Dubizzle is MENA’s largest ecommerce and classifieds portal. Their product didn’t have a unified tone or voice and it was causing broken experiences for the user. They wanted to create a tool that streamlined content production and promoted consistency.
First, I assessed their existing content. Then, I ran competitive analysis, user interviews, voice and tone workshops, and content audits. In 8 weeks, I helped dubizzle create content guidelines to improve the quality of their product content.
The content guide included grammar rules, the new product voice, department-specific writing advice, writing tools, templates, etc. It helped clarify dubizzle’s tone of voice, minimise inconsistent language, and give more purpose to all sections of content.