Santander voice system

About the project

As the first UX Writer on the team, I led the effort to create Santander's voice and tone guidelines for a new app aimed at personal customers. It allowed us to create consistency and deliver a better experience for our users while expressing Santander's personality. It also provided much-needed guidance for the design team — writers, designers, developers, and everyone else working with words.

How I helped to solve the problem

- Conducted and leveraged existing research to help lay the foundations of Santander's personality, which included: 1) competitive benchmarking 2) design thinking workshop result analysis, which provided key user insights such as personality, needs, expectations, goals, and desired feelings 3) user terms audit on social media, specialty forums and app stores.
- Created a unified Santander mobile app style guide and glossary.