{"id":25714,"date":"2023-02-09T12:44:48","date_gmt":"2023-02-09T12:44:48","guid":{"rendered":"https:\/\/userpilot.com\/blog\/product-communication\/"},"modified":"2025-05-22T21:35:50","modified_gmt":"2025-05-22T21:35:50","slug":"product-communication","status":"publish","type":"post","link":"https:\/\/userpilot.com\/blog\/product-communication\/","title":{"rendered":"The Product Communication Guide for SaaS Companies"},"content":{"rendered":"<p>What&#8217;s product communication? Is it different from product messaging? Why is it important for your product? How can dedicated <a href=\"https:\/\/userpilot.com\/solutions\/in-product-communication-software\" target=\"_blank\" rel=\"noopener noreferrer\">in-product communication tools<\/a> help you achieve your product goals?<\/p>\n<p>These are the key questions we discuss in the article, so if you&#8217;re after the answers, you&#8217;re in the right place!<\/p>\n<p>Ready to dive in?<\/p>\n<h2 id=\"9i2i5\">Product communication guide summary<\/h2>\n<ul>\n<li>Product communication is all the communication that helps users experience the <a href=\"https:\/\/userpilot.com\/blog\/product-value\/\" target=\"_blank\" rel=\"noopener noreferrer\">product value<\/a>, for example, <a href=\"https:\/\/userpilot.com\/blog\/in-app-messages\/\" target=\"_blank\" rel=\"noopener noreferrer\">in-app messages<\/a>.<\/li>\n<li><a href=\"https:\/\/userpilot.com\/blog\/what-is-in-product-messaging\/\" target=\"_blank\" rel=\"noopener noreferrer\">Product messaging<\/a> is about communicating the product value proposition to potential customers, while product communication helps you<a href=\"https:\/\/userpilot.com\/blog\/5-tactics-to-increase-paid-conversion-rate\/\" target=\"_blank\" rel=\"noopener noreferrer\"> convert new sign-ups<\/a> and <a href=\"https:\/\/userpilot.com\/blog\/in-app-guidance-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">guides <\/a>the existing users through the product.<\/li>\n<li>An efficient strategy helps users overcome feature blindness and improves their confidence in using your product to <a href=\"https:\/\/userpilot.com\/blog\/drive-product-adoption\/\" target=\"_blank\" rel=\"noopener noreferrer\">drive adoption<\/a> and retention.<\/li>\n<li>Start creating your product communication plan by <a href=\"https:\/\/userpilot.com\/blog\/goal-setting-frameworks-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">setting actionable goals<\/a>.<\/li>\n<li>Use segmentation to target specific user personas with relevant messages.<\/li>\n<li>Differentiate <a href=\"https:\/\/userpilot.com\/blog\/onboarding-ux-patterns\/\" target=\"_blank\" rel=\"noopener noreferrer\">UI patterns<\/a> based on the <a href=\"https:\/\/userpilot.com\/blog\/product-goals\/\" target=\"_blank\" rel=\"noopener noreferrer\">goals<\/a>. For example, Userpilot used smaller <a href=\"https:\/\/userpilot.com\/blog\/website-notification-banner\/\" target=\"_blank\" rel=\"noopener noreferrer\">banners <\/a>and <a href=\"https:\/\/userpilot.com\/blog\/how-to-create-tooltips\/\" target=\"_blank\" rel=\"noopener noreferrer\">tooltips <\/a>to announce webhooks but bigger <a href=\"https:\/\/userpilot.com\/blog\/ui-modal-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">modals <\/a>for Resource Centre announcements. Slack used a similar approach when announcing text formatting and Huddles.<\/li>\n<li>Customize the layout, font size, and colors of your messages to make them consistent with your branding. For instance, Asana <a href=\"https:\/\/userpilot.com\/blog\/tooltip-ui-design\/\" target=\"_blank\" rel=\"noopener noreferrer\">tooltip <\/a>colors match those of its UI and depend on the function of the <a href=\"https:\/\/userpilot.com\/blog\/what-are-tooltips\/\" target=\"_blank\" rel=\"noopener noreferrer\">tooltip<\/a>.<\/li>\n<li>Use elements of <a href=\"https:\/\/userpilot.com\/blog\/product-storytelling\/\" target=\"_blank\" rel=\"noopener noreferrer\">storytelling <\/a>in all your communications to promote your brand and <a href=\"https:\/\/userpilot.com\/blog\/product-vision-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">product vision<\/a> and build relationships with your users. Tolstoy does it by recognizing <a href=\"https:\/\/userpilot.com\/blog\/analyze-customer-needs\/\" target=\"_blank\" rel=\"noopener noreferrer\">user needs<\/a> and<a href=\"https:\/\/userpilot.com\/blog\/customer-pain-points\/\" target=\"_blank\" rel=\"noopener noreferrer\"> pain points<\/a>, which is reflected in its <a href=\"https:\/\/userpilot.com\/blog\/intuitive-product-design\/\" target=\"_blank\" rel=\"noopener noreferrer\">intuitive <\/a>UI and customized functionality.<\/li>\n<li>Run<a href=\"https:\/\/userpilot.com\/blog\/alternatives-to-ab-testing\/\" target=\"_blank\" rel=\"noopener noreferrer\"> A\/B and multivariate tests<\/a> to identify communication strategies that drive your goals most effectively.<\/li>\n<li>Add CTAs to your messages to <a href=\"https:\/\/userpilot.com\/blog\/increase-app-engagement\/\" target=\"_blank\" rel=\"noopener noreferrer\">prompt user engagement.