Some companies build their software on linear processes. Their users must follow a sequential, step-by-step flow.
The linearity of a platform depends on the problem it solves.
Take a webinar platform as an example. Users can’t set up attendee engagement activities without configuring a webinar first. There is a specific flow they can’t break.
Let’s take a closer look at it. To use the webinar software, users must follow these steps sequentially:
As you can see, all actions need to follow a set order. Users can’t skip any step.
That’s how linear SaaS platforms work.
Software’s linearity can easily translate into messaging.
Marketing, sales, and CS teams can build messages around the platform’s logical flow.
For example, the marketing team can break website copy into sequential sections that mirror the linear user’s journey through the software.
This makes it easier for people to understand how the product works and how to use it.
Why does linearity have this effect?
As technical writer Tom Johnson notes, “Linear processes are easier to follow. Our brains are wired for linearity and have difficulty making sense of non-linear systems.”
Linearity in messaging reduces people’s cognitive load. It also changes perceptions about your software. It makes it seem friendly and easy to use.
Achieving linearity in messaging is easy when you’ve built linear software. You can simply mirror the software’s linearity into your messages.
But what should you do if you’ve built a non-linear platform?
Just like linearity, software non-linearity is determined by the problems it solves. There are countless non-linear software types. Here are a few examples:
Non-linear platforms usually combine the following characteristics:
If you mirror your software’s non-linearity, you’ll end up with non-linear messaging. This may result in unwanted consequences such as:
What can you do to keep this from happening?
There’s just one answer.
The illusion of linearity is a communication strategy that simplifies the presentation of complex SaaS platforms. This strategy involves organizing and presenting platform information in a sequential, step-by-step way. By doing so, you create the perception of linear flow.
The illusion of linearity helps users gain a clear understanding of how the software works. This happens even if the software itself is based on non-linear processes.
As Tom Johnson highlights, “[…] even if a process isn’t strictly linear, I look for ways to depict a linear map to simplify the task [...].”
You can create the illusion of linearity in your messaging by applying different strategies.
Here are some of them:
Software modules refer to self-contained sections that provide specific functionality. You can group your features into modules. This approach helps create the illusion of linearity.
Here’s what linearity looks like when grouping the features of an HR software example:
Let’s say a CRM helps marketing, sales, and CS reps. When this happens, one can create the illusion of linearity by crafting stories for each role. Here’s what this may look like:
If your platform covers multiple use cases, create messaging highlighting the sequentiality of each of them. Here’s what the illusion of linearity based on use cases looks like for a CRM:
Organize your messaging to follow common workflow stages. Guide users through each part of their journey in a logical order. Here’s what the illusion of linearity based on workflows may look like for a project management platform:
Craft messages that follow a linear narrative. You can use multiple strategies—such as structuring around modules, user roles, use cases, or workflows—to create the illusion of linearity. By doing so, you’ll reduce people’s cognitive load and improve their understanding.