Structuring Product Information for Clarity

Over 80% of users skim, so when a PDP tries to say everything at once, it ends up saying nothing. A cluttered PDP gets more friction than function. Overwhelming users, leading to: - less time spent on page - missing value cues - fewer checkouts A well structured PDP doesn’t overwhelm, rather presents the information in a clear and digestible manner. Encouraging them to take action. In this post, I’ve broken down 12 changes I made to make the PDP easier to read and more focused on what actually helps users purchase. 1. Highlight customer satisfaction upfront. Show how many customers have purchased in the announcement bar. This builds immediate social proof that stays on all your pages. 2. Add benefit-focused badges above the product name. These help shoppers understand what key problems the product solves without needing to read through paragraphs. 3. Keep the title clear, and use a short subtitle to summarise the product and its core benefit. This helps users get both the “what” and the “why” at a glance. 4. Show the number of reviews beside the rating. It adds transparency and makes the rating feel more trustworthy, especially for first-time visitors. 5. Clarify price and pack size early. It saves users from searching for basic details which keeps attention focused on the purchase. 6. Use a context-rich main image. Featuring the product in its real-world use makes it easier to understand what’s being sold and how it fits into everyday life. 7. Expand image thumbnails beyond angles. Include images that show packaging and portion size to help customers evaluate fit and quality. 8. Add 2–3 bullet points above the fold. These help break down the product’s key benefits clearly, making it easier for skimmers to understand what makes it different. 9. Reinforce trust near the Add to Cart section. This is where buying hesitation happens so highlight things like delivery speed, return policies, or support to reduce friction. 10. Use icon-based highlights instead of long descriptions. Visual markers help users absorb information faster and keep the layout clean and scannable. 11. Break down product details visually. Showing ingredient percentages or content breakdowns in a simplified format helps make complex info more digestible. 12. Use accordions (not horizontal tabs). This allows users to expand only what they need, keeping the page organized and improving mobile usability. 13. Bring related variants closer to the decision zone. Show similar options earlier to help customers switch easily without needing to scroll to the bottom. Other UI/UX changes I did – Reduced text density to improve readability – Used consistent icons to simplify scanning – Added color cues for visual balance Found this useful? Let me know in the comments. PS: This checklist helps PDPs be clear and easy to follow without cramming in too much at once. This in turn will help the users make informed decisions that drive action. 

You can’t sell what people don’t understand. You might know your offer inside out. But if your audience can’t repeat it back to you in one sentence, it’s not clear enough. People don’t take action on confusion. They scroll. They nod. They forget. And it’s not their fault. Clarity doesn’t mean dumbing it down. It means making complexity feel obvious. Here’s how I help people go from “huh?” to “oh, I get it”: 1.) Essence → One sentence If you can’t describe your offer in a single, sharp sentence, it’s not ready. The best positioning makes people say “makes sense,” not “wait, explain that again.” 2.) Pain → Real-world impact Talk about the actual shift they’ll experience. Outcomes win over features every time. No one buys a process. They buy the result. 3.) Language match → Say it their way Your audience already has a way of describing their problem. Listen first, then reflect. Don’t teach. Speak in words they already use. 4.) Metaphor or analogy → Make it visual If your product were a tool or shortcut, what would it be? One strong visual unlocks understanding faster than long explanations. 5.) Mini proof snippet → Add weight Show one clear result, stat, or story. Proof turns clarity into credibility. One client result > ten claims. 6.) Clarity test → Say it to a stranger If someone outside your industry can repeat your offer, you’ve nailed it. Test clarity in the real world, not your head. 7.) Refine and repeat → Simplicity scales Every time you explain your work, simplify. Clarity compounds. Confusion resets. Repetition isn’t boring. It builds trust. Your offer might be brilliant. But if it’s not clear, it won’t convert. If this helped clarify your offer: DM “System” and I’ll send the full System Playbook. Or DM “story” for the storytelling version that builds trust through narrative. Clear ideas create confident action. Choose the one you need most. If you found this post helpful, repost it with your network. Follow Stevo Jokic for more content like this.