<\/a><\/li>\n<li>Whether you are a senior <a href=\"https:\/\/userpilot.com\/blog\/product-manager-role\/\" target=\"_blank\" rel=\"noopener noreferrer\">product manager <\/a>or only starting your career, Userpilot can help you design and implement your product communication strategy with <a href=\"https:\/\/userpilot.com\/blog\/userpilot-analytics\/\" target=\"_blank\" rel=\"noopener noreferrer\">product analytics<\/a>, in-app messages, A\/B testing, and segmentation.<\/li>\n<li>Want to see how? <a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">Book the demo!<\/a><\/li>\n<\/ul>\n<h2 id=\"bii4q\">What is product communication?<\/h2>\n<p>Product communication is the process of conveying all the information that your users need to use your product effectively.<\/p>\n<p>This includes all the <a href=\"https:\/\/userpilot.com\/blog\/in-app-guidance-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">in-app guidance<\/a> and <a href=\"https:\/\/userpilot.com\/blog\/in-app-messaging\/\" target=\"_blank\" rel=\"noopener noreferrer\">messages <\/a>that allow users to achieve their goals as well as support materials and documentation.<\/p>\n<h2 id=\"2epop\">Product communication vs product messaging<\/h2>\n<p><a href=\"https:\/\/userpilot.com\/blog\/what-is-in-product-messaging\/\" target=\"_blank\" rel=\"noopener noreferrer\">Product messaging<\/a> is about creating a specific perception of your product in the market. It is a part of the <a href=\"https:\/\/userpilot.com\/blog\/saas-marketing-plan-and-guide\/\" target=\"_blank\" rel=\"noopener noreferrer\">marketing plan<\/a> that defines and communicates the value proposition of your product to your target audience so that they can decide if it&#8217;s suitable for their needs.<\/p>\n<p>This is conveyed through marketing communications and delivered via different media like your website copy, paid ads, or email newsletters.<\/p>\n<p>Product communication also relies on a range of channels. The difference, however, is that its main focus is providing users with the information they need to fully experience the <a href=\"https:\/\/userpilot.com\/blog\/product-value\/\" target=\"_blank\" rel=\"noopener noreferrer\">product value.<\/a><\/p>\n<h2 id=\"clsdf\">Main benefits of proper product communication tactics<\/h2>\n<p>There are three main benefits of a sound product communication strategy.<\/p>\n<p>For starters, it helps you combat feature blindness. That&#8217;s when your users are so preoccupied with the features they use regularly that they don&#8217;t notice others.<\/p>\n<p>Why is this a problem?<\/p>\n<p>In short, many of the features that your users overlook could be very essential for their use cases and help them achieve their objectives in less time.<\/p>\n<p>Even if your users know about features, it doesn&#8217;t mean they know how to use them effectively.<\/p>\n<p>With well-crafted <a href=\"https:\/\/userpilot.com\/blog\/in-app-guidance-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">in-app guidance<\/a>, you can educate them and develop the right level of proficiency. And the more proficient they are, the more likely they are to stay with your product.<\/p>\n<p>This takes us to the final benefit: product communication can help you <a href=\"https:\/\/userpilot.com\/blog\/drive-product-adoption\/\" target=\"_blank\" rel=\"noopener noreferrer\">boost product adoption<\/a> and retention. If your users get the <a href=\"https:\/\/userpilot.com\/blog\/value-gap\/\" target=\"_blank\" rel=\"noopener noreferrer\">value they expect<\/a> from your product, they&#8217;ll have no reason to look anywhere else.<\/p>\n<h2 id=\"11uid\">Best practices for a successful product communication strategy<\/h2>\n<p>As mentioned, there are a number of channels that you can leverage for product communication, like email marketing.<\/p>\n<p>However, as a product manager you&#8217;re probably most interested in <a href=\"https:\/\/userpilot.com\/blog\/in-app-messaging-best-practices-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">in-app communications<\/a>, so why don&#8217;t we focus on how you can best use them to drive <a href=\"https:\/\/userpilot.com\/blog\/product-goals\/\" target=\"_blank\" rel=\"noopener noreferrer\">product <\/a>and business goals?<\/p>\n<h3 id=\"1cqhb\">Set product communication objectives so you can measure success<\/h3>\n<p>Start creating your product communication strategy matrix by <a href=\"https:\/\/userpilot.com\/blog\/goal-setting-frameworks-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">setting clear objectives<\/a>. This not only gives you focus but also allows you to measure the effectiveness of your efforts.