How To Write A Great Technical Case Study In Three Hours

August 31, 2022

Good technical writing can often seem like magic. It’s not.

Over the last seven years, tons of “best practices” have bubbled up from the Gatsby community to user-facing engineers, product managers, customer success and support teams. We’ve built a culture of documentation so that tribal knowledge isn’t gated by the content team’s bandwidth.

One type of content can be a bit trickier: case studies. Case studies showcase the success of Gatsby users, and let community members see how a “best practice” might work in a real-world scenario. But sometimes non-marketers aren’t sure how to do this, or where to start.

Over the last five years, we’ve written about fifty case studies, and developed a technique to write and publish a case study in three to four hours. I wrote this blog post to share that technique. If you’re interested in telling user or customer stories, you’ll be interested to read this.

Let’s dive in.

Setting Up The Interview

Once someone’s agreed to let you write a case study, there are three guidelines that make for a successful interview. Engineers and product managers may recognize these, because they’re similar to what makes for good open-ended user interviews.

Make sure your interviewees are familiar with both the business and technical site of things. Sometimes a tech lead will be able to do both. Other times, you will need to make sure both an engineering manager and a marketing director, say, are in the room.

Schedule 45-60 minutes, and record the call, and use an auto-transcribing service. If you have less time, you are unlikely to capture the full story. After the initial chit-chat, I ask if I can record the conversation, and then turn it on. For auto-transcription, we use Rewatch internally which offers this functionality.

Establish yourself as an interested listener. In this conversation, you are a curious listener — not a subject matter authority. Pair your status to their status — and go lower if possible! (This can be very difficult for some people.) If you present as an authority figure, your interviewees may focus on whether they did something “right”, they are unlikely to open up, and you’ll struggle to piece the story together.

Conducting The Interview

The interview is the place where you are going to be able to get the highest-bandwidth information. You need to see the story you’re writing as an onion to unpeel. A great interview is a conversation staged as a sequence of “angles” to explain a complex event. 

Angles of attack

Highlight & Lowlights. This a great lead-in to the interview and a natural place to start. You’ll ask questions that trigger people’s emotional memory — the types of things that they might relay to coworkers.

  • Goal : Build rapport while starting to get the story.
  • Types of questions : “Freeform” questions that you might ask in a user interview.  
  • Question examples : “What went well?” “What didn’t go well?” “What was surprising?” “Were there any big bumps in the road?”

Project Chronology. Once you’ve gotten the emotional overview of the project, it’s to plumb people’s factual memory. At its core, a case study is a story. 

  • Goal : get a project timeline skeleton that you can relay to your readers — hopefully with some meat on the bones. 
  • Types of questions : Focus on what happened, when, and why — and what events caused other events. If your subjects have to pause a couple of times to recall some detail that’s floating around in long-term memory, it’s not a bad thing. 
  • Question examples : “So how did you hear about Gatsby?” “So what happened then?” “How did the project start?” “How did you decide to use Gatsby for this project?” “What was the client’s feedback?” “How long did the project take?” “What were the different stages?” “How did the launch go?” “How did the client react?” “What were the business metrics?”

Detail Spotlight. Interspersed with project chronology and highlights / lowlights you can point out parts of their website that they liked, as an invitation for them to tell you more. 

  • Before the call: Take a look at what they’ve built, and note 2-3 things they did a great job on, especially if it clearly took a lot of time and effort.
  • Goal: Get the backstory behind particularly interesting parts of the website, so you can relay them to the reader. 
  • Question example: “I thought the way you did [X thing] was really interesting.” (followed by a pause)

Big Picture. As the interview starts drawing to a close, you’ll want to return to the most important pieces of information you collected earlier and get the “so what”. You’ll use these details to write the first couple sentences of your case study (the lede) and the headline.

  • Goal: understand why this project was significant — to the agency, to the client, to the team, perhaps to the world. 
  • Types of questions: Return to the most “important” pieces of information you collected earlier and get the “so what.” 
  • Question examples: For Little Caesars the “story” was a Super Bowl ad traffic without team stress, so we asked about how the team felt. For Jaxxon it was an e-commerce site launch that doubled conversions, so we asked about the business impact.  

Important Interview Techniques

Stay present, stay curious. You can’t ask these questions perfunctionarily. People notice. You have to be listening very closely. You have to care.

Capture a multi-disciplinary perspective. At the very least, you should be getting both the developer experience and the business results — for each angle of attack! Websites are incredibly cross-functional projects, so there may be another perspective you want to capture as well (design, content architecture, e-commerce, illustration, animation, performance optimization, copywriting…)

Ask good questions, then shut up and listen. You can see this in podcasts recorded by great narrative interviewers like Guy Raz (How I Built This) or Jeff Meyerson (RIP) at Software Engineering Daily.

Dive into interesting details (but remember where you were). When people mention things that are surprising or interesting, don’t wait for them to stop talking — express interest or curiosity, right then, in a way that feels authentic to you. Then, you need to balance two things:

  • figure out how to dive deeper right there and then (otherwise the moment will pass)
  • remember where you were, so you can bring the conversation back there afterwards (otherwise the conversation will feel fragmented)

fractal interview diagram

Writing Up The Case Study

Block 2 hours of writing time after the interview.

One evening in college doing a journalism internship, I went to a community event remembering a local high school senior who tragically passed away. I got back to the office around 7:30pm, and needed to have a story on my editor’s desk by 9, so I furiously pounded out 500 print-ready words in an hour and a half — in the process apparently oblivious to a colleague who wandered over to ask me something. Like coding, writing rewards blocks of uninterrupted time.

This process works the same way for case studies. Immediately after conducting an interview, you will have an emotional memory of the conversation, along with a sense of the 2-3 most important parts. If you wait, that memory will fade.

Block time immediately after the interview (mornings are best) — so if you had a 9-10am interview, block 10am to noon.

writing process

(credit to Sarah Perry )

Step 1: Braindump

The first thing you need to do is brain dump.

Throw your video into whatever tool you’re using to auto-transcribe. Flesh out the notes you were taking during the interview with all the details that come to mind as important but you didn’t capture. Copy and paste all of the notes from your note taking software into a Google Doc.

When your video finishes auto-transcribing (hopefully within 10-15 minutes), search through the transcribed interview to copy paste a bunch of passages in from the interview, to supplement the notes

Step 2: Organize

The technique you need to write quickly is middle-out composition (thanks, Silicon Valley).

Don’t start by writing your lede, or your conclusion. Just group your text together by similarity and then write some headers on top of the information groups that seem important or interesting. These might be important business results, parts of the DX that the developers loved, or the project timeline skeleton. Find the 3 or 4 important takeaways, and write draft subheads (H2).

The skill you’re using here is the ability to create an information hierarchy. 

Step 3: Move to notes, re-add, copy, paste, condense 

At this point you’ll have some very roughly organized information with subheads, along with a lot of clutter that is out of place. Put a “Notes” section, perhaps topped by a horizontal line, at the bottom of your document, and start moving all the information that feels less-important or out of place into the Notes section. Your document will now feel right but incomplete. Start supplementing the important points — with quotes from your interview, screenshots from a website, photos of people, and so on.

Try to avoid writing . Instead, copy and paste from notes and transcript. Then condense three or four sentences a subject said into a one-sentence summary. Rinse and repeat.

Step 4: Add the lede and conclusion

Once you’ve got the skeleton mostly done, you can add a draft lede and conclusion. That’s where you pull in the information you have about the big-picture so-what. Hopefully, that information is in your notes. 

Step 5: Edit until it shines

Now, you’ve got the whole case study. You also probably have run-on sentences, jumbled together, poorly organized sections, a mediocre lede, and so on. That’s okay.

There’s a simple algorithm here: run through the whole story, section by section. Polish whatever’s obvious. Then, return to the start, and do it again.

This avoids the most frequent time sucks of the editing process — perfectionism and overthinking. If you know something’s wrong but don’t know how to fix it, don’t worry. You’ll get it on the next run-through.

Focus on condensing complex ideas. Break long sentences up. Get rid of extraneous details. “Omit needless words.”

If you’re a newer writer, this is a great time to pair with a more experienced writer. Tell them they are the editor and ask them to rewrite confusing sentences or sections. Make it clear that they are driving.

Step 6: Spend a few minutes on the lede and title

People will read the title and first sentence more than anything else, so spend some extra effort. Consider a couple different approaches. Figure out what’s most catchy. 

Step 7: Publish, then seek comments

In an ideal world, this is where you throw it into WordPress and hit publish. You should do this unless you have a very good reason not to! Doing otherwise risks getting stuck in endless review traps waiting for third-party approvals.

Instead, publish it first — and then send it to third-parties to ask if there are any details that need fixing before you publicize it.

Step 8: Go get some lunch

If you’ve done all the previous steps in three to four hours, your brain is probably pretty tired. Be kind to yourself. Go somewhere you really like and think about non-work related stuff for a while. 

Writing great case studies isn’t magic. It’s a skill just like any other. And if you’re in a user- or customer-facing role, you’d do well to learn it. Sharing success stories internally is great, but sharing them externally will multiply your impact.

case study in technical writing

Top 5 Technical Writing Examples: Real Data and Case Studies

Technical writing examples

Technical writing plays a crucial role in conveying complex information in a clear and concise manner. It encompasses a range of documents such as user manuals, instructions, white papers, and more. In this blog, we will explore the top technical  writing examples  that demonstrate the effectiveness and importance of clear communication in various industries. 

Each example will be accompanied by real data and actual case studies, highlighting the impact of well-executed technical writing.

1. User Manual for Medical Device

Medtronic- enhancing user experience and safety with user manuals.

Technical Writing Examples

One of the most critical applications of technical writing examples is in the healthcare industry. A well-written user manual for a medical device can make a significant difference in patient care and safety. For example, a study conducted by a medical device company showed that clear instructions reduced the occurrence of errors during device operation by 30%, leading to improved patient outcomes.

Medtronic , a global leader in medical technology, understands the importance of user manuals in ensuring the safe and effective use of their medical devices. To address the challenge of communicating complex device information, Medtronic employs a team of technical writers who collaborate with engineers, clinicians, and regulatory experts.

Medtronic’s user manuals are tailored to different user groups and provide clear instructions on device setup, operation, troubleshooting, and maintenance. The manuals use accessible language, avoid jargon, and include illustrative examples for easy understanding. They comply with regulatory standards, incorporating safety instructions, warnings, and precautions.

With a focus on user experience, Medtronic’s user manuals enhance safety, usability, and compliance. They facilitate device training, reduce risks, and improve patient outcomes. By offering multilingual support, Medtronic ensures users worldwide can access and comprehend the instructions in their preferred language.

The result is an improved user experience, enhanced safety, streamlined training, and regulatory compliance. Medtronic’s commitment to developing comprehensive and user-friendly user manuals underscores their dedication to patient well-being and satisfaction.

In summary, Medtronic’s user manuals play a vital role in guiding healthcare professionals and patients in the proper use and maintenance of their medical devices, ultimately improving patient outcomes and ensuring safety and usability.

2. Software Documentation

Acme software - streamlining operations with effective software documentation.

Technical Writing Examples

Acme Software, a leading provider of enterprise software solutions, recognized the importance of comprehensive and well-structured documentation to support their customers and streamline their operations. By investing in effective software documentation, Acme Software aimed to enhance user experience, reduce support costs, and increase customer satisfaction.

Acme Software  established a dedicated team of technical writers who collaborated closely with software developers, product managers, and user experience experts. Together, they developed a robust documentation strategy that encompassed user guides, API documentation, release notes, and troubleshooting guides.

The software documentation provided by Acme Software focused on simplicity, clarity, and practicality. It included step-by-step instructions, examples, and best practices to help users navigate and utilize the software effectively. The documentation was structured in a user-friendly manner, featuring clear headings, tables of contents, and search functionality for easy access to relevant information.

The impact of Acme Software’s effective software documentation was significant. Users reported reduced learning curves, improved productivity, and enhanced troubleshooting capabilities. The comprehensive documentation helped users discover and utilize advanced features, resulting in increased adoption rates and improved customer satisfaction.

Moreover, the availability of well-documented APIs facilitated integration with third-party systems, enabling customers to extend the functionality of the software and tailor it to their specific needs.

Acme Software’s investment in software documentation yielded tangible benefits. They experienced a decrease in support calls and an increase in self-service resolutions as customers could find answers to their questions in the documentation. This not only reduced support costs but also allowed the support team to focus on more complex issues, further improving customer support

3. Technical Specifications for Construction Projects

Abc construction - ensuring accuracy and compliance with technical specifications.

This is one of the best technical writing examples of construction company.  ABC Construction, a leading construction company, understands the critical role of technical specifications in ensuring the successful execution of construction projects. By investing in thorough and accurate technical specifications, ABC Construction aims to enhance project quality, streamline communication, and adhere to regulatory requirements.

The technical specifications provided by  ABC  Construction cover various aspects of the construction project, including materials, dimensions, installation guidelines, and quality standards. They ensure that all stakeholders have a clear understanding of the project requirements, enabling effective communication and minimizing errors.

By following industry standards and regulatory guidelines, ABC Construction’s technical specifications promote compliance with building codes, safety regulations, and environmental considerations. They outline the necessary procedures and specifications to ensure the construction project meets the required standards.

The impact of ABC Construction’s technical specifications is significant. They enable efficient project execution, reduce rework, and enhance overall project quality. Contractors and subcontractors can refer to the specifications to ensure accurate and compliant construction practices, resulting in improved project outcomes and client satisfaction.

In summary, ABC Construction’s commitment to thorough and accurate technical specifications ensures adherence to project requirements, regulatory compliance, and effective communication. By providing clear guidelines and standards, they enhance project quality, minimize errors, and facilitate successful construction project execution.

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4. Safety Procedures in Manufacturing

Ford motor company - prioritizing safety procedures for employee well-being.

Technical Writing Examples

F ord Motor Company , a global automotive manufacturer, places utmost importance on the safety and well-being of its employees. Recognizing the potential hazards associated with manufacturing processes, Ford has implemented robust safety procedures to ensure a safe working environment.

Ford conducts regular safety training programs for employees, focusing on hazard identification, proper use of personal protective equipment (PPE), and emergency response protocols. They have established clear guidelines for equipment operation, material handling, and maintenance procedures to minimize risks.

To enhance safety, Ford conducts thorough risk assessments and audits, identifying potential hazards and implementing necessary control measures. Safety committees and employee feedback channels are in place to encourage continuous improvement and address safety concerns promptly.

The impact of Ford’s safety procedures is evident in reduced workplace incidents, improved employee morale, and increased productivity. By prioritizing safety, Ford demonstrates its commitment to employee well-being and fosters a culture of safety awareness throughout the organization.

In summary, Ford’s emphasis on safety procedures ensures the protection of its employees and promotes a safe working environment. By implementing comprehensive training, risk assessments, and continuous improvement initiatives, Ford demonstrates its commitment to maintaining high safety standards and safeguarding employee well-being.

5. API Documentation for Developers

Twilio - empowering developers with comprehensive api documentation.

Technical Writing Examples

Twilio, a leading cloud communications platform, recognizes the critical role of clear and comprehensive API documentation in enabling developers to effectively utilize their services. Twilio has invested in developing robust API documentation that empowers developers to integrate and leverage Twilio’s communication capabilities seamlessly.

Twilio’s API documentation provides detailed information on endpoints, request/response structures, authentication, error handling, and code examples across multiple programming languages. The documentation also includes comprehensive guides, tutorials, and use cases to assist developers in understanding and implementing Twilio’s APIs.

By prioritizing clarity and accessibility, Twilio ensures that developers can quickly get up to speed and start using their APIs without any confusion. The documentation offers clear explanations, examples, and interactive tools to facilitate a smooth developer experience.

The impact of Twilio’s API documentation is evident in the thriving developer community and widespread adoption of their services. Developers appreciate the intuitive and comprehensive documentation, which enables them to integrate Twilio’s communication capabilities seamlessly into their applications.

In summary, Twilio’s commitment to providing comprehensive and user-friendly API documentation demonstrates their dedication to empowering developers. By offering clear explanations, code examples, and resources, Twilio enables developers to leverage their services effectively, fostering innovation and driving the success of applications built on their platform.

Conclusion:

These technical writing examples demonstrate its importance and effectiveness across various industries. From user manuals in healthcare to technical proposals in engineering, clear and concise communication through well-executed technical writing can lead to significant improvements in safety, efficiency, customer satisfaction, and project success.

The case studies and real data presented in this blog provide tangible evidence of the positive impact of effective technical writing. Whether it is reducing errors in medical device operation, improving software support, enhancing safety in manufacturing, or simplifying API integration, the power of clear and well-structured documentation cannot be underestimated.

As industries continue to evolve and technologies advance, technical writing will remain an integral part of ensuring seamless communication and understanding between experts, end-users, and stakeholders. Emphasizing the importance of technical writing and investing in skilled technical writers can yield substantial benefits for organizations in terms of cost savings, customer satisfaction, and overall productivity.

So, whether you are a technical writer, a business professional, or a consumer, let these examples inspire you to appreciate the significance of clear and effective technical writing in our everyday lives.

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1. WHAT IS TECHNICAL COMMUNICATION?

1.4 Case Study: The Cost of Poor Communication

No one knows exactly how much poor communication costs business, industry and government each year, but estimates suggest billions.  In fact, a recent estimate claims that the cost in the U.S. alone are close to $4 billion annually! [1] Poorly-worded or inefficient emails, careless reading or listening to instructions, documents that go unread due to poor design, hastily presenting inaccurate information, sloppy proofreading — all of these examples result in inevitable costs. The problem is that these costs aren’t usually included on the corporate balance sheet at the end of each year; if they are not properly or clearly defined, the problems remain unsolved.

You may have seen the Project Management Tree Cartoon before ( Figure 1.4.1 ); it has been used and adapted widely to illustrate the perils of poor communication during a project.

Different interpretations of how to design a tree swing by different members of a team and communication failures can lead to problems during the project.

The waste caused by imprecisely worded regulations or instructions, confusing emails, long-winded memos, ambiguously written contracts, and other examples of poor communication is not as easily identified as the losses caused by a bridge collapse or a flood. But the losses are just as real—in reduced productivity, inefficiency, and lost business. In more personal terms, the losses are measured in wasted time, work, money, and ultimately, professional recognition. In extreme cases, losses can be measured in property damage, injuries, and even deaths.

The following “case studies” show how poor communications can have real world costs and consequences. For example, consider the “ Comma Quirk ” in the Rogers Contract that cost $2 million. [3]   A small error in spelling a company name cost £8.8 million. [4]   Examine Edward Tufte’s discussion of the failed PowerPoint presentation that attempted to prevent the Columbia Space Shuttle disaster. [5] The failure of project managers and engineers to communicate effectively resulted in the deadly Hyatt Regency walkway collapse. [6]   The case studies below offer a few more examples that might be less extreme, but much more common.

In small groups, examine each “case” and determine the following:

  • Define the rhetorical situation : Who is communicating to whom about what, how, and why? What was the goal of the communication in each case?
  • Identify the communication error (poor task or audience analysis? Use of inappropriate language or style? Poor organization or formatting of information? Other?)
  • Explain what costs/losses were incurred by this problem.
  • Identify possible solution s or strategies that would have prevented the problem, and what benefits would be derived from implementing solutions or preventing the problem.

Present your findings in a brief, informal presentation to the class.

Exercises adapted from T.M Georges’ Analytical Writing for Science and Technology. [7]

CASE 1: The promising chemist who buried his results

Bruce, a research chemist for a major petro-chemical company, wrote a dense report about some new compounds he had synthesized in the laboratory from oil-refining by-products. The bulk of the report consisted of tables listing their chemical and physical properties, diagrams of their molecular structure, chemical formulas and data from toxicity tests. Buried at the end of the report was a casual speculation that one of the compounds might be a particularly safe and effective insecticide.

Seven years later, the same oil company launched a major research program to find more effective but environmentally safe insecticides. After six months of research, someone uncovered Bruce’s report and his toxicity tests. A few hours of further testing confirmed that one of Bruce’s compounds was the safe, economical insecticide they had been looking for.

Bruce had since left the company, because he felt that the importance of his research was not being appreciated.

