Chapter 2 and JWT Study for Ford

Chapter 2 focuses on the day-to-day work patterns that a technical communicator might experience.  A key takeaway from the chapter was that technical communicators do far more than just write; in fact, they often integrate themselves deep within the company’s framework to understand the company’s culture and how employees like to receive information.  I found it interesting how the book distilled typical work flows into three general patterns: seeing technical communicators as “Information Designers,” “User Advocates,” and “Stewards of Writing Activity Within Organizations.”  I agree with the assessment the author makes, particularly with regard to “Information Designers” and “User Advocates.”  As business continues into the 21^st Century, it seems increasingly important that technical communicators be able to think outside the normal confines of “manual writing” and other tasks commonly associated with technical writing.  Placing focus on the end-user of the information (audience) is also vital; if technical communicators understand their audience, they will be able to transmit the information in an understandable and more impactful way.

The second reading for this week, entitled “Ethnographic Interviews Guide Design

of Ford Vehicles Website,” discussed how the digital design agency for Ford Motor Company, J. Walter Thompson (JWT), performed an ethnographic study to improve Ford’s website. I found it interesting how the team did field interviews in prospective car buyers’ homes.  Further, the interview sample was divided 50% into California car buyers and 50% into New York car buyers.  JWT was particularly focused on the process through which new car buyers search for vehicles.  From the study, JWT improved usability on the site and made it easier to print black-and-white handouts of vehicles so that buyers could discuss them with family or salespeople at car dealerships.