Microsoft Create voice
CHALLENGE The standard Microsoft voice attributes didn’t fit with the creative and inspirational spirit of Microsoft Create, creating confusion among writers and limiting the expression of the site’s unique personality.
SOLUTION Develop a refined set of voice guidelines for Microsoft Create that directly laddered up to Microsoft voice to maintain overall brand authenticity.
ROLE Lead Content Designer
RESULTS Marketing and branding enthusiastically approved the new guidelines and applied the framework to other Microsoft 365 products. The refined voice will be communicated to the Create team and writers will begin applying it in earnest.
At it’s inception, the Microsoft Create site was a new approach for Microsoft, one built around creativity and inspiration. As writing began, I realized the One Microsoft Voice attributes didn’t align well with the Create vision. The general Microsoft voice guidelines were not specific enough nor did they meet the needs of this unique offering.
Based on my previous experience evangelizing and training others on Microsoft voice, I took it upon myself to start developing voice guidelines specific to Microsoft Create. I used the One Microsoft Voice attributes as a starting point since I felt it was important for the overall authenticity of the Microsoft brand to have everything ladder up. To define the Create voice, I…
Ran voice tests, working hand-in-hand with User Research, to determine how far to turn the dial on the voice attributes
Collaborated with Content Designers across product teams for input
Presented to, incorporated feedback from, and got buy-off from marketing and brand
Prepared a Create Voice roadshow deck which is currently with the Create Design team for visual polish
The rigorous approach I took when developing the Create Voice was adopted by our marketing partners in Microsoft 365. They applied my structure and approach to define and evolve voices for their specific products, including PowerPoint, Word, and Excel.
As further user research is conducted, I’ll be updating the voice attributes as needed, and will communicate those out to Content Designers and SEO specialists working on Microsoft Create so how we speak to customers through all channels feels consistent and trustworthy.