Audio Identity & Sound Logo
Developing melodies that brings a new dimension to the Babylon brand and to enrich the experience in a healthcare context.
Role and contribution
Through a human centred approach, I worked with an audio agency to define Babylon’s audio logo, UX sound as well as sound design principles.
Contribution
Discovery Research, Testing, Delivery
Team
Sound designers and product manager
Timeline
June 2019 - Sept. 2019
Outcome
- Provide users an uplifting experience when opening the voice application
- Providing feedback on a user’s action or system status in specific context
Challenges
During our user research, we came across one oft-repeated sentiment - many users feel that the waiting music played during the traditional telephone booking experience is quite daunting.
We decided to experiment and create melodies that evoke positive emotions in Babylon’s service.
Take Inspiration from Ancient Babylonian
In order to lay down the foundation of audio identity, we learned from health-conscious ancestors - Babylonians and reshaped the instruments in Mesopotamia such as harps, lyres, lutes and reed pipes to create the initial prototype.
Designing with a Clear Mission
To make sure the audio identity aligns with brand values, I facilitated the Value Statement workshop across design, product and brand teams to set the main direction of audio identity as below:
Friendly
Human & Humane
Personal
Optimistic
Trustworthy
Audio Identity
Inspired by the use and effectiveness of lullabies in general and ancient lullabies found in Babylonian hieroglyphics.
Shaped through the sound of instruments of ancient Mesopotamia such as harps, lyres, lutes, and reed pipes.
Produced according to guidelines based on acoustic analysis and perceptual research.
Built on music theory analysis that helped discover relevant connections that evoke specific emotions and define lullabies in general.
Sonic DNA
To assure consistency and increase recognisability, we defined clear characteristics of our sonic DNA, which should be adopted when using any form of sound.
Designing Sound through Multi modal Experience Testing
After identifying the audio identity, I created a Desirability Toolkit to test with users and resulted in mapping associated keywords “bright” and “uplifting” to the audio logo.
Multi year projects under NDA - details upon request
Integrating Sound Logo with Turn-O-Matic
Inspired by the "Turn-O-Matic” - which is a widely recognised queue management system that produces a specific sound with each turn. If your number matches, it's your turn. At Babylon, it's always your turn. We're always there for our users.
Sound Logo
The sound logo includes ideophonic elements that creates an optimistic and trustworthy emotion in combination with the Turn-O-Matic. The inspired bell, and high-pitched sounds generates a playful and bright feel integrates with the modernised Babylonian melody.
Video and audio links will take you to the files directly, don’t worry, it’s not phishing. 🙂
UX Sounds
During the testing, confirmation, notification and error have been identified as the key state that we need a sound to assure our users in the service.
Confirmation
To confirm the given commands of our users. The melodic contour is designed to trigger a positive sense of fulfilment.
Notification
To make users pay attention. The melody is inspired by intonation patterns that people use when asking a question.
Error
Simple and gentle sound designed to notify users that something is wrong, but won’t provoke an alarming response.