In 2013, Zynga was pushing to develop their own mobile gaming platform (Zynga Live).

I was challenged to develop a product voice & tone for Zynga Live that would ladder into the company voice & tone I created in 2011.

This required reaching beyond our "invest and express" FarmVille audience in order to resonate with our rapidly diversifying catalogue of MOBA (multiplayer online battle arena) games.

I fleshed out product personality traits and created three sample personas.

I was in the middle of user testing when the project was deprioritized. 

I wrote 65+ pages of original content for Zynga's original brand style guide.

I closely collaborated with the design team to develop a creatively engaging reference tool evocative of Zynga's brand values.

Favorite value add:
Turning white space into seven fun activity pages.

I created three possible voice personas, wrote A/B text samples for focus group testing, and incorporated the learnings into writing the Zynga brand voice & tone.

Customer Support, in particular, saw measurable improvement after I rewrote their automated responses using the new voice & tone:

Increased NPS
(net promoter score) by 8%

Increased Customer Satisfaction score
by 4%

Zynga (2011)

I led a cross-company collaborative journey to create and hone Zynga’s brand values and personality traits.

These formed the foundation for my work on Zynga’s voice & tone.