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project 06 / 09
The diagnosis was the tone
An AI assistant can be accurate yet still feel off if the technology works, but the tone doesn't match
Brand Identity DevelopmentBenchmark AnalysisUX AuditUX WritingHeuristic AnalysisFigma
challenge
The platform was designed by the developer leading the project, but the manager faced difficulties navigating it. The primary challenge was to establish a brand voice and tone to enhance the onboarding, registration, and scheduling processes, with a focus on heuristics and best practices in user experience (UX).
my role
→Audited the experience in terms of UX best practices and heuristics.
→Established the brand voice and tone.
→Recommended modifications to the user flow.
methodology
I followed a four-stage process to ensure a seamless user experience:
01Voice & tone strategy: defining the brand's core personality and tone to ensure consistent, trustworthy communication across all user touchpoints.
02Heuristic analysis: auditing the existing user journey against UX best practices to surface friction points and usability gaps.
03Desk research: conducted competitive benchmarking and industry-standard clinical terminology to ground the UX writing in the language users already trusted from healthcare contexts.
04UX writing system: content solutions for every touchpoint, collaboratively reviewed with the tech team to ensure technical feasibility before final delivery.
outcomes
→The brand voice and tone system was validated by stakeholders and approved for user testing before implementation.
→The heuristic audit revealed usability gaps that had not been formally documented before.
→Significantly reduced the cognitive load, making the user journey more seamless.
→Positive feedback on the educational aspect, as the presentations of the solution were consistently supported by studies, concepts, and reference links.
kind words about this one
“Rafaela's approach from the beginning was incredible, thoughtful, and strategic in defining the brand's voice and tone. It was clear how much she understood the importance of consistency in communication. Rafaela successfully translated the company's mission and principles in an authentic and relevant way, laying a solid foundation for a cohesive and trustworthy user experience.”