In today’s competitive digital landscape, an app is much more than a functional tool. It’s like a little brand ambassador living on your phone. This makes tone of voice one of the most important representatives of any brand in the app, especially for Flip.In this article, I’ll explain why Flip’s in-app voice means more than the average app, I’ll also try to make it as less boring as possible (keyword: try).
Tone of Voice in UX Writing: A Brand’s Hidden Superpower
Tone of voice is more than just the words we choose, it’s the attitude, the personality, and the ✨vibe✨ that comes across every time users interact with the app. Whether it’s through notifications, payment confirmations, error messages, or the help center, the way Flip communicates has a direct impact on how users feel about the brand. A good tone of voice, implemented correctly, can build the right relationship between the user and the app.
For Flip, the tone of voice helps create a sense of approachability and ease. It reassures users and reflects the brand's values. It’s a bridge to trust through consistency and clarity. This is particularly important in financial services, where trust and reliability are essential. Flip’s tone of voice ensures that users feel supported, whether they’re making their first transaction or resolving an issue.
The Power of "Word of Mouth" in Flip's Success
Here’s a stat to flex: Nearly 60% of Flip users heard about us from a friend, family member, or co-worker. That’s a whole squad of unpaid brand ambassadors (we love you, loyal users🫰🏻). It’s one of the most unique aspects of Flip’s success.
This organic form of growth makes the experience within the app even more critical. Our in-app persona becomes their first impression of Flip as a brand.
Competitors might focus on catchy advertisements or high-visibility campaigns to build brand image and first impressions. However, for Flip, every user interaction within the app contributes to building its brand image, especially for new users. A helpful and friendly tone can turn a simple transaction into a moment of reassurance. A clear and direct message can reduce frustration when things go wrong. And a touch of warmth or humor can create a lasting positive impression.
Since users are primarily referred by people they trust, Flip’s tone of voice plays an important role in meeting and exceeding expectations. So if a user downloads Flip because their friend has said how great it is (it is), the app needs to meet that expectation. They expect an experience that aligns with the positive things they've heard, whether that’s ease of use, beneficial features, or helpful and friendly customer support. The brand’s tone of voice must consistently reflect the values that lead to these recommendations in the first place.
Representing Flip in the App
To correctly represent Flip, we first need to really get to know Flip as a brand and the values they hold as a company. We can define Flip’s voice into three main values: Fair, Smart, and Friendly.
1. Fair
- Transparency & Trust: Flip's communication is rooted in honesty and fairness. The goal is to ensure users always feel like they’re getting clear, straightforward information. This means no hidden terms or confusing jargon, it’s all upfront.
- Equality: We’re inclusive and treat all users equally, regardless of their experience with financial services. This fosters a sense of trust and approachability.
- Benefit-Focused: We’re not obsessed with how great our product is, we only care about what’s in it for you.
2. Smart
- Confidence with Humility: Flip communicates with intelligence, but without arrogance. We’re not trying too hard to sound smart. Instead, we want users to feel smart and in control of their financial choices.
- Clarity in Complexity: Finance can be complicated, so the "Smart" aspect focuses on simplifying these complexities. Our words should educate users by breaking down complicated processes or financial terms into digestible pieces, making sure they understand and feel empowered.
- Efficiency: The tone is concise and to the point. Flip respects the user's time by making the content skimmable and easy to read.
3. Friendly
- Approachable & Relatable: Flip’s voice feels like a conversation with a helpful friend. The language is warm, welcoming, and personable, designed to make users feel comfortable and understood.
- Supportive: Especially in financial services, users can feel anxious or unsure. Flip’s you’ve-got-this attitude, reassures users, provides clear guidance, and helps them easily navigate challenges.
- Positive Vibes: The friendly aspect brings lightness to the experience, using a tone that’s uplifting without being over the top.
How did we bring the voice to life?
Any UX writer will tell you that having a tone of voice is one thing, but implementing it is another. That’s where the fun and the challenge begins.
To help our writers bring Flip’s voice to life, we created a persona. Not just any persona, but one that felt true to Flip: clear, kind, quick on its feet, and always a few steps ahead.
At first, we tried to find one well-known personality that captured it all. But Flip isn’t one-dimensional, and neither is our voice. So instead of forcing a fit, we borrowed traits from a few familiar faces. For example (this genuinely is just an example): the quick wit of Komeng, the directness of Mamah Dedeh, and the smarts of Sri Mulyani.
Unfortunately, we can’t show you our persona (top secret stuff 🕵️), but you get the gist 😉
In the end, Flip’s in-app voice isn’t just about sounding nice, it carries the responsibility of shaping a user’s very first impression of the brand, the company, and the values it holds. Every interaction becomes a moment to affirm why Flip is worth the recommendation. It needs to convey trust, reliability, and overall familiarity, like a friend you’ve known for years.
After all, you wouldn’t trust your money with an absolute stranger, would you? 🤨
Hope you enjoyed the lessons learned and solution as well it will inspire you to craft your unique style.
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