Blinkbox Books


To create a clear tone of voice across the blinkboxbooks website that allows readers to navigate the customer experience easily, and approaches them in a friendly, familiar, reassuring way consistent with the values of Tesco, the parent company.


As blinkboxbooks was a new customer proposition, developed from an existing book-buying platform called Mobcast, it was important to get the tone of voice right from the outset, which meant close collaboration with the MD, head of product and head of UX.


  • Development of all onsite language, from homepage through the search/purchase flow and book-reading functionality to customer care
  • All service emails in the sign-up process