CASE 2: The rejected current regulator proposal

The Acme Electric Company worked day and night to develop a new current regulator designed to cut the electric power consumption in aluminum plants by 35%. They knew that, although the competition was fierce, their regulator could be produced more affordably, was more reliable, and worked more efficiently than the competitors’ products.

The owner, eager to capture the market, personally but somewhat hastily put together a 120-page proposal to the three major aluminum manufacturers, recommending that the new Acme regulators be installed at all company plants.

She devoted the first 87 pages of the proposal to the mathematical theory and engineering design behind his new regulator, and the next 32 to descriptions of the new assembly line she planned to set up to produce regulators quickly. Buried in an appendix were the test results that compared her regulator’s performance with present models, and a poorly drawn graph showed the potential cost savings over 3 years.

The proposals did not receive any response. Acme Electric didn’t get the contracts, despite having the best product. Six months later, the company filed for bankruptcy.

CASE 3: The instruction manual the scared customers away

As one of the first to enter the field of office automation, Sagatec Software, Inc. had built a reputation for designing high-quality and user-friendly database and accounting programs for business and industry. When they decided to enter the word-processing market, their engineers designed an effective, versatile, and powerful program that Sagatec felt sure would outperform any competitor.

To be sure that their new word-processing program was accurately documented, Sagatec asked the senior program designer to supervise writing the instruction manual. The result was a thorough, accurate and precise description of every detail of the program’s operation.

When Sagatec began marketing its new word processor, cries for help flooded in from office workers who were so confused by the massive manual that they couldn’t even find out how to get started. Then several business journals reviewed the program and judged it “too complicated” and “difficult to learn.” After an impressive start, sales of the new word processing program plummeted.

Sagatec eventually put out a new, clearly written training guide that led new users step by step through introductory exercises and told them how to find commands quickly. But the rewrite cost Sagatec $350,000, a year’s lead in the market, and its reputation for producing easy-to-use business software.

CASE 4: One garbled memo – 26 baffled phone calls

Joanne supervised 36 professionals in 6 city libraries. To cut the costs of unnecessary overtime, she issued this one-sentence memo to her staff:

After the 36 copies were sent out, Joanne’s office received 26 phone calls asking what the memo meant. What the 10 people who didn’t call about the memo thought is uncertain. It took a week to clarify the new policy.

CASE 5: Big science — Little rhetoric

The following excerpt is from Carl Sagan’s book, The Demon-Haunted World: Science as a Candle in the Dark, [8] itself both a plea for and an excellent example of clear scientific communication:

The Superconducting Supercollider (SSC) would have been the preeminent instrument on the planet for probing the fine structure of matter and the nature of the early Universe. Its price tag was $10 to $15 billion. It was cancelled by Congress in 1993 after about $2 billion had been spent — a worst of both worlds outcome. But this debate was not, I think, mainly about declining interest in the support of science. Few in Congress understood what modern high-energy accelerators are for. They are not for weapons. They have no practical applications. They are for something that is, worrisomely from the point of view of many, called “the theory of everything.” Explanations that involve entities called quarks, charm, flavor, color, etc., sound as if physicists are being cute. The whole thing has an aura, in the view of at least some Congresspeople I’ve talked to, of “nerds gone wild” — which I suppose is an uncharitable way of describing curiosity-based science. No one asked to pay for this had the foggiest idea of what a Higgs boson is. I’ve read some of the material intended to justify the SSC. At the very end, some of it wasn’t too bad, but there was nothing that really addressed what the project was about on a level accessible to bright but skeptical non-physicists. If physicists are asking for 10 or 15 billion dollars to build a machine that has no practical value, at the very least they should make an extremely serious effort, with dazzling graphics, metaphors, and capable use of the English language, to justify their proposal. More than financial mismanagement, budgetary constraints, and political incompetence, I think this is the key to the failure of the SSC.

CASE 6: The co-op student who mixed up genres

Chris was simultaneously enrolled in a university writing course and working as a co-op student at the Widget Manufacturing plant. As part of his co-op work experience, Chris shadowed his supervisor/mentor on a safety inspection of the plant, and was asked to write up the results of the inspection in a compliance memo . In the same week, Chris’s writing instructor assigned the class to write a narrative essay based on some personal experience. Chris, trying to be efficient, thought that the plant visit experience could provide the basis for his essay assignment as well.

He wrote the essay first, because he was used to writing essays and was pretty good at it. He had never even seen a compliance memo, much less written one, so was not as confident about that task. He began the essay like this:

On June 1, 2018, I conducted a safety audit of the Widget Manufacturing plant in New City. The purpose of the audit was to ensure that all processes and activities in the plant adhere to safety and handling rules and policies outlined in the Workplace Safety Handbook and relevant government regulations. I was escorted on a 3-hour tour of the facility by…

Chris finished the essay and submitted it to his writing instructor. He then revised the essay slightly, keeping the introduction the same, and submitted it to his co-op supervisor. He “aced” the essay, getting an A grade, but his supervisor told him that the report was unacceptable and would have to be rewritten – especially the beginning, which should have clearly indicated whether or not the plant was in compliance with safety regulations. Chris was aghast! He had never heard of putting the “conclusion” at the beginning . He missed the company softball game that Saturday so he could rewrite the report to the satisfaction of his supervisor.

  • J. Bernoff, "Bad writing costs business billions," Daily Beast , Oct. 16, 2016 [Online]. Available:  https://www.thedailybeast.com/bad-writing-costs-businesses-billions?ref=scroll ↵
  • J. Reiter, "The 'Project Cartoon' root cause," Medium, 2 July 2019. Available: https://medium.com/@thx2001r/the-project-cartoon-root-cause-5e82e404ec8a ↵
  • G. Robertson, “Comma quirk irks Rogers,” Globe and Mail , Aug. 6, 2006 [Online]. Available: https://www.theglobeandmail.com/report-on-business/comma-quirk-irks-rogers/article1101686/ ↵
  • “The £8.8m typo: How one mistake killed a family business,” (28 Jan. 2015). The Guardian [online]. Available: https://www.theguardian.com/law/shortcuts/2015/jan/28/typo-how-one-mistake-killed-a-family-business-taylor-and-sons ↵
  • E. Tufte, The Cognitive Style of PowerPoint , 2001 [Online]. Available: https://www.inf.ed.ac.uk/teaching/courses/pi/2016_2017/phil/tufte-powerpoint.pdf ↵
  • C. McFadden, "Understanding the tragic Hyatt Regency walkway collapse," Interesting Engineering , July 4, 2017 [Online]: https://interestingengineering.com/understanding-hyatt-regency-walkway-collapse ↵
  • T.M. Goerges (1996), Analytical Writing for Science and Technology [Online], Available: https://www.scribd.com/document/96822930/Analytical-Writing ↵
  • C. Sagan, The Demon-Haunted World: Science as a Candle in the Dark, New York, NY: Random House, 1995. ↵

Technical Writing Essentials by Suzan Last is licensed under a Creative Commons Attribution 4.0 International License , except where otherwise noted.

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Home » Blog » 8 Great Technical Writing Examples to Inspire You

8 Great Technical Writing Examples to Inspire You

case study in technical writing

TABLE OF CONTENTS

Detailed examples are a treasure for technical writers. They are a great way to understand and adapt to the best practices that can make your technical writing content stand out.

An example of good technical writing can help you identify phrases, words, and practices that can improve your content. They can also help you start writing a type of technical document you haven’t read before.

However, there aren’t only  good  examples of technical writing out there. A poorly written technical document example can also teach lessons on avoiding common mistakes. The example work allows you to develop a writing outlook to create successful technical documentation.

We will discuss technical writing and how you can write a technical document. We will also enlist eight technical writing examples that may help you write exceptional pieces.

What is Technical Writing?

Whenever technical information is written and documented, it is technical writing. Technical writing contains all documentation for complex technical processes. It includes executive summary statements, reports, briefs, and much more.

It can also include high-tech manufacturing, biotech, aerospace, finance, IT, engineering, and supply chain information. The format of a technical document is no longer bound to lengthy user manuals; it must be distilled and presented unambiguously. It can also come in technical reports, emails, briefs, press releases, or policies.

Technical writing continues to be a high conversion skill in all professional workplaces. Its demand grows at 10% annually from 2014 to 2022 — faster than any other occupation. Therefore, it would be great if you learned to write complex documents for your organization, and we have prepared a  list of technical writing examples  to help you understand and write better.

8 Best Technical Writing Examples

1. user manuals.

Writing a user manual is a daunting task for a  technical writer  , as it contains all the instructions a user needs to operate a product or feature. Writing a user manual requires a combination of organizational and technical writing skills, so it is an essential example of technical writing to follow.

Before moving into the components of a user manual, make sure you have worked on three things: 1) collecting information, 2) choosing structure and style, and 3) putting the manual together.

Here are five major components of effective user manuals:

It is the central part or body of the user manual that explains the process. The logical, numbered steps help the user solve the problem. Illustrations can also be used to facilitate component or experience visualization.

2.  Content

Avoid technical language whenever there is a risk of isolating audience segments. The best way to make your content super easy is to imagine you are writing for a junior high school student. Tables and graphs can also be included to show how content sections relate, complement, and contrast.

3.  Glossary of Terms

Every industry has its language and vocabulary. But some users are not familiar with even the most commonly used terms. A glossary of terms serves as their reference and a home for each term. It eliminates the need for technical writers to restate and re-explain definitions repeatedly.

4.  Table of Contents

As a general rule, if a user manual exceeds 10–12 pages, you must use a table of contents. The entries are listed in order of presentation with accompanying page numbers.

5.  Precautionary Information

Notes of caution, warnings and danger notices help user safety. They also help the manufacturer address liability concerns related to the product. Also, use universal graphic symbols to present each type of risk to the reader.

A user manual’s content can range from less than a dozen to hundreds of pages. The more complex the product or service, the lengthier the manual. In its ideal state, a user manual is a set of instructions presented in a style and format that helps quick reference and facilitates the product’s success in the market.

Unbounce’s  user manual is a sublime example of effective user documentation. Their documentation is easy to navigate, with each step having its table of content to make it easy to find. Refer to their user manual as a standard if you ever write a user manual.

case study in technical writing

2. API Documentation

Similar to the user manual, API documentation helps guide the user through configuring an API. Before we move to API documentation, let us reveal exactly what API is.

API is the short form for the application programming interface. It is like a bridge between your computer, mobile phone, or other application and external resources.

In simple words, APIs allow the software to interact with other software programs, resources, and databases. Since APIs are built by software developers, it is easier for a software developer to create the documentation.

Moving on to the next part of writing API documentation, here is what you must include.

  • An Overview

An overview is just like an abstract page of a project report. It contains a summary of the API and the problem it is solving. It also includes the benefits of using the particular API over similar ones.

2.  Tutorial

It is the main instructional body of the documentation. A tutorial must include different content formats you are using to explain the concept of the API to the user. It also contains links for reference and a detailed guide for integrating and consuming the API, so it functions properly.

3.  Examples

Once you have explained how the API works and provided steps, it is a good idea to show examples of it. Examples of calls, error handling, responses, and other operations can help demonstrate how the developer interacts with the API.

4.  Glossary

Although a glossary is optional, it is recommended for your API documentation. Instead of boring the user with long text blocks, explanations of various terms, images, and schemas can be pushed to the glossary. Then you can reference these things in the documentation and link to the glossary.

Stripe API Reference  is the best example of API documentation and a work of art. It includes a sleek, two-panel design, with explanations written in plain English on the left and handy code snippets on the right. It has all the crucial information one needs.

case study in technical writing

3. Standard Operating Procedures (SOP)

A standard operating procedure or SOP is a set of written instructions. They describe the step-by-step process of performing a routine activity. SOPs follow the same approach every time to guarantee that the organization remains consistent and complies with industry regulations and business standards.

SOPs provide the policies, standards, and processes required for the organization to succeed. They also benefit a business by reducing errors and increasing profitability and efficiencies. They create a comfortable work environment and generate guidelines for how to resolve issues and overcome obstacles.

Before writing the SOP, ensure the writers perform a risk assessment. It will help them determine any obstacles that may arise during the process. They should also consider the risk associated with those obstacles.

Here are the three components that comprise a standard operating procedure.

  • Title Page:  A title page lists the title of the SOP, what it is written for, its SOP identification, and the names and signatures of the people who prepared and approved the manual.
  • Table of Contents:  It provides easy access to the various sections in large SOPs.
  • Steps of Procedure:  It includes explanations of the task’s goal, roles and responsibilities, terminology, regulatory requirements, descriptions of what should be done to complete each step, and a discussion of decisions that must be made. It is the central part and takes the main portion of the SOP.

Once technical writers finish the draft, it must be reviewed, edited, and tested. The process should repeat until all stakeholders have written and approved an SOP. At this point, the SOP can be distributed to each person who needs it.

SOPs record the production line procedures used to train employees and make products. It can also be used in finance and administrative environments to document the processes of customer finance collection. Examples of how an SOP is used can be found in a manufacturing environment.

case study in technical writing

Both case studies and white papers are the most potent and sought-after types of content. Both can help an organization generate leads for the business. However, both differ in purpose, audience, and funnel stage.

A white paper is a technical document that helps readers understand an issue and devise a strategy to solve a problem or make a decision. It is a lengthy piece of content, at approximately 2,000 words or six pages. White papers can be practical to target people at all steps of the funnel.

One white paper can create awareness of a persona’s problem by targeting someone at the top of the funnel. While a second can focus on advanced product uses, targeting someone at the bottom of the funnel.

The components of a white paper include:

  • Introduction with a problem statement
  • Proposed solution

On the other hand, a case study features extended testimonials on how a product or service helped a customer. It is shorter than a white paper and consists of around 800 words. These are best suited for the audiences at the top or middle of the funnel. Use these to create awareness of a problem and show how a solution worked for a real customer.

A case study’s must-have components include:

  • Executive summary
  • Outlining customer’s challenges
  • The leading reader through the customer’s journey
  • Moment of discovery
  • Writing solutions as the central part
  • Walking reader through implementation
  • Celebrating customer results
  • Closing with CTA

Gravitate’s  setting the stage for success  is the best example of how to transform a detailed case study for an easier read. It introduces the customer to give visitors a little background of what they do. Then they dive straight into their role of helping the customer with a robust marketing strategy.

Global Trade Professionals Alliance’s (GTPA)  Capacity Building And Standards Development For Inclusive Trade  is the top example of a white paper. It starts with an overview of the problem, then states the role of GTPA in solving the problem, and finally, it reveals the outcomes and way forward.

case study in technical writing

4. Press Releases

A press release is a short yet compelling news story. It is written by a public relations professional and sent to targeted members of the media. Its goal is to press release the interest of a community or business. The press release contains all the necessary information for the journalists to quickly produce their stories.

It is also defined as a brief, printed statement highlighting significant facts of a news story in journalistic style. A press release can read like a news story, written in the third person but cites quotes and sources containing standard press release information.

Press releases are essential as they can be an excellent way to start a dialogue with a report. Journalists usually get dozens of irrelevant press releases every day. So, if you reach out to a reporter with a well-written press release, they may take notice and appreciate it. The press release also helps build credibility and control the narrative. Moreover, it can also build SEO traffic and increase customer engagement with your product or service.

A press release has six essential components. These include:

  • Data and location
  • Boiler place

The top example of a press release is  Hobby Lobby’s press release . Hobby Lobby is a nationwide retail store that issued a press release announcing an increase in the minimum wage.

With an ongoing debate on minimum wage, the store gave a newsworthy story for corporations to instill a minimum wage increase. Not only did this build a positive brand image, but it also helped attract and retain more staff.

case study in technical writing

5. Business Plans

A business plan is a technical document that tells the company’s objectives in detail. It also describes the strategies for achieving these objectives. A business plan lays out a written guide for the firm from financial, operational, and marketing standpoints. The startups and established companies use business plans as their basic requirement. A business plan is essential for a company’s external and internal audiences.

For instance, a business plan can be used to bring investment even if the company won’t have an established track record. It can also help secure lending from financial institutions. Additionally, a business plan keeps a company’s executive team on the same page about strategic actions. It helps them meet established goals. Sometimes, a business plan is created for a based business that decides to move in a new direction.

Below are some of the most common components of a business plan.

  • Market analysis
  • Products and services
  • Marketing strategy
  • Financial planning

A business plan is not as difficult as one might think. It is a written tool about a business that projects 3 to 5 years ahead. It also outlines a company’s path to make money and grow its revenue. Think of your business plan as a living project for your business and not a one-time project. Break it down into mini plans like one for sales, pricing, marketing, and so on.

If you want to write your business plan, know there is no right or wrong way to write it. You can pick a plan format and start writing. It also helps you reach business milestones and get you the required funding. The important thing is that your business plan must meet your needs.

ThoughtCo’s  business plan for a fictional company called Acme Management is the best example of a business plan. Its executive summary occupies nearly half the page. So, if you intend to write your business plan, follow this example as your guide.

case study in technical writing

6. Company Documents

Business or company documents are written papers that represent you, your department, and your company. Whether it is external parties or other stakeholders in your organization, a company document will list them all. For precision, a company document is any sort of format document that is used for business purposes.

Multiple things fall into the company documents category. The list can be extended, but we will only include the most common things considered for a company document.

  • Accounting Documents
  • Formal Letters or Memos
  • Financial Documents
  • Meeting Summaries
  • Business Plans
  • Customer Service Documents
  • Operational Documents

A company document is not only a representation of your company but also represents you. So, make sure you do a solid job putting these materials together. If you don’t know already, here is how you write the best version of a company document.

First, start with an outline that is well-organized and highly structured to be effective. If you begin writing prematurely, the thoughts will be less structured and repetitive. So, before starting, always do three things: 1) generate ideas, 2) organize, and 3) structure.

Secondly, do not bury the lead. Do not hide the most critical information deep within your writing. In company documents, do not start with a bunch of fluff. You do not need to introduce anyone and build anticipation. A business document should be as streamlined and straightforward as possible.

Thirdly, use active verbs. You do not need to make your business document a thriller; neither should it be dry and bland. Instead, make your documents a little more engaging to keep the audience engaged.

Syngenta’s financial report  is the perfect example of a business document. Please give it a read to understand the main components of an excellent company document.

7. Annual Reports

As the name suggests, an annual report is a comprehensive overview of a business’s achievements and financial statements from the preceding year. It also tells the financial status and vision for the future. It is produced annually and provided to shareholders, stakeholders, investors, and others to inform them of the business’s overall performance.

Today, businesses and organizations create different types of annual reports. These are used as a marketing tool for organizations to impress their investors and donors1, showcase their brand to employees and companies, and attract new ones. Each type of annual report is designed with a specific goal in mind.

A standard annual report for a public company must have:

  • A letter from the CEO
  • Corporate financial data
  • Market segment information
  • Operation and impact
  • Plans for new products
  • Subsidiary activities
  • Research and development activities

Depending on the size of a company, an annual report can range between 20 to 200 pages. Remember that actual human beings read your annual report. So, it must not be filled with fluff. Make it easy to read, review, and understand for the concerned people.

The annual report’s main section should include the following as its components:

  • A table of contents
  • Mission and vision statement
  • CSR initiatives
  • An afterword
  • Charts, graphs, and tables

Concerning annual reports, MailChimp’s name tops the list for great examples. With bold colors and playful illustrations, the  2020 report  feels more like a video game than a regular annual report. It includes yearly traditional report content, like information about products and sales, as well as fun anecdotes about their culture and data about value-based initiatives they will take. As a result, an exciting and entertaining recap of the year comes is formed.

case study in technical writing

6 Steps to Craft the Best Technical Document in 2022

After you know all the best technical writing examples, it is time to write one. But what if you write a technical document and no one reads it? To avoid this, here are six steps that one must follow to create a technical document that everyone loves to read.

1. Know Your Audience

Knowing your audience is indispensable, especially when creating technical content for a product or service. For instance, a cab driver may have a different level of knowledge and understanding than a doctor reading your SOPs.

So, before you write or even create an outline, make sure you have a clear idea of who your readers are. Knowing this lets you adjust your tone, vocabulary, and framing accordingly. It also helps you to meet your readers’ needs from their point of knowledge.

2. Do Your Research

As a technical writer, you have to guide your readers through unfamiliar territory. For this, you must know everything about that particular thing. Otherwise, it will be unwise to expect a tremendous technical document. Remember, you can only teach what you thoroughly know and understand. A knowledge gap is immediately visible when you are not thorough in your research.

