You hear them every day—initialisms like API, UX, UI, and IXD, all part of the tech industry’s alphabet soup of jargon. These aren't just shorthand for buzzwords though; they’re integral to a narrative that’s constantly unfolding. Keeping your organization at the forefront involves staying attuned to how these terms shape the ever-evolving expectations of users and the technologies we use. As this narrative expands, two letters gradually emerge from beneath the surface—A and I. In turn, the strategic role of artificial intelligence in our software interfaces is proving to be indispensable.
Your interface’s voice changes everything
Living the good life as a freelance senior product design generalist, I’ve collaborated across departments to help companies create functional experiences that resonate with users. I’m here to emphasize that the language used in these interfaces profoundly influences how customers think, feel, and act—a fact you may already recognize. But consider this… how do different messages like ‘130 results,’ 'We found 130 results,' and 'I found 130 results' alter user perceptions? These phrases carry distinct tones and approaches that mold user sentiment and actions. Like your need for varied reporting, users respond to messages that feel right for them.
Today, I’d like to share a few insights and examples that highlight the impact voice dynamics have on software interfaces. Stakeholders, listen in: your interface's voice is more than a feature—it's a competitive advantage, fulfilling user expectations in the hotpot of software design.
The strategic shift in software language
Gone are the days of chaotic user interactions with minimal strategic thinking. Back then, interface language was more of a wild guess than a thoughtful strategy. Remember the ubiquitous "click here" buttons? Cringe-worthy, indeed. Today, everything has changed. This revolution in software design wasn’t just about buttons, though; it has been threaded into the very structure of every interaction of our software. Just as descriptive anchor text has become table stakes, today strategic tone of voice is approaching this same status at breakneck speed. Now, let’s dive into the different ways this transformation is unfolding.
An objective voice tells it straight
You pick the context: from onboarding to settings to search results, an impartial experience executes an action without attributing it to any party. It’s completely praise-less. Take a music streaming app, for example. Say you want to hear 'Internet Friends' by Knife Party. Naturally, you’ll pop open the search bar, type (or say—because who doesn’t love voice commands?) the song name, then with any luck, the song comes right up ready for you to play. There’s no 'we found this for you' messaging. Just dope beats waiting to hit your eardrums. From a user-experience perspective, this approach certainly gets the job done. But what’s the message it sends? There may be missed opportunities to reinforce how the software or company has met your needs. Now, consider this next approach.
“We” shows collective effort
This voice reinforces a company or organization’s influence on something. Keeping our music app in mind, say you played 'Work Song' by Hozier on repeat. An easy inference can be made where additional songs, artists, and albums can be recommended that you might like—in other words, content recommendations. While recommendations themselves aren’t groundbreaking, positioning them as provided by the software helps communicate a sense of service. 'We found these artists you might like' creates the feeling that the software is working for you, not the other way around. Simply adding 'we' adds an entirely new dimension to user perception. But still, today, the expectation of personalized experiences goes another step forward.
“I” positions software as human
Spotify’s AI DJ is a feature that replicates the bygone era of radio disc jockeys who took the pulse on what listening audiences wanted to hear. Back then, people would call their favorite radio station to request a song. With any luck, or if it were your birthday perhaps, the DJ would give you a shoutout, then play the song you requested. Now, there’s an app for that—Spotify—and you don’t even need to make a request first.Here’s where the transformative power of 'I' and artificial intelligence in software design come into play. Software that uses 'I' positions itself as an autonomous, intelligent entity able to guide, suggest, and make decisions. Every day, software that uses this voice slides its way into our professional lives and DMs. Companies that leverage this fact are eating more and more of consumers’ monthly subscription pie. I’ll give you an even more salient example of an experience that wields the power of 'I' to customize its users’ experiences in the ultimate way.
“Hey what’s up! Your DJ X is here ready to go. I’ve got a vibe that’s gonna make your heart beat a little faster, Here’s BROHUG.”
Mastering the use of “I”, Spotify’s AI DJ selects and plays songs you might like, and adds personalized commentary in between them, just like its real-life counterpart. This is a software feature personified, and Spotify calls it X. In the app, upon pressing play, X audibly speaks, saying things like “Hey what’s up! Your DJ X is here ready to go. I’ve got a vibe that’s gonna make your heart beat a little faster, here’s BROHUG.” Or, “Next I’ve got a lineup of stuff you’ve been into lately. It’s Noah Kahan and Post Malone.” As the “AI” in the name suggests, artificial intelligence is on prime display here, and the results are the epitome of software personalization in the modern age.
Additionally, AI’s use in chatbot scenarios is another great user-experience example boasting this voice, helping companies empower users while simultaneously saving companies resources. At the same time, entertainment giants like Spotify delight customers and rake in billions with AI’s help. Of course, profits aren't solely a function of voice; they result from a combination of positioning, team and company dynamics, leadership, and more. Still, there's a fascinating correlation between how brands can resonate in consumers' minds (and wallets) when AI is implemented thoughtfully.
Getting the conversation started, on two fronts
Without question, how a piece of software functions will have a significant influence on how voice can be used. That said, companies can use this approach in different contexts like authentication flows, dashboards, preferences, checkout, and many more. So, before I sign off, here are some quick tips to help you get started.
First, determine the personality traits your company wants to convey. Should the tone be friendly, professional, or authoritative? Also, consider the psychographics of your audience, like their interests, values, and lifestyle. Again, the context of use plays a role too because voice can change based on the scenario—during a purchase, seeking help, or exploring new features each require different considerations. It’s a given that with any of these approaches, your organization should use the tools you already have to determine which voice resonates with users; A/B testing, split testing, customer feedback, surveys, etc. cannot be overlooked.
I can assure you, other organizations are preparing something tasty
The choice of how an interface communicates—whether through no voice at all, a collaborative 'we', or an intelligent 'I'—is fast becoming a competitive necessity. What your interface says can make or break user engagement.
Competitors are eyeing your lunch, and your customers. From UX design to creative guidance and execution, I help companies from all over achieve their objectives. Connect with me today, and let’s work together to make sure they don’t take yours.
