Introduction

Muta is an Ed-tech platform that helps learners master African Languages. It uses a gamified learning method to facilitate language learning for a wide range of audiences, from global businesses looking to scale African markets, to foreigners who enjoy the thrill of learning a new language.

I was tasked with creating the UX Copy across the Website/Web App and introducing language learning as an adventure rather than a boring load of lectures.

Conducting in-depth research to understand our target audience and where they learned African Languages.

Mapping a content-first approach that guided the design team's initial wireframes and low-fidelity prototypes

Utilizing the data in crafting the raw and unfiltered microcopy across the site.

Conducting A/B Testing rounds with the UX copy within the design team, creating a feedback loop for further iteration.

Designing a content guideline to direct the product tone, voice, and messaging across the intended Mobile App, Web App, and Website, as well as other social touchpoints.

Due to the variety of user personas, I had to ensure that every type of user was included. Each user's intent made up for a more wholesome yet personalized experience.

How do I communicate who needs Muta in a concise and consistent flow? Here's how!

Once the content guideline was created, the next step was to give Muta a voice and personality. Since the learning app would be gamified, it was ideal to introduce a casual and engaging voice, making Muta sound fun even before users explored it!

Designing the UX Copy for this site taught me to place users and their mental models at the core of the product using human-centered content. Learning a new language can be challenging, this is why I designed the product voice to present learning a new language as a fun adventure rather than a theory-based boot camp.

Treating my target audience/intended users as humans rather than robots helped me design an immersive experience at first contact to ease them into their language-learning adventure seamlessly.