<\/p>\n<p>What could be your <a href=\"https:\/\/userpilot.com\/blog\/product-manager-goals\/\" target=\"_blank\" rel=\"noopener noreferrer\">goals<\/a>? Some common examples include:<\/p>\n<ul>\n<li>boosting new feature adoption rates<\/li>\n<li>increasing the <a href=\"https:\/\/userpilot.com\/blog\/activation-engagement-funnel\/\" target=\"_blank\" rel=\"noopener noreferrer\">activation rate<\/a><\/li>\n<li>reducing the <a href=\"https:\/\/userpilot.com\/blog\/reduce-time-to-value-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">time to value<\/a><\/li>\n<li><a href=\"https:\/\/userpilot.com\/blog\/how-to-increase-retention-rate\/\" target=\"_blank\" rel=\"noopener noreferrer\">improving the retention rate<\/a><\/li>\n<\/ul>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/goals-dashboard-userpilot-product-communication_690430470803c0808ea0801bba4f6817_800.png 1x, https:\/\/images.storychief.com\/account_6827\/goals-dashboard-userpilot-product-communication_690430470803c0808ea0801bba4f6817_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/goals-dashboard-userpilot-product-communication_690430470803c0808ea0801bba4f6817_800.png 1x, https:\/\/images.storychief.com\/account_6827\/goals-dashboard-userpilot-product-communication_690430470803c0808ea0801bba4f6817_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/goals-dashboard-userpilot-product-communication_690430470803c0808ea0801bba4f6817_800.png\" alt=\"Product communication best practices: set clear goals\" \/><\/picture><figcaption>Product communication best practices: set clear goals.<\/figcaption><\/figure>\n<h3 id=\"4juuh\">Use segmentation to reach the right user personas<\/h3>\n<p>Effective product communication needs to be relevant.<\/p>\n<p>If you bother your users with information about features or updates they don&#8217;t need, they may start ignoring the messages altogether and will miss out on the important stuff.<\/p>\n<p>To avoid this problem, use user segmentation to target the right users with the right messages. For example, if your new feature is relevant for a specific user persona, trigger the <a href=\"https:\/\/userpilot.com\/blog\/new-feature-announcement-guide\/\" target=\"_blank\" rel=\"noopener noreferrer\">in-app announcement<\/a>\u00a0only for these users.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/user-segmentation-userpilot-product-communication_3d574fb0a8fe0f28648e3c7bae914c1a_800.jpg 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/user-segmentation-userpilot-product-communication_3d574fb0a8fe0f28648e3c7bae914c1a_800.jpg 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/user-segmentation-userpilot-product-communication_3d574fb0a8fe0f28648e3c7bae914c1a_800.jpg\" alt=\"Product communication best practices: target specific segments\" \/><\/picture><figcaption>Product communication best practices: target specific segments.<\/figcaption><\/figure>\n<h3 id=\"c5237\">Use different UI patterns for announcements based on different purposes<\/h3>\n<p>Modern <a href=\"https:\/\/userpilot.com\/blog\/onboarding-tooltips-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">onboarding and adoption tools<\/a> offer various <a href=\"https:\/\/userpilot.com\/blog\/onboarding-ux-patterns\/\" target=\"_blank\" rel=\"noopener noreferrer\">UI patterns<\/a> you can use to communicate.<\/p>\n<p>When planning your in-app communications, choose the right tool for the job.<\/p>\n<p>For example, large <a href=\"https:\/\/userpilot.com\/blog\/ui-modal-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">modals<\/a> are great for <a href=\"https:\/\/userpilot.com\/blog\/new-feature-announcements\/\" target=\"_blank\" rel=\"noopener noreferrer\">new feature announcements<\/a> because you don&#8217;t want your users to miss them. <a href=\"https:\/\/userpilot.com\/blog\/what-are-tooltips\/\" target=\"_blank\" rel=\"noopener noreferrer\">Tooltips<\/a>, on the other hand, are more suitable for announcing feature improvements and <a href=\"https:\/\/userpilot.com\/blog\/increase-app-engagement\/\" target=\"_blank\" rel=\"noopener noreferrer\">driving engagement<\/a> with existing features.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/ui-patterns-userpilot-product-communication_3ea37cc7ed9e277da3ec598ad47af975_800.jpg 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/ui-patterns-userpilot-product-communication_3ea37cc7ed9e277da3ec598ad47af975_800.jpg 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/ui-patterns-userpilot-product-communication_3ea37cc7ed9e277da3ec598ad47af975_800.jpg\" alt=\"Product communication best practices: use a different UI patterns for different jobs\" \/><\/picture><figcaption>Product communication best practices: use different UI patterns for different jobs.<\/figcaption><\/figure>\n<h3 id=\"fnlqh\">Ensure brand consistency across your product communication strategy<\/h3>\n<p>The effectiveness of your messages depends not only on the copy but also on what it looks and <a href=\"https:\/\/userpilot.com\/blog\/emotional-design-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">feels<\/a> like.<\/p>\n<p>For starters, try to make your messages consistent with the rest of your UI, the landing page, logos, and other marketing assets.