Bringing a product to life through foundational voice and tone guidelines

Creating voice and tone guidelines and an overall content strategy for a personal finance education app

Creating an identity for a personal finance advice app

Paven is a B2B personal finance education app that helps employers provide access to financial education as part of their employee benefits.

HOW?

As the senior UX content strategist, I led collaboration with the Paven content team through:

  • Discovery and Ideation
  • Documentation
  • Socialization

‍

Discovery

We combed through prior research about Paven users, keeping our key personas in mind as well as their intents and obstacles.

Some of the personas informing our voice and tone guidelines and overall content strategy.

Ideation and Documentation

I led the team's creation of detailed voice, tone, and content standards to guide Paven team members across content, research, design, and product management. Below are some artifacts from the ideation and documentation process.

Above is a voice and tone framework exercise used to ground discussion around guidelines.
This image shows a voice and tone principles exercise used to ground discussion around guidelines.
An exercise mapping tone across touchpoints throughout the Paven app
A tone matrix explaining the rationale behind each tone principle.

Socialization

Sharing our work with Paven user researchers, product designers, and product managers led to increased buy-in among key stakeholders. The content standards were adopted by the company and used in a successful refresh of the entire app.

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