Webinar: From Engagement to Activation: Designing Product Knowledge That Drives User Behavior

Beautiful documentation. Structured training content. High engagement. But engagement isn’t the same as activation.

After merging Global Education and Product Content inside R&D, Stephan took us along how Mews realized their mission wasn’t to inform users, it was to influence behavior. They shifted from measuring views and course completions to measuring feature adoption, self-service, and behavior change.

Stephan shared with us how they reframed documentation and product education as a unified knowledge system designed to drive adoption and self-service. In the webinar you’ll see how Mews aligned around business outcomes, redesigned their success metrics, and built workflows that connect release notes, help content, and training into a single activation engine.

Because documentation isn’t content, it’s momentum.

Learning objectives

• How to move from engagement metrics to activation metrics
• How to align documentation and learning with product goals
• How to design content that influences user behavior

A link to the recording can be found here: https://www.technical-communication.org/events-online-offline/webinars/webinar-library/from-engagement-to-activation

About the presenter:

Stephan Delbos is Senior Director of Product Knowledge Activation at Mews, where he leads the teams responsible for documentation, learning, in-product guidance, and AI-powered self-service support. He brings 20 years of experience across product content, content strategy, and knowledge operations. Since joining Mews in 2020, he has built and scaled multidisciplinary teams at Mews, including documentation, content design, translation, knowledge management, and knowledge-centered service. His work focuses on helping users become more effective in complex digital products by making knowledge more accessible, contextual, and actionable.