Writing

Macro-copy July 18, 2020

Novice

Macro-copy is fairly generic or over-/under-used.

Competent

Macro-copy is specific and used appropriately amount to guide the user.

Proficient

Macro-copy is used deliberately throughout, and tone of voice has clearly been considered as appropriate.

Expert

Macro-copy is 🔥

Micro-copy July 18, 2020

Novice

Micro-copy is fairly generic or over-/under-used.

Competent

Micro-copy is specific and used an appropriate amount to aid user understanding.

Proficient

Micro-copy is used deliberately throughout, and tone of voice has clearly been considered as appropriate.

Expert

Micro-copy is 🔥

Tone Consistency July 18, 2020

Novice

Consistency is attempted, but the tone is still off in places, or doesn’t align with the brand.

Competent

Tone is consistently applied throughout, and an intention behind the voice is starting to emerge.

Proficient

Tone is consistently applied throughout, with a clear intention and purpose behind the voice at all times.

Expert

The tone aligns perfectly with the brand, to create a unified voice for the product/service.