Idea to Interface - Speaker Deck

Slide 1

Slide 1 text

Tuesday, December 13, 11

Slide 92

Slide 92 text

Design Persona Brand Traits Voice Personality Map Overview unfriendly friendly dominant submissive MailChimp Freddie Von Chimpenhiemer IV is the face of the MailChimp, and the embodiment of the brand personality. Freddie's stout frame communicates the power of the application, and his always on the go posture let's people know this brand means business. Freddie always has a kind smile that welcomes users and makes them feel comfortable and at home. The cartoon style lets people know that MailChimp offers a fun, and informal experience. Freddie likes to crack witty jokes, but when the situation is serious, the funny business is out the window. MailChimp often surprises users with a funny easter egg, or a link to a goofy YouTube video. Fun is around every corner, but never in the way of the workﬂow. The voice of MailChimp is familiar, friendly, and above all human. The personalities of the people behind the brand shines through with honesty. The voice of MailChimp cracks jokes (ones you could share with your momma), tells stories, and communicates with the folksy tone that might be used with an old friend. MailChimp uses contractions like "don't" instead of "do no" because that's how real humans speak to one another. MailChimp uses sound effects like, “hmmmmm....” to make it sound like youʼre thinking hard, or “Blech, thatʼs awful!” to make it sound like you empathize. Or is it sympathize? Hmm, too lazy to Google it. Bah, you get the gist. Text for form and button labels are kept lowercase to reinforce the informality of the brand. MailChimp likes to start blog posts and other longer copy blocks with a quick story, like “I remember when...” Everybody likes stories. When people get upset, or make a mistake, MailChimp is always compassionate and sympathetic, and the feedback messages reﬂect that. 1 Author: Aarron Walter Fun, but not not childish Funny, but not goofy Powerful, but not complicated Hip, but not alienating Easy, but not simplistic Trustworthy, but not stodgy Informal, but not sloppy Tuesday, December 13, 11

Slide 93

Slide 93 text

Design Persona Brand Traits Voice Personality Map Overview unfriendly friendly dominant submissive WSOL WSOL takes on the role of the helpful outsider. Known for our ability to efficiently devise solutions to complex problems, we're often brought in when an organization needs help. As outsiders we must be prepared to overcome skepticism – especially relevant since many WSOL clients have in-house marketing, design and IT teams. By demonstrating expertise early on (through actions more so than words) the outsider gains the acceptance and support of the group. The stranger is valued as much for his outside perspective as for the knowledge and experience accumulated through his travels. With a bit of clever detective work, and with the support of innovative technology, the outsider champions the principles of good design and helps clients tackle the challenges of competing within the technological landscape. Is there one man who can be the embodiment of such a brand? There is...his name is Michael Knight. The voice of WSOL should be calm and cool. The voice of an expert who's seen it all, and lived to tell. When clients panic or situations become tense, WSOL remains strong and collected. The overall tone is casual and personal, so we use contractions and light slang instead of more formal terms. Trying to sound too formal comes off as stuffy...it's the personal connections we make with our clients that we want to nurture. We aren't a large faceless agency after all. Call to actions should be assertive but not pushy. We don't need to brag, we let our actions and beliefs tell our story instead. Copy should also be more about our customers than ourselves. Copy should be playful when discussing creativity, design and process. When it's time to take care of business, tone should be direct. Michael Knight does not play games. When we need to make strong recommendations, we take on a "tough love" tone. WSOL is empathetic and understanding. Reliable and smart. In communications, we want our skills and services to take a back seat to our wisdom and perspective. Speak first about why we do things, before discussing how or what we do. 1 Author: Dennis Kardys Witty, but not snide Confident, but not cocky Wise, yet humble Tech Savvy, but not geeky Charming, but not creepy Cool, but not aloof Tough, but not mean Tuesday, December 13, 11

Slide 1

Slide 1 text

Slide 2

Slide 2 text

Slide 3

Slide 3 text

Slide 4

Slide 4 text

Slide 5

Slide 5 text

Slide 6

Slide 6 text

Slide 7

Slide 7 text

Slide 8

Slide 8 text

Slide 9

Slide 9 text

Slide 10

Slide 10 text

Slide 11

Slide 11 text

Slide 12

Slide 12 text

Slide 13

Slide 13 text

Slide 14

Slide 14 text

Slide 15

Slide 15 text

Slide 16

Slide 16 text

Slide 17

Slide 17 text

Slide 18

Slide 18 text

Slide 19

Slide 19 text

Slide 20

Slide 20 text

Slide 21

Slide 21 text

Slide 22

Slide 22 text

Slide 23

Slide 23 text

Slide 24

Slide 24 text

Slide 25

Slide 25 text

Slide 26

Slide 26 text

Slide 27

Slide 27 text

Slide 28

Slide 28 text

Slide 29

Slide 29 text

Slide 30

Slide 30 text

Slide 31

Slide 31 text

Slide 32

Slide 32 text

Slide 33

Slide 33 text

Slide 34

Slide 34 text

Slide 35

Slide 35 text

Slide 36

Slide 36 text

Slide 37

Slide 37 text

Slide 38

Slide 38 text

Slide 39

Slide 39 text

Slide 40

Slide 40 text