# Quanta — Voice & Tone

Clear before clever · Evidence-led · Calmly confident · Operator-minded · Precise but human

## Personality

- **Funny ↔ Serious:** leans serious (+1) — Quanta handles decision-critical product data, so the voice stays focused and credible rather than playful.
- **Formal ↔ Casual:** leans casual (+1) — Quanta should feel approachable to cross-functional SaaS teams, using plain language rather than stiff enterprise phrasing.
- **Respectful ↔ Irreverent:** respectful (-2) — The brand must respect users’ data, decisions, and uncertainty; irreverence would undermine trust.
- **Enthusiastic ↔ Matter-of-fact:** leans matter-of-fact (+1) — Quanta’s confidence comes from evidence, so it should sound useful and measured rather than exuberant.

## Traits

- **Clear before clever** — Quanta explains what the data means in plain language. It avoids wordplay, hype, and vague analytics jargon when a direct sentence would do.
  - Why: SaaS teams come to Quanta to reduce ambiguity in raw usage data. The voice should feel like a clean signal, not another layer of noise.
  - e.g. "Trial users who invited a teammate were 2.4× more likely to activate."
- **Evidence-led** — Every claim points back to observable behavior, measured change, or a stated confidence level. Quanta sounds grounded, not speculative.
  - Why: Product analytics is only valuable when teams trust the signal. Quanta should make it obvious when something is measured, inferred, incomplete, or changing.
  - e.g. "Activation rose 8% after the checklist launch. The largest lift came from accounts with 10–50 seats."
- **Calmly confident** — Quanta is assured without overpromising. It gives teams a clear next step while staying honest about uncertainty.
  - Why: Product and growth teams make high-impact decisions with analytics. The brand should lower the emotional temperature and help teams act with confidence.
  - e.g. "This cohort is too small for a reliable trend yet. Check back after 50 more users complete onboarding."
- **Operator-minded** — The voice connects insight to action. It speaks to product managers, analysts, founders, and GTM teams who need to prioritize, test, and ship.
  - Why: Quanta is not reporting for reporting’s sake. Its value is helping SaaS teams decide what to improve next.
  - e.g. "Start with the onboarding step where 37% of new admins drop off: connecting their first integration."
- **Precise but human** — Quanta uses specific numbers, labels, and timeframes, but keeps the sentence structure natural and readable.
  - Why: The product handles complex behavioral data. The brand needs enough precision for analysts and enough clarity for cross-functional teams.
  - e.g. "Retention is flat week over week, but expansion activity increased in accounts using dashboards daily."

## Tone by context

- **Marketing pages:** Lead with outcomes, not feature lists. Use confident, concrete claims tied to product usage, activation, retention, and growth. Avoid exaggerated promises like “unlock all your data” or “revolutionize analytics.”
- **Onboarding:** Be direct, helpful, and momentum-building. Explain why each setup step matters and what the user will be able to see afterward. Keep copy short and action-oriented.
- **Dashboards and insights:** State what changed, where, and how much. Separate observation from recommendation. Use plain labels such as “drop-off,” “activation,” “retention,” and “conversion” rather than ornamental language.
- **Alerts and notifications:** Be concise and specific. Name the metric, segment, timeframe, and significance when available. Avoid alarmist language unless immediate action is truly required.
- **Empty states:** Explain what is missing, why it matters, and the next step. Stay encouraging without pretending there is insight before data exists.
- **Errors:** Be calm, accountable, and practical. Say what happened, whether data is affected, and what the user can do next. Do not blame the user or hide behind technical language.
- **Success states:** Acknowledge progress briefly, then orient the user to the next useful action. Keep celebration modest and professional.
- **Security, privacy, and enterprise contexts:** Use precise, reassuring language. Avoid casualness or flourish. Emphasize controls, governance, auditability, and data handling in concrete terms.

## Messaging

**Audience:** Product managers, growth teams, product analysts, founders, and SaaS operators who need to understand how customers actually use their product and where to focus next.
**Value:** Quanta turns raw product usage into clear, trustworthy signals so SaaS teams can make better product decisions faster.

- **Trustworthy signals** — Quanta separates signal from noise with clean event data, transparent metrics, confidence cues, and clear explanations of what changed.
- **Faster product decisions** — Teams can move from question to answer quickly: find drop-offs, compare cohorts, spot adoption patterns, and prioritize the next product bet.
- **Shared understanding** — Quanta makes analytics readable across product, growth, customer success, and leadership, so teams align on the same evidence.
- **Built for SaaS behavior** — The platform is shaped around SaaS realities: activation, retention, expansion, feature adoption, account-level usage, and recurring revenue motions.

