Nice Healthcare: Establishing voice

What I did

Content audit, voice & tone development, content style guide, UX copy revisions (solo exercise)

Challenge

Define a consistent writing style for Nice Healthcare.

Strategy

After assessing the current state of Nice’s content, I recommended voice and tone guidelines and created a content style guide.

About the company

Nice Healthcare is an on-demand clinic that offers in-home and virtual primary care services. Their mission is to be an easy, affordable, and accessible alternative to traditional healthcare services.

Content audit and analysis

To start, I analyzed the language on Nice’s patient app (main user interface) and website. I found:

  • variations in vocabulary—for example, “schedule a visit” vs. “book appointment”

  • variations in voice—everything from casual to corporate to cheeky

  • unclear communication at key interactions, like scheduling an appointment

These inconsistencies created a clunky and somewhat confusing experience. Overall, the language didn’t reflect the simplicity, support, and ease of use Nice aimed to provide users.

I also read app reviews to get a feel for users’ impressions and pain points. In general, people were thrilled with their care experiences but felt the in-app communication needed work.

“When you make an appointment some of the questions are repetitive or don’t make sense”

Guidelines around inclusive language could help avoid errors like these

Content goals

Nice’s mission is to make getting amazing everyday care easy and affordable. As a company striving to remove barriers to great healthcare, they needed to remove communication barriers as well.

To help patients of all backgrounds easily navigate their system, it would be essential to write for everyone. Health is a highly sensitive subject, so language would also need to be extra conscious of personal concerns, privacy, and ethics.

My goal was to create content guidelines that would:

  • Reflect the company’s mission and brand principles

  • Define a consistent, effective voice and tone

  • Be inclusive of and accessible to patients of all backgrounds

Recommendations and revisions

In progress—final results coming soon!