Project: Health Navigator – Tone and Voice Guidelines
For this project, I developed comprehensive tone and voice guidelines for Health Navigator, a tool designed to empower users on their health journey by providing tailored recommendations based on their symptoms. My goal was to ensure the messaging across all touchpoints was empathetic, clear, and actionable, reflecting the brand’s commitment to user support and trust.
Through these guidelines, I crafted a foundation for:
Consistent, user-friendly communication that simplifies complex health information.
Encouraging language that reassures users in moments of vulnerability.
Actionable messaging that empowers users to take confident steps toward better health.
From creating detailed “Do’s and Don’ts” examples to aligning with best practices in accessibility and inclusivity, this project highlights my expertise in establishing a brand voice that resonates with users. These guidelines ensure Health Navigator communicates with a conversational tone that feels approachable and reliable—whether it’s guiding users through symptom entry, explaining possible conditions, or connecting them with resources for care.
Project: Defining Voice and Tone Standards for Optum Now
For this project, I collaborated across teams to implement and document voice and tone guidelines that align with the universal standards of Optum & UnitedHealth Group’s brand personality: optimistic, engaged, humble, and trustworthy. My goal was to ensure that Optum Now’s content consistently reflected these values while meeting the unique needs of its users across different touchpoints.
Link: Design and Brand Standards
Key Responsibilities
1. Maintaining a Universal Voice
Ensured all Optum Now content adhered to the universal Design Standards voice, which is approachable, conversational, and easy to understand.
Worked with content, UX, and marketing teams to ensure consistency while tailoring messages for specific user needs.
Created tools like templates and example phrases to help teams write in a voice that engages users with empathy and respect.
2. Creating Compassionate and User-Centered Content
Developed content that was clear and conversational, answering user questions with humility and respect.
Focused on highlighting what’s in it for the user, showing how Optum Now simplifies healthcare and provides real value.
Partnered with UX researchers to identify pain points and craft messages that met users where they were emotionally and practically.
3. Documenting Exceptions
Collaborated with legal and compliance teams to document necessary deviations from the universal voice for content like disclaimers and regulatory notices.
Created guidance for maintaining an approachable tone even in content requiring a more formal or professional tone.
Key Principles from UnitedHealth Group/Optum Voice
Our Voice:
Optimistic: Always look toward solutions and possibilities.
Example: “We’re here to help you find answers and take the next step in your health journey.”
Engaged: Show genuine care and understanding in every message.
Example: “Let’s get started—tell us about your symptoms, and we’ll guide you from there.”
Humble: Use inclusive language that supports and empowers users.
Example: “This tool isn’t a substitute for medical advice, but it can help guide your next steps.”
Trustworthy: Be clear and transparent, ensuring users understand what to expect.
Example: “No insurance is required—just a $25 fee for the questionnaire review.”
Tone Adjustments
While the voice remains constant, the tone adapts based on context:
Educational Content: Compassionate and clear, simplifying complex topics for users.
Example: “Learn more about your symptoms and what they might mean.”
Disclaimers: Professional yet approachable, balancing clarity with respect for legal requirements.
Example: “This tool is not a substitute for professional medical advice. In case of an emergency, call 911.”
Promotional Content: Engaging and optimistic, showing users how Optum Now benefits them.
Example: “Get started today—find care that fits your needs, all from the comfort of your home.”
Collaboration Highlights
Partnered with UX researchers to incorporate user feedback and ensure tone adjustments met user expectations.
Worked with design teams to align written content with visual layouts for a cohesive experience.
Collaborated with legal and compliance teams to ensure all content met regulatory requirements without losing the universal tone.
Impact
Unified Brand Voice
Delivered content that reflects UnitedHealth Group’s brand personality traits of optimism, engagement, humility, and trustworthiness.
Improved User Experience
Ensured all content was conversational and approachable, reducing user friction and building trust.
Consistency Across Teams
Created resources and processes that enabled teams to write consistently across channels while tailoring content to user needs.
Empowered Teams
Provided clear examples and tools to help teams adopt the universal voice confidently and effectively.