<\/p>\n<p>Consistency across different message types is another thing worth the effort. For example, try to make all your <a href=\"https:\/\/userpilot.com\/blog\/new-feature-announcement-guide\/\" target=\"_blank\" rel=\"noopener noreferrer\">new feature announcements<\/a> look the same.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/dark-mode-modal-userpilot-product-communication_d5faa51526563eb74187e7a8ab7c446a_800.png 1x, https:\/\/images.storychief.com\/account_6827\/dark-mode-modal-userpilot-product-communication_d5faa51526563eb74187e7a8ab7c446a_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/dark-mode-modal-userpilot-product-communication_d5faa51526563eb74187e7a8ab7c446a_800.png 1x, https:\/\/images.storychief.com\/account_6827\/dark-mode-modal-userpilot-product-communication_d5faa51526563eb74187e7a8ab7c446a_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/dark-mode-modal-userpilot-product-communication_d5faa51526563eb74187e7a8ab7c446a_800.png\" alt=\"Product communication best practices: keep messages consistent with branding\" \/><\/picture><figcaption>Product communication best practices: keep messages consistent with branding.<\/figcaption><\/figure>\n<h3 id=\"171f2\">Use storytelling across all your product communication<\/h3>\n<p><a href=\"https:\/\/userpilot.com\/blog\/product-storytelling\/\" target=\"_blank\" rel=\"noopener noreferrer\">Compelling storytelling<\/a> increases the chance of your brand being remembered. Stories captivate and inspire users. They also help you communicate the <a href=\"https:\/\/userpilot.com\/blog\/product-vision-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">product vision<\/a> and build relationships with your users.<\/p>\n<p>Although storytelling is normally associated with product messaging, product communication also plays an important role in spinning your narrative.<\/p>\n<p>How do you do it?<\/p>\n<p>First, make sure that all your UI elements, the CTA details and copy, in-app messages, and tone of voice need are in line with the story of your product.<\/p>\n<p>Next, put the users in the center by focusing on their needs, keep the messages concise and jargon-free, and include elements of <a href=\"https:\/\/userpilot.com\/blog\/emotional-design-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">emotional design<\/a>.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/product-vision-userpilot-product-communication_cac1d73685635476cb04b112863f522d_800.jpg 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/product-vision-userpilot-product-communication_cac1d73685635476cb04b112863f522d_800.jpg 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/product-vision-userpilot-product-communication_cac1d73685635476cb04b112863f522d_800.jpg\" alt=\"Product communication best practices: use storytelling to promote product vision\" \/><\/picture><figcaption>Product communication best practices: use storytelling to promote product vision.<\/figcaption><\/figure>\n<h3 id=\"48mr8\">A\/B test different communication strategies<\/h3>\n<p><a href=\"https:\/\/userpilot.com\/blog\/alternatives-to-ab-testing\/\" target=\"_blank\" rel=\"noopener noreferrer\">A\/B and multivariate testing<\/a> are great ways to determine which communication strategy is most effective at driving your goals.<\/p>\n<p>In Userpilot&#8217;s <a href=\"https:\/\/userpilot.com\/blog\/ab-testing-product-management\/\" target=\"_blank\" rel=\"noopener noreferrer\">A\/B tests<\/a>, you trigger one in-app experience to half of a user segment automatically. Then sit back and watch which group (the control group that didn&#8217;t see the experience or the variant that did) increases your goal completion rate.<\/p>\n<p>This way you can tell if adding an onboarding checklist helped increase your activation goal, for example.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/ab-testin-userpilot-product-communication_388f6ed5f0d0483699bd17b1a39329f0_800.png 1x, https:\/\/images.storychief.com\/account_6827\/ab-testin-userpilot-product-communication_388f6ed5f0d0483699bd17b1a39329f0_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/ab-testin-userpilot-product-communication_388f6ed5f0d0483699bd17b1a39329f0_800.png 1x, https:\/\/images.storychief.com\/account_6827\/ab-testin-userpilot-product-communication_388f6ed5f0d0483699bd17b1a39329f0_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/ab-testin-userpilot-product-communication_388f6ed5f0d0483699bd17b1a39329f0_800.png\" alt=\"Product communication best practices: A\/B test different messages\" \/><\/picture><figcaption>Product communication best practices: A\/B test different messages.<\/figcaption><\/figure>\n<p>In multivariate testing, the principle is similar.<\/p>\n<p>However, the number of variables you manipulate is higher. For example, you could be testing 3 different versions of the copy, 3 different font styles, and three different sizes at the same time. That\u2019s 27 combinations.<\/p>\n<h3 id=\"92m8q\">Prompt engagement with short Calls To Action<\/h3>\n<p>This one is simple. If you want your users to act, always add a CTA to give them the nudge. The easier it is to follow, the more likely they are to do it.