The best way to do this is to place yourself in your reader’s shoes. Then, imagine you had zero knowledge of a particular thing. Doing this will force you to cover all the potential questions that come to your mind.

3. Craft an Outline

An outline is essential because it gives a roadmap of what to cover in your piece. It can also help identify knowledge gaps as you conduct your research. A longer form of technical content, like white papers and case studies, always requires an outline. It serves as their marker to remind you of what you need to include in your technical document.

Some  technical writing , like business plans and annual reports, has predefined formats. You can also use a template in place of an outline.

All in all, crafting an outline is an essential component of writing great technical content.

4. Prioritize Readability

Technical writing is more fact-based rather than entertaining. So, to tackle complicated topics, use sentences that are easily readable and can make your work more enjoyable to read.

In contrast, if you are verbose in your sentences and use words that are hard to understand, you will only frustrate your reader. To improve the readability of your technical content writing, apply these tips:

  • Use shorter, direct sentences that are easy to follow. Avoid passive voice wherever possible.
  • Add subheadings to break up the long texts for better readability.
  • Bold text and highlight paragraphs for emphasis and improving readability.
  • Add hyperlinks for web pages to reference and navigate to other sections of your piece.

5. Add Visuals

A technical document is all about words and sentences, but if you add visuals, it makes both writing and reading easier. Adding visuals is becoming less of an option and a necessity today. With flowcharts, illustrations, screenshots, and more, a technical document needs a dose of visuals to look presentable.

Whether creating a user manual or business documents, your reader will be happy to see product drawings, pie charts displaying the numbers, and more.

6. Cut the Fluff

Once you have written the technical document, the final part is to double-check the facts and cut the unnecessary information.

But what exactly is fluff? Fluff is anything that does not add value to your content; instead, it negatively impacts the understanding of your text. It can be a word, a sentence, or a phrase — if you find it, cut it off. Every word in your technical document must add value to your reader’s life.

Once you know the steps to write a technical document, it is time to learn the tips that will help you write effectively.

Tips for Improving Technical Writing

Poor writing affects the reader’s understanding of the product. It also damages the reputation of the company. So, how do you make your technical writing more inspiring and practical? Below are the five tips that will make your technical writing superb, even if you are just starting writing.

  • Stick to a technical writing style
  • Use plain language
  • Give important information first
  • Clear sentence structure
  • Don’t use passive voice

Good technical writing is not easy to achieve and often quite challenging to find. However, with these technical writing tips, you can take your writing to the next level and maximize the value you provide to your audience.

Now that you’ve read this guide, remember the document you create represents your company. If it’s written poorly, the user will consider it useless, and the company’s reputation will be at risk.

On the other hand, if it’s written well and follows every instruction, it will enhance user understanding, and the company will attract more attention.

So, read this guide carefully and create your technical documents accordingly. Whatever type of technical document you write, follow the rules defined above, and they will improve your skills. Always keep a note of your mistakes and things you have learned, and never stop honing your skills.

case study in technical writing

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Technical Writing for Beginners – An A-Z Guide to Tech Blogging Basics

If you love writing and technology, technical writing could be a suitable career for you. It's also something else you can do if you love tech but don’t really fancy coding all day long.

Technical writing might also be for you if you love learning by teaching others, contributing to open source projects and teaching others how to do so, too, or basically enjoy explaining complex concepts in simple ways through your writing.

Let's dive into the fundamentals and learn about what you should know and consider when getting started with technical writing.

Table of Contents

In this article, we’ll be looking at:

  • What Technical writing is

Benefits of Technical Writing

  • Necessary skills to have as a Technical Writer

The Technical Writing Process

  • Platforms for publishing your articles

Technical Writing Courses

  • Technical Writing forums and communities
  • Some amazing technical writers to follow
  • Final Words and references

What is Technical Writing?

Technical writing is the art of providing detail-oriented instruction to help users understand a specific skill or product.

And a technical writer is someone who writes these instructions, otherwise known as technical documentation or tutorials. This could include user manuals, online support articles, or internal docs for coders/API developers.

A technical writer communicates in a way that presents technical information so that the reader can use that information for an intended purpose.

Technical writers are lifelong learners. Since the job involves communicating complex concepts in simple and straightforward terms, you must be well-versed in the field you're writing about. Or be willing to learn about it.

This is great, because with each new technical document you research and write, you will become an expert on that subject.

Technical writing also gives you a better sense of user empathy. It helps you pay more attention to what the readers or users of a product feel rather than what you think.

You can also make money as a technical writer by contributing to organizations. Here are some organizations that pay you to write for them , like Smashing Magazine , AuthO , Twilio , and Stack Overflow .

In addition to all this, you can contribute to Open Source communities and participate in paid open source programs like Google Season of Docs and Outreachy .

You can also take up technical writing as a full time profession – lots of companies need someone with those skills.

Necessary Skills to Have as a Technical Writer

Understand the use of proper english.

Before you consider writing, it is necessary to have a good grasp of English, its tenses, spellings and basic grammar. Your readers don't want to read an article riddled with incorrect grammar and poor word choices.

Know how to explain things clearly and simply

Knowing how to implement a feature doesn't necessarily mean you can clearly communicate the process to others.

In order to be a good teacher, you have to be empathetic, with the ability to teach or describe terms in ways suitable for your intended audience.

If you can't explain it to a six year old, you don't understand it yourself. Albert Einstein

Possess some writing skills‌‌

I believe that writers are made, not born. And you can only learn how to write by actually writing.

You might never know you have it in you to write until you put pen to paper. And there's only one way to know if you have some writing skills, and that's by writing.

So I encourage you to start writing today. You can choose to start with any of the platforms I listed in this section to stretch your writing muscles.

And of course, it is also a huge benefit to have some experience in a technical field.

Analyze and Understand who your Readers are

The biggest factor to consider when you're writing a technical article is your intended/expected audience. It should always be at the forefront of your mind.

A good technical writer writes based on the reader’s context. As an example , let's say you're writing an article targeted at beginners. It is important not to assume that they already know certain concepts.

You can start out your article by outlining any necessary prerequisites. This will make sure that your readers have (or can acquire) the knowledge they need before diving right into your article.

You can also include links to useful resources so your readers can get the information they need with just a click.

In order to know for whom you are writing, you have to gather as much information as possible about who will use the document.

It is important to know if your audience has expertise in the field, if the topic is totally new to them, or if they fall somewhere in between.

Your readers will also have their own expectations and needs. You must determine what the reader is looking for when they begin to read the document and what they'll get out of it.

To understand your reader, ask yourself the following questions before you start writing:

  • Who are my readers?
  • What do they need?
  • Where will they be reading?
  • When will they be reading?
  • Why will they be reading?
  • How will they be reading?

These questions also help you think about your reader's experience while reading your writing, which we'll talk about more now.

Think About User Experience

User experience is just as important in a technical document as it is anywhere on the web.

Now that you know your audience and their needs, keep in mind how the document itself services their needs. It’s so easy to ignore how the reader will actually use the document.

As you write, continuously step back and view the document as if you're the reader. Ask yourself: Is it accessible? How will your readers be using it? When will they be using it? Is it easy to navigate?

The goal is to write a document that is both useful to and useable by your readers.

Plan Your Document

Bearing in mind who your users are, you can then conceptualize and plan out your document.

This process includes a number of steps, which we'll go over now.

Conduct thorough research about the topic

While planning out your document, you have to research the topic you're writing about. There are tons of resources only a Google search away for you to consume and get deeper insights from.

Don't be tempted to lift off other people's works or articles and pass it off as your own, as this is plagiarism. Rather, use these resources as references and ideas for your work.

Google as much as possible, get facts and figures from research journals, books or news, and gather as much information as you can about your topic. Then you can start making an outline.

Make an outline

Outlining the content of your document before expanding on it helps you write in a more focused way. It also lets you organize your thoughts and achieving your goals for your writing.

An outline can also help you identify what you want your readers to get out of the document. And finally, it establishes a timeline for completing your writing.

Get relevant graphics/images

Having an outline is very helpful in identifying the various virtual aids (infographics, gifs, videos, tweets) you'll need to embed in different sections of your document.

And it'll make your writing process much easier if you keep these relevant graphics handy.

Write in the Correct Style

Finally, you can start to write! If you've completed all these steps, writing should become a lot easier. But you still need to make sure your writing style is suitable for a technical document.

The writing needs to be accessible, direct, and professional. Flowery or emotional text is not welcome in a technical document. To help you maintain this style, here are some key characteristics you should cultivate.

Use Active Voice

It's a good idea to use active voices in your articles, as it is easier to read and understand than the passive voice.

Active voice means that the subject of the sentence is the one actively performing the action of the verb. Passive voice means that a subject is the recipient of a verb's action .

Here's an example of passive voice : The documentation should be read six times a year by every web developer.

And here's an example of active voice : Every web developer should read this documentation 6 times a year.

Choose Your Words Carefully

Word choice is important. Make sure you use the best word for the context. Avoid overusing pronouns such as ‘it’ and ‘this’ as the reader may have difficulty identifying which nouns they refer to.

Also avoid slang and vulgar language – remember you're writing for a wider audience whose disposition and cultural inclinations could differ from yours.

Avoid Excessive Jargon

If you’re an expert in your field, it can be easy to use jargon you're familiar with without realizing that it may be confusing to other readers.

You should also avoid using acronyms you haven't previously explained.

Here's an Example :

Less clear: PWAs are truly considered the future of multi-platform development. Their availability on both Android and iOS makes them the app of the future.

Improved: Progressive Web Applications (PWAs) are truly the future of multi-platform development. Their availability on both Android and iOS makes PWAs the app of the future.

Use Plain Language

Use fewer words and write in a way so that any reader can understand the text.‌‌ Avoid big lengthy words. Always try to explain concepts and terms in the clearest way possible.

Visual Formatting

A wall of text is difficult to read. Even the clearest instructions can be lost in a document that has poor visual representation.

They say a picture is worth a thousand words. This rings true even in technical writing.

But not just any image is worthy of a technical document. Technical information can be difficult to convey in text alone. A well-placed image or diagram can clarify your explanation.

People also love visuals, so it helps to insert them at the right spots. Consider the images below:

First, here's a blog snippet without visuals:

step2-1

Here's a snippet of same blog, but with visuals:

step1-1

Adding images to your articles makes the content more relatable and easier to understand. In addition to images, you can also use gifs, emoji, embeds (social media, code) and code snippets where necessary.

Thoughtful formatting, templates, and images or diagrams will also make your text more helpful to your readers. You can check out the references below for a technical writing template from @Bolajiayodeji.

Do a Careful Review

Good writing of any type must be free from spelling and grammatical errors. These errors might seem obvious, but it's not always easy to spot them (especially in lengthy documents).

Always double-check your spelling (you know, dot your Is and cross your Ts) before hitting 'publish'.

There are a number of free tools like Grammarly and the Hemingway app that you can use to check for grammar and spelling errors. You can also share a draft of your article with someone to proofread before publishing.

Where to Publish Your Articles

Now that you've decided to take up technical writing, here are some good platforms where you can start putting up technical content for free. They can also help you build an appealing portfolio for future employers to check out.

Dev.to is a community of thousands of techies where both writers and readers get to meaningfully engage and share ideas and resources.

devto

Hashnode is my go-to blogging platform with awesome perks such as custom domain mapping and an interactive community. Setting up a blog on this platform is also easy and fast.

hashnode

freeCodeCamp has a very large community and audience reach and is a great place to publish your articles. However, you'll need to apply to write for their publication with some previous writing samples.

Your application could either be accepted or rejected, but don't be discouraged. You can always reapply later as you get better, and who knows? You could get accepted.

If you do write for them, they'll review and edit your articles before publishing, to make sure you publish the most polished article possible. They'll also share your articles on their social media platforms to help more people read them.

freecodecamp

Hackernoon has over 7,000 writers and could be a great platform for you to start publishing your articles to the over 200,000 daily readers in the community.

Hacker Noon supports writers by proofreading their articles before publishing them on the platform, helping them avoid common mistakes.

hackernoon

Just like in every other field, there are various processes, rules, best practices, and so on in Technical Writing.

Taking a course on technical writing will help guide you through every thing you need to learn and can also give you a major confidence boost to kick start your writing journey.

Here are some technical writing courses you can check out:

  • Google Technical Writing Course (Free)
  • Udemy Technical Writing Course (Paid)
  • Hashnode Technical Writing Bootcamp (Free)

Technical Writing Forums and Communities

Alone we can do so little, together, we can do so much ~ Helen Keller

Being part of a community or forum along with people who share same passion as you is beneficial. You can get feedback, corrections, tips and even learn some style tips from other writers in the community.

Here are some communities and forums for you to join:

  • Technical Writing World
  • Technical Writer Forum
  • Write the Docs Forum

Some Amazing Technical Writers to follow

In my technical writing journey, I've come and followed some great technical writers whose writing journey, consistency, and style inspire me.

These are the writers whom I look up to and consider virtual mentors on technical writing. Sometimes, they drop technical writing tips that I find helpful and have learned a lot from.

Here are some of those writers (hyperlinked with their twitter handles):

  • Quincy Larson
  • Edidiong Asikpo
  • Catalin Pit
  • Victoria Lo
  • Bolaji Ayodeji
  • Amruta Ranade
  • Chris Bongers
  • Colby Fayock

Final words

You do not need a degree in technical writing to start putting out technical content. You can start writing on your personal blog and public GitHub repositories while building your portfolio and gaining practical experience.

Really – Just Start Writing.

Practice by creating new documents for existing programs or projects. There are a number of open source projects on GitHub that you can check out and add to their documentation.

Is there an app that you love to use, but its documentation is poorly written? Write your own and share it online for feedback. You can also quickly set up your blog on hashnode and start writing.

You learn to write by writing, and by reading and thinking about how writers have created their characters and invented their stories. If you are not a reader, don't even think about being a writer. - Jean M. Auel

Technical writers are always learning . By diving into new subject areas and receiving external feedback, a good writer never stops honing their craft.

Of course, good writers are also voracious readers. By reviewing highly-read or highly-used documents, your own writing will definitely improve.

Can't wait to see your technical articles!

Introduction to Technical Writing ‌‌

How to structure a technical article ‌‌

Understanding your audience, the why and how

‌‌ Technical Writing template

I hope this was helpful. If so, follow me on Twitter and let me know!

Amarachi is a front end web developer, technical writer and educator who is interested in building developer communities.

If you read this far, thank the author to show them you care. Say Thanks

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Technical Communication Center

A “case study” is similar to a “white paper” although white papers can be more technically detailed in nature.

Simply put, they are both written to convince the reader that something (a product, a service, a company) works.

That “something” could be a product/service, the story of how a product/service or method was implemented successfully, how a specific company operates successfully, or how a group of companies compares in terms of their performance, organizational structure, corporate culture, etc.

If the paper is about the technical details of a product/service or a discussion of a company’s sector performance, then it is more likely called a “White Paper.”

If it is the story of an actual implementation of a solution to solve an issue, then it’s more likely called a “Case Study.”

But the differences between these two types of technical writing products are not absolute and they overlap quite a bit.

Why do people write these papers?

To create positive publicity by publishing or giving them away in return for your inquiry, your order, or at least your name and e-mail address. It’s a soft-marketing tool, the web and print counterpart of an “infomercial,” that actually works in terms of drumming up new business and signups.

Table of Contents

Three main types of case studies

1) Corporate Case Study. How a specific company got to be what it is today. It’s history, specific organizational patterns, past failures, and achievements, etc.

2) Comparative Case Study. How does a specific company compare with others along dimensions X, Y, and Z? What is their profile in their sector/niche? What can we conclude about their relative strengths and weaknesses? What’s the lesson?

3) Issue Case Study. How did a specific company solve a specific problem? In the rest of this article, I will focus on the “Issue Case Study.”

Main components of an issue case study

The idea of a case study is nothing new since it has been taught in business schools around the world for decades now.

It always has 3 important parts:

1) Problem. What is it? What did it cost the organization? Why it was such a pain?

2) Search for solutions. Various alternatives tried to solve the problem. Why did the alternatives fail to solve the problem? Pros and cons of various solutions. How did the organization decide on the specific solution which is the subject of this case study?

3) Implementation of “The Solution” and results. Before-and-After assessment. Numerical comparisons. Wrap it up with a “Lessons Learned” section. And you’re done! Congrats.

Process of writing a case study

1) Always prepare a Documentation Plan (DP) first. Have the DP approved and signed by the authorized client representative who will approve your payment at the end of the project.

2) Identify the PROBLEM, the SOLUTION, and the RESULT. Have them approved by the client in advance so that there will be no mistake whatsoever about the content of your case study. Last minute “surprises” are costly in writing business . Eliminate such unwanted surprises by nailing down the General Outline of your case study and securing the client’s approval before you even write a single word.

3) Do your research and collect your data by reading everything written on the subject; company records; meeting minutes; existing white papers; marketing brochures; articles and presentation notes, etc. Interview everybody who will help you understand how this particular solution helped solve the organization’s problem.

4) Write your case study . Submit it for the first round of reviews .

5) Implement the first set of feedbacks . Write a second and improved copy and turn it in. Ideally, this should also be the last and final copy but it all depends on what you and your client have agreed to in the Documentation Plan (DP).

Make sure the back-and-forth review process does not turn into a nightmare by endless rounds of editing. Your time is money. Try to limit editing to a maximum of THREE rounds and make that a part of your approved-and-signed DP.

Example of a hypothetical case study

PROBLEM: The fuel cost for the trucks of ABC delivery company went up by 15% over the last year. The company has to limit the annual cost increase to 3% in order to avoid bankruptcy.

ALTERNATIVE SOLUTIONS tried or considered: Using new tires and rotating them once in every 6 months (only 1% drop in total fuel cost). Replacing old carburetors with new XYZ brands (only 4% drop). Retraining all drivers on how to drive more efficiently and observe the speed limits (no difference). Etc.

In the end, the company decides to implement an unusual solution suggested in a brain-storming session by a junior sales executive: banning all left and U-turns and redesigning delivery routes.

SUCCESSFUL IMPLEMENTATION: ABC company saved 14% in fuel consumption and limited the annual cost increase to only 1% per year.

LESSON LEARNED: Brain-storming and out-of-the-box solutions sometimes generate unusual solutions with spectacular results. Keeping the bottom-up communication channels open can save a company when more “reasonable” alternatives fail.

Tips for writing a case study

  • Don’t write a novel . A case study is written for the busy executive or decision-maker. Try to limit it to 500 to 1,000 words. A case study should be about two to four 8.5 x 11-inch pages when printed.
  • Stay away from the “marketing and PR” language in your case study. This is supposed to be an “objective” presentation of “what really works,” remember? Refrain from singing the glories of the company in question.
  • Use as many numbers as possible to argue the case and make a convincing conclusion. Let the percentages, units, and facts do the talking.
  • Apply all the classical “tools of the trade” of good technical writing like bulleted lists, using white space, writing in short sentences, starting procedural steps with action verbs, etc.

In closing…

There are thousands of companies out there that need similar case studies written on a regular basis. If the company has a Marketing Manager I would speak with him or her first to see if they need such a case study written.

We live in a big wide wonderful world, teeming with possibilities. Dare to reach out and ask. You might be pleasantly surprised by the positive response. Why? Because as a technical writer you are delivering a real information service needed by real companies.

Write well and prosper.

(Image by Kieran Wood )

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The ultimate guide to writing a good case study

case study in technical writing

Your prospect has done their research. They’ve made a list of requirements. They’ve compared several possible solutions (including yours). They’ve been to your website and had conversations with a salesperson. And they’ve narrowed their search down to your product and your competitor. On paper, both products look similar. But your prospect is still on the fence.

So what’s it going to take for them to go with yours? 

Probably something that convinces them that your product gets results. 

Enter the case study—tiebreaker extraordinaire, and your best friend. 

In this post, we’ll look at:

  • What a case study is and why you need one
  • 3 elements of a good case study
  • How to prep for a case study
  • 5 steps to writing your case study
  • Tips for making a good case study great
  • 5 real-life case study examples

🔍  Are you looking for some case study examples? Check out this free eBook housing five case study examples.

📙 Get the eBook

What is a case study and why should you create one?

A case study is basically a document (it can be a video too) that outlines how a customer used your product to overcome a problem. It’s real-world proof that your product works and gets results.

