“User assistance indicates a failed design” is a sentiment we sometimes hear from designers, UX professionals, and even other technical communicators. However, “Help” doesn’t have to be a four-letter word. In this talk, we’ll discuss the role UA plays in the overall user experience (spoilers: it plays a big one) and how, likewise, a focus on the user experience of Help can lead to innovative and engaging content. We’ll also take a hard look at our users, how they interact with content, considerations to keep in mind to ensure you engage users and answer their real questions, and whether the traditional tri-pane UX of Help still meets their needs and expectations.