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What do Ikea products and good cookbooks have in common?
Take a look at this recipe for pasta sauce:
Now check out this Ikea chest:
So what does a Swedish dresser have in common with Italian sauce? (Hint: the answer is not Swedish meatballs.)
Both Ikea products and cookbooks deliver a well defined set up process. They explain what materials people will need before they get started and walk individuals step by step through the assembly process. The language in both examples is clear and direct and the layout is logical and aesthetically pleasing. Cooking recipes also give an approximate time frame for cooking. Both show what the finished product should look like.
So why do we mention this here? Because in terms of initial set up, consumer electronics companies can learn a lot from cookbooks and Ikea. The manual should be written in plain English and tell users what materials they will need to complete the process. The design should be appealing. Basically, not like this:
The setup process for any product should be treated like a recipe in a cookbook, setting the user’s expectations for setup duration and required materials/steps from the start. The steps required for setup should be spaced out logically and thoughtfully. The writing should be error free and compelling. We believe that great copy engages people’s emotions and turns customers into fans. Finally, the visual design should be appealing.
Let’s look at an example of a well composed set up manual. It is for Dropcam, a company that makes personal network connected cameras. The entire physical install guide is only one sheet (front and back pictured below) and the remaining set up takes place online via a wizard. For full disclosure, Dropcam is a Stage Two client and we designed the following install guide and online wizard per internal best practices.
Setting up a new device or gadget is one of the first experiences users have with lifestyle technologies. Delivering a confusing or frustrating set up process can destroy positive mind share and erode brand affinity. Conversely, if people know what materials they will need, have a clear install guide and have an idea of how long the set up will take, they will likely enjoy their new gadget. An easy install will also score points with the press and reviewers.
So before you ship your next set up guide, be sure to ask yourself, “Is this like a Billy Bookcase?”
