User-centered design breathes life into a tired content structure
The FAQ page has done its time. Let it rest in peace.
Frequently asked questions as a content method should be shunned from here on out.
Why? They’re a mediocre approach to content design, and need to do more work for users. When they do, they earn the title of “user-centered content.”
Here’s an example of how I rejuvenated a set of FAQs for a client when I wrote a landing page for a new financial app.
Reduce cognitive load
Explain new concepts
Use clear language
Case study: Designing user-centered content from FAQs
Client: Transamerica
Assignment: DESCRIBE NEW app features
Launching an app isn’t a walk in the park, especially if you’re asking hundreds of thousands of people to change how they manage their retirement accounts on mobile.
With the new beta version, users wouldn’t be able to make the same changes to their retirement accounts on mobile as they would using the old app.
The hard-working product team asked me to write some FAQs. I truly believe this exciting app entered territory few companies occupy: It combines health and finance education in a peppy, gamified, down-to-earth, coach-in-your-pocket sort of way. I was happy to help.
But there’s a more effective way to present information than in a Q&A format. So I turned the FAQs on their heads.
A user-centered approach to content
Subject matter experts know the intricacies of a product, so they are the go-to group when it comes to understaning what a product affords. Talk to your customer support team. Who’s answering the phones? What questions are customers asking? Find out why customers are asking these questions.
Flip FAQs on their heads
Don’t you dare start with a question. It’s been a rule of editors of mine since I started my career. Questions don’t tell the readers anything. Give them a break. Write clear headers and subheads. Tell readers where you’re about to take them. Not only will your scannable subheads help your customers, you’re going to alleviate the extra work that FAQs would have required.
FRIENDLY FROM THE START
Be honest, clear and relatable.
PRIVACY VS CONVENIENCE
If users delete the app, data they entered into the app’s fitness and finance journey would vanish. Why is this a good thing?
PRIVACY WINS
Privacy outweighed convenience. How’s this compared to the FAQ version: Will I lose all of my data if I delete the app?
NO PUSH NOTIFICATIONS
This app won’t bug them.
WE ALL RETIRE SOMETIME
When you retire a product, tell users what to expect. Telling people the old My TRSRetire app was “retiring” uses brand voice and sets expectations for a change in the future.
The finished landing page
Reducing cognitive load for your customers can go a long way when you’re explaining new or complex concepts. By using clear language in an easy-to-scan format, you won’t need an FAQ page. Don’t forget to be friendly and write to your brand’s voice and tone when the situation allows.
By monitoring customer feedback and collecting actual questions, you can hone your content to enable your customers to find what they’re looking for quickly and easily.