Zenius’s Tone and Voice: UX Research Case Study
Halo! I come back with another project. This project was held by Jobhun in March 2022. First, I want to thank Kak Sarah Kristi Natalia for guiding me so well. This project seems different from the usual, it talks about the brand’s tone and voice. I am keen to identify a unique education platform, Zenius. Hope you enjoy it :)
Brand Personality 🙋🏻
Since 2010, Zenius become a thoughtful and fun online learning platform.
“We believe that education is the most critical fundamental for everyone and we are here to make an exciting innovation for learning to be fun and addictive. ”
Even though there are more new EdTech apps, Zenius keep the brand stand out and memorable.
“Zenius’s mission is to spark the love of learning in everyone, everywhere, to question everything.”
Their brand personality comes up with the founder’s unique quotes (Bang Sabda) that would be remembered by users. Bang Sabda successfully creates an enjoyable learning process. Indirectly, it is according to their vision and mission.
Zenius’s vision: Shape a brighter, more enlightened, cool Indonesia.
Zenius’s mission: Spark the love of learning in everyone, everywhere, to question everything.
“Ganti Cara Belajar Mulai dari Zenius! Semua yang dibutuhkan buat lo ngertiin materi dari konsep, biar makin siap ngerjain berbagai jenis soal!”
Target Audience 👭
Who is Zen’s audience?
Students from diverse backgrounds–from elementary school until gap year–especially focus on students who prepare for UTBK. Zen talks to the user as a best friend, buddy, or bestie. With casual words, “a friend” encourages, is full of spirit, and is happy to learn together.
What are their needs and challenges?
“We believe that Education is more than just receiving good grades or a decent job. Education should be about enabling students to continue to learn and grow. “
Students feel difficult to understand the lesson at school or don’t know how to prepare UTBK well. Zenius make their student know the reason, questioning everything, “BTS” of something. Zenius help the user to learn from concept, criticism, and develop the user’s thinking.
What are their motivations and expectations?
The users want to increase their scores, prepare for the exam well, pass their dream university, also learn with fun. When they meet Zenius… BOOM! It successfully happens.
Zenius supports user goals, dedicated to helping them understand lessons from the concept.
What makes them smile?
With casual words, memes, and relevant stories, the user is more addicted to learning with Zenius. Zenius addresses users’ concerns appropriately. Zenius care, enlighten, and invite the user to grow together.
Tone and Voice 🗣️
Based on the persona above, Zenius’s tone and voice are insightful and delightful.
Zenius’s guide users to sharpen their concept, improve critical thinking, and accompany users to achieve their dream. Also, Zenius slowly change users’ mindset that learning is fun! With their casual words and funny memes, users like to communicate with their buddies.
Give a pinch of enthusiasm
Zenius present casual, respectful to the user’s needs, full of enthusiasm for learning, and also a little bit funny learning platform so the users enjoy their progress :D
“Lo adalah programmer otak lo sendiri — Sabda PS”
“Cara cepet tuh bikin dodol — siapa yaaa”
Thank you for reaching out to my project until the end. Any feedback and suggestions would be appreciated, also I’ll be sure to take them into my project. See you on another UX project. Thank you! :)