<\/p>\n<p>Want to find out how to build <a href=\"https:\/\/userpilot.com\/blog\/in-app-messaging-best-practices-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">in-app messages <\/a>with CTAs like the one below in Userpilot? <a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">Book the demo!<\/a><\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/cta-modal-userpilot-product-communication_c5126e136d86a5e0af0e5a4540e09809_800.png 1x, https:\/\/images.storychief.com\/account_6827\/cta-modal-userpilot-product-communication_c5126e136d86a5e0af0e5a4540e09809_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/cta-modal-userpilot-product-communication_c5126e136d86a5e0af0e5a4540e09809_800.png 1x, https:\/\/images.storychief.com\/account_6827\/cta-modal-userpilot-product-communication_c5126e136d86a5e0af0e5a4540e09809_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/cta-modal-userpilot-product-communication_c5126e136d86a5e0af0e5a4540e09809_800.png\" alt=\"Product communication best practices: add a CTA\" \/><\/picture><figcaption>Product communication best practices: add a CTA.<\/figcaption><\/figure>\n<h2 id=\"ajr82\">Product communication examples that prompt users to take action<\/h2>\n<p>Now that we know all the do&#8217;s and don&#8217;ts of product communication, let&#8217;s have a look at how market-leading companies apply them in practice.<\/p>\n<h3 id=\"cess2\">Announce features by using a mix of UI patterns &#8211; Userpilot example<\/h3>\n<p>Userpilot is a <a href=\"https:\/\/userpilot.com\/blog\/digital-adoption-platform-dap\/\" target=\"_blank\" rel=\"noopener noreferrer\">product adoption platform<\/a>, so we know a thing or two about product messaging.<\/p>\n<p>One lesson we&#8217;ve learned is that when announcing new features, one in-app message is not enough. To make sure that users don&#8217;t miss a feature that could be a game changer for their use case, use a sequence of different <a href=\"https:\/\/userpilot.com\/blog\/onboarding-ux-patterns\/\" target=\"_blank\" rel=\"noopener noreferrer\">UI patterns<\/a>.<\/p>\n<h4 id=\"3jat8\">Userpilot announces a new feature through a banner<\/h4>\n<p>Webhooks allow you to create custom integrations with third-party apps. For example, you can set an event completion as an email trigger.<\/p>\n<p>When Userpilot first introduced the feature, we announced it with a <a href=\"https:\/\/userpilot.com\/blog\/website-notification-banner\/\" target=\"_blank\" rel=\"noopener noreferrer\">banner <\/a>that included a CTA prompting users to check it out. That was the start.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/webhooks-banner-userpilot-product-communication_d0a6ef5189bafc93150b04d324852cdd_800.png 1x, https:\/\/images.storychief.com\/account_6827\/webhooks-banner-userpilot-product-communication_d0a6ef5189bafc93150b04d324852cdd_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/webhooks-banner-userpilot-product-communication_d0a6ef5189bafc93150b04d324852cdd_800.png 1x, https:\/\/images.storychief.com\/account_6827\/webhooks-banner-userpilot-product-communication_d0a6ef5189bafc93150b04d324852cdd_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/webhooks-banner-userpilot-product-communication_d0a6ef5189bafc93150b04d324852cdd_800.png\" alt=\"Userpilot banner announcing webhooks\" \/><\/picture><figcaption>Userpilot banner announcing Webhooks.<\/figcaption><\/figure>\n<h4 id=\"cjg3u\">Userpilot follows the announcement with a walkthrough<\/h4>\n<p>To reinforce the message and improve the discovery of the Webhooks feature, we backed the banner up with a <a href=\"https:\/\/userpilot.com\/blog\/how-to-create-tooltips\/\" target=\"_blank\" rel=\"noopener noreferrer\">tooltip<\/a>.<\/p>\n<p>This was triggered when users went to the Integrations page. As Webhooks were a new addition to the page, the tooltip did a great job of attracting the users&#8217; attention.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/webhooks-tooltip-userpilot-product-communication_b8dc5a3ba580f2149373cf5bad3a2902_800.png 1x, https:\/\/images.storychief.com\/account_6827\/webhooks-tooltip-userpilot-product-communication_b8dc5a3ba580f2149373cf5bad3a2902_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/webhooks-tooltip-userpilot-product-communication_b8dc5a3ba580f2149373cf5bad3a2902_800.png 1x, https:\/\/images.storychief.com\/account_6827\/webhooks-tooltip-userpilot-product-communication_b8dc5a3ba580f2149373cf5bad3a2902_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/webhooks-tooltip-userpilot-product-communication_b8dc5a3ba580f2149373cf5bad3a2902_800.png\" alt=\"A tooltip about Userpilot webhooks\" \/><\/picture><figcaption>A tooltip about Userpilot Webhooks.<\/figcaption><\/figure>\n<h4 id=\"26ppm\">Launch a big new feature or update with a modal<\/h4>\n<p>Webhooks are a valuable addition to the Userpilot functionality, but they aren&#8217;t necessarily a breakthrough feature. Unlike the Resource Center, which is a proper big deal.