Voice Director
Product Design
COMPANY
Replica Studios
PRODUCT
Voice Director
ROLE
Lead Product Designer ✦ Product Owner
YEAR
2024 – 2025
Game studios, filmmakers, and animators already trusted Replica Studios’ AI voice technology. However, the original desktop experience had onboarding friction and a fragmented workflow that limited creative adoption and subscription growth.
We set out to redesign the experience around a new web-based platform to better serve this market. At the heart of this transformation was Voice Director—a powerful, intuitive editor for shaping AI voice performances in real time, designed to unlock creativity, speed up localisation, and support a broader global content pipeline.
Voice Director Interface
Voice Selection Modal
MY ROLE
As Lead Product Designer, I was responsible for end-to-end product design of Voice Director, from early concept, wireframes, prototypes, to production launch, working closely with the CEO, CTO, machine learning, and engineering teams.
Also, as a co-product owner, I helped establish the roadmap and create detailed product tickets for the engineering team with User Stories, Requirements, Acceptance Criteria, Designs, Prototypes, etc.
My contributions also included:
Streamlining onboarding and subscription to remove friction and support Replica’s growth goals
Defining the creative UX for real-time voice performance editing
Designing an expressive yet accessible interface for both technical and non-technical users
Embedding our ethical AI principles into the product experience from day one
Doing testing and quality assurance on the product
Using research and customer insights to shape the product vision and priorities
Producing art and marketing assets for Voice Director
DESIGN APPROACH
We envisioned Voice Director not just as a generation tool, but as a creative performance workspace accessible from anywhere without the constraints of traditional studio software.
Frictionless onboarding: We redesigned login and subscription flows to reduce user drop-off and increase conversion.
Performance-first interface: Creators could shape pacing, pitch, emotion, and timing directly in the browser, with instant voice playback.
Multilingual voice support: Voice Director made it possible to produce native-sounding performances across languages in a single workflow – ideal for localisation and global storytelling.
Ethical by design: Replica’s AI voices are built in partnerships with professional voice actors, trained exclusively on licensed performances. Voice Actors share in revenue, reinforcing trust and transparency at every step.
Voices Library - Voice group with style previews
Voice Director Sessions
Voice Director on Mobile
DAW feature of Voice Director with Ableton
OUTCOME + REFLECTION
Voice Director redefined what was possible for creative and localisation teams working with AI voice.
Improved conversion and activation through a redesigned onboarding and subscription flow
Streamlined production pipelines, with users completing high-quality multilingual voiceovers entirely in-browser
Strengthened product-market fit by integrating creative control with ethical AI practices
Voice Director became the centrepiece of the Voice Studio platform, transforming Replica’s value proposition from an AI voice engine to a full creative solution.
It demonstrated how design can bridge cutting-edge technology and user creativity while staying grounded in ethical responsibility. We built a product that delivered expressive, multilingual AI voice performances and did so with fairness, transparency, and trust at its core.
Feedback
Our game studio customers, like Cloud Chamber, Crytek, Squanch Games, Yellow Brick Games and more we can’t name, use our Replica Voices to:
Reduce the cost of adding temp lines early in development
Unlock creative freedom during narrative and quest design
Localise their content into many languages (including EFIGSJ)
Integrate automated dialogue into their workflows via our APIs
Our customers love us for our range of voices, accents and styles, from the subtle to fantastical. Some other feedback we received…
"Replica significantly reduces the cost of adding voice lines early in development."
"It offers a diverse voice library with various accents, age groups, and endless voice creation with VoiceLab."
"The realistic dialogue helps resolve issues in script flow and character interactions."