A B2B SaaS founder came to me with a big problem: Their product was so complex that even their sales team didn’t fully understand it. Their offering had too many steps, too many details, and too much technical jargon. Even the CEO struggled to explain it concisely. So how did we solve for this? 1. We simplified the messaging We stripped away big words and industry jargon, and translated everything into elementary school language. We focused on: - What the user is struggling with - How this product will benefit them - What they care about when shopping around 2. We turned complexity into a clear story We built an interactive case study that walked them through a real-world journey: - Showcasing their relatable problem - Illustrating how the product solves each problem step-by-step
 - Helping prospects see themselves in the story This storytelling approach replaced information overload with empathy and clarity. 3. We built sales-winning materials Here's what we created: a. A one-pager that clearly outlined who it’s for and how it works in a step-by-step format. b. A comparison guide that showed exactly how this product outperforms competitors c. Customer testimonials to build trust Sales reps no longer had to rely on verbal explanations alone. They now had clear, concise materials they could share with prospects and partners. The results? → Salespeople felt more confident explaining the product → Sales calls became shorter and more effective → Prospects understood the value quickly and made decisions faster Content became a go-to resource used by the entire company to communicate their offering consistently. Clarity isn’t just a nice-to-have. It's the difference between struggling to sell and closing deals.

🔎 How To Redesign Complex Navigation: How We Restructured Intercom’s IA (https://lnkd.in/ezbHUYyU), a practical case study on how the Intercom team fixed the maze of features, settings, workflows and navigation labels. Neatly put together by Pranava Tandra. 🚫 Customers can’t use features they can’t discover. ✅ Simplifying is about bringing order to complexity. ✅ First, map out the flow of customers and their needs. ✅ Study how people navigate and where they get stuck. ✅ Spot recurring friction points that resonate across tasks. 🚫 Don’t group features based on how they are built. ✅ Group features based on how users think and work. ✅ Bring similar things together (e.g. Help, Knowledge). ✅ Establish dedicated hubs for key parts of the product. ✅ Relocate low-priority features to workflows/settings. 🤔 People don’t use products in predictable ways. 🤔 Users often struggle with cryptic icons and labels. ✅ Show labels in a collapsible nav drawer, not on hover. ✅ Use content testing to track if users understand icons. ✅ Allow users to pin/unpin items in their navigation drawer. One of the helpful ways to prioritize sections in navigation is by layering customer journeys on top of each other to identify most frequent areas of use. The busy “hubs” of user interactions typically require faster and easier access across the product. Instead of using AI or designer’s mental model to reorganize navigation, invite users and run a card sorting session with them. People are usually not very good at naming things, but very good at grouping and organizing them. And once you have a new navigation, test and refine it with tree testing. As Pranava writes, real people don’t use products in perfectly predictable ways. They come in with an infinite variety of needs, assumptions, and goals. Our job is to address friction points for their realities — by reducing confusion and maximizing clarity. Good IA work and UX research can do just that.

The average B2B buyer is drowning in information. Research shows: Only 17% of the buying journey is spent meeting with vendors. The rest? Sorting through conflicting information. Trying to make sense of mixed messages. Drowning in content from multiple sources. I watched a deal implode last week. The prospect said: "We went with someone else because their solution was simpler to understand." Not better. Not cheaper. Simpler to understand. This made me curious. So I reviewed our process: - 17 separate emails with attachments - 9 automated follow-ups - 3 technical documents - implementation guides That's 29 separate communications. All living in different inboxes. All requiring different logins. All telling slightly different stories. No wonder they were confused. We were creating cognitive overload. The human brain can only handle 5-9 pieces of information at once. Yet we bombard prospects with dozens. Yesterday, I tried something different: For a new enterprise opportunity, instead of our usual process, I created a single digital space: - One URL they could always return to - Information organized by stakeholder role - Content that appeared in logical sequence - No unnecessary details until requested The feedback was immediate: "This is the clearest sales process I've experienced. I actually understand what you do now." They signed in half our usual sales cycle. Most sales teams obsess over: • What information to share • When to share it Almost none think about: • How to organize it • How to reduce cognitive load Your prospects aren't rejecting your product. They're rejecting confusion. Create clarity, win more deals. The simplest story usually wins. Agree?

