Striking a Lovable Tone in Japan


Pactera EDGE helps a financial services company win on user experience in the world’s third-largest economy – and begin scaling a global copy testing platform.

Our client, a financial technology company, faces tough competition in the Japanese market. Knowing the competitive importance of customer experience, our client leaves no stone unturned in ensuring its UX is best-in-class.

The client engaged Pactera EDGE to conduct a study of the voice and tone of Japanese-language copy on its consumer-facing platforms. Our goal: ensure copy is on-brand, meets customer needs, and strikes the ideal tone – giving the client the edge in winning new customers and delighting existing users.


Running the numbers

The first step is recruiting a representative set of Japanese users for a robust quantitative survey. Conducted on Pactera EDGE’s proprietary OneForma platform, the survey will rigorously assess how Japanese users perceive and assess the quality, tone, and formality of client copy.


Going in-depth

Armed with insights from the survey, we’ll take a deeper dive into the language through one-on-one user interviews with expert moderation. Between the survey and the user interviews, we’ll have a rich picture of Japanese user attitudes to our client’s copy, leading to actionable recommendations for optimization.


The work continues

The platform being created for this work – complete with custom reporting and business intelligence dashboards – is more than a one-off project for a single market.

As it’s built out, our platform will become a reusable and scalable testing system, helping our client understand how its copy resonates with users not just in Japan, but across the world.


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