If your product or service has helped customers get great results, a case study will help you showcase those results to your future customers. They’re an excellent way to attract more business, and can mean the difference between a lost opportunity and a really good end-of-quarter. 

What makes a good case study? 

First, it’s helpful to highlight what makes case studies bad: most are painfully boring. What they have in research and detail, they lack in a cohesive, consumable story. They list numbers and contain data, but the reader isn’t sure what it all means or why it’s relevant to their problem. They end up existing as technical documents that do little to persuade or excite anyone—and that’s unfortunate because they have the potential to be a powerful sales tool that can help you close big deals in the decision-making phase. 

So how do you write a good one, then? Here are three characteristics every good case study should have:

It’s digestible

There’s no hard rule on how long a case study should be. But it’s always a good idea to ask “ How short can we make it? ” A good case study avoids the unnecessary minutiae, knows what it’s trying to say, and communicates it quickly and without ambiguity. With a few exceptions, effective case studies are concise and, clear. 

It’s thorough

On the other side of the length equation, being thorough is also important. While the case study is all about making impressive claims about how a product helped someone achieve a certain result, it also needs to explain how it happened. Good case studies include key details that show how the customer got from A to B using the product—something you don’t get with customer reviews . Don’t make your reader work too hard to visualize the story. If you can use images and videos, use them!

It’s a story

Yes, case studies are sales tools. But the ones really worth reading tell a compelling story with a beginning, middle, and end. They beg to be read all the way through. Often, they present a problem that creates tension and demands a solution. And remember, in this story, the customer is the hero—not you. 

6 steps to find a good case study

Before you start actually writing, there’s a bit of prep work you’ll need to do to make sure your case study is amazing. (This is where good customer service teamwork will really come in handy since your customer support team will have the best intel.)

1. Choose your customer

You may have many customers who’ve seen great results using your product. But you can’t just pick a name out of a hat and showcase their results; they may not be right for your audience or their results may not be typical. For example, don’t feature an enterprise company when most of your customers are small businesses. Or claiming that your clients have a 90% customer retention rate when most of them see 70% on average (still impressive, though).  When considering which customer to use, start by creating a list of customers that meet these criteria:

They’ve seen good results with your product or service

The numbers are what really matter. So choose customers that have seen strong results using your product. But be careful about showcasing exceptionally good results if they’re not likely to be repeated by most.

The benefits of moving to RingCentral: cost savings and a measurable boost in team productivity

RingCentral: W2O

They have a respected and recognizable brand

Strong brands give your product instant social proof. They prove that you’re established and trustworthy. That alone can make you a front-runner in the decision-making process. After all, if Big Brand X trusts you, so can a prospect.

They’re a typical customer

Good results don’t carry as much weight when they’re achieved by companies in other industries or verticals. Identify current customers that are similar to your target audience. If you sell enterprise software, choose enterprise customers. If you’re a consultant in the healthcare industry, choose a customer that works in healthcare. 

With your list in hand, you can start reaching out. Picking up the phone can be a lot more effective than sending an email. It’s more personal, lets you build rapport, and is harder to ignore than an email. 

Try to get in touch with customers who use or are very familiar with your product or service—someone who can speak to results. Tell them you’re interested in writing a case study and you’d love to hear more about the results they’ve achieved. Be clear about what the process involves on their part—whether it’s a list of questions in an email, a phone call, or if it involves a camera and crew.  

If you’ve provided value, your customer is more likely to see you as a partner rather than a vendor and, hopefully, will be happy to participate. Remember, you’re also shining a spotlight on their own success. So it’s a win-win.  

That said, you may hear “no” a few times, too. Don’t get discouraged. Some customers will decline for different reasons, regardless of the results they’ve achieved with your product. 

Don’t just use a personal phone to call your customers and interview them. Use a communications app that has a phone calling feature instead. Not only would it show your business as the caller ID (instead of a shady phone number they’re not familiar with), some apps let you record conversations too to make it easy to go back and analyze your conversations (just remember to ask first).

2. Begin your research

Start collecting information about your customer. This is easier if you work as a team. From sales to marketing to customer service, everyone who’s been in touch with customer will have insight about their experience. They can help you understand what your customers do and sell, and what challenges they’re facing. Identify the stakeholders you need to speak with—anyone in the company who uses your product—from the CEO to the marketing intern. Collect stats, even ones you don’t think are relevant—they may be later. 

3. Ask the right questions

Smart questions get insightful answers. Here are some examples of great questions to start with: 

“What were some of the bigger challenges you faced before using our product?”

“How does our product help you reach your individual goals?”

“Which key metrics have improved most since using our product/service?”

“Which parts of your business have been impacted most, and how?”

“How long did it take to roll out our product?”

But don’t stop there. Use these questions to segue into deeper, more targeted questions that underscore the real-world benefits of your product. Let the conversation flow naturally—this is the magic of interviews. You can’t always plan for what interesting topics come up next.

4. Identify your target audience

Beyond your customer’s industry, consider who the target audience of the case study is. Who will see it? Who does it need to influence? While it’s often high-level executives who make large purchase decisions, employees at all levels can act as a champion for your product or brand. Your case study may have to persuade an IT worker that your product or service is going to make their job easier, while it needs to convince the CFO that they’ll see a real return on investment. 

5. Identify the top three things you want to highlight

During the initial research phase, you’ve likely uncovered a lot of interesting information about your customer and their experiences with your product. While it might be tempting to use it all, your case study should quickly and clearly communicate the value of your product. Go through this information and identify the three most important business results you want to communicate in the case study. 

Stats and key performance indicators (KPIs) to consider using in your case study:

  • Ramp up time: How long did it take to get started with your product? Did it improve any other facet of their workflow? 
  • Sales results: How did the product impact your customer’s bottom line?
  • Total return on investment (ROI): How long did it take to earn more than they spent on your product? 
  • Productivity increases: Which teams saw improvements in process and workflow? And now much? 

Case study about how Payscale saw 6x ROI in revenue with their ABM Program

Here’s how RollWorks shows off the amazing ROI that their customers, Payscale, got with them .

6. Choose your format

A case study doesn’t have to exist only as a PDF attachment in a late-stage deal email (although there’s nothing wrong with that). Consider the format. Think about who’s going to read it (or watch it). Do you want to turn this into fancy interactive content ? Does your prospect have the time and interest to dig into the details? Or do they just want the facts? Choose the format that you think best engages the audience that you’re selling to.

Report format

This long-form document has been the gold standard for B2B case studies for many years. This format is effective when the subject matter is complex and demands detail. Remember, a CTO who’s evaluating large-scale business communications platforms for a multi-year deal is going to want more information than a marketing manager who’s evaluating a new social media ad platform:

Zendesk case study with IDC

Here’s how Zendesk presented their case study with IDC as a report .

Keeping things short and sweet is often the best way to get your message heard. By focusing on the key points, you can highlight the biggest wins at just a glance. Most report format case studies can be easily condensed into a one-page document. This is ideal for prospects (and salespeople) who are short on time and prefer something they can quickly scan—like this Adzerk case study with Reddit :

LinkedIn case study about Adobe

Few things can tell a story the way that video can, and case studies are no exception. They give you an unmatched level of creative freedom and storytelling using music, lighting, pacing, and voice that can evoke emotions and persuade someone using more than just numbers and facts. And at just a couple of minutes long, they can do a lot of heavy lifting in not a lot of time. 

Dropbox case study about Expedia

Dropbox: Expedia

Infographic

People love infographics. They’re an excellent way to convey important data in a simple, eye-pleasing way. If your case study requires you to use a lot of data to prove a point—or if visualizing data can make the results more clear—building an infographic case study can be a great investment. 

Case study infographic

5 key steps for writing your case study

Congrats. You’ve done the research. You’ve made the calls. You’ve pored over all the details. Now, all you have to do is write. Here are five simple steps that’ll help you create a powerful case study that champions your customer and clearly showcases the real-world value of your products or services. 

1. Introduce the customer

Set the stage for your case study with an introduction. Briefly explain who your customer is with a bit of background information that can include their industry, product, company size, and location. You don’t have to dig into the nuts and bolts of their business, but you do want the reader to understand who they are and what they do. The more color you can provide here, the more impactful it’ll be when you show the awesome results this customer saw because they chose you.

2. State the problem

Every product or service is a solution to a problem. Explain the problem (or problems) that you helped your customer overcome. Describe the larger impact of the issue. Maybe it was customers leaving. Perhaps it was bad leads—or good leads that were never followed up on. Use this as an opportunity to clearly show what was at stake, and make sure you leave the jargon out of it. Frame the problem in simple terms that any reader can understand. 

3. Introduce your product

This is where you begin solving the problem. Briefly introduce your product and what it does. Start on a general level, then apply it to the challenge the customer was experiencing. Talk about which teams or individuals used your product and how they used it. Be sure to make the connection between the customer’s problem and your solution crystal clear. 

4. Show results

The big reveal. What kind of results was your customer able to achieve using your product or service? Speak to how they solved the problem descriptively, but also with cold, hard numbers. Not everything can be measured in numbers (sometimes, peace of mind is a powerful benefit all on its own), but whenever you can, back up your story with the stats. At the very least, this will make it easy for a CFO—or a prospect who wants to buy—to justify buying your product.

For example: 

The customer saw a 33% increase in web traffic, a large influx of social media activity, and a 10% boost in revenue over the duration of the campaign . 

5. Prove it

Don’t forget to show your math. How you get the results is just as important as the results themselves.  What specific steps were taken to get those results? Not only will this help validate your claims, it makes it easier to envision how the reader may be able to achieve them, too. 

8 tips to write a great case study

1. avoid jargon .

As a subject matter expert in your line of work, it can be tempting to go into as much jargony detail as possible. This is normal as it’s often the language we use at work every day. But remember that your customer probably doesn’t speak that language. When in doubt, use an app like Hemingway to make sure you’re writing at a level that most people can understand.  

2. Spend time on your title

It’s tempting to use the case study’s most interesting or impressive KPI as your title. But that also gives away the ending before the story begins, and skips details that are important for context in the process. Try writing a title that piques interest without being a spoiler. 

3. Edit. Then edit again. 

Once you’ve got your first draft completed (and the jargon removed), edit the case study. A few best practices here:

  • Look for and eliminate unnecessary adjectives. 
  • Speak in an active voice. 
  • Look for details that get in the way of the story. 

And then do it all over again until you can’t edit it down anymore without losing the essence of the story. 

4. A picture is worth a thousand words

This is especially true when you’re talking about a block of text that’s trying to communicate a chunk of data. Well-designed charts, graphs, images, or infographics can do the heavy lifting of several pages of text in just seconds. They can also help break up large pieces of text, making the case study easier to read—and nicer to look at. After all, the end goal is to have these read all the way through.

Here’s an example of a graphic from a longer CPA Canada infographic (that includes a short case study embedded inside it): 

CPA Canada infographic (that includes a short case study embedded inside it)

5. Pull quotes

Hard data and results are good. But a customer quote is a great piece of social proof and adds a human element to your case study. And that makes your results more believable. Customer quotes can also be used outside of your testimonial too—try adding it on your website, landing pages, or email marketing campaigns or welcome emails to get more people to check out your products and buy online. Here’s an example of what that looks like:

Example of a customer quote

6. Make it scannable

Some people will take the time to read your case study front to back and absorb every detail. Some won’t give it more than a single glance. And sometimes, that person is the decision-maker. Make the most important results easy to spot, read, and retain at a glance. Write headings that are descriptive—if someone just scanned them, would they be able to get the gist of the story? Consider putting a summary at the very beginning of the study, or call out impressive results in a larger font size. 

7. Record your interviews

Ditch the pen and paper. If you’re conducting one-on-one interviews over the phone, you can save yourself a lot of time and energy by recording the conversation (with your customer’s consent, of course). There are tools that can make this easier too—you might find one or two in your marketing stack . For example, you could use RingCentral’s Zapier integration to transcribe your conversation into a text file. 

8. Don’t forget the call to action (CTA)

Your prospect is excited because your case study has done an excellent job of showing how your product or service can help drive results for customers. Now, how do they get in touch with you to learn more? Whether it’s a button that links to your website, an email address, or a phone number, make sure there’s an easy way of getting in touch with you in the case study. 

5 examples of great case studies from real-life companies

Mailchimp: make a connection in real life with postcards.

What we like about it: The title doesn’t give everything away all at once, and the case study tells a story with a beginning, middle, and end. The sections are clearly titled and organized, and the results are easy to find. As a bonus: the video adds a believable human element.

How to write a case study: Mailchimp example

LinkedIn: How Adobe achieves alignment and ABM success with LinkedIn

What we like about it: It’s detailed without being a novella. It understands and speaks to the enterprise customer. The key points are in bullet format and easy to read. The important wins are highlighted. And the video makes the content easy to engage with. 

How to write a case study: LinkedIn example

Hootsuite: How Meliá became one of the most influential hotel chains on social media

What we like about it: The title makes you want to read the whole customer story. They’ve embdedded a well-produced video high on the page, so you can choose to watch it before you read on. The design and layout of the page makes the content and images easy to consume, and the results can’t be missed. Also, they weren’t shy about adding CTAs. 

How to write a case study: Hootsuite example

Slack: So yeah, we tried Slack

What we like about it: This case study follows the tried and true format of customer, problem, solution, and results. It uses humor and relatable characters throughout to support the story and keep your attention. And it’s only two minutes long so it gets the point across quickly. 

How to write a case study: Slack example

Assetworks: South Carolina School Board Insurance Trust

What we like about it: This case study tackles the otherwise complex and technical topic, and simplifies it as an infographic using images to make the results clear. It’s concise and easy to follow because you can see the math without actually doing any math. 

How to write a case study: South Carolina School Board Insurance Trust example

The final word on building a great case study…

Sure, an ad or boosted social media post (more on social media best practices here) can make someone aware of your brand or that your product exists, and a landing page can tell them how your product can solve their problem. 

But there’s nothing quite as powerful as someone else singing your praises. 

And that’s exactly what a case study does. Spend the time to do it right and it has the potential to deliver huge ROI no matter how big or small your company is. And not just once—but over and over again.

Originally published Feb 05, 2020, updated Oct 19, 2022

case study in technical writing

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Home › Writing › What is Technical Writing? › 8 Technical Writing Examples to Inspire You 

8 Technical Writing Examples to Inspire You 

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TABLE OF CONTENTS

As a technical writer, you may end up being confused about your job description because each industry and organization can have varying duties for you. At times, they may ask for something you’ve never written before. In that case, you can consider checking out some technical writing examples to get you started. 

If you’re beginning your technical writing career, it’s advisable to go over several technical writing examples to make sure you get the hang of it. You don’t necessarily have to take a gander over at industry-specific examples; you can get the general idea in any case. 

This article will go over what technical writing is and some of the common technical writing examples to get you started. If you’re looking to see some examples via video, watch below. Otherwise, skip ahead.

If you’re looking to learn via video, watch below. Otherwise, skip ahead.

CMMS Software

Let’s start by covering what technical writing is .

What Exactly is Technical Writing?

Technical writing is all about easily digestible content regarding a specialized product or service for the public. Technical writers have to translate complex technical information into useful and easy-to-understand language. 

There are many examples of technical writing, such as preparing instruction manuals and writing complete guides. In some cases, technical writing includes preparing research journals, writing support documents, and other technical documentation. 

The idea is to help the final user understand any technical aspects of the product or service. 

In other cases, technical writing means that the writer needs to know something. For example, pharmaceutical companies may hire medical writers to write their content since they have the required knowledge. 

If you’re interested in learning more about these technical writing skills, then check out our Technical Writing Certification Course.

Technical Writing Certifications

8 Technical Writing Examples to Get You Started 

As a technical writer, you may have to learn new things continually, increase your knowledge, and work with new forms of content. While you may not have experience with all forms of technical writing, it’s crucial to understand how to do it. 

If you learn all the intricacies of technical writing and technical documents, you can practically work with any form of content, given that you know the format. 

Therefore, the following examples of technical writing should be sufficient for you to get an idea. The different types of technical writing have unique characteristics that you can easily learn and master effectively. 

1. User Manuals 

fitbit user manual

User manuals or instruction manuals come with various products, such as consumer electronics like televisions, consoles, cellphones, kitchen appliances, and more. The user manual serves as a complete guide on how to use the product, maintain it, clean it, and more.  All technical manuals, including user manuals, have to be highly user-friendly. The technical writer has to write a manual to even someone with zero experience can use the product. Therefore, the target audience of user manuals is complete novices, amateurs, and people using the product/s for the first time. 

Traditionally, user manuals have had text and diagrams to help users understand. However, user manuals have photographs, numbered diagrams, disclaimers, flow charts, sequenced instructions, warranty information, troubleshooting guides, and contact information in recent times. 

Technical writers have to work with engineers, programmers, and product designers to ensure they don’t miss anything. The writer also anticipates potential issues ordinary users may have by first using the product. That helps them develop a first-hand experience and, ultimately, develop better user manuals. 

The point of the user manual isn’t to predict every possible issue or problem. Most issues are unpredictable and are better handled by the customer support or help desk. User manuals are there to address direct and common issues at most. 

You can check out some user manual examples and templates here . You can download them in PDF and edit them to develop an idea about how you can write a custom user manual for your product. 

2. Standard Operating Procedures (SOP) 

SOP manual

Standard operating procedures are complete processes for each organization’s various tasks to ensure smoother operations. SOPs help make each process more efficient, time-saving, and less costly. 

An SOP document can include:

  • Everything from the method of processing payroll.
  • Hiring employees.
  • Calculating vacation time to manufacturing guidelines.

In any case, SOPs ensure that each person in an organization works in unison and uniformly to maintain quality. 

SOPs help eliminate irregularities, favoritism, and other human errors if used correctly. Lastly, SOPs make sure employees can take the responsibilities of an absent employee, so there’s no lag in work. 

Therefore, developing SOPs requires a complete study of how an organization works and its processes. 

Here are some examples of standard operating procedures you can study. You can edit the samples directly or develop your own while taking inspiration from them. 

3. Case Studies & White Papers 

AWS white paper

Case studies and white papers are a way of demonstrating one’s expertise in an area. Case studies delve into a specific instance or project and have takeaways proving or disproving something. White papers delve into addressing any industry-specific challenge, issue, or problem. 

Both case studies and white papers are used to get more business and leads by organizations. 

Technical writers who write white papers and case studies need to be experts in the industry and the project itself. It’s best if the technical writer has prior experience in writing such white papers. 

The writing style of white papers and case studies is unique, along with the formatting. Both documents are written for a specific target audience and require technical writing skills. Case studies are written in a passive voice, while white papers are written in an active voice. In any case, it’s crucial to maintain a certain level of knowledge to be able to pull it off. 

You can check out multiple white paper examples here , along with various templates and guides. You can check out some examples here for case studies, along with complete templates. 

4. API Documentation 

Amazon Alexa API documentation

API documentation includes instructions on effectively using and integrating with any API, such as web-API, software API, and SCPIs. API documentation contains details about classes, functions, arguments, and other information required to work with the API. It also includes examples and tutorials to help make integration easier. 

In any case, API documentation helps clients understand how it works and how they can effectively implement API. In short, it helps businesses and people interact with the code more easily. 

You can find a great example of proper API documentation in how Dropbox’s API documentation works. You can learn more about it here . 

5. Press Releases 

Splunk press release

Press releases are formal documents issued by an organization or agency to share news or to make an announcement. The idea is to set a precedent for releasing any key piece of information in a follow-up press conference, news release, or on a social media channel. 

The press release emphasizes why the information is important to the general public and customers. It’s a fact-based document and includes multiple direct quotes from major company stakeholders, such as the CEO. 

Usually, press releases have a very specific writing process. Depending on the feasibility, they may have an executive summary or follow the universal press release format. 

You can find several examples of press releases from major companies like Microsoft and Nestle here , along with some writing tips. 

6. Company Documents 

Orientation guide

Company documents can include various internal documents and orientation manuals for new employees. These documents can contain different information depending on their use. 

For example, orientation manuals include:

  • The company’s history.
  • Organizational chart.
  • List of services and products.
  • Map of the facility.
  • Dress codes.

It may also include employee rights, responsibilities, operation hours, rules, regulations, disciplinary processes, job descriptions, internal policies, safety procedures, educational opportunities, common forms, and more. 

