Adjust style guide

Challenge

Craft clear, consistent, and helpful copy across all Adjust products

Solution

Create a UX writing style guide including voice and tone, UI component names, a glossary, and more

Result

Actionable guidelines for Content Strategy, faster onboarding, better cross-team communication, a more consistent user experience

 

Voice and tone

This section explains how Adjust communicates with users—and how we want users to feel every step of the way.

To nail down the Adjust voice and tone, I collaborated with the Product Content Strategy team to:

  • Map the user journey from onboarding to tracker setup and beyond

  • Create a tone map for UX copy across the dashboard

  • Define Adjust’s personality and voice based on user needs

  • Write Voice and Tone principles for consistent product messaging

TonePillars

UX writing rules

These rules keep our language uniform across the dashboard, transactional emails, developer guides, and more.

I helped create:

  • Writing principles to keep in mind across all Adjust products

  • House spelling and capitalization rules

  • An Adjust glossary

Principles
Glossary
SpellingCapitalization

UI component names

I created this section after realizing there were no standard names for UI components. Was I looking at a switch or a toggle? What was the difference between error text and warning text? A common language would speed up the product design process and create a more consistent user experience.

To create this section of the style guide, I:

  • Documented web elements across the dashboard

  • Collected feedback from product designers, developers, and product managers

  • Created a standardized Form Anatomy with names and definitions

  • Incorporated these names into the Adjust design library in Sketch

  • Led presentations and wrote documentation to share with other teams

FormAnatomy
Buttons
FormAnatomyDefinitions