Strategic Design for Frequently Asked Questions
This report discusses strategies in the context of larger companies, but any organization that attracts a flood of incoming questions can benefit from having a good FAQ on their website. The strategic positioning of UX in product, service, and content improvement can enable smart organizations to use diverse incoming data streams more effectively.
Well-managed FAQs show that the organization is listening and addressing people’s concerns. Providing public customer support is inevitable, but electing to do customer service in public can demonstrate that your organization is transparent, caring, and honest — if you do it with those values in mind. Everyone has customer-service challenges. What you do about them is what counts.
Well-designed FAQs can:
We reviewed the Frequently Asked Questions at 23 big and small organizations to show how best to present this important content type.
The guidelines in the report address:
Countering Objections to FAQs
Strategic Value of FAQs
FAQ Examples and Discussion: Good and poor aspects of FAQs from 23 big and small organizations
Guidelines for Usable FAQs
This 69-page report contains 94 guidelines for good FAQ strategy and design, illustrated with 41 screenshot examples. The guidelines are based on our extensive experience in website strategy and usability testing, along with analysis of these diverse FAQs found in the wild, which were evaluated for both good and poor design elements.