Creating a scaleable and flexible voice and tone for a brand with 443.2 million Indian users

  • Sarah Fretwell

I joined the team ahead of the first release of Design System Platform for internal use of Jio Developers, Designers and content creators. My work was the following: To create a responsive tone of voice that is dynamic and modular, and can evolve with the customer relationship. It also needed to adapt to the huge audience and their varying scripts, as well as maintain brand consistency. Develop and refine the brand values and their voice when speaking to customers before presenting this to the client alongside my team. Research, write and edit a total of 53 Figma pages, from Typography and Surfaces to Home and Designer and Developer Resources, including a structural analysis, competitor research (Material and Carbon Design in particular) and analysis of user experience and user needs at every touchpoint. Simplify the language and inject the tone of voice into the copy to ensure the functionality and accessibility of the platform. Build out and refine the JioPay customer journey, develop consistent messaging across each customer touchpoint on their Jio phone and writing the call centre scripts, web and mobile banners and SMS, push and toast notifications before presenting to the client. Develop an internal framework to help simplify and differentiate each stage of the customer journey and exactly how we should talk to them wherever they are at in their contract.