What feeling am I trying to get across to the user of my app? What kind of vocabulary, even in a graphical and interactive sense will I use for it? I thought about these questions after a great tutorial with Graham Pullin.

Talking to Graham always makes me feel like talking to somebody who is truly sensitive to nuances of design, which are equally as important as the big decisions. We talked about the tone of voice in overall sense (since my app will actually have the real tone of voice as well, having a conversational UI). He asked me simple question – is this the case of Swiss design, along the lines of Dieter Rams or would you maybe like to somehow integrate the feeling that Jamie Oliver gives to people when he’s cooking with lot of accent and having spontaneous fun?

Example of Swiss style UI Design, by Dmitriy Kharaberyush

Example of Swiss style UI Design, by Dmitriy Kharaberyush

In 0.26 seconds, I knew the answer. Reflecting on my own personal cooking style when I am surrounded by people and friends, I tend to be lively, hectic, talkative, making them enjoy “the show” a little bit and stop worrying about anything. I’d like to get exactly this mood across.

Jamie Oliver in his chilled yet bodily hectic cooking flow

Jamie Oliver in his chilled yet bodily hectic cooking flow

Mantra of my app is “App which helps people to cook”. After explaining it in the tutorial, I was asked

But what is your adjective?

It’s a challenge to think about the way the experience is being delivered. How do you package it, narrate it, present it and convey it. The word I was looking for is Informal. The means I am looking for these days are informal UI, informal vocabulary and even informal synthesised voice.

One great example of informal UI is a Kaktus app (and their web) – hand-drawn, vectorized lines and illustrations, used with great colour pair of dominant yellow and accent green. Lot of illustrated animations, everything well balanced. Kaktus is a virtual mobile operator targeted at teenagers and youngsters, it has a great mobile app too.

Illustrated animations of Kaktus

Illustrated animations of Kaktus

I am searching for ways now, how to set an informal tone of voice which will make the users feel less afraid of cooking an imperfect meal. This voice should be encouraging, friendly, forgiving and should help the user to feel comfortable with using the app.