Crafting a Conversational Design Strategy

A workshop presented by Voxable for Austin Design Week 2017. In this workshop, you’ll gain an understanding of how conversational interfaces work and how to implement a design strategy for building great conversational experiences. We’ll design an example conversational interface and complete exercises that will guide you through a process you can incorporate into your own design practice.

Transcript

1. #givevoice @voxable voxable.io/adw #ADW2017 CRAFTING A CONVERSATIONAL DESIGN STRATEGY Austin Design Week 2017 A Workshop Presented by Voxable
2. #givevoice @voxable voxable.io/adw #ADW2017 - Why Conversational User Interfaces (CUI)s - How CUIs Work - The Nature of Conversation - Strategy for Building CUIs Agenda
3. #givevoice @voxable voxable.io/adw #ADW2017 What is a Conversational User Interface?
4. #givevoice @voxable voxable.io/adw #ADW2017 Where Users Interact with CUIs Messaging Apps Voice-first Devices Smart Phones and Computers
5. #givevoice @voxable voxable.io/adw #ADW2017 Why Conversational User Interfaces?
6. #givevoice @voxable voxable.io/adw #ADW2017 Marketing Consumer Applications Enterprise Applications Support Commerce Conversational Opportunities
7. #givevoice @voxable voxable.io/adw #ADW2017 Conversational Marketing Messaging engagement has surpassed social 3,500 3,000 2,500 2,000 Big 4 Messaging Apps Big 4 Messaging Apps Millions Q4 2011 Q2 2012 Q4 2012 Q2 2013 Q4 2013 Q2 2014 Q4 2014 Q2 2015 Q4 2015 1,500 1,000 500 0 Monthly active users for top 4 social networks and messaging apps 80-95% Open rates on Messenger Click-through rates on Messenger 25-30%
8. #givevoice @voxable voxable.io/adw #ADW2017 Conversational Commerce 53% CONSUMERS 
 SURVEYED Say they’re more likely to shop with a business they can message directly 33% PEOPLE Message businesses on Messenger to purchase something Have ordered and item through their voice-first device 57% CONSUMERS SURVEYED
9. #givevoice @voxable voxable.io/adw #ADW2017 Customer Support 2 BILLION Messages exchanged between people and businesses on Messenger 2/3 CONSUMERS 
 SURVEYED Want the ability to solve customer service issues on their own Prefer automated solutions for customer services… as long as the experience is right 49% CONSUMERS 
 SURVEYED
10. #givevoice @voxable voxable.io/adw #ADW2017 Conversational Consumer Apps 1.3 BILLION Monthly active users on Facebook Messenger 60% SMARTPHONE USERS 33 MILLION Voice-first devices will be in homes by the end of this year Download one to zero apps per month
11. #givevoice @voxable voxable.io/adw #ADW2017 Conversational Enterprise Apps 51% PROS SURVEYED Believe that collaborative chat is critical to their company’s success 42% COMPANIES 1000 APPS Are available to install on the Slack Platform Are already using a workplace chat application
12. #givevoice @voxable voxable.io/adw #ADW2017 Marketing Consumer Applications Enterprise Applications Support Commerce Conversational Opportunities
13. #givevoice @voxable voxable.io/adw #ADW2017 The Conversational Interface Listen Understand Process Respond How CUIs Work
14. #givevoice @voxable voxable.io/adw #ADW2017 - Text input and messaging app affordances - Automatic speech recognition (ASR) The Core Technology Listen
15. #givevoice @voxable voxable.io/adw #ADW2017 Total $15.00 1 Hacker Way Menlo Park, CA 94025 Ship to Visa 4405 Paid with Description Item Name Order confirmation Let's go! Share See who's speaking at Talkabot Speakers Let's go! Share Find out what is happening when Schedule Let's go! Share Get your foundation pieces to build from Shop our favorite items ! Add to cart Description Title View Details Description Title View Details Description Title View Details Description Title View Details Description Title View Details Button The Messenger Platform provides you with tools to create a bot to engage in conversation with people. 9:41 AM ! Schedule " Speakers # More Send a message... Schedule Menu Speakers Supports Buy Tickets Messaging App Affordances
16. #givevoice @voxable voxable.io/adw #ADW2017 Where Does Automatic Speech Recognition (ASR) Happen? Browsers - Web Speech API Alexa Google Assistant Siri
17. #givevoice @voxable voxable.io/adw #ADW2017
