# How to create a voice ## 👋 Introduction To understand voice, think of the product as a person. How would that person speak? This is the product’s voice. A product’s voice is how the product speaks to the user across *all* touch points.
*** ## 1️⃣ Understand your product Go back to the roots of your product, and your users. Painting a vivid picture and thinking deeply about how you want your users to feel will help you craft a compelling voice for your product. ### What does the product do?
> Describe the details of your product. ### What does the product solve?
> Describe the problem your product tackles in 50 words. ### Who is the product for?
> Think about: Age, gender, location, level of education, tech savviness. ### How do you want users to feel?
> Think about how the user should feel before using the product and after using the product. ### If the product were a person, who would it be?
> Describe a person who shares the values of your product. Don’t think of your “ideal” user. *** ## 2️⃣ Create voice guidelines Use the product understanding to build voice qualities for your product. ### Pick adjectives
> When your users describe your product, what adjectives do you want them to use?
> List 6-9 adjectives. It’s okay if some are synonymous. These are your voice qualities. *** ### Make it specific
> For each voice quality, think about how you **don’t** want to write.
> Create a spectrum that is a helpful contrast, but not a direct antonym.
> Your product may not always be encouraging or comforting. Place pins on the spectrum to capture nuance in your product’s voice quality. *** ### Create examples > Having real examples of copy in the product enrich your voice guidelines👇
> **Bonus example!** See how Duolingo has created examples for their [voice qualities](https://design.duolingo.com/writing/voice#expressive) 👇
{% hint style="warning" %} **Your product may have multiple user segments.** For example, Swiggy communicates with consumers, driver partners and business owners. Airbnb communicates with hosts and travellers. In such a case, you may want to create a distinct voice for each user segment. It’s natural for 1-2 voice qualities to overlap between segments, since they share the brand. {% endhint %} *** ## 3️⃣ Use guidelines effectively
> **Use it to write new text** for a flow or screen that sounds like your product.
> **Use it for feedback.** Use the voice guidelines as a common vocabulary.
> **Use it to onboard teammates.** The voice guidelines are a great resource for a new team member to write copy in the product’s unique style. ***