atw: Re: Media and preference: the unravelling thread

Hi Nikki

I agree with you. I needed to reset an Apple iPod Nano. I tried the "manual" (I 
think it was a single folded piece of paper), but the information wasn't there. 
I tried the Apple site, but I couldn't (easily) understand the instructions. 
(They used names for the buttons I needed to press, but the buttons weren't 
labelled on the device.) I Googled, and found a 30 second YouTube video 
explaining exactly how to do it. The video made it very clear how to reset the 
thing in one viewing, and I successfully reset the iPod. Then I noticed there 
were 60 other similar videos. All were contributed by generous iPod users. 
Some, such as http://www.youtube.com/watch?v=-XvCguAzvmk, have even got a music 
soundtrack, which makes following the instructions enjoyable. (Not sure about 
the copyright implications for the creator of the video, though.) One of the 
videos has had over 250,000 viewings. 

It was a win for me as a user. It was a (financial) win for Apple, because they 
didn't have to pay a technical communicator to write/create a clear 
instruction, and pay to distribute it. It was not a win for the technical 
communication profession. 

Tony


>>> "Nikki Ward" <nikki.ward@xxxxxxxxxxxxxx> 12/03/2009 9:56 am >>>
Geoffrey, just on the point about product documentation. I think this largely 
depends on prior knowledge of a product. Most people have had prior exposure to 
how a mobile works, and also realise that it simply takes time to play around 
with its features, experimentation and so on. This is half the fun when it 
comes to getting a new communication toy.   I personally only consult the 
manual if I am frustrated at not being able to figure something out. Personally 
I would prefer a batch of video how-tos so that I am in control of what I want 
to know instead of trawling through one-stop shop, one-size-fits-all mobile how 
to manual.

In this instance, I determine my own level of knowledge not the author of the 
product documentation. I think the fundamental misconception is that the mobile 
manual must be written to cover ALL aspects. The mobile manual best suits 
U-Tube style online video clips of how-to's with the opportunity to download 
PDF file transcripts and if necessary, the entire product manual. From the 
documentor's point of view, this means more work, from the user's point of 
view, this means determining their own level of knowledge, from the Company 
Director's point of view, this means additional cost. These are the 
considerations that must be taken into account. That said, if the business 
views its customer uptake as a necessary part of promoting brand loyalty then 
the expenditure is justified.

I think in all our considerations, these factors must determine what output we 
will use to communicate with our readers/customers. At the end of the day, what 
is the communication really about?... Safety? User Adoption? Profit?

Sadly, the $ factor is the main determinant.

Nikki


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