Writing company documents requires good technical writing skills and organizational knowledge. Such help files assist new employees in settling into the company and integrating more efficiently. 

Here are some great examples of orientation manuals you can check out. 

7. Annual Reports 

Annual report

Annual reports are yearly updates on a company’s performance and other financial information. Annual reports directly correspond with company stakeholders and serve as a transparency tool. 

The annual reports can also be technical reports in some cases. However, mostly they include stock performance, financial information, new product information, and key developments. 

Technical writers who develop annual reports must compile all the necessary information and present it in an attractive form. It’s crucial to use creative writing and excellent communication skills to ensure that the maximum amount of information appears clearly and completely. 

If the company is technical, such as a robotics company, the technical writer needs to develop a technical communication method that’s easy to digest. 

You can check out some annual report examples and templates here . 

8. Business Plans 

Business plan

Every company starts with a complete business plan to develop a vision and secure funding. If a company is launching a new branch, it still needs to start with a business plan. 

In any case, the business plan has a few predetermined sections. To develop the ideal business plan, include the following sections in it. 

  • Executive Summary – includes the business concept, product, or service, along with the target market. It may also include information on key personnel, legal entity, founding date, location, and brief financial information. 
  • Product or Service Description – includes what the offering is, what value it provides, and what stage of development it is in currently. 
  • Team Members – includes all the information on the management team. 
  • Competitor and Market Analysis – includes a detailed analysis of the target market and potential competitors. 
  • Organizational System – includes information on how the organizational structure would work. 
  • Schedules – include start dates, hiring dates, planning dates, and milestones. 
  • Risks and Opportunities – include profit and loss predictions and projections. 
  • Financial Planning – includes planned income statements, liquidity measures, projected balance sheet, and more. 
  • Appendix – includes the organizational chart, resumes, patents, and more. 

The technical writer needs to work closely with the company stakeholders to develop a complete business plan. 

According to your industry, you can check out hundreds of business plan samples and examples here . 

Becoming an Expert Technical Writer 

Becoming an expert technical writer is all about focusing on your strengths. For example, you should try to focus on one to two industries or a specific form of technical writing. You can do various writing assignments and check out technical writing samples to understand what you’re good with. 

You can also check out user guides and get online help in determining your industry. Once you’ve nailed down an industry and technical writing type, you can start to focus on becoming an expert in it. 

In any case, it always helps to check out technical writing examples before starting any project. Try to check out examples of the same industry and from a similar company. Start your writing process once you have a complete idea of what you need to do. 

Since technical writing involves dealing with complex information, the writer needs to have a solid base on the topic. That may require past experience, direct technical knowledge, or an ability to understand multiple pieces of information quickly and effectively. 

In becoming a technical writer, you may have to work with various other people, such as software developers, software engineers, human resources professionals, product designers, and other subject matter experts. 

While most organizations tend to hire writers with a history in their fields, others opt for individuals with great writing skills and team them up with their employees. 

Technical writers may also work with customer service experts, product liability specialists, and user experience professionals to improve the end-user experience. In any case, they work closely with people to develop digestible content for the end customers. 

Today, you can also find several technical writers online. There is an increasing demand for technical writing because of the insurgence of SaaS companies, e-commerce stores, and more. 

In the end, technical writers need to have a strong grasp of proper grammar, terminology, the product, and images, graphics, sounds, or videos to explain documentation.

If you are new to technical writing and are looking to break-in, we recommend taking our Technical Writing Certification Course , where you will learn the fundamentals of being a technical writer, how to dominate technical writer interviews, and how to stand out as a technical writing candidate.

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The Engineer’s Guide to Writing and Promoting a Case Study

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Case studies  are the holy grail of content.

You can tell prospects all day how great your company is, but the real trust is built when you have a customer validate the value of your products and services.

Not only is a case study the strongest piece of content in your arsenal, it is also the most versatile. Case studies come into play at every stage of the buyer’s journey – from awareness and interest all the way to a purchase decision.

If you are investing in content marketing, case studies must be a priority. Here's our 6-step process for writing and promoting full-length technical case studies.

The Engineers Guide to Writing and Promoting a Case Study

How to Write a Case Study

Select the right customer.

Look through your list of customers and/or ask your project managers if any customers have one of the following characteristics:

Surprise results – Non-traditional customers that have seen overly positive results can help absolve any doubts potential customers may have.

Recognizable name – While small companies can have powerful stories, bigger or more notable brands can help increase credibility.

Competitive win – If you are consistently going up against another competitor, having a case study where you won over them is a great piece that can be leveraged by your sales team.

In an industry or vertical where you’re aiming to expand business – If you are looking to expand into a new industry I will always suggest the first piece of content you create is a case study to show that you understand the challenges and can meet customer needs in that specific industry.

Willingness to participate – Many customers will volunteer to offer some information for a case study and ultimately approve it, while others are required by their companies to be tight-lipped about applications or run all information through corporate communications processes. Having a willing participant will prove to be a much easier and fruitful process than one where you have to pull teeth to get the information or approval you need. Also make sure that you communicate the mutual benefit of a case study for you and for your customer. Oftentimes, the case study will highlight the benefits of your products or services, but it will also help the customer showcase their success. By later putting the completed case study on your web site, you help improve the customer’s web presence and further their company name.

Create Interview Questions and Outline

The most compelling and complete case study follows the flow below. Use the format to inform your research first and then prepare open-ended questions to use when interviewing your customers. 

Customer’s business overview – This serves to build an understanding of the company's current challenges and goals, and how they fit into the landscape of their industry.

Challenges – This helps match the customer's need with your products and services.

Decision-making process – Showing the process demonstrates how the customer arrived at their decision to work with you and helps guide the decision-making process of potential customers.

Solution – Help a potential customer understand how your product or service is currently being used.

Results – Reveal impressive, measurable outcomes to give insight into what your potential customer can achieve when working with you.

Mockup_B2B Case Study Template

Download our B2B Case Study Template to get started.

Obtain Customer Approval

Once the case study has been drafted and reviewed internally, share it with the customer so they can fact-check the document and make any needed changes. Some customers will require that their legal department review the case study to ensure there is no sensitive information shared. Once their changes have been incorporated, we also recommend having the customer sign a release form, permitting you to promote and publish the case study.

This is often the most overlooked part of developing a case study and I would argue likely the most important. Most people judge whether they read a case study based on scan-ability, which can be achieved through good design.

When laying out your case study, focus on conveying the information you've gathered in the most clear and concise way possible. Make it easy to scan and comprehend, and most importantly, be sure to provide an attractive call-to-action at the end to provide readers with an opportunity to learn more about your product or service.

Include the following:

Title - provide compelling first-glance content

Section headers - d raw readers in with quantifiable, results-focused headlines

Relevant images

Bulleted lists

Bolded and italicized text

Call out quotes and stats

Up to 800 words

Need some design inspiration? View TREW’s case studies.

How to Promote Your Case Study

There are two primary places to publish your full-length case study: on a web page and in a printable PDF that are optimized for search. but don’t stop there.

The case study should be incorporated into your marketing and sales efforts in order for people to actually read it. You can continue to promote your case study by: 

Making it easy to find on your site – include the case study in your site navigation and link to it as a call to action from relevant industry and product pages. Gating content behind a lead form can help generate new leads.

Creating a direct email to promote the case study to a segmented list in your database or adding the case study to existing lead nurturing programs.

Making sure sales has it and knows when to use it

Publishing a news release around the customer success story

Distributing at trade shows

Writing a blog post on the topic and having the case study serve as a call to action

How to Repurpose Your Case Study

While a case study is very useful in full-length form, you can also benefit from using pieces of the case study in different marketing materials. For example, use a customer quote from the case in email marketing, or create summary slides for a sales presentation or corporate presentation, video etc.

Think of the different ways your personas prefer to engage with content and expand on the original case study. The case study will have authority and authenticity when you combine it with a testimonial, preferably video!

Most case studies have a shelf life of about one year before they need to be reviewed and revised. As your products and services evolve, or the customer application achieves greater results, make sure the case study includes the latest information.

Next Steps with TREW Marketing

Looking for additional support to help you get started? We've got your covered. 

A good first step would be to download our B2B Case Study Template . This template will take you from blank page to final draft with step-by-step instructions. 

Next, consider enrolling in the next session of Content Writing, Engineered , our six week training course with live coaching. This course helps writers, marketers, and engineers work through our proven technical research, writing, review and promotion process. Students will create a final piece content by the end of the course, receiving feedback every step of the way. 

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The Anatomy of a Captivating Technical Case Study

  • September 19, 2023
  • Blog , Content Strategy , Developer Marketing

Table of Contents

You’ve just finished crafting the widget to end all widgets. So have your competitors.

Sure, yours may represent a heroic, world-saving solution. Yet how do you get potential customers to believe it — especially when your rival is already contracting out designers for their superhero costumes?

It might be tempting to release a flashy ad rife with spandex-clad Super Devs. Yet, in reality, you need a marketing approach that cuts to the quick of why your widget is the best solution. You must convince a notoriously discerning tech audience that your widget can help solve their challenges. A technical case study provides the evidence.

A simple testimonial may garner the occasional appreciative nod, whereas a superbly executed case study tells a multidimensional story to showcase your product’s real-world impact. The ideal result is a substance-rich narrative that informs and persuades.

Read on to discover how to craft a case study that turns heads and changes minds.

The Core Components of a Technical Case Study

An exceptional technical case study balances well-structured, compelling, comprehensive, and memorable writing. It should contain the following four components.

Problem — Establish a relatable scenario that gains your audience’s empathy. Ideally, it should mirror a problem your readers have experienced themselves.

Solution — Introduce your product as the long-sought answer. Don’t mince words or use fluffy language. Be direct about how it changes the game.

Implementation — Show your offering’s practical applications. Paint a picture of the experience your users can expect.

Results — Quantify the outcomes. Be specific, demonstrate cause and effect, and detail how the numbers support your product claims.

It’s critical to remember that while you cater to a technically proficient audience, you’re also writing for decision-makers with less technical expertise. Be thorough yet accessible when you discuss the specs.

Setting the Stage: Presenting the Problem

What engages you as a reader? A lackluster catalog of difficulties or an immersive narrative about overcoming obstacles like the ones you’re facing?

More than an opening act, a well-articulated problem provides context that grounds the issue in the real world and underscores the forthcoming solution’s value. Make your writing real, relatable, and — most critically — human .

Add layers to give your scenario depth and dimension. Do the teams highlighted by the case study work under tight deadlines or contend with process inefficiencies? Are there budget constraints or rigorous compliance standards to consider?

These details resonate with your readers and bolster credibility. The right combination of storytelling and realism makes your readers think, “Hey, I’ve been there!”

Showcasing the Solution

Sound the trumpets! Lay out the red carpet! It’s time for the big reveal.

Remember when Steve Jobs announced the first iPhone by reading off a list of features like names in an address book? Neither do we. And while your widget may not get the same event stage, describe it like you’re sporting a black turtleneck and a projector remote in front of a crowd of thousands.

That is to say, don’t just list your product’s features. Explain how your solution revolutionizes the problem-solving paradigm. Highlight its unique qualities, its advantages over competitors, and how it addresses the problem with a transformative approach. Tell the story of how your solution is far from a quick fix — it’s the path to long-term success.

Speaking of the long game, consider detailing your product’s future potential. How will it scale for a client’s growing needs? Does it integrate smoothly with existing systems or workflows? Technology is fast and fickle, so forward-thinking solutions hold a special allure.

Implementation: From Planning to Practice

When you discuss your product’s implementation, spotlight the journey — your collaboration with your client. Walk the reader through the complete process, including any obstacles you faced. A flawless execution is a pipe dream. Prospective users will see through any such claim. The golden ticket is a realistic representation of the challenges you faced and — most crucially — how your widget transformed obstacles into opportunities.

You can also present the implementation stage’s timeline to establish a sense of pacing. The ability to follow along from the early planning stages to the final steps grounds your story in a reality that reflects that of your prospective users. It also helps them infer how their unique constraints may affect the process.

Quantifying Success: Presenting Results

Numbers speak volumes, but they rarely speak for themselves. While some decision-makers appreciate the raw data, presenting qualitative insights alongside key performance indicators is a great way to anchor your results in reality. Paint the picture that proves your solution didn’t just make a difference — it made the difference.

Although you can complement your numbers with insights, amplifying their impact through direct comparisons provides invaluable context. Did your solution outperform previous methods (or competitors) by 30 percent or reduce downtime by half? Including points of reference transforms mere numbers into narratives of improvement and progress.

The Power of Testimonials and Authenticity

Testimonials don’t replace case studies, yet genuine voices add just the right touch of authenticity. An endorsement from a renowned client is a seal of approval from an influential community asset. At the same time, a shining endorsement from a lesser-known client can resonate with your audience.

Just be sure these testimonials align with your overall storyline. The aim is to enhance rather than distract.

Multimedia elements like audio or video clips are indispensable for testimonials. Providing prospective clients with the direct voice of satisfied customers solidifies a personal, emotional undertone within numbers-heavy narratives. Stick to genuine testimonials: Scripted comments are transparent, defeating the purpose and undermining the story you’re trying to tell.

Visuals and Design: Enhancing Comprehension and Appeal

Not all your media has to move. Visuals like charts and infographics make your complex data palatable to a broader audience and easily digestible for a quick read. Interactive elements like clickable infographics enhance engagement and create a more memorable experience.

Don’t underestimate the role of great design. An accessible and aesthetically pleasing layout invites your users to become a participant in your story — not just a spectator.

Distribution and Promotion: Shining a Spotlight on Your Case Study

You’ve got your world-changing widget. You’ve engineered a case study masterpiece. Now, you need to get your message in front of those who matter.

Who do you turn to? Why, your old friend, search engine optimization (SEO), of course! At this point, you likely know your audience — what they need, how they look for it, and what catches their attention. These aspects are critical to your SEO strategy.

And when you establish an impactful presence on the platforms your audience frequents, you can extend your reach to niche communities that may otherwise be inaccessible. Even if you’re not an industry frontrunner, maintaining active social media profiles keeps your content easily visible and shareable — invaluable traits for getting the word out.

It’s true that when most people hear “technical case study,” they don’t exactly picture fireworks. Yet their anxieties about dull, droning reports quickly vanish when you’ve hit the right note.

Penning an immersive, appealing, and persuasive technical narrative is challenging. This type of material balances detail and accessibility while embracing equal measures of authenticity and accuracy. Still, when you get it just right, you’ve just installed your marketing strategy’s cornerstone.

You made your fantastic product. Now, it’s time to tell your story.

Ready to craft a captivating case study for your technical solution? Partner with ContentLab and let us help you tell your success story in the most compelling way.

Max Eidelman-Baum

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How to Write a Technical Case Study (Without Being a Subject Matter Expert)

When your product or service is technical, you may wonder if an outside partner has the expertise to deliver:

Will an interviewer know what questions are worth asking?

Will a writer know the right language to use?

Will the technical details be both accurate—and compelling?

It’s a valid concern—one that we’ve stared down a few times. It’s true: we’re not software engineers, developers, or data analysts, and we’ll never understand your technical product or service as well as you do.

BUT: we don’t have to be in order to tell technical customer success stories. Even if they *are* in tricky verticals.

In fact, we’d argue that you’d struggle to find a software or data engineer who lives and breathes code—and who also runs amazing interviews and writes compelling stories that captivate, convince and persuade.

So let’s examine why we don’t have to be technical wizards to write your case studies.

  • We write for your buyer
  • We collaborate
  • The more we do, the better we get
  • We know more than you think
  • There’s no room for a tech deep dive

1. We write for your buyer

Ultimately, your case study should focus on what the buyer cares about.

And most of the time, the buyer is interested in the high-level story —the problem, how you solved it, and what the experience was like—rather than the technical minutiae or complex details of the implementation.

And that’s the kind of information our interviews are designed to uncover.

We ask questions that help customers relay their experience, the benefits they received, and why those benefits are important to them. We’re not trying to create a technical manual. We’re trying to capture the customers’ experience in their own words.

When that’s the focus, there’s usually more than enough of a story to build off of, and clients have no problem tweaking the technical bits as-needed.

2. We collaborate

Having said all that, we acknowledge there are times where a case study may have to briefly wade into technical waters, especially if you’re trying to appeal to technical roles (CTO, engineering, development, etc.)

In these cases, we rely on YOU to bring that technical expertise  by providing us with a specific and accurate brief that tells the granular story.

We do our best to make this as fast and easy as possible:

  • Internal interviews to capture your insights
  • Detailed briefs to help us nail the important bits
  • Documented feedback (so we learn from you ongoing)

We may also need to go back and forth with you to make sure that everything is correct during the revisions phase. So if there’s something a bit technically off in the draft phase,  you’ll have the opportunity to correct it or flesh it out.

So we CAN tell these technical success stories, absolutely. But it does require you to be a bit more engaged.

Honestly, the hardest part for an interviewer isn’t understanding the technical aspects of a product or service.

The hardest part is sniffing out the most important information that will make your case study do what you want it to do.

The hardest part of creating a case study is sniffing out the most important information.

That’s why we give our clients access to the audio recordings and transcripts of our interviews with their customers. If they identify a gap, we can follow up with the customer to fill it—and we’ll know what to look for during the next interview.

3. The more we do, the better we get

You’ll also find that the more case studies we do for you, the less we’ll require your help with any technical aspects.

As with anything, knowledge comes from repeated exposure to the subject matter. We won’t know it all on day one—but once we’re in a groove, you’ll find that you’re having to edit and adjust far less.

That’s why we strive to keep the same interviewer-writer team working with each client.

And if that’s not possible, the prior team member can coach the new addition to get them up to speed faster.

4. We know more than you think

While we can’t claim to be software or data engineers, some of our team members specialize in different industries or segments , (such as SaaS or marketing agencies) and many have contributed to dozens upon dozens (and in some cases, hundreds!) of case studies in those areas.

So if we have an in-house industry specialist on our team that lines up with your business (and we probably do), we’ll do our best to match you up.

5. There’s no room for a tech deep dive

One more reason why we don’t need to be technical experts: there’s no room for a tech deep dive.

Most case studies top out at around 1,500 words. Any longer than that, and you risk scaring off or losing your audience.

Fifteen hundred words may sound like a lot, but it’s not actually. Our writers need to keep the narrative tight and focused to make the most relevant points.

And when the parameters are that tight, you can’t afford to spend 500 words explaining the ins and outs of your technology.

Don’t get me wrong—there’s a time and place for that explanation for sure.

But it’s not in your case study.

You don’t have to be an engineer to ask smart questions

At the end of the day, a case study is a customer success story that describes the problem your customer had, the solution you put in place to fix it, and the results your customer achieved.

If we know what your KPIs are, what your solution does, and how it benefits your customer, that’s all we need to ask smart questions.

And we don’t have to be engineers to do that.

Give your high-tech product or service the case studies it deserves.

Contact us to start the conversation.

Head of Writing and Interviewing

Based in Vancouver, Canada, Holly is pumped to tell stories of companies succeeding and doing good in the world.

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case study in technical writing

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The big list of 100 ways to use your case studies.

If your case studies and video testimonials live only on the customer success page of your website, you’re missing out. You can do  SO MUCH MORE  with these versatile assets.

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case study in technical writing

How to Write a Case Study: Bookmarkable Guide & Template

Braden Becker

Published: November 30, 2023

Earning the trust of prospective customers can be a struggle. Before you can even begin to expect to earn their business, you need to demonstrate your ability to deliver on what your product or service promises.

company conducting case study with candidate after learning how to write a case study

Sure, you could say that you're great at X or that you're way ahead of the competition when it comes to Y. But at the end of the day, what you really need to win new business is cold, hard proof.

One of the best ways to prove your worth is through a compelling case study. In fact, HubSpot’s 2020 State of Marketing report found that case studies are so compelling that they are the fifth most commonly used type of content used by marketers.

Download Now: 3 Free Case Study Templates

Below, I'll walk you through what a case study is, how to prepare for writing one, what you need to include in it, and how it can be an effective tactic. To jump to different areas of this post, click on the links below to automatically scroll.

Case Study Definition

Case study templates, how to write a case study.

  • How to Format a Case Study

Business Case Study Examples

A case study is a specific challenge a business has faced, and the solution they've chosen to solve it. Case studies can vary greatly in length and focus on several details related to the initial challenge and applied solution, and can be presented in various forms like a video, white paper, blog post, etc.

