CULPEPPER UX — CONTENT SYSTEMS ZONE RECREATED CASE ARTIFACT
VOICE GOVERNANCE

Modulating brand voice for product writing

Where and when the user is in the product determines which voice attribute takes the lead. Always Personal, Passionate, and Helpful — but never in the same order twice. I built the framework that told a product team's writers which dial to turn at every stage of the journey.

Customer Touchpoint Map
PRODUCT VOICE FRAMEWORK · CARE.COM
THE USER'S JOURNEY BEGINS
Warm family illustration
TONE EXAMPLE IN PRODUCT ↓
1
PASSIONATE leads
"Championing and attracting"
Emotional storytelling, blogs, thought leadership…anywhere we're leaning on our values and expertise to champion a world of better care.
PASSIONATE
PERSONAL
HELPFUL
External Comms
VHP
STRATEGIC GOALS
— Educate — Drive consideration and trust — Emotion/instinct = "We get you" — Function/Rational = What we do, how we do it, why you can trust us
ENTRY POINTS (OUTSIDE OF PRODUCT EXPERIENCE)
Print/Radio Broadcast/Digital SEO CRM
Join 29 million families who've turned to Care
Background-checked care for all you love.
Senior care Pet care Housekeeping
2
PERSONAL leads
"Informing and motivating"
Advertising, promotions, above the fold…anywhere we need to engage, persuade and drive initial action.
PERSONAL
PASSIONATE
HELPFUL
Enrollment
STRATEGIC GOALS
— Show families we're listening — Have options and value to support their needs
Pre-Rate Card
STRATEGIC GOALS
— Educate on membership
Rate Card
STRATEGIC GOALS
— Sell & Clarify
What caregiver qualities are important to you?
Choose attributes that are important for your caregiver to have and we'll look for the best match.
SKILLS
✓Has CPR / First Aid training
Special needs experience
Multilingual
3
HELPFUL leads
"Guiding and directing"
Signing up, finding care, booking…anywhere we're asking people to trust us to take the next step and get the help they need.
HELPFUL
PERSONAL
PASSIONATE
MHP
Instant Book / PAJ
Account Settings
Which version would be most appropriate for being "Helpful" at this stage of the user journey?
YOUR BOOKING IS 3 DAYS AWAY
Care to the rescue!
To make sure you're covered, we'll book Paloma as soon as they accept.
Got it
YOUR BOOKING IS 3 DAYS AWAY
We'll book Paloma right away if they're available
To make sure you're covered, we'll book Paloma as soon as they accept.
Got it
YOUR BOOKING IS 3 DAYS AWAY
We've fast-tracked this booking!
To make sure you're covered, we'll book Paloma as soon as they accept.
Got it
CUSTOMER TOUCHPOINT MAP — RECREATED ARTIFACT SCROLL →

Voice guidelines usually live in a PDF nobody opens. This one lived in the product: every touchpoint had a declared lead attribute, a strategic goal, and a copy example proving the dial worked. Writers stopped debating tone in comments and started checking the map.

Framework originally built at Care.com. Recreated here with simplified, generic UI — no proprietary assets.