Traveloka Language Style Guide

I initiated the effort to create a language style guide to put more empathy and personality in our copy.

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About the Project

When I first started as a UX Writer at Traveloka, I felt that our copy was functional, but not really exuded our personality as a company. Meanwhile, we wanted our users to feel more at ease and to have a stronger emotional connection with us.

We, Traveloka, wanted our users to feel more at ease and to have a stronger emotional connection with us. We wanted for our users to see us as Dependable–a friend you know who you can always count on for help. And to achieve this, we have aimed to be friendly, lighthearted, clever, and casual in our communications.

Friendly:

We are not preachy.

Lighthearted:

Nice and approachable, warm and makes you feel comfortable.

Clever:

We inspire people and offer them solutions.

Casual:

Though we are smart, we make sure people can easily understand us.

We don’t use difficult technical terms/jargons.

Unfortunately, this hadn't really been translated into our copy.

The Solution

Provide helpful guidance for people writing under Traveloka's name (e.g. UX writers, marketing writers, content writers) that can be used as a reference to ensure consistent copy quality and personality.

How I Helped

Role: UX Writer

• Initiated the effort to create a unified Traveloka style guide and glossary

• Conducted a comparative analysis on how competitors talk to their users

• Mapped out and classified the various types of product and marketing copy in Traveloka

• Utilized existing research to map user's emotional states across stages and touchpoints

• Crafted copy samples, with tips, for various steps of a user journey

• Collaborated with Copy Editors to build a glossary and text-formatting guidelines

Here are some samples from the Traveloka Language Style Guide.