What is Explaining Not Assuming?

The concept of "Explaining Not Assuming" as a marketing approach focuses on UX (User Experience).

It's a user-friendly principle that ensures that the information provided isn't just left to the user's innate understanding or intuition.

The inception of the Explaining Not Assuming tactic traces back to the wave of digital user interfaces that made it essential to consider the differences in users' perceptions. Substantial growth in technological interfaces and services amplified the need to factor in the varied levels of user's knowledge and technical skill sets. This tactic underscores how important it is to clearly define and guide customers about any action prompted on your platform.

The tactic belongs to the "retention" category since it enhances a user's understanding of a product, thereby leading to their continued use of it. When users find a platform easy to navigate, providing clear instructions, and visual clarity, they are more likely to stick with it and less likely to switch to a competitor.

Examples of Explaining Not Assuming

  1. Guided Tours: Many software and apps offer a guided tour when a user logs in for the first time, simplifying complex instructions, ensuring users understand how to navigate the application.

  2. Helpful Tooltips: Tooltips are used quite extensively in user interfaces. They pop up and explain the functionality of a button or a feature when the user hovers over it.

  3. Wizard Setup: Many tech products that require configuration provide a setup wizard that explains each step, ensuring users understand what's required at each stage.

  4. Video Walkthroughs: Some companies provide video walkthroughs that explain how to use their product, giving a visual illustration of the user interactions.

  5. Interactive FAQs: By showcasing common queries and their solutions, businesses enhance user understanding of common tasks within their platform.

Marketing Tactics Similar to Explaining Not Assuming

  1. User Onboarding: This involves guides for new users on how to use the application. It's different from Explaining Not Assuming in that it's more of a step-by-step walkthrough when you first start using a product.

  2. Knowledge Base: This is a library of information about a product, service, or topic. It's similar to Explaining Not Assuming as it provides in-depth information to users about various aspects of a product or service.

  3. Contextual Help: This offers support within the context of a task, guiding the user through the process, which can include tooltips, pop-up windows, or lightboxes. Similar to Explaining Not Assuming, but it delivers help when a user encounters a problem, rather than preemptively explaining.

  4. User Testing: It involves testing a product with real users to identify any usability problems and collect qualitative data. This helps understand where users need an explanation rather than making a guess.

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