<\/p>\n<p>For such a big launch, you want something a bit more flashy. To announce the new functionality, we used a <a href=\"https:\/\/userpilot.com\/blog\/ui-modal-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">modal<\/a>.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/new-feature-announcement-modal-customer-engagement-automation_38468bf2d4e60dce5da13f6d8a70be5e_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/new-feature-announcement-modal-customer-engagement-automation_38468bf2d4e60dce5da13f6d8a70be5e_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/new-feature-announcement-modal-customer-engagement-automation_38468bf2d4e60dce5da13f6d8a70be5e_800.png\" alt=\"new-feature-announcement-modal-customer-engagement-automation\" \/><\/picture><\/figure>\n<h3 id=\"6181r\">Maintain consistency in all product communications &#8211; Asana example<\/h3>\n<p>As mentioned, consistency across all your messages is key to communication effectiveness.<\/p>\n<p>Asana knows this very well.<\/p>\n<p>Each kind of message looks exactly the same, so its users know what kind of information they can expect when it pops up on the screen.<\/p>\n<p>All Asana <a href=\"https:\/\/userpilot.com\/blog\/tooltip-ui-design\/\" target=\"_blank\" rel=\"noopener noreferrer\">tooltips <\/a>with tips look the same. They are purple and contain a short text and a small button you can use to acknowledge the message.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/asana-purple-tooltip-product-communication_1d9fbbe955bc5d4cd427c0a131be9bca_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/asana-purple-tooltip-product-communication_1d9fbbe955bc5d4cd427c0a131be9bca_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/asana-purple-tooltip-product-communication_1d9fbbe955bc5d4cd427c0a131be9bca_800.png\" alt=\"Asana purple tooltip with guidance\" \/><\/picture><figcaption>Asana purple tooltip with guidance.<\/figcaption><\/figure>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/asana-purple-tooltip-product-communication02_8879d650396f806882ca77746d8488c5_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/asana-purple-tooltip-product-communication02_8879d650396f806882ca77746d8488c5_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/asana-purple-tooltip-product-communication02_8879d650396f806882ca77746d8488c5_800.png\" alt=\"Asana purple tooltip with guidance\" \/><\/picture><figcaption>Asana purple tooltip with guidance.<\/figcaption><\/figure>\n<p>While the purple <a href=\"https:\/\/userpilot.com\/blog\/what-are-tooltips\/\" target=\"_blank\" rel=\"noopener noreferrer\">tooltips <\/a>are reserved for product tips, the white ones are used for notifications only. They include an icon, a short message, and a CTA button. They also always pop in the bottom left corner of your screen to avoid interruptions.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/asana-white-tooltip-product-communication_d345880a78a5c7435707e65d12ab00e6_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/asana-white-tooltip-product-communication_d345880a78a5c7435707e65d12ab00e6_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/asana-white-tooltip-product-communication_d345880a78a5c7435707e65d12ab00e6_800.png\" alt=\"Asana tooltip notification\" \/><\/picture><figcaption>Asana tooltip notification.<\/figcaption><\/figure>\n<h3 id=\"75nnu\">Use storytelling to address different pain points &#8211; Tolstoy example<\/h3>\n<p>Tolstoy is a tool that enables users to create interactive videos that can boost user interactions and <a href=\"https:\/\/userpilot.com\/blog\/micro-macro-conversion-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">drive conversions<\/a> better than regular videos.<\/p>\n<p>The company uses <a href=\"https:\/\/userpilot.com\/blog\/product-storytelling\/\" target=\"_blank\" rel=\"noopener noreferrer\">storytelling <\/a>to engage its users.<\/p>\n<p>How do they do it?<\/p>\n<p>By <a href=\"https:\/\/userpilot.com\/blog\/customer-empathy\/\" target=\"_blank\" rel=\"noopener noreferrer\">empathizing <\/a>with their users, showing them that they understand their users&#8217; problems, and showcasing a solution that addresses them.<\/p>\n<p>In this case, Tolstoy appreciates that creating videos can be a daunting task. That&#8217;s why they simplify the process for their users as much as possible.<\/p>\n<p>One click on their <a href=\"https:\/\/userpilot.com\/blog\/welcome-screen-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">welcome screen<\/a> is enough to launch a ready-made video, while the more tech-savvy users still have a chance to create one from scratch.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/tolstoy-welcome-screen-product-communication_a90457160a37a5c080a867f2d4c1d0fb_800.jpg 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/tolstoy-welcome-screen-product-communication_a90457160a37a5c080a867f2d4c1d0fb_800.jpg 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/tolstoy-welcome-screen-product-communication_a90457160a37a5c080a867f2d4c1d0fb_800.jpg\" alt=\"Tolstoy welcome screen\" \/><\/picture><figcaption>Tolstoy welcome screen.