Client: XOne AI

Role: Content designer, UX writer, UX researcher

Team: Project Manager, Product Designer

Tools: Figma, Google Docs, Semrush(Keyword research), Mail Chimp

XOne is a 3D scanning application that helps users recreate three-dimensional models from images, clicked on their smartphones or other devices. XOne has a 5L+ user base with 55% of the market in the USA.

My role was to frame the brand voice and draft the UX copy framework for xOne's website and mobile application rebrand. As the team's first content designer, my goal was to help the brand rediscover & fine-tune its USPs and maintain a consistent brand voice throughout the product.

Project discovery

3D scanning is quickly becoming an essential skill to master across most professional and creative fields. At this hour, a good product should make 3D scanning seem less daunting, easy to learn, and more accessible to people from diverse backgrounds and age groups. 

After speaking with xOne's CEO, we came upon the macro goals we wanted to achieve through content rebranding: 

➡️ Rediscover and emphasise the product USPs.

➡️ Understand the user. 

➡️ Create a consistent brand voice.

How does 3D scanning look on XOne?

Our users, on a broad spectrum

What should the brand sound like?

XOne lacked a brand voice and content guidelines to ensure cross-channel consistency and maintain content standards. I delved deeply into the brand's core and founder insights to determine what words best define the brand. 

Using Margot Bloomstein's card method, we picked the adjectives that best defined xOne AI.

Content guideline highlights

➡️ We always follow American English. 

➡️ Keep the tone user-centric, inclusive, and predominantly conversational.

➡️ Avoid modern slang and redundant tech jargon. Instead, use simple language to make it audience-appropriate.

➡️ Use short, crisp sentences that are action-oriented and talk directly to the user. E.g.: 'You can..' instead of 'we...'. 

➡️ Maintain consistency, problem-solving and empathetic approach. 

➡️ Use contractions, word truncations to keep things conversational. 

See the full range of grammar and mechanics, as well as best practices drafted for xOne here.

How to structure UX writing for the app? 

With the brand tone framed, I drafted UX copies for the xOne app. Our goal? 

Highlight brand USPs: accessible for all, easy to use, smart technology. 

Keep it beginner-friendly: No jargon and easy English. Accessible for people across all ages and professions. 

Keep it educational: Tooltips, help texts and guiding nudges wherever possible. 

The complete user flow

Made onboarding fun and incentivised.

Made a personalised homepage and kept the user journey instructional and easy.

Kept the user updated with informative load screens, CTAs, and help texts.

Kept things light and conversational wherever possible to complement the brand personality.

How did I draft the brand FAQs? 

Drafting the community guidelines and an FAQ section for the XOne app was a key ingredient. Why?

Making the app experience extremely easy to use was essential to the brief. FAQs enabled us to solve for frequently occurring user issues and reduce the support mails.

How did I enhance the web experience?

Xone already had a live website when I joined the team. I conducted a thorough UX content audit below to highlight possible heuristic and communication gaps.

The website, after revamp