18. #givevoice @voxable voxable.io/adw #ADW2017 Understand Natural Language Understanding (NLU) gives meaning to text and extracts structured data The Core Technology
19. #givevoice @voxable voxable.io/adw #ADW2017 What Does Natural Language Understanding (NLU) Do? “Show me an ADW event about branding happening downtown 
 this afternoon” location time USER INTENT: EVENTSEARCH event event_discipline
20. #givevoice @voxable voxable.io/adw #ADW2017 Where does Natural Language Understanding (NLU) happen? NLU as a service happens in platforms like Dialogflow (API.ai), LUIS, Rasa, and Watson Built into platforms like Alexa Custom built by a team of data scientists and linguists
21. #givevoice @voxable voxable.io/adw #ADW2017 Bot Intelligence Manages the context of the user, the application, and the conversation The Core Technology
22. #givevoice @voxable voxable.io/adw #ADW2017 Conversational Output - Audio feedback - synthesized or recorded voices - Messaging app affordances The Core Technology
23. #givevoice @voxable voxable.io/adw #ADW2017 The Core Technology Listen Automatic Speech Recognition (ASR) Messaging UI Understand Natural Language Understanding (NLU) Process Bot Intelligence Respond Synthesized Voice Messaging UI How CUIs Work
24. #givevoice @voxable voxable.io/adw #ADW2017 The Nature of Conversation
25. #givevoice @voxable voxable.io/adw #ADW2017 Temporal - Information is not persistent - Users request just-in-time information - Voice interfaces and users have to interact in real-time
26. #givevoice @voxable voxable.io/adw #ADW2017 Intuitive - Our brains have evolved for language - Primary way we connect with other humans - We manage the mental state of others - Machines make us conscious of the effort to communicate
27. #givevoice @voxable voxable.io/adw #ADW2017 Collaborative - Quantity - not too much or too little info - Quality - truthful and evidence-based - Relevance - info that is relevant - Delivery - clear, brief, and orderly - Machines need to follow Grice’s Maxims
28. #givevoice @voxable voxable.io/adw #ADW2017 Unpredictable - They constantly shift and evolve - Original goals are abandoned based on the info discovered in the conversation - CUIs should allow for “choose your own adventure” style navigation
29. #givevoice @voxable voxable.io/adw #ADW2017 Error Prone - Human conversation is very error-prone - Humans have learned how to handle this well, but machines haven’t - CUI design needs to invest a great deal in error handling
30. #givevoice @voxable voxable.io/adw #ADW2017 Threaded - Conversations follow paths - Threads are the way we manage the topics and goals of conversations - Threads help machines manage conversations
31. #givevoice @voxable voxable.io/adw #ADW2017 Environmental - Noises, distractions, and events - Our setting, like work or home, influences our language - CUI design needs to be aware of the environment their users are in
32. #givevoice @voxable voxable.io/adw #ADW2017 Emotional - Language has the power to evoke strong emotions - We share emotion just as much as we share information - Consider how their users might express emotion with words
33. #givevoice @voxable voxable.io/adw #ADW2017 The Nature of Conversation - Temporal - Intuitive - Collaborative - Unpredictable - Error prone - Threaded - Environmental - Emotional
34. #givevoice @voxable voxable.io/adw #ADW2017 CUI Design Process - How to Define CUIs - Branding a CUI - How to Apply UX Principles - How to Refine the UI elements - Next Steps for Building and Delivering
35. #givevoice @voxable voxable.io/adw #ADW2017 Before you start Good Systems & Processes
36. #givevoice @voxable voxable.io/adw #ADW2017 What Job is Your Bot Being Hired to Do? https://www.intercom.com/books/jobs-to-be-done
37. #givevoice @voxable voxable.io/adw #ADW2017 Explore Jobs Marketing Consumer Applications Enterprise Applications Support Commerce Think of some jobs for your CUI
38. #givevoice @voxable voxable.io/adw #ADW2017 Job stories activity “Helping ADW attendees navigate the event.” I’m trying to find and ADW event engage with my community. find something relevant and nearby When I want to so I can SITUATION MOTIVATION DESIRED OUTCOME
39. #givevoice @voxable voxable.io/adw #ADW2017 http://bit.ly/bot-brand-p1 Strong Branding Powers Conversational UX.