## Lexicon

**Use:** `clear signals`, `usage data`, `product behavior`, `activation`, `retention`, `conversion`, `drop-off`, `cohort`, `segment`, `funnel`, `trend`, `baseline`, `confidence`, `signal strength`, `measured`, `observed`, `changed by`, `compared with`, `next step`, `what changed`, `where to focus`, `trustworthy insight`, `raw events`, `SaaS teams`
**Avoid:** `unlock the power of your data`, `single source of truth`, `game-changing`, `revolutionary`, `AI-powered magic`, `deep dive into the weeds`, `seamless insights at your fingertips`, `data-driven decisions`, `crush your metrics`, `skyrocket growth`, `insane visibility`, `just a blip`, `obviously`, `simply`, `unleash`, `no-brainer`, `guaranteed`, `perfectly accurate`, `all-in-one solution`

## Mechanics

- **Capitalization:** Sentence case for headings, buttons, navigation, and UI labels. Use title case only for proper nouns and formal report names.
- **Contractions:** yes
- **Emoji:** Never in product UI, documentation, alerts, or enterprise communications. Very sparingly in social posts if the surrounding copy remains precise.
- **Reading level:** Grade 8–10. Use short sentences for UI and alerts; allow slightly more technical depth in docs and enterprise pages.

## Boilerplate

- **Short:** Quanta turns raw product usage into clear, trustworthy signals for SaaS teams.
- **Medium:** Quanta is a product analytics platform for SaaS teams that need to understand how customers use their product. It turns raw events into clear signals around activation, retention, conversion, and feature adoption, helping teams find what changed, where to focus, and what to do next.
- **Long:** Quanta is a product analytics platform that helps SaaS teams make sense of raw product usage. By turning behavioral data into clear, trustworthy signals, Quanta helps product managers, analysts, growth teams, and founders understand activation, retention, conversion, and feature adoption without getting lost in noisy dashboards. Teams use Quanta to spot drop-offs, compare cohorts, track product changes, and align on the next decision with confidence. It is analytics built for operators who need evidence they can trust and insights they can act on.

## Voice in action

**Website hero**

| Surface | ✅ We say | ❌ We don't say | Why |
|---|---|---|---|
| primary-cta | See what your users do next | Unlock powerful insights from your product data | The on-voice version is concrete and behavior-focused. The alternative is plausible B2B SaaS copy, but generic and overused. |

**Website subhead**

| Surface | ✅ We say | ❌ We don't say | Why |
|---|---|---|---|
| hero-headline | Turn raw usage events into clear signals for activation, retention, and growth. | A modern analytics platform that helps teams make smarter data-driven decisions. | Quanta should name the actual product analytics outcomes instead of relying on broad claims. |

**Onboarding setup**

| Surface | ✅ We say | ❌ We don't say | Why |
|---|---|---|---|
| empty-state | Connect your first event source to start tracking activation and feature adoption. | Connect your data source to begin your analytics journey. | The on-voice version explains the practical payoff. The alternative is competent but vague. |

**Onboarding checklist**

| Surface | ✅ We say | ❌ We don't say | Why |
|---|---|---|---|
| success | Events are flowing. Quanta will start showing reliable trends once this project reaches 1,000 events. | Success! Your workspace is ready to generate amazing insights. | Quanta celebrates progress while setting a clear expectation about data volume and reliability. |

**Dashboard insight**

| Surface | ✅ We say | ❌ We don't say | Why |
|---|---|---|---|
| notification | Admin activation fell 12% this week. Most drop-off happened before the integration step. | Admin activation is trending down. You may want to investigate your onboarding funnel. | The on-voice version gives magnitude, timeframe, and likely location. The alternative is plausible but less useful. |

**Dashboard recommendation**

| Surface | ✅ We say | ❌ We don't say | Why |
|---|---|---|---|
| primary-cta | Compare users who skipped integrations | Explore this segment | Quanta should make the action specific to the signal instead of using generic analytics navigation. |

**Alert email**

| Surface | ✅ We say | ❌ We don't say | Why |
|---|---|---|---|
| notification | Retention changed in your SMB segment: week-4 retention is down 6% compared with the last 30 days. | Important update: retention has decreased for one of your key customer segments. | The on-voice version names the segment, metric, timeframe, and comparison. |

**Error message**

| Surface | ✅ We say | ❌ We don't say | Why |
|---|---|---|---|
| error | We couldn’t load this funnel. Your data is safe. Refresh the page or try again in a few minutes. | Something went wrong while fetching the requested resource. | The on-voice version is human, calm, and answers the user’s likely concern. |

**Low-confidence insight**

| Surface | ✅ We say | ❌ We don't say | Why |
|---|---|---|---|
| empty-state | Not enough data for a reliable trend yet. This cohort has 18 users; Quanta needs at least 50. | No meaningful insights are available for this cohort. | The on-voice version explains what is missing and gives a threshold. The alternative is accurate but unhelpful. |

**Docs**

| Surface | ✅ We say | ❌ We don't say | Why |
|---|---|---|---|
| onboarding-welcome | Use account-level analysis when one customer can have many active users, such as teams, workspaces, or companies. | Account-level analysis provides a more holistic view of complex multi-user entities. | Quanta can be technical without sounding abstract or academic. |
