How do you balance creativity and clarity when writing product use cases?

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Product use cases are stories that describe how customers or users interact with your product to achieve a specific goal. They are essential for product training, as they help you demonstrate the value, functionality, and benefits of your product in a realistic and engaging way. However, writing product use cases is not always easy. You need to balance creativity and clarity, so that your use cases are both interesting and informative. How do you do that? Here are some tips to help you craft effective product use cases.

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?zer Kaya

Linkedin Top Voice || General Manager || Keynote Speaker || Managing Partner || C-Suite High Performance Mentor || 25+…
Mayank Bansal

Product Leader, Marketer & Trainer | ??Top Product Management Voice | Author of 'The Radiance Within' ??| I help…

1 Know your audience

Before you write a product use case, you need to understand who you are writing for. Who are your target customers or users? What are their needs, pain points, and expectations? How do they use your product or intend to use it? What are their common scenarios or challenges? Knowing your audience will help you tailor your use cases to their specific goals, preferences, and situations. It will also help you avoid jargon, technical terms, or irrelevant details that might confuse or bore them.

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?zer Kaya

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It's crucial to understand who your audience is and what they are looking to achieve with your product. Tailor your use cases to their level of expertise and interest.

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Mayank Bansal

Product Leader, Marketer & Trainer | ??Top Product Management Voice | Author of 'The Radiance Within' ??| I help organisations to cummunicate their product superiority and brand differentation for long term success
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KYC is the most important content and requirement of any training intervention. If you are selling a laminate/ sunmika to a carpenter the use case involves practical demos on what makes it better to use such a product. it involves learning by doing. If you are selling a laminate to an Architect - the use case should involve more of technical backup with certifications and test reports. This brings in more believability in the target grp as they are more learned ones on the subject of building material.

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2 Define the scope

A product use case should have a clear scope, meaning a specific goal, context, and outcome. You don't want to write a use case that is too broad, vague, or complex, as it will lose focus and direction. You also don't want to write a use case that is too narrow, simple, or trivial, as it will lack impact and value. A good way to define the scope of your use case is to use the SMART criteria: Specific, Measurable, Achievable, Relevant, and Time-bound. For example, instead of writing "How to use our product to improve productivity", you could write "How to use our product to automate invoicing and save 10 hours per week".

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?zer Kaya

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Set the scene by providing context for the use case. Describe the scenario or situation in which the product will be used, including any relevant background information or constraints.

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3 Use storytelling techniques

A product use case is not just a list of steps or features; it is a story that captures the attention, emotion, and imagination of your audience. To make your use case more engaging and memorable, you can take advantage of storytelling techniques. Begin by setting the scene – provide some background information such as the user's name, role, industry, problem, or motivation. Introduce a challenge, obstacle, or opportunity that the user faces and requires a solution. Show how the user uses your product to overcome the challenge, achieve the goal, or seize the opportunity – emphasize key features, benefits, and advantages of your product. Finally, demonstrate the outcome or result of using your product; quantify the value, impact, or improvement that the user experiences. Include feedback, testimonials, or recommendations from the user for added resolution.

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4 Be concise and clear

When crafting a use case, it’s important to make it creative and captivating, yet concise and clear. To ensure your use case is readable and understandable, use simple and direct language, avoiding jargon, acronyms, slang, or complex sentences. Incorporate visuals such as images, screenshots, diagrams, charts, or videos to illustrate your points and show your product in action. Examples, analogies, or metaphors can also be used to explain your concepts and relate them to your audience's experience. Additionally, utilize headings, subheadings, bullet points, numbers, or colors to organize your use case and highlight the main points. White space, paragraphs, and breaks can also help separate sections and make your use case easier to scan and follow.

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?zer Kaya

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Keep your use case focused and to the point. Cut out any unnecessary details or explanations, and prioritize the information that is most relevant to achieving the goal of the use case.

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5 Review and refine

To ensure accuracy, completeness, and consistency of your use case, it is important to review and refine it. You can check for errors by proofreading your use case for spelling, grammar, punctuation, or syntax errors. Utilize tools such as Grammarly or Hemingway to help with this task. Additionally, read your use case aloud or ask someone else to read it to ensure clarity. Make sure it makes sense, flows well, and conveys your message clearly. Also, compare your use case with the audience's profile, goals, and scenarios to determine relevance. Ensure that it addresses their pain points, interests, and questions and remove any information that is not relevant or valuable to them.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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?zer Kaya

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Organize your use case in a clear and logical manner, with a distinct beginning, middle, and end. Use headings, bullet points, or numbered lists to break up the text and make it easier to follow.

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How do you balance creativity and clarity when writing product use cases?

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1 Know your audience

2 Define the scope

3 Use storytelling techniques

4 Be concise and clear

5 Review and refine

6 Here’s what else to consider

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