Pather
Project: Pather - UX Writing for a Flight Booking App with a Fresh Brand Voice
Role: UX Writer
Overview:
Pather aims to simplify the process of finding and booking discounted flights. The app's unique selling point is its cute mascot, Pathy, which serves as a friendly guide throughout the user experience. In an effort to remain relevant and appealing to a younger audience, particularly those aged 18-26, Pather decided to reinvent its brand voice and tone, moving away from a traditional approach towards a more contemporary and engaging style.
Challenge:
The primary challenge for this project was to breathe new life into Pather's brand voice and tone, ensuring that it resonated with the target audience of younger travelers. The goal was to create a brand persona that was friendly, happy, and cheerful, while also maintaining a level of professionalism and trustworthiness expected from a travel booking platform.
Solution:
To address this challenge, I developed a content strategy that focused on infusing Pather's brand with a fresh, contemporary voice while leveraging the app's mascot, Pathy, as a key element in delivering an enjoyable and engaging user experience.
Approach:
1. Contemporary and Youthful Voice: I crafted a brand voice that was modern, relatable, and aligned with the interests and sensibilities of the target audience. The tone aimed to strike a balance between friendly and professional, creating a sense of approachability while maintaining credibility.
2. Leveraging the Mascot Pathy: Pathy, the app's cute mascot, became a central figure in the content strategy. I developed a distinct personality and voice for Pathy, infusing it with quirky, fun, and engaging traits that would resonate with the younger audience and enhance the overall user experience.
3. Seamless Integration: Throughout the app's user flow, I strategically integrated Pathy's presence and voice, leveraging its friendly and cheerful persona to guide users through the various stages of flight booking. This aimed to create a delightful and memorable experience, while also providing clear and concise information when needed.
4. Inviting and Encouraging Tone: The content aimed to make the process of finding and booking flights as inviting and encouraging as possible. I incorporated positive and motivational messaging, emphasizing the excitement of travel and the ease of using Pather to unlock incredible deals.
By implementing this approach, I successfully reinvented Pather's brand voice and tone, aligning it with the preferences and expectations of a younger audience. The fresh, contemporary voice, combined with the quirky and engaging presence of Pathy, aimed to create a unique and memorable user experience that set Pather apart from competitors in the airline ticket industry.