In professional settings, it's common for a case study to tell the story of a successful business partnership between a vendor and a client. Perhaps the success you're highlighting is in the number of leads your client generated, customers closed, or revenue gained. Any one of these key performance indicators (KPIs) are examples of your company's services in action.

When done correctly, these examples of your work can chronicle the positive impact your business has on existing or previous customers and help you attract new clients.

case study in technical writing

Free Case Study Templates

Showcase your company's success using these three free case study templates.

  • Data-Driven Case Study Template
  • Product-Specific Case Study Template
  • General Case Study Template

You're all set!

Click this link to access this resource at any time.

Why write a case study? 

I know, you’re thinking “ Okay, but why do I need to write one of these? ” The truth is that while case studies are a huge undertaking, they are powerful marketing tools that allow you to demonstrate the value of your product to potential customers using real-world examples. Here are a few reasons why you should write case studies. 

1. Explain Complex Topics or Concepts

Case studies give you the space to break down complex concepts, ideas, and strategies and show how they can be applied in a practical way. You can use real-world examples, like an existing client, and use their story to create a compelling narrative that shows how your product solved their issue and how those strategies can be repeated to help other customers get similar successful results.  

2. Show Expertise

Case studies are a great way to demonstrate your knowledge and expertise on a given topic or industry. This is where you get the opportunity to show off your problem-solving skills and how you’ve generated successful outcomes for clients you’ve worked with. 

3. Build Trust and Credibility

In addition to showing off the attributes above, case studies are an excellent way to build credibility. They’re often filled with data and thoroughly researched, which shows readers you’ve done your homework. They can have confidence in the solutions you’ve presented because they’ve read through as you’ve explained the problem and outlined step-by-step what it took to solve it. All of these elements working together enable you to build trust with potential customers.

4. Create Social Proof

Using existing clients that have seen success working with your brand builds social proof . People are more likely to choose your brand if they know that others have found success working with you. Case studies do just that — putting your success on display for potential customers to see. 

All of these attributes work together to help you gain more clients. Plus you can even use quotes from customers featured in these studies and repurpose them in other marketing content. Now that you know more about the benefits of producing a case study, let’s check out how long these documents should be. 

How long should a case study be?

The length of a case study will vary depending on the complexity of the project or topic discussed. However, as a general guideline, case studies typically range from 500 to 1,500 words. 

Whatever length you choose, it should provide a clear understanding of the challenge, the solution you implemented, and the results achieved. This may be easier said than done, but it's important to strike a balance between providing enough detail to make the case study informative and concise enough to keep the reader's interest.

The primary goal here is to effectively communicate the key points and takeaways of the case study. It’s worth noting that this shouldn’t be a wall of text. Use headings, subheadings, bullet points, charts, and other graphics to break up the content and make it more scannable for readers. We’ve also seen brands incorporate video elements into case studies listed on their site for a more engaging experience. 

Ultimately, the length of your case study should be determined by the amount of information necessary to convey the story and its impact without becoming too long. Next, let’s look at some templates to take the guesswork out of creating one. 

To help you arm your prospects with information they can trust, we've put together a step-by-step guide on how to create effective case studies for your business with free case study templates for creating your own.

Tell us a little about yourself below to gain access today:

And to give you more options, we’ll highlight some useful templates that serve different needs. But remember, there are endless possibilities when it comes to demonstrating the work your business has done.

1. General Case Study Template

case study templates: general

Do you have a specific product or service that you’re trying to sell, but not enough reviews or success stories? This Product Specific case study template will help.

This template relies less on metrics, and more on highlighting the customer’s experience and satisfaction. As you follow the template instructions, you’ll be prompted to speak more about the benefits of the specific product, rather than your team’s process for working with the customer.

4. Bold Social Media Business Case Study Template

case study templates: bold social media business

You can find templates that represent different niches, industries, or strategies that your business has found success in — like a bold social media business case study template.

In this template, you can tell the story of how your social media marketing strategy has helped you or your client through collaboration or sale of your service. Customize it to reflect the different marketing channels used in your business and show off how well your business has been able to boost traffic, engagement, follows, and more.

5. Lead Generation Business Case Study Template

case study templates: lead generation business

It’s important to note that not every case study has to be the product of a sale or customer story, sometimes they can be informative lessons that your own business has experienced. A great example of this is the Lead Generation Business case study template.

If you’re looking to share operational successes regarding how your team has improved processes or content, you should include the stories of different team members involved, how the solution was found, and how it has made a difference in the work your business does.

Now that we’ve discussed different templates and ideas for how to use them, let’s break down how to create your own case study with one.

  • Get started with case study templates.
  • Determine the case study's objective.
  • Establish a case study medium.
  • Find the right case study candidate.
  • Contact your candidate for permission to write about them.
  • Ensure you have all the resources you need to proceed once you get a response.
  • Download a case study email template.
  • Define the process you want to follow with the client.
  • Ensure you're asking the right questions.
  • Layout your case study format.
  • Publish and promote your case study.

1. Get started with case study templates.

Telling your customer's story is a delicate process — you need to highlight their success while naturally incorporating your business into their story.

If you're just getting started with case studies, we recommend you download HubSpot's Case Study Templates we mentioned before to kickstart the process.

2. Determine the case study's objective.

All business case studies are designed to demonstrate the value of your services, but they can focus on several different client objectives.

Your first step when writing a case study is to determine the objective or goal of the subject you're featuring. In other words, what will the client have succeeded in doing by the end of the piece?

The client objective you focus on will depend on what you want to prove to your future customers as a result of publishing this case study.

Your case study can focus on one of the following client objectives:

  • Complying with government regulation
  • Lowering business costs
  • Becoming profitable
  • Generating more leads
  • Closing on more customers
  • Generating more revenue
  • Expanding into a new market
  • Becoming more sustainable or energy-efficient

3. Establish a case study medium.

Next, you'll determine the medium in which you'll create the case study. In other words, how will you tell this story?

Case studies don't have to be simple, written one-pagers. Using different media in your case study can allow you to promote your final piece on different channels. For example, while a written case study might just live on your website and get featured in a Facebook post, you can post an infographic case study on Pinterest and a video case study on your YouTube channel.

Here are some different case study mediums to consider:

Written Case Study

Consider writing this case study in the form of an ebook and converting it to a downloadable PDF. Then, gate the PDF behind a landing page and form for readers to fill out before downloading the piece, allowing this case study to generate leads for your business.

Video Case Study

Plan on meeting with the client and shooting an interview. Seeing the subject, in person, talk about the service you provided them can go a long way in the eyes of your potential customers.

Infographic Case Study

Use the long, vertical format of an infographic to tell your success story from top to bottom. As you progress down the infographic, emphasize major KPIs using bigger text and charts that show the successes your client has had since working with you.

Podcast Case Study

Podcasts are a platform for you to have a candid conversation with your client. This type of case study can sound more real and human to your audience — they'll know the partnership between you and your client was a genuine success.

4. Find the right case study candidate.

Writing about your previous projects requires more than picking a client and telling a story. You need permission, quotes, and a plan. To start, here are a few things to look for in potential candidates.

Product Knowledge

It helps to select a customer who's well-versed in the logistics of your product or service. That way, he or she can better speak to the value of what you offer in a way that makes sense for future customers.

Remarkable Results

Clients that have seen the best results are going to make the strongest case studies. If their own businesses have seen an exemplary ROI from your product or service, they're more likely to convey the enthusiasm that you want prospects to feel, too.

One part of this step is to choose clients who have experienced unexpected success from your product or service. When you've provided non-traditional customers — in industries that you don't usually work with, for example — with positive results, it can help to remove doubts from prospects.

Recognizable Names

While small companies can have powerful stories, bigger or more notable brands tend to lend credibility to your own. In fact, 89% of consumers say they'll buy from a brand they already recognize over a competitor, especially if they already follow them on social media.

Customers that came to you after working with a competitor help highlight your competitive advantage and might even sway decisions in your favor.

5. Contact your candidate for permission to write about them.

To get the case study candidate involved, you have to set the stage for clear and open communication. That means outlining expectations and a timeline right away — not having those is one of the biggest culprits in delayed case study creation.

Most importantly at this point, however, is getting your subject's approval. When first reaching out to your case study candidate, provide them with the case study's objective and format — both of which you will have come up with in the first two steps above.

To get this initial permission from your subject, put yourself in their shoes — what would they want out of this case study? Although you're writing this for your own company's benefit, your subject is far more interested in the benefit it has for them.

Benefits to Offer Your Case Study Candidate

Here are four potential benefits you can promise your case study candidate to gain their approval.

Brand Exposure

Explain to your subject to whom this case study will be exposed, and how this exposure can help increase their brand awareness both in and beyond their own industry. In the B2B sector, brand awareness can be hard to collect outside one's own market, making case studies particularly useful to a client looking to expand their name's reach.

Employee Exposure

Allow your subject to provide quotes with credits back to specific employees. When this is an option for them, their brand isn't the only thing expanding its reach — their employees can get their name out there, too. This presents your subject with networking and career development opportunities they might not have otherwise.

Product Discount

This is a more tangible incentive you can offer your case study candidate, especially if they're a current customer of yours. If they agree to be your subject, offer them a product discount — or a free trial of another product — as a thank-you for their help creating your case study.

Backlinks and Website Traffic

Here's a benefit that is sure to resonate with your subject's marketing team: If you publish your case study on your website, and your study links back to your subject's website — known as a "backlink" — this small gesture can give them website traffic from visitors who click through to your subject's website.

Additionally, a backlink from you increases your subject's page authority in the eyes of Google. This helps them rank more highly in search engine results and collect traffic from readers who are already looking for information about their industry.

6. Ensure you have all the resources you need to proceed once you get a response.

So you know what you’re going to offer your candidate, it’s time that you prepare the resources needed for if and when they agree to participate, like a case study release form and success story letter.

Let's break those two down.

Case Study Release Form

This document can vary, depending on factors like the size of your business, the nature of your work, and what you intend to do with the case studies once they are completed. That said, you should typically aim to include the following in the Case Study Release Form:

  • A clear explanation of why you are creating this case study and how it will be used.
  • A statement defining the information and potentially trademarked information you expect to include about the company — things like names, logos, job titles, and pictures.
  • An explanation of what you expect from the participant, beyond the completion of the case study. For example, is this customer willing to act as a reference or share feedback, and do you have permission to pass contact information along for these purposes?
  • A note about compensation.

Success Story Letter

As noted in the sample email, this document serves as an outline for the entire case study process. Other than a brief explanation of how the customer will benefit from case study participation, you'll want to be sure to define the following steps in the Success Story Letter.

7. Download a case study email template.

While you gathered your resources, your candidate has gotten time to read over the proposal. When your candidate approves of your case study, it's time to send them a release form.

A case study release form tells you what you'll need from your chosen subject, like permission to use any brand names and share the project information publicly. Kick-off this process with an email that runs through exactly what they can expect from you, as well as what you need from them. To give you an idea of what that might look like, check out this sample email:

sample case study email release form template

8. Define the process you want to follow with the client.

Before you can begin the case study, you have to have a clear outline of the case study process with your client. An example of an effective outline would include the following information.

The Acceptance

First, you'll need to receive internal approval from the company's marketing team. Once approved, the Release Form should be signed and returned to you. It's also a good time to determine a timeline that meets the needs and capabilities of both teams.

The Questionnaire

To ensure that you have a productive interview — which is one of the best ways to collect information for the case study — you'll want to ask the participant to complete a questionnaire before this conversation. That will provide your team with the necessary foundation to organize the interview, and get the most out of it.

The Interview

Once the questionnaire is completed, someone on your team should reach out to the participant to schedule a 30- to 60-minute interview, which should include a series of custom questions related to the customer's experience with your product or service.

The Draft Review

After the case study is composed, you'll want to send a draft to the customer, allowing an opportunity to give you feedback and edits.

The Final Approval

Once any necessary edits are completed, send a revised copy of the case study to the customer for final approval.

Once the case study goes live — on your website or elsewhere — it's best to contact the customer with a link to the page where the case study lives. Don't be afraid to ask your participants to share these links with their own networks, as it not only demonstrates your ability to deliver positive results and impressive growth, as well.

9. Ensure you're asking the right questions.

Before you execute the questionnaire and actual interview, make sure you're setting yourself up for success. A strong case study results from being prepared to ask the right questions. What do those look like? Here are a few examples to get you started:

  • What are your goals?
  • What challenges were you experiencing before purchasing our product or service?
  • What made our product or service stand out against our competitors?
  • What did your decision-making process look like?
  • How have you benefited from using our product or service? (Where applicable, always ask for data.)

Keep in mind that the questionnaire is designed to help you gain insights into what sort of strong, success-focused questions to ask during the actual interview. And once you get to that stage, we recommend that you follow the "Golden Rule of Interviewing." Sounds fancy, right? It's actually quite simple — ask open-ended questions.

If you're looking to craft a compelling story, "yes" or "no" answers won't provide the details you need. Focus on questions that invite elaboration, such as, "Can you describe ...?" or, "Tell me about ..."

In terms of the interview structure, we recommend categorizing the questions and flowing them into six specific sections that will mirror a successful case study format. Combined, they'll allow you to gather enough information to put together a rich, comprehensive study.

Open with the customer's business.

The goal of this section is to generate a better understanding of the company's current challenges and goals, and how they fit into the landscape of their industry. Sample questions might include:

  • How long have you been in business?
  • How many employees do you have?
  • What are some of the objectives of your department at this time?

Cite a problem or pain point.

To tell a compelling story, you need context. That helps match the customer's need with your solution. Sample questions might include:

  • What challenges and objectives led you to look for a solution?
  • What might have happened if you did not identify a solution?
  • Did you explore other solutions before this that did not work out? If so, what happened?

Discuss the decision process.

Exploring how the customer decided to work with you helps to guide potential customers through their own decision-making processes. Sample questions might include:

  • How did you hear about our product or service?
  • Who was involved in the selection process?
  • What was most important to you when evaluating your options?

Explain how a solution was implemented.

The focus here should be placed on the customer's experience during the onboarding process. Sample questions might include:

  • How long did it take to get up and running?
  • Did that meet your expectations?
  • Who was involved in the process?

Explain how the solution works.

The goal of this section is to better understand how the customer is using your product or service. Sample questions might include:

  • Is there a particular aspect of the product or service that you rely on most?
  • Who is using the product or service?

End with the results.

In this section, you want to uncover impressive measurable outcomes — the more numbers, the better. Sample questions might include:

  • How is the product or service helping you save time and increase productivity?
  • In what ways does that enhance your competitive advantage?
  • How much have you increased metrics X, Y, and Z?

10. Lay out your case study format.

When it comes time to take all of the information you've collected and actually turn it into something, it's easy to feel overwhelmed. Where should you start? What should you include? What's the best way to structure it?

To help you get a handle on this step, it's important to first understand that there is no one-size-fits-all when it comes to the ways you can present a case study. They can be very visual, which you'll see in some of the examples we've included below, and can sometimes be communicated mostly through video or photos, with a bit of accompanying text.

Here are the sections we suggest, which we'll cover in more detail down below:

  • Title: Keep it short. Develop a succinct but interesting project name you can give the work you did with your subject.
  • Subtitle: Use this copy to briefly elaborate on the accomplishment. What was done? The case study itself will explain how you got there.
  • Executive Summary : A 2-4 sentence summary of the entire story. You'll want to follow it with 2-3 bullet points that display metrics showcasing success.
  • About the Subject: An introduction to the person or company you served, which can be pulled from a LinkedIn Business profile or client website.
  • Challenges and Objectives: A 2-3 paragraph description of the customer's challenges, before using your product or service. This section should also include the goals or objectives the customer set out to achieve.
  • How Product/Service Helped: A 2-3 paragraph section that describes how your product or service provided a solution to their problem.
  • Results: A 2-3 paragraph testimonial that proves how your product or service specifically benefited the person or company and helped achieve its goals. Include numbers to quantify your contributions.
  • Supporting Visuals or Quotes: Pick one or two powerful quotes that you would feature at the bottom of the sections above, as well as a visual that supports the story you are telling.
  • Future Plans: Everyone likes an epilogue. Comment on what's ahead for your case study subject, whether or not those plans involve you.
  • Call to Action (CTA): Not every case study needs a CTA, but putting a passive one at the end of your case study can encourage your readers to take an action on your website after learning about the work you've done.

When laying out your case study, focus on conveying the information you've gathered in the most clear and concise way possible. Make it easy to scan and comprehend, and be sure to provide an attractive call-to-action at the bottom — that should provide readers an opportunity to learn more about your product or service.

11. Publish and promote your case study.

Once you've completed your case study, it's time to publish and promote it. Some case study formats have pretty obvious promotional outlets — a video case study can go on YouTube, just as an infographic case study can go on Pinterest.

But there are still other ways to publish and promote your case study. Here are a couple of ideas:

Lead Gen in a Blog Post

As stated earlier in this article, written case studies make terrific lead-generators if you convert them into a downloadable format, like a PDF. To generate leads from your case study, consider writing a blog post that tells an abbreviated story of your client's success and asking readers to fill out a form with their name and email address if they'd like to read the rest in your PDF.

Then, promote this blog post on social media, through a Facebook post or a tweet.

Published as a Page on Your Website

As a growing business, you might need to display your case study out in the open to gain the trust of your target audience.

Rather than gating it behind a landing page, publish your case study to its own page on your website, and direct people here from your homepage with a "Case Studies" or "Testimonials" button along your homepage's top navigation bar.

Format for a Case Study

The traditional case study format includes the following parts: a title and subtitle, a client profile, a summary of the customer’s challenges and objectives, an account of how your solution helped, and a description of the results. You might also want to include supporting visuals and quotes, future plans, and calls-to-action.

case study format: title

Image Source

The title is one of the most important parts of your case study. It should draw readers in while succinctly describing the potential benefits of working with your company. To that end, your title should:

  • State the name of your custome r. Right away, the reader must learn which company used your products and services. This is especially important if your customer has a recognizable brand. If you work with individuals and not companies, you may omit the name and go with professional titles: “A Marketer…”, “A CFO…”, and so forth.
  • State which product your customer used . Even if you only offer one product or service, or if your company name is the same as your product name, you should still include the name of your solution. That way, readers who are not familiar with your business can become aware of what you sell.
  • Allude to the results achieved . You don’t necessarily need to provide hard numbers, but the title needs to represent the benefits, quickly. That way, if a reader doesn’t stay to read, they can walk away with the most essential information: Your product works.

The example above, “Crunch Fitness Increases Leads and Signups With HubSpot,” achieves all three — without being wordy. Keeping your title short and sweet is also essential.

2. Subtitle

case study format: subtitle

Your subtitle is another essential part of your case study — don’t skip it, even if you think you’ve done the work with the title. In this section, include a brief summary of the challenges your customer was facing before they began to use your products and services. Then, drive the point home by reiterating the benefits your customer experienced by working with you.

The above example reads:

“Crunch Fitness was franchising rapidly when COVID-19 forced fitness clubs around the world to close their doors. But the company stayed agile by using HubSpot to increase leads and free trial signups.”

We like that the case study team expressed the urgency of the problem — opening more locations in the midst of a pandemic — and placed the focus on the customer’s ability to stay agile.

3. Executive Summary

case study format: executive summary

The executive summary should provide a snapshot of your customer, their challenges, and the benefits they enjoyed from working with you. Think it’s too much? Think again — the purpose of the case study is to emphasize, again and again, how well your product works.

The good news is that depending on your design, the executive summary can be mixed with the subtitle or with the “About the Company” section. Many times, this section doesn’t need an explicit “Executive Summary” subheading. You do need, however, to provide a convenient snapshot for readers to scan.

In the above example, ADP included information about its customer in a scannable bullet-point format, then provided two sections: “Business Challenge” and “How ADP Helped.” We love how simple and easy the format is to follow for those who are unfamiliar with ADP or its typical customer.

4. About the Company

case study format: about the company

Readers need to know and understand who your customer is. This is important for several reasons: It helps your reader potentially relate to your customer, it defines your ideal client profile (which is essential to deter poor-fit prospects who might have reached out without knowing they were a poor fit), and it gives your customer an indirect boon by subtly promoting their products and services.

