MA Edtech Beyond Button
Labels: Building a Culture of
User Support Through UX
Copy
Project overview
This case study outlines the process of refining the brand voice for MA EdTech, a company specializing in educational technology for parents and children. Through a combination of research methods and analysis, a more user-centric voice was established to improve connection with the target audience.
Developing a warm, approachable, and supportive brand voice through UX copy is key to building trust and creating a positive user experience for parents on our platform.
Talayeh Dehghani
About MA Edtech Solution
MA EdTech develops educational tools for developing an educational platform designed to empower the children of immigrants in Canada.
Problem Statement
The initial brand voice definition, based on limited marketing materials and industry trends, lacked a strong connection to the target audience. While informative and friendly, it needed further refinement to resonate with parents and children on a deeper level.
Services
Developing Brand Voice
Style Guide Creation
UX Copy
Research
Understand The Brand
Brand Voice Analysis: Existing marketing materials and industry trends were analyzed to establish a foundation for the voice.
Target Audience Voice Analysis:
Social Media Analysis: Comments and posts on MA EdTech's social media pages, as well as relevant educational platforms, were reviewed to identify common language, tone, and hashtags used by parents and educators.
Refining the Voice: Based on the research, the initial "Friendly & Approachable" voice was further defined with additional characteristics:
Engaging & Conversational: Fostering a sense of connection through dialogue-driven communication
Playful & Fun: Incorporating a touch of playfulness to make learning more enjoyable for children.
Warm & Inviting: Creating a welcoming environment that builds trust with parents.
Develop Voice Persona
Celebrity Choice: Kristen Bell embodies the friendly and approachable voice that MA EdTech aims for. Here's why:
Warm and Inviting Personality: Bell is known for her wit, down-to-earth demeanor, and genuine warmth. This aligns perfectly with creating a welcoming environment for parents and children.
Engaging and Conversational: She has a talent for connecting with audiences and making even complex topics feel relatable. This translates well to MA EdTech's need for an engaging and conversational voice.
Playful and Supportive: Bell often incorporates humor into her interactions, making her relatable to children. However, she also maintains a supportive and encouraging presence, which is important for parents.
Speech: Clear, concise, and approachable, using contractions strategically.
Passion: A genuine enthusiasm for education and making learning fun for all families.
Tone: Informative, encouraging, with a touch of playfulness.
How we Speak-Voice
Warm & Approachable: Using friendly language and avoiding overly formal jargon.
Encouraging & Supportive: Motivating parents and making them feel confident in their role as educators. Engaging & Playful: Incorporating humor and relatable examples to keep children interested in learning.
Guidelines for Everyday Words & Phrases
information, hindering users from completing their purchase goals.
Glossary of Common Terms
An optimization scorecard is a tool used to evaluate the website's effectiveness based on pre-defined criteria related to usability, accessibility, and SEO.
Dos & Don’ts
An optimization scorecard is a tool used to evaluate the website's effectiveness based on pre-defined criteria related to usability, accessibility, and SEO.
Practical Examples
Outcome
By implementing a more engaging and supportive brand voice, MA Edtech can create a stronger connection with its target audience. Parents will feel more confident using the company's tools, and children will be more excited to learn with them. Additionally, a consistent voice across all communication channels enhanced brand recognition and built trust.