From an alphr interview with Michael Gough, chief design officer in the Applications and Services Group (ASG) at Microsoft.
Take sound. There are people here who focus full-time on the personality of sound. Cortana is not going to be successful unless she is trusted, so what’s the voice of trust? What’s the vocabulary of trust? What’s the cadence of interaction to trust a voice? That’s a design problem, a really hard one.
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