<\/figcaption><\/figure>\n<p>Tolstoy templates are also a recognition of <a href=\"https:\/\/userpilot.com\/blog\/analyze-customer-needs\/\" target=\"_blank\" rel=\"noopener noreferrer\">user needs <\/a>and their <a href=\"https:\/\/userpilot.com\/blog\/customer-pain-points\/\" target=\"_blank\" rel=\"noopener noreferrer\">pain points<\/a>. The company knows exactly what kind of interactive videos SaaS teams may need, and has prepared a bunch of ready-to-use templates that make the job so much easier.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/tolstoy-templates-product-communication_8bd58f4ceb1865c880360ce07a73b6cf_800.jpg 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/tolstoy-templates-product-communication_8bd58f4ceb1865c880360ce07a73b6cf_800.jpg 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/tolstoy-templates-product-communication_8bd58f4ceb1865c880360ce07a73b6cf_800.jpg\" alt=\"Tolstoy SaaS templates\" \/><\/picture><figcaption>Tolstoy SaaS templates.<\/figcaption><\/figure>\n<h3 id=\"eoemq\">Adjust the size of UI patterns for different announcement types &#8211; Slack example<\/h3>\n<p>Slack, the instant messaging platform, varies the size of the in-app messages depending on how important the message is.<\/p>\n<p>For bigger releases, Slack goes big.<\/p>\n<p>For example, when they released the huddle feature, they used a slideout with basic information and a CTA.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/slack-slideout-product-communication_58b3a89dcc290ea72a0c7b9c7894e845_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/slack-slideout-product-communication_58b3a89dcc290ea72a0c7b9c7894e845_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/slack-slideout-product-communication_58b3a89dcc290ea72a0c7b9c7894e845_800.png\" alt=\"Slack Slideout\" \/><\/picture><figcaption>Slack slideout.<\/figcaption><\/figure>\n<p>Clicking on the CTA triggered a modal, which contained way more information about the new functionality.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/slack-modal-product-communication_0e440fd6ae892ce2e5de83616a535c06_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/slack-modal-product-communication_0e440fd6ae892ce2e5de83616a535c06_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/slack-modal-product-communication_0e440fd6ae892ce2e5de83616a535c06_800.png\" alt=\"Slack Modal\" \/><\/picture><figcaption>Slack modal.<\/figcaption><\/figure>\n<p>For small releases, on the other hand, slack uses smaller UI patterns.<\/p>\n<p>When they launched the message formatting features, they used a small tooltip to announce it. Small doesn&#8217;t mean hard to notice though. This one was GIF-based, so attracted plenty of attention.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/d37oebn0w9ir6a.cloudfront.net\/account_6827\/Slacks-formatting-product-communication_d73a9d3ae7ebcc16afff2954a394718f.gif 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/d37oebn0w9ir6a.cloudfront.net\/account_6827\/Slacks-formatting-product-communication_d73a9d3ae7ebcc16afff2954a394718f.gif 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/d37oebn0w9ir6a.cloudfront.net\/account_6827\/Slacks-formatting-product-communication_d73a9d3ae7ebcc16afff2954a394718f.gif\" alt=\"Slack GIF-based tooltip\" \/><\/picture><figcaption>Slack GIF-based tooltip.<\/figcaption><\/figure>\n<h2 id=\"a353o\">How Userpilot helps product managers with their product communication strategy<\/h2>\n<p>We&#8217;ve already dropped a few hints on how <a href=\"https:\/\/userpilot.com\/blog\/userpilot-features\/\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot<\/a> can help you implement your communication strategy, but here&#8217;s an overview of the relevant features:<\/p>\n<p>Let&#8217;s start with <a href=\"https:\/\/userpilot.com\/blog\/userpilot-analytics\/\" target=\"_blank\" rel=\"noopener noreferrer\">product usage analytics. <\/a><\/p>\n<p>Userpilot allows you to tag and track the usage of individual features so that you can analyze how your users engage. You can also set and track goals to analyze how your users progress toward <a href=\"https:\/\/userpilot.com\/blog\/user-activation-for-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">activation <\/a>and <a href=\"https:\/\/userpilot.com\/blog\/improve-product-adoption-rate-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">adoption<\/a>.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/d37oebn0w9ir6a.cloudfront.net\/account_6827\/custom-event-userpilot-analytics_5db4036a801d756a078fc7b59ed6fbba.gif 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/d37oebn0w9ir6a.cloudfront.net\/account_6827\/custom-event-userpilot-analytics_5db4036a801d756a078fc7b59ed6fbba.gif 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/d37oebn0w9ir6a.cloudfront.net\/account_6827\/custom-event-userpilot-analytics_5db4036a801d756a078fc7b59ed6fbba.gif\" alt=\"custom-event-userpilot-analytics\" \/><\/picture><figcaption>Track in-app engagement with <a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot<\/a>.