Feel free to keep this section as simple as possible. You can simply copy and paste information from the company’s LinkedIn, use a quote directly from your customer, or take a more creative storytelling approach.

In the above example, HubSpot included one paragraph of description for Crunch Fitness and a few bullet points. Below, ADP tells the story of its customer using an engaging, personable technique that effectively draws readers in.

case study format: storytelling about the business

5. Challenges and Objectives

case study format: challenges and objectives

The challenges and objectives section of your case study is the place to lay out, in detail, the difficulties your customer faced prior to working with you — and what they hoped to achieve when they enlisted your help.

In this section, you can be as brief or as descriptive as you’d like, but remember: Stress the urgency of the situation. Don’t understate how much your customer needed your solution (but don’t exaggerate and lie, either). Provide contextual information as necessary. For instance, the pandemic and societal factors may have contributed to the urgency of the need.

Take the above example from design consultancy IDEO:

“Educational opportunities for adults have become difficult to access in the United States, just when they’re needed most. To counter this trend, IDEO helped the city of South Bend and the Drucker Institute launch Bendable, a community-powered platform that connects people with opportunities to learn with and from each other.”

We love how IDEO mentions the difficulties the United States faces at large, the efforts its customer is taking to address these issues, and the steps IDEO took to help.

6. How Product/Service Helped

case study format: how the service helped

This is where you get your product or service to shine. Cover the specific benefits that your customer enjoyed and the features they gleaned the most use out of. You can also go into detail about how you worked with and for your customer. Maybe you met several times before choosing the right solution, or you consulted with external agencies to create the best package for them.

Whatever the case may be, try to illustrate how easy and pain-free it is to work with the representatives at your company. After all, potential customers aren’t looking to just purchase a product. They’re looking for a dependable provider that will strive to exceed their expectations.

In the above example, IDEO describes how it partnered with research institutes and spoke with learners to create Bendable, a free educational platform. We love how it shows its proactivity and thoroughness. It makes potential customers feel that IDEO might do something similar for them.

case study format: results

The results are essential, and the best part is that you don’t need to write the entirety of the case study before sharing them. Like HubSpot, IDEO, and ADP, you can include the results right below the subtitle or executive summary. Use data and numbers to substantiate the success of your efforts, but if you don’t have numbers, you can provide quotes from your customers.

We can’t overstate the importance of the results. In fact, if you wanted to create a short case study, you could include your title, challenge, solution (how your product helped), and result.

8. Supporting Visuals or Quotes

case study format: quote

Let your customer speak for themselves by including quotes from the representatives who directly interfaced with your company.

Visuals can also help, even if they’re stock images. On one side, they can help you convey your customer’s industry, and on the other, they can indirectly convey your successes. For instance, a picture of a happy professional — even if they’re not your customer — will communicate that your product can lead to a happy client.

In this example from IDEO, we see a man standing in a boat. IDEO’s customer is neither the man pictured nor the manufacturer of the boat, but rather Conservation International, an environmental organization. This imagery provides a visually pleasing pattern interrupt to the page, while still conveying what the case study is about.

9. Future Plans

This is optional, but including future plans can help you close on a more positive, personable note than if you were to simply include a quote or the results. In this space, you can show that your product will remain in your customer’s tech stack for years to come, or that your services will continue to be instrumental to your customer’s success.

Alternatively, if you work only on time-bound projects, you can allude to the positive impact your customer will continue to see, even after years of the end of the contract.

10. Call to Action (CTA)

case study format: call to action

Not every case study needs a CTA, but we’d still encourage it. Putting one at the end of your case study will encourage your readers to take an action on your website after learning about the work you've done.

It will also make it easier for them to reach out, if they’re ready to start immediately. You don’t want to lose business just because they have to scroll all the way back up to reach out to your team.

To help you visualize this case study outline, check out the case study template below, which can also be downloaded here .

You drove the results, made the connection, set the expectations, used the questionnaire to conduct a successful interview, and boiled down your findings into a compelling story. And after all of that, you're left with a little piece of sales enabling gold — a case study.

To show you what a well-executed final product looks like, have a look at some of these marketing case study examples.

1. "Shopify Uses HubSpot CRM to Transform High Volume Sales Organization," by HubSpot

What's interesting about this case study is the way it leads with the customer. This reflects a major HubSpot value, which is to always solve for the customer first. The copy leads with a brief description of why Shopify uses HubSpot and is accompanied by a short video and some basic statistics on the company.

Notice that this case study uses mixed media. Yes, there is a short video, but it's elaborated upon in the additional text on the page. So, while case studies can use one or the other, don't be afraid to combine written copy with visuals to emphasize the project's success.

2. "New England Journal of Medicine," by Corey McPherson Nash

When branding and design studio Corey McPherson Nash showcases its work, it makes sense for it to be visual — after all, that's what they do. So in building the case study for the studio's work on the New England Journal of Medicine's integrated advertising campaign — a project that included the goal of promoting the client's digital presence — Corey McPherson Nash showed its audience what it did, rather than purely telling it.

Notice that the case study does include some light written copy — which includes the major points we've suggested — but lets the visuals do the talking, allowing users to really absorb the studio's services.

3. "Designing the Future of Urban Farming," by IDEO

Here's a design company that knows how to lead with simplicity in its case studies. As soon as the visitor arrives at the page, he or she is greeted with a big, bold photo, and two very simple columns of text — "The Challenge" and "The Outcome."

Immediately, IDEO has communicated two of the case study's major pillars. And while that's great — the company created a solution for vertical farming startup INFARM's challenge — it doesn't stop there. As the user scrolls down, those pillars are elaborated upon with comprehensive (but not overwhelming) copy that outlines what that process looked like, replete with quotes and additional visuals.

4. "Secure Wi-Fi Wins Big for Tournament," by WatchGuard

Then, there are the cases when visuals can tell almost the entire story — when executed correctly. Network security provider WatchGuard can do that through this video, which tells the story of how its services enhanced the attendee and vendor experience at the Windmill Ultimate Frisbee tournament.

5. Rock and Roll Hall of Fame Boosts Social Media Engagement and Brand Awareness with HubSpot

In the case study above , HubSpot uses photos, videos, screenshots, and helpful stats to tell the story of how the Rock and Roll Hall of Fame used the bot, CRM, and social media tools to gain brand awareness.

6. Small Desk Plant Business Ups Sales by 30% With Trello

This case study from Trello is straightforward and easy to understand. It begins by explaining the background of the company that decided to use it, what its goals were, and how it planned to use Trello to help them.

It then goes on to discuss how the software was implemented and what tasks and teams benefited from it. Towards the end, it explains the sales results that came from implementing the software and includes quotes from decision-makers at the company that implemented it.

7. Facebook's Mercedes Benz Success Story

Facebook's Success Stories page hosts a number of well-designed and easy-to-understand case studies that visually and editorially get to the bottom line quickly.

Each study begins with key stats that draw the reader in. Then it's organized by highlighting a problem or goal in the introduction, the process the company took to reach its goals, and the results. Then, in the end, Facebook notes the tools used in the case study.

Showcasing Your Work

You work hard at what you do. Now, it's time to show it to the world — and, perhaps more important, to potential customers. Before you show off the projects that make you the proudest, we hope you follow these important steps that will help you effectively communicate that work and leave all parties feeling good about it.

Editor's Note: This blog post was originally published in February 2017 but was updated for comprehensiveness and freshness in July 2021.

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case study in technical writing

Creating effective technical documentation

Author avatar

Effective feature documentation is important in enhancing a user's experience with the feature. Good documentation is like a piece of the puzzle that makes everything click — the key for encouraging feature adoption.

To support you in creating effective technical documentation, this article provides an overview of the core principles of technical writing. It also highlights the best practices for creating clear and accessible documentation. Applying these technical writing principles helps us maintain the high quality of content on MDN. Whether you're documenting your own project or product or contributing to technical content in various settings, you can improve the quality of your work by following these best practices.

Adopt clarity, conciseness, and consistency

These three Cs form the core principles of technical writing. They can take you a long way in producing quality documentation.

For achieving clarity in your writing, apply the following guidelines:

  • Use simple words and clear language. Keep in mind the audience, especially if it includes non-native English speakers.
  • Be clear about who needs to perform the action. Writing in active voice is not strictly required. However, you should use it when you want to be clear about who needs to perform the action. For example, clarify whether a function is triggered by an event or if the user needs to explicitly call the function.
  • Clearly introduce and explain new terms. This helps to lay the foundation for concepts that are covered later in the documentation.
Tip : Replace "it", "this", and "these" with proper nouns if they can refer to more than one thing in the given context.
  • Aim for one idea per sentence to improve readability.
  • Stick to one main idea per paragraph. Each sentence in a paragraph should logically connect to the one before it. Imagine if each sentence in a paragraph was a link in a chain. If you pick up the first link, the other links in the chain should follow, forming a continuous sequence. This is how the sentences should connect to each other, ensuring a seamless flow of a single idea.

Conciseness

Keep sentences short. This automatically increases the readability and clarity of your document. It also helps in quick comprehension. Long sentences can be more challenging to understand quickly due to their complex structures.

Tip : Based on common readability standards, aim for 15-20 words per sentence.

For additional insights on sentence length and readability strategies, see Simple sentences (on https://readabilityguidelines.co.uk ) and Popular readability formulas , including the Flesch-Kincaid index, on Wikipedia.

Consistency

Use the same terminology throughout your documentation to ensure a seamless reader experience. For example, if you start referring to "user agents" as browsers, stick with that term consistently. This avoids confusion that can arise from using words interchangeably, even when they share the same meaning.

Additionally, maintain consistent word casing and follow a uniform formatting style throughout your documentation. These practices not only enhance readability but also contribute to a professional presentation of your documentation.

Organize your content for maximum impact

Apply the same principles for organizing your content as you would for organizing your code: spend some time setting a clear goal and thinking about the desired structure for your documentation. Ensure that each subsection contributes to this goal incrementally.

Start with an introduction

In the introduction, first describe the feature you're documenting. Next, set the context by explaining why learning about the feature would be beneficial to the readers. This can include describing real-life scenarios where the feature can be useful. The more relevance you add to the topic, the easier it will be for readers to understand and engage with the content.

Progress logically

The following questions can help you ensure that your content is progressing logically:

  • Is your document structured to guide readers from foundational concepts to more advanced ones? Are there sections to introduce the " what " to establish a base before delving into the " why " and " how "? Consider whether the document structure mirrors the natural learning path for the topic. Aligning the document's structure with the natural progression of learning helps readers build their knowledge step-by-step and also enhances the overall learning experience.
  • Are there sufficient how-to guides or examples following the conceptual sections?
  • Consider the flow of the content. Is it following a logical sequence — from one sentence to the next, from one paragraph to the next, and from one section to the next? Does each section logically build on the information presented previously, avoiding abrupt jumps or gaps in the content?

Additionally, as you work on the draft, always ask yourself:

  • What reader questions am I addressing with this sentence?
  • Can I add a simplistic or real-life use case to explain this concept?

Include examples

Imagine sitting next to someone as you explain the concepts to them. Preempt their questions and address them in your writing. Use this approach to add as many relevant examples as possible.

When adding examples, don't restrict yourself to only code; include non-code scenarios to demonstrate a feature's utility. This helps readers understand the concepts better and also caters to different learning styles. Consider providing real-world scenarios or use cases to illustrate how the feature or concept applies in practical situations.

Optimize the document structure and length

Evaluate your documentation's structure to ensure it maintains a logical and balanced hierarchy.

  • Ensure that each section and subsection has a clear purpose and sufficient content.
  • Look for instances where a main section contains only one subsection (orphan), such as a single H3 section under an H2 section. This indicates that you need to reorganize your content or make some additions.
  • Check if there are lower-level headings such as H4 . Too many subsections can be overwhelming for readers, making it difficult for them to grasp the information. In such cases, consider presenting the content as a bulleted list instead to help readers retain the key points more effectively. This approach helps to simplify the hierarchy and also contributes to easier navigation.
  • While there should be sufficient content for each section, pay attention to the overall length. If any section becomes too extensive, it can be overwhelming for readers. Split large sections into multiple logical subsections or restructure the content into new sections and subsections. Grouping content into digestible pieces helps maintain focus and improve navigation for readers.

Proofread your writing

One aspect that cannot be stressed enough is the importance of self-reviewing and proofreading what you've written. Whether you're creating a large document or a short paragraph, this step is crucial.

Taking the time to fully review your work will help you identify sections that don't flow well or can be improved for clarity. During self-review, aim to spot and remove redundancy (repetition of ideas without adding value) and repetitiveness (overuse of words or phrases). These refinements will ensure your documentation is clear and coherent and conveys your ideas as intended.

Proofread and then take a break before you review again. Only then submit your work. While spell checkers can flag spelling errors, they might not flag incorrect use of words, such as an unintended use of "he" instead of "the". It's best to take a break and return with fresh eyes to catch any errors you might have missed. Pay close attention to identify inconsistencies in tone, style, tense, or formatting and make the necessary adjustments.

Additional tips

To improve the clarity and accessibility of your documentation, also keep the following guidelines and tips in mind. To go in-depth into any of the topics, feel free to consult our Writing style guide .

  • Bulleted vs numbered lists : Lists, in general, make documentation easier to scan. Use bulleted lists when there is no specific order of the items. Use numbered lists when the steps need to be followed in the specific order. Always include a lead-sentence before beginning a list to provide context.
  • Commas : Use a comma after an introductory clause to improve readability and to clarify the sentence structure. Use a comma to separate items in a list to ensure clarity.
  • Alt text : Always provide an alternative text for the images you add to content. This makes your documentation accessible to people using screen readers. In addition to images, ensure that video and audio files have accompanying descriptive texts.
  • Descriptive link text : Make sure each link text is clear even out of context and clearly indicates where the link leads. Descriptive link texts also help people using screen readers understand the destination of links. For example, use "Read our writing style guide to learn more" instead of "Click here to learn more".
  • Inclusive language : Make your documentation welcoming to everyone. Strive to use words that respect and acknowledge the diversity of your audience.

That's it for this article. I hope you found these tips helpful as a quick refresher on technical writing best practices. Remember that learning how to create effective and easy-to-use documentation is an ongoing process. It starts with understanding your audience and the goals of your documentation. By applying these technical writing principles and tips, you'll certainly be able to enhance the clarity and overall quality of your documentation.

Let me know if you learned something new or if there's any idea that resonated with you. I'd also like to hear if there are any best practices you use in your technical documentation workflow. Share with us on Mastodon or Discord .

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Methodology

  • What Is a Case Study? | Definition, Examples & Methods

What Is a Case Study? | Definition, Examples & Methods

Published on May 8, 2019 by Shona McCombes . Revised on November 20, 2023.

A case study is a detailed study of a specific subject, such as a person, group, place, event, organization, or phenomenon. Case studies are commonly used in social, educational, clinical, and business research.

A case study research design usually involves qualitative methods , but quantitative methods are sometimes also used. Case studies are good for describing , comparing, evaluating and understanding different aspects of a research problem .

Table of contents

When to do a case study, step 1: select a case, step 2: build a theoretical framework, step 3: collect your data, step 4: describe and analyze the case, other interesting articles.

A case study is an appropriate research design when you want to gain concrete, contextual, in-depth knowledge about a specific real-world subject. It allows you to explore the key characteristics, meanings, and implications of the case.

Case studies are often a good choice in a thesis or dissertation . They keep your project focused and manageable when you don’t have the time or resources to do large-scale research.

You might use just one complex case study where you explore a single subject in depth, or conduct multiple case studies to compare and illuminate different aspects of your research problem.

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Once you have developed your problem statement and research questions , you should be ready to choose the specific case that you want to focus on. A good case study should have the potential to:

  • Provide new or unexpected insights into the subject
  • Challenge or complicate existing assumptions and theories
  • Propose practical courses of action to resolve a problem
  • Open up new directions for future research

TipIf your research is more practical in nature and aims to simultaneously investigate an issue as you solve it, consider conducting action research instead.

Unlike quantitative or experimental research , a strong case study does not require a random or representative sample. In fact, case studies often deliberately focus on unusual, neglected, or outlying cases which may shed new light on the research problem.

Example of an outlying case studyIn the 1960s the town of Roseto, Pennsylvania was discovered to have extremely low rates of heart disease compared to the US average. It became an important case study for understanding previously neglected causes of heart disease.

However, you can also choose a more common or representative case to exemplify a particular category, experience or phenomenon.

Example of a representative case studyIn the 1920s, two sociologists used Muncie, Indiana as a case study of a typical American city that supposedly exemplified the changing culture of the US at the time.

While case studies focus more on concrete details than general theories, they should usually have some connection with theory in the field. This way the case study is not just an isolated description, but is integrated into existing knowledge about the topic. It might aim to:

  • Exemplify a theory by showing how it explains the case under investigation
  • Expand on a theory by uncovering new concepts and ideas that need to be incorporated
  • Challenge a theory by exploring an outlier case that doesn’t fit with established assumptions

To ensure that your analysis of the case has a solid academic grounding, you should conduct a literature review of sources related to the topic and develop a theoretical framework . This means identifying key concepts and theories to guide your analysis and interpretation.

There are many different research methods you can use to collect data on your subject. Case studies tend to focus on qualitative data using methods such as interviews , observations , and analysis of primary and secondary sources (e.g., newspaper articles, photographs, official records). Sometimes a case study will also collect quantitative data.

Example of a mixed methods case studyFor a case study of a wind farm development in a rural area, you could collect quantitative data on employment rates and business revenue, collect qualitative data on local people’s perceptions and experiences, and analyze local and national media coverage of the development.

The aim is to gain as thorough an understanding as possible of the case and its context.

In writing up the case study, you need to bring together all the relevant aspects to give as complete a picture as possible of the subject.

How you report your findings depends on the type of research you are doing. Some case studies are structured like a standard scientific paper or thesis , with separate sections or chapters for the methods , results and discussion .

Others are written in a more narrative style, aiming to explore the case from various angles and analyze its meanings and implications (for example, by using textual analysis or discourse analysis ).

In all cases, though, make sure to give contextual details about the case, connect it back to the literature and theory, and discuss how it fits into wider patterns or debates.

If you want to know more about statistics , methodology , or research bias , make sure to check out some of our other articles with explanations and examples.

  • Normal distribution
  • Degrees of freedom
  • Null hypothesis
  • Discourse analysis
  • Control groups
  • Mixed methods research
  • Non-probability sampling
  • Quantitative research
  • Ecological validity

Research bias

  • Rosenthal effect
  • Implicit bias
  • Cognitive bias
  • Selection bias
  • Negativity bias
  • Status quo bias

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How to write a case study — examples, templates, and tools

case study in technical writing

It’s a marketer’s job to communicate the effectiveness of a product or service to potential and current customers to convince them to buy and keep business moving. One of the best methods for doing this is to share success stories that are relatable to prospects and customers based on their pain points, experiences, and overall needs.

That’s where case studies come in. Case studies are an essential part of a content marketing plan. These in-depth stories of customer experiences are some of the most effective at demonstrating the value of a product or service. Yet many marketers don’t use them, whether because of their regimented formats or the process of customer involvement and approval.

A case study is a powerful tool for showcasing your hard work and the success your customer achieved. But writing a great case study can be difficult if you’ve never done it before or if it’s been a while. This guide will show you how to write an effective case study and provide real-world examples and templates that will keep readers engaged and support your business.

In this article, you’ll learn:

What is a case study?

How to write a case study, case study templates, case study examples, case study tools.

A case study is the detailed story of a customer’s experience with a product or service that demonstrates their success and often includes measurable outcomes. Case studies are used in a range of fields and for various reasons, from business to academic research. They’re especially impactful in marketing as brands work to convince and convert consumers with relatable, real-world stories of actual customer experiences.

The best case studies tell the story of a customer’s success, including the steps they took, the results they achieved, and the support they received from a brand along the way. To write a great case study, you need to:

  • Celebrate the customer and make them — not a product or service — the star of the story.
  • Craft the story with specific audiences or target segments in mind so that the story of one customer will be viewed as relatable and actionable for another customer.
  • Write copy that is easy to read and engaging so that readers will gain the insights and messages intended.
  • Follow a standardized format that includes all of the essentials a potential customer would find interesting and useful.
  • Support all of the claims for success made in the story with data in the forms of hard numbers and customer statements.

