GEOFFREY O'BRIAN
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    • UX Writing: Spotify Tap
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    • UX Writing: Consent Screen (Meta)
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    • Chatbot samples
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    • Branding & Copywriting: Disney, Amazon, Yoga Journal, Mammoth
  • Thought Leadership
    • Content Design 2.0: How to Navigate AI’s Paradigm Shift
    • Content Design for AR/VR Experiences
    • 5 Ways to Improve Content with User-centered Design
    • Good Qustions lead to Great UX Writing
    • Embracing "Design" in Content Design
    • Designing Omnichannel Content Experiences
    • Design Thinking: a Process for Content Design
    • 3 Questions to a Better Content Strategy
    • The Layers of User Experience
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Brand Voice: Spotify Tap



Overview

This project focuses the brand voice and strategy to launch a new feature.

Situation

A year into the launch of Ray-Ban Stories smartglasses, user research revealed a big surprise.

The primary use case was shifting from photography to music. Our team partnered with Spotify
to launch a new feature offering instant access to Spotify – Spotify Tap.

Task

My job was to strategize feature awareness and write all UX text.
  • what content we need
  • where to surface it
  • how the user finds it

Action

My team included:
  1. Content designer (me)
  2. Product designer
  3. UX Researcher
  4. Product manager
  5. Lead engineer

I started by identifying the user problem (users wanted more music access on their smartglasses)
and shaped a user persona, then shared them with the cross-functional team and stakeholders for confirmation.

I partnered with UX research to compile the existing research ("what we know") and identify new research needed ("what we need to know").

My content strategy focused on a tiered succession of awareness/education messaging:


  1. Push notification
  2. Modal on organic app entry (if don’t action push)
  3. Education card in Settings (if don’t action push or modal)

Iterate & Test
Partnering with product design, we created prototypes in Figma and shared with users and stakeholders for feedback.

Picture
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Brand and voice

The Ray-Ban Stories brand is about the excitement and aspiration of new wearables technology.
The voice communicates a personality and values that represent this aspiration.
The tone is how we communicate, the emotion, attitude, and confidence of our message.


Well-crafted UX writing captures the brand, voice and tone together in clear, crisp messaging.

I do this by focusing my writing on two levels to answer "what can these glasses do for you."


  • The first focuses on concrete aspirations like "listen, capture, and share," capabilities of the glasses.
  • The second focuses on amorphous aspirations like "never break your rhythm," the possibility these capabilities offer.

When I get it right, the user feels both in the same moment, like:

 "Never break your rhythm
Pause your song, take a photo, or record a video with a single touch"



Feature awareness on Ray-Ban.com
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Results

Strong launch and results
  • 42% of users interacted with the awareness campaign
  • 28% of users converted
  • 22% of users purchased a subscription with Spotify
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  • Home
  • Portfolio
    • UX Writing: Spotify Tap
    • Product Education Strategy & Components (Facebook View)
    • Artificial Intelligence Content (Disney)
    • Feature Awareness: WhatsApp
    • Product Education: Ray-Ban Smartglasses
    • UX Writing: Consent Screen (Meta)
    • Commerce: Improving Disney vacation checkout flow
    • Content Governance (Amazon & Meta)
    • Evolving Content Design (Amazon)
    • Information Architecture: Disney Feature Filters
    • Content Strategy: Facebook View App
    • Product Tool: Disney Trip Planning
    • UI Writing: Disney Mobile Order App
    • Content Testing
    • App Monetization: Disney Play app
    • Conversation Design: Disney Avatar Chatbot
    • Content Architecture: Shanghai Disneyland
    • Conversation Design: Disney Chatbots
    • Chatbot samples
    • Branding: Disney Play App
    • Branding & Copywriting: Disney, Amazon, Yoga Journal, Mammoth
  • Thought Leadership
    • Content Design 2.0: How to Navigate AI’s Paradigm Shift
    • Content Design for AR/VR Experiences
    • 5 Ways to Improve Content with User-centered Design
    • Good Qustions lead to Great UX Writing
    • Embracing "Design" in Content Design
    • Designing Omnichannel Content Experiences
    • Design Thinking: a Process for Content Design
    • 3 Questions to a Better Content Strategy
    • The Layers of User Experience
  • Speaking
  • Blog
  • Contact