White Papers or Information Reports
 This
Week: Work on your Usability Report &
Start Planning the White Paper


Finish conducting the Usability Tests
Write the Report (due by next Monday)
 Today:




Discuss the White Paper project
Review the assignment guidelines
Find your group
Name your group
Brainstorm topics
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 What
is it? Who is it written for (audience)?
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Busy
executives
Information technology
professionals
And alike.
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 They
are reports that inform and/or educate
readers about a particular topic.


Help readers understand its complexities.
Not just an informational report.
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 They
are reports that provide information
about a particular topic.


Help readers understand its complexities.
Not just an informational report.
 They
argue a specific position on the issue
and pose a solution to a problem.



Help readers solve a problem.
Help readers make a decision.
Persuasive report. They should persuade
readers that an innovation is the superior
solution to a particular problem.
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 They
are reports that provide information
about a particular topic.


Help readers understand its complexities.
Not just an informational report.
 They
argue a specific position on the issue
and pose a solution to a problem.



Help readers solve a problem.
Help readers make a decision.
Persuasive report.
 They
are technical documents and marketing
documents.
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 Length
5 to 50 pages (optimum: 15 to
20 pages)

See samples on Canvas
 Ours: See the assignment guidelines
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 Review
the assignment sheet.
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Find your team members. Take your class
materials, and get together to plan your white
paper.
2. Find a name for your team.
3. Brainstorm possible topics. Use your devices
with internet access for research, if necessary.
*Take your time to make a decision. If you make a
decision quickly, then start your actual
research today to collect and save background
information on your topic.
*You should be able to share with me your possible
topic(s) during class on Wednesday.
*Have a group member post your final team name
and paper topic on Canvas by Friday.
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1.
 To
inform readers
 To educate them about the advantages of a
new product or service
 To persuade them that this innovation is the
superior solution to a particular problem
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Writing a white paper can be tricky because
you have to
 Present
complex technical information to a
broad audience of readers, many without
background knowledge of the topic
 Sell a product without being so promotional
that it turns readers off
 Strike a balance between informing and
persuading readers
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TEAM PROJECTS?
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 Begin
with a scenario that describes a
common problem, grabs the readers’
attention, and shows you understand their
problem.
 Explain the solution and introduce the new
service or product.
 Show how the product or service helps to
solve the problem.
 Emphasize why the product or service is the
best solution.
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Post your white paper on the Internet so that
your audience can find it using search engines.
 Post it as an HTML or PDF file so it’s easy to
locate, download, and read.
 Do not discourage your readers by making them
register before they can read your paper.
 Link your white paper to news and information
websites that your target audience visits often.
 Omit details that your competition can use
because they can find the paper on the Internet
too.

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 Assume
your reader is a newcomer to the
topic.
 Summarize the key points that newcomers
need to know about your product or service.
 Describe the problem in specific terms.
 Separate the features of your product or
service from the benefits it confers on the
reader.

In other words, first describe features clearly and
accurately and then show readers how these
features provide them with specific benefits.
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You are writing a white paper to advertise a
new company product to potential users.
1. Generate a list of features about the product.
2. Brainstorm a list of potential motivations.

What will motivate people to want, purchase,
and use this product?
3. Create
a third list of features based on those
listed in step #1 that can meet some of the
motivations you listed in step #2.
4. Develop as many reader benefits as you can.
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
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


Abstract or executive summary
Problem statement
Description of solution
How product or service solves the problem
Conclusion
Length 5 to 50 pages, optimum length 15
to 20 pages
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Length: one paragraph
Content:





1.
2.
Summarize the purpose of the paper
Summarize your findings
Conclusion: two choices
Include your conclusions (might stop readers
from reading further)
Omit your conclusions (entices readers to look
beyond the abstract, or they become
impatient and move to a different white
paper)
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 Length:
Two or three paragraphs
 Content:


Describe the problem
Give a brief background or context for the
problem
 Style:


Avoid technical jargon
Define essential technical terms
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 Length:
As long as needed, as short as
possible
 Content:




Describe how the product or service works in
general (your goal of informing)
Enumerate the features of the product or service
Explain how product applies to the problem
statement that you’ve already introduced
Include visuals that illustrate the product or
explain the service
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 Length:
As long as needed, as short as
possible
 Content:





Show how the product or service applies to the
problem (your goal of persuasion)
Include evidence
Show how the features of the product or service
benefit users
Explain why this product or service is better than
others
Acknowledge one or two limitations of your
product to show unbiased assessment of solution
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 Length:
One or two paragraphs
 Content:


Summarize why your product or service is the
best solution to the problem
Do not introduce new evidence or information
here
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Have several non-technical people read a
draft of your white paper and respond to
it:
 Sit
down with each reader one at a time,
with both of you looking at your own printed
copy of the white paper.
 Observe as each tester reads the draft aloud.
 Make note of any comments, pauses,
stumbles, etc., as the tester reads.
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 When
the tester is finished, ask him or her to
describe the experience of reading the
paper.
 Have the tester point out any passages that
seemed difficult or confusing.
 Ask her or him to describe the kinds of
changes that might improve the paper.
 Take note of all remarks, so you have a
detailed record of each test.
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After all testers have read through your
paper
 Revise
everything you think might have
caused a problem for your readers
 Act on the suggestions that you think will
improve your paper
When you have clarified all of the issues
raised by your testers, have the same
people read it again.
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During the second read through
 See
that you have fixed problems noted
previously
 Make sure you haven’t introduced any new
problems through your revisions
When your readers agree that the text is
clear, readable, and persuasive, then you
can post your white paper online.
Your goal: A draft that is clear and
convincing to non-specialists
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Individually or in groups of two or three,
choose a product or device that you know
well and like well enough that you could sell
its merits to someone else. Feel free to use
the lists of product features, user
motivations, and user benefits that you
generated earlier in class.
Write two paragraphs, one that describes three
or four of the most important features of the
product or device and one that elaborates
some of the benefits of owning it.
(Exercise adapted from one on page 206)
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