We use the Atlassian voice across all of our properties and products. Our voice is based on the Atlassian brand personality traits of bold, optimistic and practical (with a wink) and is always the same - providing a consistent, friendly, helpful guide to our users.
Consistency of voice speaks to the authenticity of our products. We want to build relationships, and how we communicate is a key part of that.
There is one caveat here. There are times when you need to speak to different subsets of users, for instance among different products, and your tone might not be quite the same. That's okay! We've provided enough guidance to help adjust our tone to accommodate for:
Where people are at in their journey
Their emotional state
The product or property you are writing for
But what is the difference between voice and tone?
Voice is our personality, tone is our mood
Writing as an Atlassian is different from writing at pretty much any other company because we have such a unique public voice. When writing in this voice, we're part of the team. We're that friend or colleague that is always up on new trends and wants to be helpful and share new wisdom with everyone in a relatable way. We know when it's time to be serious and direct, and when it's time to be a little loose.
Who these principles are for
Any Atlassian who works with customer-facing communications should follow the voice and tone principles: product managers, content designers, developers, designers, marketers, advocates, support engineers, blog contributors... pretty much everyone.
We stick to our voice and tone across all our channels and properties, from blogs, microsites, video, emails, tweets, and other external communications to in-product user interfaces, labels, error messages, menus, and more.
When to use the principles
We speak our minds by offering solutions that will be useful to people in the "now". To help them do the best work of their lives, we try to inspire and push teams to try new things by simplifying complex problems into easy to understand pieces. With a familiar tone, clear language and a solid knowledge of our audience, we craft messages that get teams moving in the right direction, then we get out of their way, so they can get to work.
Voice and tone principles
Inform to build trust
This principle is about the "what".
Inform by being open and clear on what people are experiencing in our products. It's about telling them what they need to know at that moment and nothing more. Be cognizant of when a user is new or confused, and tone down the boldness by being more prescriptive. Let people know where they are in their journey and what they are looking at in the product.
Write as if you are wizened member of the team. Show up at the right time and be open, humble and warm - offer direction for the most appropriate next steps and get out of the way.
When we need to be less bold
Person is feeling
apprehension, confusion, annoyance, fear, loathing, anger
Eg: new users, evaluators, or when introducing a new concept, feature, or product
Some places we use this principle
In product we use this principle in Flags, Error messages, and First impressions.
Use when we're trying to be informative and to build trust.
Related design principles
Empower to inspire action
Educate where we think people need it most. This principle is about explaining the “why”.
Offer opportunities to learn at pivotal times to empower people to move in the right direction. What is that direction? We have an opinion on that and are bold enough to give it, humbly. Offer best practices and recommendations for next steps while suggesting ways to improve and make decisions.
We want people to know Atlassian is there for support along with fellow community members to help people make decisions.
Write as if you are educating. You are a teacher with empathy and understanding of what it’s like to be in the weeds. You expect your audience to have a basic understanding.
When we want to be more bold
Person is feeling
confident, interested, trust, anticipation
Eg: power users, admins, every day users
Related design principles
Some places we use this principle
In product we use this principle in First impressions, Benefits modal, and Modal dialogs
When something requires an action from the user
When there is an educational opportunity
When there is a social opportunity - let them known best practices or how we do it!
Encourage people along the path
Inspire initial optimism by providing support in the right place. Be consistent and dependable.
Offer waypoints, help, and support if people are feeling confused or frustrated at a point in their journey. This principle is about being human, giving guidance, support, and encouragement along the way. Guide people by revealing information gracefully, for example:
“you are on the right path”
“you are not alone”
reminders about team building and the chaos of projects
Write in an upbeat, friendly way. Acknowledge the opportunities in the here-and-now and walk through it with them.
When we need to be less optimistic
Person is feeling
anticipation, unsupported, confused, uncertain
Eg: New to Atlassian, evaluators, or when introducing a new concept, feature, or product
Design principles
Some places we use this principle
In product we use this principle in Information messages, Error messages, and Section messages.
When something requires an action from the user
Motivate by showing possibilities
Provide incentive and excitement for continued growth. Consider why someone would want to do this.
Show the possibilities of what can be accomplished by giving examples of how other people accomplish the same task, or by presenting the ideal state. Describe the end result, giving expert testimony, or offer opportunities for advanced knowledge.
Write like a guru. Focus more on the solution than on the problem. Show people the possible benefits.
When we want to be more optimistic
Person is feeling
ambitious, inspired, curious, admiration
Eg: power users, admins, every day users
Some places we use this principle
In product we use this principle in First impressions, Spotlights, and Modal dialogs.
When there is an educational opportunity it's a chance to tell them how other industry leaders do it, give best practices, and tips & tricks.
Related design principles
Satisfy by meeting expectations
Give people what they need.
Provide quick and thorough answers, guidance, actions, and instructions. We aren’t trying to lead, inspire, motivate, delight, or encourage. Simply tell people what they need to know and get out of the way. All of our content should be practical at a minimum.
Write as if you are explaining to your friend how to hook up a flat screen tv.
When we need to be practical
Person is feeling
All of the emotions.
Some places we use this principle
In truth we aim to be practical wherever we can. In product, we are always cognizant of being practical in warning messages, information messages, and error messages.
Related design principles
Build trust in every interaction, Connect people to collaborate better, Match purpose and feel familiar
Delight with unexpectedly pleasing experiences
Provide “wink” where appropriate.
We deliver appropriate delight - celebrating success or progress once we’ve built trust. We don’t overdo it. Timing and repetition are critical. Pay particular attention to people’s state of mind. These are low commitment experiences, we give flowers not puppies.
Write to convey excitement. You are giving a pat on the back for a job well done.
When we can share a little delight
Person is feeling
successful, joy, pride, relief
Eg: evaluators, power users, during social interactions
Some places we use this principle
In product, we use it in Success messages, and Modal dialogs
During social interactions and while introducing new experiences