION
BRING THE ELEMENTS OF A STORY INTO DOCUMENTATION:
THE REAL BIG WHY
THE MYSTERIOUS HOW
ALL THE WHAT IF’S

1 2 3 4
THINK OF A STORY
THAT WAS BOTH
INTERESTING AND
USEFUL (TAUGHT
YOU SOMETHING).
E.G., FOR ME, IT’S
SUITS AND GOT
ANALYSE THE KEY
TECHNIQUES
(HOW DID
THE AUTHOR
ACHIEVE THIS
EFFECT?)
TRY TO USE THESE
TECHNIQUES IN
YOUR PRODUCT
DOCUMENTATION
SEND A SAMPLE
TO LESIA.ZASADNA
@YAHOO.COM
AND GET FEEDBACK

Lesia Zasadna FB page || ELEKS InfoDevs FB page || Informaze blog
THANKS FOR YOUR ATTENTION

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