Voice

Our voice defines how we talk to people in our products. It’s constant, regardless of who we’re talking to or what we’re saying.

Helpful

Guide the user around our products using simple directions. Always provide a solution to a problem, the next step in a workflow, or important additional information.

Friendly

Be friendly and polite. Speak like a human rather than like a computer. Avoid attempts at humor. Jokes can often be misinterpreted and are difficult to localize.

Clear

Increase engagement and reduce friction. Ensure the wording is always clear so the user instinctively knows what to do.

Universal

Use simple wording that’s understandable by anyone, anywhere, regardless of their culture or language. Avoid local references unless the content is targeted to a specific location.

Consistent

Reduce cognitive load with consistent instructions. Use the same word to describe the same concept throughout the products.

Encouraging

Increase task completion and feature adoption. Focus on the benefit and provide positive reinforcement when they’ve finished.

Reassuring

Reduce anxiety and friction to provide a more enjoyable experience. Where there’s uncertainty, reassure the user that everything is fine.