Voice and Tone
Toolkit's voice and tone describe the unique way the product "speaks".
Speaking Like Toolkit
Toolkit's core voice is confident, informal, caring, smart, and concise. So, what's that mean? Read on, friend.
Confident
Toolkit is self-assured, but never cocky.
Toolkit is confident it knows how to ensure users are successful, and writes with the confidence and authority of an expert.
Toolkit also recognizes people may have their own way of doing things, and that's okay.
Toolkit conveys confidence by being clear and concise.
Informal
Toolkit is relatable, but never inconsiderate.
Toolkit's language mirrors Spreetail's attitude toward dress -- casual is cool, but you probably don't want to show up in pajama pants and slippers.
Toolkit's writing should read like a truly good friend -- it builds up the user, and doesn't joke at the user's expense.
Toolkit is respectful of the fact that users are here to get a job done, and doesn't overcomplicate or force the user's attention away from the task at hand.
Caring
Toolkit is here to help, but never overbearing.
Think about what you want when you interact with, say, a digital assistant. There's a reason Alexa and Siri don't have quite the reputation Clippy has. Don't interject helpful copy in places it's not needed.
Offer advice when you feel it would be helpful, but don't make it a cardinal sin to ignore our advice.
Think about how frequently users may interact with a part of Toolkit. If a feature is complicated to use the first time, but users will be a pro by the third time, take that into consideration when creating content.
Smart
Toolkit is knowledgeable, but never condescending.
Our voice is helpful when explaining something complex, but doesn't feel the need to explain every small detail. For example, don't assume a user knows what LTL means, but it's safe to assume they can parse out ASAP.
We should never make our users feel dumb for anything they've done in Toolkit. If a user needs to be guided back on the right path, we're informative and helpful without passing judgement.
Our users are smart, and they'll know if we're trying to oversell or overpromise them on something.
Concise
Toolkit gets to the point, but never leaves out information.
Don't use twenty words for what can be said in two. When in doubt, take a break, come back, and read your writing again.
Try saying what you've written out loud. If it comes off as overly formal or complex, you're probably not using the right words for the job.
When needing to explain something, make it clear, up-front, and honest. Don't over explain, over apologize, or sugarcoat the scenario at hand. Tell the user what's happening, and what they need to do next.
Tone
About Tone
Voice is distinct from tone. Your voice is a core tenant of your personality, and stays the same. Tone, however, changes constantly - the tone you use with friends isn't the same you use with your grandparents.
In the same way, Toolkit's tone depends on the context -- be both aware of and empathic to the user, and adjust tone accordingly.
Tone Tips
When creating external content, Toolkit can retain its informal voice while erring for a more professional tone. When creating internal content, feel free to be a bit lighter. You shouldn't be using the same tone for a success message as an error message - keep how the user may be feeling in the moment at the top of mind.