I’m working on an interesting problem these days. I have a client who is about to release a new software product. I can’t tell you what it does, for obvious reasons, but I can tell you that it does some neat things. Perhaps too many.
It provides users with all kinds of useful information. Some of it is useful for a group of users – call them Group A. Some of it is useful for another Group B. They aren’t interested in the same things, and for some information, Group B wants to know about it, but Group A not only isn’t interested, they’re not authorized to see it.
Access to sensitive information can obviously be solved with user profiles, but it’s a challenge to sell the same software to two different audiences. To facilitate the task, we’ve decided to create two different interfaces, one for each of the groups. When a user logs into the software the interface s/he sees is dependent on a user profile associated with the login. The other interface is not available.
That was the easy part. Next, we have to design the interfaces. And each interface has to communicate with its user group in language that makes them comfortable, and, above all, inspires confidence in the software.
It’s early days, but here are a few guidelines I’m working on that you might also find useful:
- The design (look and feel, user interaction model) of the two interfaces needs to be sufficiently similar that should someone need to have access to both, they don’t need to relearn everything to use it.
- At the same time, the same elements of the interface need to be fine tuned to appeal to very different user populations – for example, one might be technical, or engineering oriented, the other might be business oriented. One might be implicated in operations, the other might be financial, etc.
- The language, labels, messages used in each interface need to be 100% adapted to the user group’s profile.
- When writing the messages and content delivered by the software, we need to think about subtext as well as overt meaning. When two people have a conversation, there is enormous subtext based on power relationships, expectations, tone of voice, etc. When software provides information to a user, there is an implied notion that one or the other is the expert. How the software communicates with the user needs to be aligned with whether the software or the user is expected to be the expert, and the tone of the communication needs to be equally adjusted.
- The user guidance, also needs to respect the target audience. This is harder the it might seem. Some of the user guidance is common to both interfaces – and needs to maintain that level of confidence for both, despite the fact that the two groups tend to favor very different communication styles.
My takeaway from this exercise so far: when we talk about content strategy for software, we really need to take a holistic approach, and realize that content and style need to be coherent, and in resonance with the nature of the information itself, and the user who must interact with it. Interactivity, in this sense, needs to take certain aspects of human communication into account if it is to succeed at convincing users and gaining their trust.
Where Would You Take This Idea?
I invite your comments, thoughts or reflections.