09/ 30/ 2008
by Judy Artunian
Everyone knows the frustration of being let down by instructions that come with a new product. You meticulously follow the directions, but your new device still doesn't work. That's when you throw up your hands and ask yourself, "Is it me?" Chances are, the problem isn't you—it's the instruction manual.
Here are some tips to help ensure that the instructions you provide to your customers won't let them down:
1. Become an expert in the product you're explaining to customers. If you don't have a thorough understanding about how the product works, interview colleagues in the company who do. Use the product yourself. That includes building or installing it if that's what your customers will need to do. Take special note of the functions or steps that might confuse new users and make sure you understand how they work.
2. Whether your instructions are in a booklet or on a single page, begin with a brief introduction that explains the purpose of what follows. If customers need to understand any fundamental principles before they proceed with the instructions, tell them where to find that information.
3. Provide numbered, step-by-step directions. They're the easiest to follow.
4. Include diagrams so that customers can see, at a glance, what they're supposed to do. Diagrams also aid those who don't speak English. If your product's installation or operation involves numerous steps, help users go from one step to the next by putting the text and diagrams for each step in a box, and using arrows to point the user to the next step.
5. Most people like to get through the instructions as quickly as possible, so get right to the point with each step. For instance, instead of: "You are now ready to turn the power on. Press the orange 'On' button," write simply, "Press the orange 'On' button."
6. Recognize that not every step can be summarized in a single, concise sentence. During your own orientation with the product, you probably found that some seemingly simple steps needed a bit more explanation. For instance, "Press the orange 'On' button" may not be enough of an explanation if pressing the button activates a secondary function that could surprise a new user.
7. After you've completed a draft of your instructions, find out how effective they are. Ask prospective customers to test the product or service, using the instructions. Don't tell them that you're actually testing the instructions. When they're done, ask them if they were satisfied with the instructions. If several testers had difficulty with certain steps, get a detailed description of what confused them and revise your instructions accordingly.
8. Once the product is on the market, stay up to date on the installation or operational questions customers ask when they call your customer support department or post questions to your Web site. If certain steps confuse multiple customers, it's time to revise your instructions again and post the revision on your Web site.