40. #givevoice @voxable voxable.io/adw #ADW2017 Brand: Voice, Tone, & Persona - Voice is the quality of your words - Tone is how words modulate for different situations - Persona is a character that embodies 
 voice and tone http://voiceandtone.com/
41. #givevoice @voxable voxable.io/adw #ADW2017 - When your user first uses the CUI (greeting) - When the CUI does not understand the user’s request - When the CUI cannot actually DO the thing requested - When the user is successful - When your user needs support or help - When your user wants to reset or restart the bot Persona Profile Name Location Age Gender Powers Backstory Avatar
42. #givevoice @voxable voxable.io/adw #ADW2017 “Help me find an ADW event I can go to on Friday” Sure thing! Are you interested in all events, workshops, studio tours, evening events, or special events? Map the conversational flow “I want to check out a workshop” Great! What time do you want to go? morning, afternoon, or evening? Perfect! Here are the events in the morning that don’t have a waitlist “Morning please!” event availability
43. #givevoice @voxable voxable.io/adw #ADW2017 Conversation flow activity “Help me find an ADW I can go to on Friday” Sure thing! Are you interested all events, workshops, studio tours, evening events, or special events? Perfect! Here are the events in the morning that don’t have a waitlist event availability Conversational Diagrams what the user says decision Points responses context
44. #givevoice @voxable voxable.io/adw #ADW2017 Structure Content for Machines “Show me an ADW event about branding happening downtown 
 this afternoon” location time USER INTENT: EVENTSEARCH event event_discipline
45. #givevoice @voxable voxable.io/adw #ADW2017
46. #givevoice @voxable voxable.io/adw #ADW2017 Refine the User 
 Unterface Elements Not much Wanna hang out? Hey, what's up? What about drinks tomorrow at 7? 12>00 PM Active Now Henri Liriani Home 100% 12>00 PM Let's You I return space 123 M N B V C X Z L K J H G F D S A P O I U Y T R E W Q Aa
47. #givevoice @voxable voxable.io/adw #ADW2017 Total $15.00 1 Hacker Way Menlo Park, CA 94025 Ship to Visa 4405 Paid with Description Item Name Order confirmation Let's go! Share See who's speaking at Talkabot Speakers Let's go! Share Find out what is happening when Schedule Let's go! Share Get your foundation pieces to build from Shop our favorite items Button The Messenger Platform provides you with tools to create a bot to engage in conversation with people. 9:41 AM ! Schedule " Speakers # More Send a message... Schedule Menu Speakers Supports Buy Tickets Messenger UI elements receipt template swipeable galleries text with button quick replies keyboard menu
48. #givevoice @voxable voxable.io/adw #ADW2017 Write and Prototype for Speech - Write for speaking and listening - Optimize word order for clarity and brevity - Act out a script - Add nuance with Speech Synthesis Markup Language (SSML) - Test the way it sounds with a synthesized voice
49. #givevoice @voxable voxable.io/adw #ADW2017 Deliver Development Frameworks Bot-building Platforms Heliogram Microsoft Bot Framework
50. #givevoice @voxable voxable.io/adw #ADW2017 Test & Analyze
51. #givevoice @voxable voxable.io/adw #ADW2017 VOXABLE.IO HOWDY@VOXABLE.IO @VOXABLE G I V E VO I C E 
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