Most IFUs don’t fail at compliance. They fail at comprehension. Today, you get my full clarity playbook. The same one QA/RA teams use to fix IFUs before regulators fix them. If you’re in MedTech and you write for users, this is for you ↓ (Save this post. And share with your favorite RA person ♻️) 1. Start with this mindset: Assume the user knows nothing. (Not dumb. Just new.) → No medical background → No device knowledge → No acronyms → No prior training 2. Structure your instructions like this: → One idea per step → Max 3 logically linked actions → In clear, logical order Before showing steps, say: "This section contains 5 steps." Yes, people skip less that way. 3. Each step should say: → What to do → How to do it → What to expect → What could go wrong 4. Keep steps on one page. Don’t make people scroll mid-action. Ever. 5. Never send people on a scavenger hunt. Avoid cross-referencing or make it clear. No “Go back to the mid-page 82”. 6. Don’t be clever with headings. Use short, obvious titles. And only one topic per heading. 7. Discuss user errors. Proactively. Anticipate misuse. Call it out. Help them correct it. 8. Now... sentence construction 101 ↓ → Similar ideas = similar form → Use active voice → Use verbs, not noun-ified verbs → Ditch parentheses for must-read info → Use consistent terms for device parts → No vague fluff like "ensure proper connection" 9. Acronyms and jargon? Use with care. → Define them once → Use lay language for lay users → Keep definitions short + clear → If you wouldn't use the word in a coffee shop, find another one 10. Final clarity test: Ask someone to read your IFU out loud. If they stumble → rewrite. If they need to re-read → rewrite. Clarity isn't a style. It’s risk control. Especially if you play the “Information for Safety” card as a risk control measure (cf. ISO 14971). Want the full advices + examples? Grab the full guide here → https://lnkd.in/dHXgc37y

𝗔 𝘀𝗶𝗺𝗽𝗹𝗲 𝗹𝗶𝘁𝗺𝘂𝘀 𝘁𝗲𝘀𝘁 𝗳𝗼𝗿 𝗽𝗿𝗼𝗱𝘂𝗰𝘁 𝗰𝗹𝗮𝗿𝗶𝘁𝘆: Can you articulate in 2-3 sentences what problem you're solving, who you're solving it for, and why now is the right time to solve it? If you can do this crisply and clearly, you're already ahead of 90% of your competition. It shows you've done the deep work of understanding your problem space, not just fallen in love with your solution. But there’s a catch, you cannot use solution language in your problem statement. No "𝘈𝘐-𝘱𝘰𝘸𝘦𝘳𝘦𝘥”, "𝘣𝘭𝘰𝘤𝘬𝘤𝘩𝘢𝘪𝘯-𝘣𝘢𝘴𝘦𝘥”, or "𝘱𝘭𝘢𝘵𝘧𝘰𝘳𝘮 𝘵𝘩𝘢𝘵 𝘤𝘰𝘯𝘯𝘦𝘤𝘵𝘴”; strip away the how and focus entirely on the what and the why. This is significantly harder than it sounds. Most founders and PMs I've worked with struggle with this exercise because they've spent so much time thinking about their solution that they've lost sight of the actual problem. They describe what they're building instead of what pain they're addressing. 𝗧𝗿𝘆 𝘁𝗵𝗶𝘀 𝗿𝗶𝗴𝗵𝘁 𝗻𝗼𝘄:  Write down your problem statement without mentioning your product, technology, or approach. Just the problem, the audience, and the timing. If you find yourself reaching for solution terminology, it indicates that you might be building a solution in search of a problem rather than the other way around. The clearer you are on the problem, the better your product will be. Every feature decision, every prioritization choice, every strategic pivot becomes easier when you have absolute clarity on what you're actually solving for. 📲 Drop a note in the comments below or shoot me a DM articulating your problem statement. I’d love to hear about what you’re working on. 

