Postmates Serve

Deliverables
Audio User Experience, Audio Brand Guidelines
Applications
In Product

Project Overview

Last year we partnered with Postmates X Labs to create the audio user experience and brand language for their delivery robot named Serve. The audio experience encompasses everything from the way the robot interacts and speaks with customers and also how the robot sounds when driving your delivery to you. The sound design needed to reflect a range in order to communicate effectively while also needing cohesion to support their overarching brand language.

Core Brand Communication

Serve’s overall demeanor is warm and friendly, but similar to any persona, has flex within this core personality. We recognized immediately that the persona needed to be accessible and approachable to anyone seeing that she will be interacting with the public at any given time and in many different circumstances. In order to do this, we designed 3 types of tones:

> Melodic – Alerts and cues for customers
> Tonal – Vocalization to showcase personality
> Mechanical – Driving, reversing and turn signal tones

Brand DNA

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    Melodic Work

    Simple alerts that notify a customer that they've completed an interaction - snappy, but polite

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    Melodic Play

    More elaborate alerts that are moments of celebration for the customer to experience more personality

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    Tonal Work

    Moments of personality that reflect the intonation of the human voice

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    Mechanical

    Functional sound design to reinforce when Serve is driving, slowing down or turning

Serve’s persona is warm and friendly, but has the ability to flex with her audio language based on the type of interaction.