Content families inform channel usage such that messages by touchpoint remain pure, uncluttered, and relevant to our customers. These groupings are agnostic of either marketing or product-based use cases and solve simply for providing the QuickBooks customer with the right message at the right time and in the right place. Content families are grouped as follows:
- I know and trust QuickBooks and what it has to offer.
- I know QuickBooks is the expert in small business accounting solutions.
- Establish QuickBooks as a brand and an ally
- Establish QuickBooks as a resource of expertise
- Drive awareness of product offerings
- I understand how this product or offering works.
- I know what benefit this thing has to offer, and I can picture it fitting into my life.
- QuickBooks supports me and helps me learn.
- Describe the product or offering with clarity
- Communicate the benefits of a product or offering
- Explain why. Provide educational content and support when needed
To get work done
- I understand my options.
- I can see things I need to do and when I need to do them.
- I understand this communication, how important it is, and what to do about it.
- Help customers navigate workflows
- Provide feedback on interactions
To fuel me
- I get support and encouragement when and where it means the most.
- Encourage and celebrate when the time is right.
- Recognize the good while highlighting opportunity areas.
Available channels and patterns
- Dashboard widget
- Dashboard tray
- Page message
- Guidance tooltip
- Guided tour
Content families provide clear communication objectives that inform channel usage. In general, signed-out communications are optimized to drive awareness, provide educational support, and re-engage. In-product communications primarily educate, help the customer get work done efficiently, and fuel successful ongoing product use and business growth.