Case studies are a type of review but more in depth, aiming to show — rather than just tell — the positive experiences that customers have with a brand. Notably, 89% of consumers read reviews before deciding to buy, and 79% view case study content as part of their purchasing process. When it comes to B2B sales, 52% of buyers rank case studies as an important part of their evaluation process.

Telling a brand story through the experience of a tried-and-true customer matters. The story is relatable to potential new customers as they imagine themselves in the shoes of the company or individual featured in the case study. Showcasing previous customers can help new ones see themselves engaging with your brand in the ways that are most meaningful to them.

Besides sharing the perspective of another customer, case studies stand out from other content marketing forms because they are based on evidence. Whether pulling from client testimonials or data-driven results, case studies tend to have more impact on new business because the story contains information that is both objective (data) and subjective (customer experience) — and the brand doesn’t sound too self-promotional.

89% of consumers read reviews before buying, 79% view case studies, and 52% of B2B buyers prioritize case studies in the evaluation process.

Case studies are unique in that there’s a fairly standardized format for telling a customer’s story. But that doesn’t mean there isn’t room for creativity. It’s all about making sure that teams are clear on the goals for the case study — along with strategies for supporting content and channels — and understanding how the story fits within the framework of the company’s overall marketing goals.

Here are the basic steps to writing a good case study.

1. Identify your goal

Start by defining exactly who your case study will be designed to help. Case studies are about specific instances where a company works with a customer to achieve a goal. Identify which customers are likely to have these goals, as well as other needs the story should cover to appeal to them.

The answer is often found in one of the buyer personas that have been constructed as part of your larger marketing strategy. This can include anything from new leads generated by the marketing team to long-term customers that are being pressed for cross-sell opportunities. In all of these cases, demonstrating value through a relatable customer success story can be part of the solution to conversion.

2. Choose your client or subject

Who you highlight matters. Case studies tie brands together that might otherwise not cross paths. A writer will want to ensure that the highlighted customer aligns with their own company’s brand identity and offerings. Look for a customer with positive name recognition who has had great success with a product or service and is willing to be an advocate.

The client should also match up with the identified target audience. Whichever company or individual is selected should be a reflection of other potential customers who can see themselves in similar circumstances, having the same problems and possible solutions.

Some of the most compelling case studies feature customers who:

  • Switch from one product or service to another while naming competitors that missed the mark.
  • Experience measurable results that are relatable to others in a specific industry.
  • Represent well-known brands and recognizable names that are likely to compel action.
  • Advocate for a product or service as a champion and are well-versed in its advantages.

Whoever or whatever customer is selected, marketers must ensure they have the permission of the company involved before getting started. Some brands have strict review and approval procedures for any official marketing or promotional materials that include their name. Acquiring those approvals in advance will prevent any miscommunication or wasted effort if there is an issue with their legal or compliance teams.

3. Conduct research and compile data

Substantiating the claims made in a case study — either by the marketing team or customers themselves — adds validity to the story. To do this, include data and feedback from the client that defines what success looks like. This can be anything from demonstrating return on investment (ROI) to a specific metric the customer was striving to improve. Case studies should prove how an outcome was achieved and show tangible results that indicate to the customer that your solution is the right one.

This step could also include customer interviews. Make sure that the people being interviewed are key stakeholders in the purchase decision or deployment and use of the product or service that is being highlighted. Content writers should work off a set list of questions prepared in advance. It can be helpful to share these with the interviewees beforehand so they have time to consider and craft their responses. One of the best interview tactics to keep in mind is to ask questions where yes and no are not natural answers. This way, your subject will provide more open-ended responses that produce more meaningful content.

4. Choose the right format

There are a number of different ways to format a case study. Depending on what you hope to achieve, one style will be better than another. However, there are some common elements to include, such as:

  • An engaging headline
  • A subject and customer introduction
  • The unique challenge or challenges the customer faced
  • The solution the customer used to solve the problem
  • The results achieved
  • Data and statistics to back up claims of success
  • A strong call to action (CTA) to engage with the vendor

It’s also important to note that while case studies are traditionally written as stories, they don’t have to be in a written format. Some companies choose to get more creative with their case studies and produce multimedia content, depending on their audience and objectives. Case study formats can include traditional print stories, interactive web or social content, data-heavy infographics, professionally shot videos, podcasts, and more.

5. Write your case study

We’ll go into more detail later about how exactly to write a case study, including templates and examples. Generally speaking, though, there are a few things to keep in mind when writing your case study.

  • Be clear and concise. Readers want to get to the point of the story quickly and easily, and they’ll be looking to see themselves reflected in the story right from the start.
  • Provide a big picture. Always make sure to explain who the client is, their goals, and how they achieved success in a short introduction to engage the reader.
  • Construct a clear narrative. Stick to the story from the perspective of the customer and what they needed to solve instead of just listing product features or benefits.
  • Leverage graphics. Incorporating infographics, charts, and sidebars can be a more engaging and eye-catching way to share key statistics and data in readable ways.
  • Offer the right amount of detail. Most case studies are one or two pages with clear sections that a reader can skim to find the information most important to them.
  • Include data to support claims. Show real results — both facts and figures and customer quotes — to demonstrate credibility and prove the solution works.

6. Promote your story

Marketers have a number of options for distribution of a freshly minted case study. Many brands choose to publish case studies on their website and post them on social media. This can help support SEO and organic content strategies while also boosting company credibility and trust as visitors see that other businesses have used the product or service.

Marketers are always looking for quality content they can use for lead generation. Consider offering a case study as gated content behind a form on a landing page or as an offer in an email message. One great way to do this is to summarize the content and tease the full story available for download after the user takes an action.

Sales teams can also leverage case studies, so be sure they are aware that the assets exist once they’re published. Especially when it comes to larger B2B sales, companies often ask for examples of similar customer challenges that have been solved.

Now that you’ve learned a bit about case studies and what they should include, you may be wondering how to start creating great customer story content. Here are a couple of templates you can use to structure your case study.

Template 1 — Challenge-solution-result format

  • Start with an engaging title. This should be fewer than 70 characters long for SEO best practices. One of the best ways to approach the title is to include the customer’s name and a hint at the challenge they overcame in the end.
  • Create an introduction. Lead with an explanation as to who the customer is, the need they had, and the opportunity they found with a specific product or solution. Writers can also suggest the success the customer experienced with the solution they chose.
  • Present the challenge. This should be several paragraphs long and explain the problem the customer faced and the issues they were trying to solve. Details should tie into the company’s products and services naturally. This section needs to be the most relatable to the reader so they can picture themselves in a similar situation.
  • Share the solution. Explain which product or service offered was the ideal fit for the customer and why. Feel free to delve into their experience setting up, purchasing, and onboarding the solution.
  • Explain the results. Demonstrate the impact of the solution they chose by backing up their positive experience with data. Fill in with customer quotes and tangible, measurable results that show the effect of their choice.
  • Ask for action. Include a CTA at the end of the case study that invites readers to reach out for more information, try a demo, or learn more — to nurture them further in the marketing pipeline. What you ask of the reader should tie directly into the goals that were established for the case study in the first place.

Template 2 — Data-driven format

  • Start with an engaging title. Be sure to include a statistic or data point in the first 70 characters. Again, it’s best to include the customer’s name as part of the title.
  • Create an overview. Share the customer’s background and a short version of the challenge they faced. Present the reason a particular product or service was chosen, and feel free to include quotes from the customer about their selection process.
  • Present data point 1. Isolate the first metric that the customer used to define success and explain how the product or solution helped to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
  • Present data point 2. Isolate the second metric that the customer used to define success and explain what the product or solution did to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
  • Present data point 3. Isolate the final metric that the customer used to define success and explain what the product or solution did to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
  • Summarize the results. Reiterate the fact that the customer was able to achieve success thanks to a specific product or service. Include quotes and statements that reflect customer satisfaction and suggest they plan to continue using the solution.
  • Ask for action. Include a CTA at the end of the case study that asks readers to reach out for more information, try a demo, or learn more — to further nurture them in the marketing pipeline. Again, remember that this is where marketers can look to convert their content into action with the customer.

While templates are helpful, seeing a case study in action can also be a great way to learn. Here are some examples of how Adobe customers have experienced success.

Juniper Networks

One example is the Adobe and Juniper Networks case study , which puts the reader in the customer’s shoes. The beginning of the story quickly orients the reader so that they know exactly who the article is about and what they were trying to achieve. Solutions are outlined in a way that shows Adobe Experience Manager is the best choice and a natural fit for the customer. Along the way, quotes from the client are incorporated to help add validity to the statements. The results in the case study are conveyed with clear evidence of scale and volume using tangible data.

A Lenovo case study showing statistics, a pull quote and featured headshot, the headline "The customer is king.," and Adobe product links.

The story of Lenovo’s journey with Adobe is one that spans years of planning, implementation, and rollout. The Lenovo case study does a great job of consolidating all of this into a relatable journey that other enterprise organizations can see themselves taking, despite the project size. This case study also features descriptive headers and compelling visual elements that engage the reader and strengthen the content.

Tata Consulting

When it comes to using data to show customer results, this case study does an excellent job of conveying details and numbers in an easy-to-digest manner. Bullet points at the start break up the content while also helping the reader understand exactly what the case study will be about. Tata Consulting used Adobe to deliver elevated, engaging content experiences for a large telecommunications client of its own — an objective that’s relatable for a lot of companies.

Case studies are a vital tool for any marketing team as they enable you to demonstrate the value of your company’s products and services to others. They help marketers do their job and add credibility to a brand trying to promote its solutions by using the experiences and stories of real customers.

When you’re ready to get started with a case study:

  • Think about a few goals you’d like to accomplish with your content.
  • Make a list of successful clients that would be strong candidates for a case study.
  • Reach out to the client to get their approval and conduct an interview.
  • Gather the data to present an engaging and effective customer story.

Adobe can help

There are several Adobe products that can help you craft compelling case studies. Adobe Experience Platform helps you collect data and deliver great customer experiences across every channel. Once you’ve created your case studies, Experience Platform will help you deliver the right information to the right customer at the right time for maximum impact.

To learn more, watch the Adobe Experience Platform story .

Keep in mind that the best case studies are backed by data. That’s where Adobe Real-Time Customer Data Platform and Adobe Analytics come into play. With Real-Time CDP, you can gather the data you need to build a great case study and target specific customers to deliver the content to the right audience at the perfect moment.

Watch the Real-Time CDP overview video to learn more.

Finally, Adobe Analytics turns real-time data into real-time insights. It helps your business collect and synthesize data from multiple platforms to make more informed decisions and create the best case study possible.

Request a demo to learn more about Adobe Analytics.

https://business.adobe.com/blog/perspectives/b2b-ecommerce-10-case-studies-inspire-you

https://business.adobe.com/blog/basics/business-case

https://business.adobe.com/blog/basics/what-is-real-time-analytics

case study in technical writing

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Case Study on Technical Writing

Technical writing case study:.

Technical writing is the creation and editing of the technical documents, descriptions of goods and services. The major characteristics of technical writing are the technical description of products, including computer software, medicines, domestic electronic appliances, chemicals, etc, and the presentation of the facts which are essential for the customer, for example, the rules of the right usage of the product and the set of warnings which make the usage safe and secure.

Technical writing includes the writing of the technical documentation and technical publications. The texts written in such a manner are used as instructions for the right usage of a product and inform the customer about the qualities of the product, its positive and negative sides. It is obvious, that the most important side of technical writing is the ability of the writer to present the information in the correct and captive way. The consumer should be able to understand the structure, the type of the product, the rules of the proper usage just reading the piece of the technical writing (the text of the instruction).The best helpers of every technical writer are the text editors and programmes, like MS Word, Adobe FlameMaker and WinHelp Technical writers are not always the full-time employees of a firm, but the freelancers who are good at technical writing and are looking for the part-time job. Technical writing embraces nearly all the spheres of the human activity and the typical spheres which require technical writing are: pharmacy, food industry, automobile production, the services of the mobile communications, home appliance, computer technologies, etc.

We Will Write a Custom Case Study Specifically For You For Only $13.90/page!

The sphere of the technical writing is widely used in the computer games projecting and in this case technical writers are not only the authors of the instructions but the scriptwriters and designers of the game.Technical writing is the important topic for the analysis, because it is found in every sphere of the human life, as every product manufactured anywhere is described with the help of this type of writing. The student can observe the direct example of technical writing and solve the case in the right way. One should learn about the cause and effect of the problem associated with technical writing and think about the appropriate manner of the analysis and solution of the problem drawing the right conclusions.When a case study becomes a problem, the student can improve his chance to complete a good paper using the advice of the Internet.

A free example case study on technical writing prepared by the professional writer is a good way out of the problem. The student is able to see the process of writing, the analysis of the problem and the organization of the paper looking through the free sample case study on technical writing prepared online.

Related posts:

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Medispend Case Study - Y Point Documentation Excellence

Y point technical writer team.

The Y Point Technical Writer Team plays a crucial role in supporting MediSpend’s products and services by producing and maintaining a wide range of documentation and content. These efforts aim to enhance the user experience and provide valuable resources for customers and internal teams. The team’s responsibilities include:

  • User Guides/Manuals: The team is responsible for creating user-friendly manuals and guides that provide clear instructions on how to use our products effectively. These materials are essential for ensuring that customers can make the most of what we offer.
  • Technical Documentation: In addition to user guides, the team also produces in-depth technical documentation for internal use. This documentation is invaluable to product and development teams, providing the detailed information they need to build and improve our products.
  • Online Help and FAQs: The team develops online help resources and Frequently Asked Questions (FAQs) to assist customers in troubleshooting issues they may encounter while using our products. This support material helps reduce the burden on customer support and enables users to find solutions independently.
  • Training Materials: The team designs training materials, tutorials, and videos to educate users and employees. These materials are critical for ensuring that individuals have the knowledge and skills needed to utilize our products effectively.
  • Revision and Updates: Keeping documentation current is a continuous effort. The team continuously updates and revises existing documentation to reflect product changes and improvements. This ensures that users always have access to accurate and relevant information.

Current State of Technical Writing at Y Point

When the Technical Writing team started at MediSpend, the state of Tech Writing was suboptimal. The following issues were identified:

  • Outdated Content: The documentation contained a significant amount of outdated and archived content. This created confusion among users and needed clean-up and updates.
  • Style Inconsistencies: Inconsistencies in formatting, terminology, and style were found across various documents.
  • Release: The technical writing process was not streamlined to product releases.
  • Miscommunication: Since the team worked remotely there was miscommunication and a general lack of collaboration between the team members.

Improvements Made to the Company's Technical Writing Process

Since the technical writing team took over, they have implemented a series of improvements to enhance the quality and effectiveness of the technical writing process:

  • Content Updates: Outdated content has been systematically revised and kept up-to-date, ensuring that users have access to accurate and relevant information.
  • Standardization: The team established style guidelines and templates to ensure consistency across all documentation. This ensures a cohesive and professional look and feel for all materials.
  • Streamlined Processes: The tech writing process has been optimized for efficiency and effectiveness. This includes improved workflows and review processes to ensure a smooth and timely production of documentation.
  • Enhanced Collaboration: The team has fostered better collaboration between technical writers and other teams, such as developers and subject matter experts. This collaborative approach helps ensure that the documentation is accurate and comprehensive.

Better Organization of Tools

The technical writing team has organized and optimized the tools used in the documentation process, including:

  • Document Management: The team utilizes Confluence and SharePoint for centralized document storage, version control, and easy retrieval. These tools enable efficient management of documentation assets.
  • Editing and Review Tools: Microsoft Office Online, Smartsheets, and MadCap Flare are employed for collaborative editing, proofreading, and technical authoring. These tools facilitate teamwork in creating and refining documentation.
  • Publishing Platforms: Documentation is distributed through Confluence and the MediSpend online help portal, ensuring that users can easily access the information they need.
  • Communication Tools: Real-time team communication and collaboration are facilitated by Microsoft Teams and Slack. These tools ensure that the technical writing team can work together effectively and communicate with other teams as needed.

Get In Touch

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Department of Writing & Rhetoric Studies

College of humanities, main navigation.

We're only halfway through the month and the Writing and Rhetoric Studies Department already has a lot to celebrate!

1. WRS MA student, Jessica Begay, was featured on the Pedagogue Podcast, a leading podcast for scholars and teachers in writing and rhetoric studies. Find her in Episode 159 and listen to her thoughtful conversation about the Indigenous-centering first-year writing sequence she developed.

2. Professor Romeo Garcia's released his co-edited collection, Pluriversal Literacies: Tools for Perseverance and Livable Futures .

3. Professor Natalie Stillman-Webb has published a co-authored, truly multi-genre, text, "OWI - A Future of Challenge and Possibility," in the latest issue of Kairos: A Journal of Rhetoric, Technology, and Pedagogy .

4. Several WRS graduate students recently presented their exciting work at the Conference of Global Society of Online Literacy Educators:

  • Rachael Rasmussen Gundry, "Teaching the Rhetoric and History of Technology in the Online Writing Classroom"
  • Lisa Rumsey Harris, "Cultivating Congruence in Teaching Presence in Hybrid and Asynchronous Courses"
  • Keolanani Kinghorn, "Rhetorical Sound: A Call of Action to Consider the Accessibility of Aurel Learning"
  • Rachel Lott, "Online Prison Education: Higher Education for Incarcerated Youth Through Secure-Server, Modified Canvas Courses"
  • Joseph Mayaki, "Accessibility and Inclusivity in Online Literacy Education: Challenges and Prospects in Africa's Online Learning"

5. Instructor and CEL Coordinator, Pamela Balluck, won the Utah Original Writing Competition for Short Fiction.

6. Retired Professor Maureen Clark's first poetry collection, This Insatiable August , will be released on February 26th, 2024. Stay tuned for upcoming public readings!

7. WRS instructor and doctoral candidate John Gordon published his work based on Code Studies, in TextGenEd Continuing Experiments.

8. Writing Center Director, Anne McMurtrey, is presenting at two conferences this spring:

  • CCCC in Spokane, Washington: "From Writer's Block to Writer's Bot: ChatGPT and the Future of Writing Assistance"
  • Teaching for Learning (T4L) Conference at BYU, Idaho, "ChatGPT in the Tutoring Center: From Brainstorming Support to Grammar Instruction. 

9. Professor Maximilian Werner published his poem, "The Off Hours," to Issue 14 of Clade Song.

10. Assistant Professor Hua Zhu recently won an International Travel and Research grant from the College's Faculty Awards Committee.

Congratulations to all!

case study in technical writing

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Govt to send more students overseas for TVET programmes, says Zahid

Sunday, 18 Feb 2024

Deputy Prime Minister Datuk Seri Dr Ahmad Zahid Hamidi (second from left) speaking to Malaysian students in Tokyo on Sunday (Feb 18). - Photo: Bernama

TOKYO: The government plans to send more students abroad to pursue studies in Technical and Vocational Education and Training (TVET) to strengthen the local TVET sector, says Datuk Seri Dr Ahmad Zahid Hamidi.

The Deputy Prime Minister said this was part of the government's transformation in the field of TVET, aimed at changing the perception that those pursuing such studies are academically disadvantaged.

ALSO READ: TVET the main focus of DPM’s visit to Japan

"Although TVET has been around since before independence, efforts from previous governments were not focused.

"We want to change the perception of parents and society so that they know that this field promises good employment and careers,” he said at a meet and greet session with about 70 Malaysian students studying in Japan here Sunday (Feb 18).

ALSO READ: 500 TVET students to be sent for training in China

Ahmad Zahid, who is also the National TVET Council chairman said the government is considering increasing the cost of living allowance for students pursuing TVET abroad, including in Japan.

To strengthen the country's TVET sector, Ahmad Zahid, who is on a seven-day working visit to Japan starting Saturday (Feb 17), said the government also intends to transform Universiti Kuala Lumpur (UniKL) into the main TVET university in Malaysia.

ALSO READ: Single body to standardise TVET, for uniform quality of programmes, says Zahid

Ahmad Zahid, who is also Rural and Regional Development Minister, said the country’s new direction for TVET would be announced on June 2 in conjunction with National TVET Day.

Accompanying Ahmad Zahid on the working visit are Higher Education Minister Datuk Seri Zambry Abd Kadir and Majlis Amanah Rakyat (MARA) chairman Datuk Asyraf Wajdi Dusuki. - Bernama

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