What most companies don’t understand about product documentation & its hidden power

Good documentation, grounded in user experience, can drastically reduce the number of tech support calls. When users have clear, concise, and well-organized instructions, they are less likely to encounter issues that require professional assistance. This not only saves time and resources for the company but also enhances the user experience, making customers feel more confident and satisfied with their purchase.

Product returns can be a costly problem for any business. Often, returns are not due to product defects but rather user frustration stemming from poor instructions. When customers can’t figure out how to use a product, they are more likely to return it. High-quality user guides and manuals can mitigate this issue by providing step-by-step guidance that makes the setup and usage process straightforward and stress-free.

Clear and effective product instructions can lead to better product ratings and an improved brand image. When customers find a product easy to use, they are more likely to leave positive reviews and recommend it to others. This boosts the product’s reputation and can lead to increased sales. Additionally, a brand known for providing excellent documentation is perceived as more reliable and customer-focused.

High-quality product instructions can actually help inform purchase decisions and sell products. Some customers look at online instructions before buying a product, especially if it’s complicated or requires any kind of assembly or installation. If the product is expensive, many customers want to determine ease of assembly, detailed usage, and more before they sink money into it. When potential buyers see that a product comes with clear, comprehensive guides, they are more likely to feel confident in their ability to use it effectively, which can be a deciding factor in their purchase.

Engineers, manufacturers, and product managers are experts in their fields, but often lack the objectivity and user focus required for effective communication. They are simply too close to the product to fully understand a user’s perspective, including potential challenges and questions. When companies try to turn product design experts into technical writers, they lose technical expertise that is better spent on/more valuable when applied to product design. If brand guidelines, terminology standards, etc. are non-existent, there’s also more potential for inconsistency across product documents, which can negatively impact customer perception of a brand.  

Every year, manufacturers, distributors, and retailers are named in lawsuits in order to hold them accountable for design or manufacturing defects that cause or lead to property damage, personal injury, or even death. Sometimes, they are held liable for marketing defects (the failure to warn users of potential risks, due to inadequate instructions. Many times, a lawsuit could have been avoided had the company provided sufficient instructions and/or warnings about potential risks associated with a product. High-quality, professionally crafted product manuals help safeguard users against potential dangers. At the same time, they also help companies avoid expensive legal action by ensuring that users know how to use a product safely.