<\/figcaption><\/figure>\n<p>How is analytics relevant?<\/p>\n<p>They allow you to set the goals for your product communication strategy and identify the areas where you need to unleash all the fancy <a href=\"https:\/\/userpilot.com\/blog\/onboarding-ux-patterns\/\" target=\"_blank\" rel=\"noopener noreferrer\">UI patterns<\/a> to guide your users.<\/p>\n<p>Talking of UI patterns, there are four basic ones available in Userpilot.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/userpilot-user-onboarding-ui-patterns_7b10917db9b219e013dc20a0a9ae8659_800.png 1x, https:\/\/images.storychief.com\/account_6827\/userpilot-user-onboarding-ui-patterns_7b10917db9b219e013dc20a0a9ae8659_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/userpilot-user-onboarding-ui-patterns_7b10917db9b219e013dc20a0a9ae8659_800.png 1x, https:\/\/images.storychief.com\/account_6827\/userpilot-user-onboarding-ui-patterns_7b10917db9b219e013dc20a0a9ae8659_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/userpilot-user-onboarding-ui-patterns_7b10917db9b219e013dc20a0a9ae8659_800.png\" alt=\"userpilot-user-onboarding-ui-patterns\" \/><\/picture><figcaption>Communicate with users contextually. Get a <a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot demo<\/a>.<\/figcaption><\/figure>\n<p>These are tooltips, modals, slideouts, and driven actions. You can trigger them individually, for example, to announce a new feature, or create <a href=\"https:\/\/userpilot.com\/blog\/onboarding-user-flow-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">interactive flows<\/a> for user onboarding.<\/p>\n<p>If you want to run experiments to choose the best versions of your in-app messages, you&#8217;re covered too! Userpilot allows you to <a href=\"https:\/\/userpilot.com\/blog\/ab-testing-product-management\/\" target=\"_blank\" rel=\"noopener noreferrer\">A\/B test<\/a> in-app experiences to see which drives the best results. You can also <a href=\"https:\/\/userpilot.com\/blog\/userpilot-for-mobile-onboarding\/\" target=\"_blank\" rel=\"noopener\">o<\/a><span class=\"ng-star-inserted\">nboard and engage mobile app users by creating personalized messaging, push notifications, and surveys.<\/span><\/p>\n<p>To make your marketing messages relevant, you can use Userpilot&#8217;s advanced <a href=\"https:\/\/userpilot.com\/blog\/needs-based-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">user segmentation <\/a>functionality. For example, if the new feature is particularly important for one particular user persona, you can trigger it just for them.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/d37oebn0w9ir6a.cloudfront.net\/account_6827\/Userpilot-segmentation--user-onboarding_2b406dc9237a7e62c145b69e6c3a8443.gif 1x, https:\/\/d37oebn0w9ir6a.cloudfront.net\/account_6827\/Userpilot-segmentation--user-onboarding_2b406dc9237a7e62c145b69e6c3a8443.gif 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/d37oebn0w9ir6a.cloudfront.net\/account_6827\/Userpilot-segmentation--user-onboarding_2b406dc9237a7e62c145b69e6c3a8443.gif 1x, https:\/\/d37oebn0w9ir6a.cloudfront.net\/account_6827\/Userpilot-segmentation--user-onboarding_2b406dc9237a7e62c145b69e6c3a8443.gif 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/d37oebn0w9ir6a.cloudfront.net\/account_6827\/Userpilot-segmentation--user-onboarding_2b406dc9237a7e62c145b69e6c3a8443.gif\" alt=\"Userpilot-segmentation--user-onboarding\" \/><\/picture><figcaption>Trigger contextual <a href=\"https:\/\/userpilot.com\/blog\/in-app-communication\/\">in-app communication using<\/a> advanced segmentation.<\/figcaption><\/figure>\n<h2 id=\"tn68\">Conclusion<\/h2>\n<p>Product communication enables users to experience product value in less time. That&#8217;s because it helps them discover the features they need and educates them on how to take the best advantage of them to realize their goals.<\/p>\n<p>If you want to see how Userpilot can help you develop and implement your product communication strategy, <a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">book the demo!<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Product messaging is about creating a specific perception of your product in the market. It is a part of the marketing plan that defines and communicates the value proposition of your product to your target audience. <\/p>\n","protected":false},"author":24,"featured_media":25715,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[6195],"tags":[732,1073,913,307,706,860,468,891,743,316],"class_list":["post-25714","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-career","tag-converting-trial-to-paid","tag-customer-communication","tag-feature-blindness","tag-in-app-communication","tag-in-app-guides","tag-in-app-announcements","tag-in-app-messaging","tag-notification-banners","tag-product-messaging","tag-user-engagement"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - 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