Developing Voice & Tone
OVERVIEW
Opower was looking to define a consistent writing style for their design system, Opattern. They wanted to define what voice to use and ensure it was appropriate for everyone who gets a utility bill.
MY APPROACH
Since Opower had never worked with a content designer before, I took the lead in establishing a consistent voice and tone for their products. To achieve this, I:
1. Conducted a content audit
2. Defined voice attributes
3. Created and shared voice guidelines
4. Wrote and edited product copy
5. Helped the design team apply the voice
6. Identified content goals and constraints
I found their existing content varied widely in style — from highly technical to overly casual — creating an inconsistent message and slowing the design process as designers improvised.
I aimed to create a voice that:
- Aligned with UX principles
- Worked across diverse clients
- Was easy to maintain and localize
- Motivated users to save energy
- Aligned with UX principles
- Worked across diverse clients
- Was easy to maintain and localize
- Motivated users to save energy
What the Opattern voice sounds like
After talking to stakeholders and reviewing the content needs, I recommended characteristics that focused on clarity and usability. The Opattern voice is:
- Clear and straightforward, but not sterile or dry.
- Conversational, but not overly familiar or young.
- Focused on action, but not overbearing.
To help the design team understand and apply the Opattern voice, I took the following approaches:
- Documentation:
Created an Opattern style guide showing our design and content approach, and an Opattern content style guide for more detailed questions about punctuation, grammar, etc.
- Opattern lunch and learn:
Shared our content and design recommendations with product teams.
- One-on-one content reviews:
Collaborative writing sessions to revise language in the product.
- Content office hours:
Regular virtual drop-in times to chat about copy and answer questions.
OUTCOME
The design team's adoption of the content style guide led to a cohesive and polished user experience across all digital assets. Even after I left Opower, it was rewarding to see designers and product managers continue to reference the guide.