Voice & Tone for banking and fintech

Multiple voices

As the portfolio grew, every team wrote in its own voice. One app called it "Confirm," the next "Submit," the third "Proceed." Tone lurched from legalese to party host between screens. Customers crossing products felt like they'd switched banks, not tabs. The brief was to make the whole ecosystem speak as one — so that no matter the product, it always sounded like us.

What I built

Led the creation and maintenance of a UX Writing Style Guide for one of the UAE's largest banks, built to unify voice and tone across every product so the entire portfolio felt like one coherent ecosystem rather than a set of disconnected apps. The goal was consistency at scale: giving product managers, designers, and developers a shared reference for how the bank speaks to its customers, from error messages and empty states to onboarding flows and confirmations.

What it means

This meant defining tone principles, standardising terminology, and setting clear rules for clarity and warmth in a highly regulated banking context. The guide was adopted across teams and became the baseline for content decisions, reducing ambiguity, cutting down on back-and-forth in reviews, and ensuring customers experienced the same trustworthy, human voice no matter which product they were using.