Familiar to many around the world, the IKEA brand voice is singular for many reasons — including its references to Swedish heritage and recognizable "twinkle in the eye". Of course, the IKEA content design team is regularly faced with choices about when and how to use tones of brand voice when creating functional copy in digital products.

But how do they make those choices, while always keeping digital product accessible and easy to use? In this talk, Amy will share examples of how the team experimented with IKEA voice attributes in user research, including some examples of when it goes both right and wrong.

You’ll learn how to:

• Run workshop exercises for exploring voice and tone in a digital product
• Decide when to get non-content collaborators involved
• Set up content testing voice and tone in user research