Language that resonates with the people
Rico is a brokerage firm within the XP Inc. group, and its communication is heavily influenced by XP Investimentos, the group’s main brokerage. However, Rico’s clients are different—they typically know less about financial jargon and prefer simpler, more practical information for their everyday needs.
Revamp the language to match the everyday speech of our clients, making the product easier to use and helping the audience connect more with the brand.
– Monitor social media and all brand touchpoints.
– Conduct interviews with the brand’s target audience.
– Analyze customer conversations and feedback.
– Develop a Controlled Vocabulary Dictionary.
– Train stakeholders to ensure consistent communication.
– Align the vocabulary used across the app, website, and overall communication.
After extensive interviews, conversations, and analysis, a dictionary was developed to track the terms used on the platform, highlight the ones that connect with the audience, and suggest changes based on context.
Some of the Changes Made:
Due to privacy and confidentiality concerns, certain content cannot be shared here.
