Setting the tone
Your own voice.
Based on our client’s vision, they developed a platform that makes the real estate repairs and maintenance process simpler, more transparent and more user-friendly. Our focus was on the User eXperience, so as to ensure that the communication flows of all target audiences were set up optimally. As a result, a need arose fort a clear positioning and tone of voice. The tone of voice is a brand’s way of speaking, carefully attuned to the target audiences and anticipated communication modes. For Ziezodan, this was an interesting process, because the online tenant environment had to also be suitable for a group of limitedly literate users. To determine the tone of voice properly, we first considered the user’s perspective. We looked at which texts users encounter, and how to formulate these with as little ambiguity as possible. We soon realized that the tone of voice should be accessible and helpful. We also uncovered the necessity of visual navigation and orientation, which became an important part of our briefing to our UX designers and the developers of the platform.