When I interview someone for a role at Plain, I don't look for experience, pedigree, or even the work itself. It's simply how someone communicates their work. When talking about past projects or examples, many people start from the beginning and work their way towards the end. But that's often actually the least efficient and listener-centric way of structuring information. Instead, I look for people using the Inverted Pyramid. It's a concept that's primarily used in journalism. Most newspaper articles follow that format, and it's the clearest way of conveying complex information. And it tells me a lot more than the work itself. It goes like this: 🎯 Lead: Who, what, when, where, why, how - up front. "When I was at Acme, I worked on Widgets. Widgets helped customers who had problem X, do Y. I was brought in to work on problem Z with a team of 3 people over a period of 2 months." 💬 Body: Second most important info, with evidence. "Users weren’t converting. We thought it was A, but research showed it was B. We saw this with examples 1, 2 and 3. After looking at different approaches, we fixed it by doing C." ➡️ Tail: Extra context. "After the initial sprint, I rolled off the project. But the team continued, and that project became the foundation of a new product now contributing $Xm annually." Why does this matter? Because it shows clarity of thought. It tells me you can infer what information your audience is looking for, and structure your explanation accordingly. That you can prioritize, communicate, and make sense of complexity – and distinguish what matters from what does not. That's something that's incredibly valuable regardless of the role.

Information Architecture (IA) is how understanding travels. In B2B SaaS, that travel moves across every touchpoint. Most teams think of IA as menus, pages, and navigation. But if you’re a Product Marketing Manager, you know better. You’re not just shaping what the messaging is. You’re shaping how it unfolds. How ideas are introduced. What gets foregrounded. What gets buried, and … How everything connects. That’s Information Architecture. Even if no one in the room calls it that. You’re doing IA when you … — design the logic of a sales deck — sequence product ideas across a launch — guide how onboarding reveals product value — influence demo & product tour flows — shape internal docs to align teams These are the moments when you’re always asking … — what comes first? — what needs to be understood before this? — what’s the info reveal priority? — where do people might get lost? And that’s IA. That’s designing how understanding travels. And when IA fails … Even strong messaging falls apart. — website visitors click around but never find what matters — leads bounce because the core idea is buried 3 layers deep — prospects nod through the deck but don’t get it — trial users activate features out of order and lose the plot — paid users misinterpret product value based on fragmented docs Because when IA breaks, clarity breaks. And when clarity breaks, understanding stops moving. PMMs are in a unique position to fix that. You’re the only one who sees how the product, market & message intersect. But to fully step into that role … It’s necessary to reframe what IA is. Not a website-only concern. As the backbone of every message you ship. Every sales deck. Every demo or product tour. Every onboarding sequence. Every user doc. And this shift often starts with asking questions, such as … — What knowledge are we assuming people already have? — What’s the first thing someone needs to understand here? — What sequence makes this idea feel inevitable, not confusing? — Are we layering the information, or dumping it all at once? — Where does the logic skip a step or jump ahead? — What concepts need to be introduced? Because IA isn’t about menus. It’s about mental models. And PMMs are in the perfect position to reshape them. So when something feels off … Don’t rewrite. Zoom out. Look at how understanding is supposed to move. That’s where the real problem often is. And that’s where the fix starts. — I run in-depth messaging audits for B2B SaaS PMMs. DM me to uncover where & why your messaging breaks. And how to fix it.

People judge your competence by how clearly you communicate. When you use simple language, listeners rate you as smarter, more competent, and more trustworthy. There’s a name for this: the simplicity anchor. The problem? Most people were never taught how to communicate clearly. That’s a tragedy, because clarity does something powerful: it invites people to care and makes them want to learn more. But clarity isn’t a personality trait. It’s a skill. And like any skill, it can be learned and practiced. So let’s practice. Here’s a simple framework for explaining what you do, clearly: With A, you do B, so C happens, without D. A = your product or service B = what the customer does C = the outcome they want but don’t yet have D = the thing they can stop dealing with A few examples: TitanX With TitanX, you give us a list of prospects and we show you which ones are most likely to answer, so reps have 10–13 conversations per 50 dials instead of 1–3, without adding new tech. Uber With Uber, you press a button and a car shows up in about 15 minutes, taking you where you need to go without handling cash or cards. Notion With Notion, you organize and search your LinkedIn posts so you can find what you need later without endless scrolling. Calendly With Calendly, you share a link and schedule meetings without the back-and-forth emails. Now it’s your turn. Use this framework to explain what you do in 25 words or less. Work your clarity muscle. I’ll provide feedback on as many as I can.