UX RESEARCH | UX WRITING
COMPANY
Kuda
ROLE
Content Designer
EXPERTISE
Writing, Collaboration
YEAR
2023
The Problem
When I joined Kuda, there were no established content guidelines in place. This lack of structure led to inconsistencies across our product interfaces, creating confusion for users and inefficiencies for the team. For a company that offered about 8 products, we began to face some problems in maintaining a consistent tone, voice, and messaging across our various communication channels.
Content produced by different teams like Customer experience, Product, Marketing etc often lacked alignment, leading to inconsistencies that confused our audience and diluted our brand identity.
Without clear guidelines, writers and designers struggled to capture the brand’s unique personality, which slowed down the content creation process. Teams often needed clarification on brand voice, or had to spend extra time revising content to meet expectations.
Of course, this inefficiency not only impacted our workflow but also our ability to deliver cohesive messages that resonate with our audience, risking customer trust and brand credibility.
How I Solved The Problem
I saw the opportunity to create a comprehensive content style guide that would serve as a single source of truth that also reflects our brand values, voice and tone, and personality across all platforms.
To me, a key part of creating a successful content style guide is making it easy for all who do content to understand the best practices.
I also set up a Crash Course to educate team members on how to approach writing in the company.
Research Process
I began by studying some of the best content style guides from companies like Mailchimp, Shopify, and Microsoft. I also collaborated closely with the Customer Experience (CX) team to understand how they had been communicating with customers up to that point. This research helped shape the most functional content style guide for Kuda.
I focused on the following key areas:
Voice and Tone: I clearly defined who we are and who we are not, based on Kuda’s brand values.
Grammar and Mechanics: I set clear rules for capitalisation, spelling, and other essential elements.
Inclusive Language: I incorporated practices to ensure our language was inclusive and respectful.
Empathy: Given the financial nature of our business, I recognised that many users may not be financially savvy. I ensured our tone acknowledged their concerns, especially when discussing complex topics like money.
Reassurance and Trustworthiness: Since users trust us with sensitive financial information, our voice needed to inspire confidence and security. I intentionally avoided overly casual language, which could undermine our credibility.
Documentation and Sharing
I documented the content style guide on Notion, a platform familiar to everyone at Kuda, where we host other key resources. I made sure the guide was structured clearly, covering everything from tone of voice to UI writing guidelines.
Some Feedback I Got
The content style guide quickly became the go-to resource for the design, product, and customer experience teams.
It reduced content review times by 30%, enabling teams to work more efficiently.
It improved the overall consistency and tone of content across our products, which strengthened our brand’s identity.
Designers reported greater clarity when crafting UX copy, and new writers adapted quickly to Kuda’s voice, ensuring uniformity across all communications.
