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Deus UX Machina

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Convenience is the future of e-commerce. In our current age of messaging and communication, chatbots and other forms of artificial intelligence (AI) are a natural gateway to ultra-personalized experiences.

Existing best practices and standards cover topics such as engagement, understanding and context. But with technology rapidly advancing the field, many are still struggling with designing optimal user experiences. What is a conversational strategy for AI and machine learning? How do you design without an established set of core principles?

In this presentation, we explore the current and future state of chatbot and AI technologies with a set of recommended core principles and strategies. We also showcase how particular aspects of chatbot visual design impact user engagement, and where industry best practices are taking user-machine interactions into 2019.

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Deus UX Machina

  1. 1. Best Practices for Chatbots and AI in 2019 DEUS UX MACHINA
  2. 2. 2 Summary Presentation Core Design Principles Tips for success Bot Categories Types of chatbots Showcase The good, the bad, the downright hysterical Bot Context Definitions, history, and industry landscape
  3. 3. 3 Sarah Burton specializes in UX strategy, information architecture, and conversational UI. She has spent the last 10 years designing native mobile, responsive web, and desktop applications for B-B-C models within enterprise environments. She currently leads a collaborative team of UX designers to create consumer-grade user experiences for flight crew and airline operations. Sarah holds a MS in Human-Computer Interaction and a BBA in Marketing and Consumer Behavior. Sarah lives in Denton, TX with her husband and two dogs. She loves music, traveling, and watching reality TV. Meet Sarah AirCentre UX Design Lead, Sabre
  4. 4. 4 Alex Ornelas specializes in creating digital experiences that seamlessly span multiple devices. Her current focus on voice technologies allows her to play a key role at SiriusXM by identifying what’s next for products in the SiriusXM Connected Vehicle portfolio. For 15 years, she has worked with Fortune 500 companies to build complex interactions that feel effortless for every user. Alex enjoys spending her free time with her husband, Jesse, and their four small dogs, Kiwi, Worm, Doesheeta and Pyper, who they affectionately call, "The Mutt Mob." Meet Alex Principal UX Designer, SiriusXM
  5. 5. 5 5 By 2020, the average person will have more conversations with robots than with their spouse 35.2% annual compounded growth through 2021 Gartner; MarketsandMarkets
  6. 6. 6 any software that performs an automated task bot /bät/ noun a computer program designed to simulate conversation with human users chat•bot /ˈCHatbät/ noun Definition bot chatbot chatterbot voice bot message bot Software that can have an automated conversation with a human
  7. 7. 7 1966 ELIZA 1972 • Early NLP • Computer therapist • DOCTOR, most famous script • One of first to pass Turing Test History PARRY Attempted to simulate a paranoid schizophrenic
  8. 8. 8 1988 1992 1995 jabberwacky Ultimate goal to be voice-operated in the home Dr. Sbaitso AI speech synthesis program Showcased digital voices “Bot Misuse” capable A.L.I.C.E. Heuristic pattern matching to respond to human input Inspiration for the movie ”Her”
  9. 9. 9 2001 We Are Here Now! 2006 2010 Smarterchild AOL Messenger bot First example of using a bot for target-marketing IBM Watson Used both NLP and ML Designed to compete in Jeopardy Birth of the Personal Assistant • Siri was the trailblazer • Multiple types of PA bots have seen been created Siri (2010) Google Now (2012) Alexa (2015)
  10. 10. 10 consumers willing to buy items from a chatbot Retail 47% Banks expected to automate up to 90% of their interactions using a bot 2022 Financial 90% Industry Landscape Business expected to have some form of chatbot automation implemented Business Automation 80% 2020 commercial investment $4.5B Americans who would use a chatbot to get quick answers during an emergency Public Services 37% 20182017
  11. 11. 11 World Usage 1.4B 2016 1.75B 2019
  12. 12. 12 AI Powered • Natural language processing • Machine learning • Understand the intent of a human • More natural, near human-level communication Scripted • Keyword guided conversation • Personalization AI vs. Scripted Bot
  13. 13. 13 Personalized from the start, scalable | Expensive, slow Scripted Bot • Most common • Keyword / specific input driven • Decision-tree logic • Data usage creates personalized content
  14. 14. 14 Fast, consistent, scalable | Rigid, generic (at first) AI Powered Bot • Rare • Responses based on programmed pattern • Absorbs info / Learning capabilities • Maintenance required • Needs human escalation
  15. 15. 15 Bot Types Super Bot Facilitates multiple services Domain-Specific Bot Single service, product or brand Team Bot Facilitates team activities Personal Bot Personal assistant to an individual Text Bot Leverage chat apps such as Slack and Messenger Voice Bot Initiates conversation by voice command or button click.
  16. 16. 16 16 Bots that do one thing well are more helpful than bots that do many things poorly. 61% find it frustrating if a bot can’t solve a problem that a human could Mindshare
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  20. 20. 20 Ground Work Be a Good Communicator Make the Connection Baby the Bot Core Principles
  21. 21. 21 VALUE Don’t deploy an irrelevant bot User Experience • Do your research • Know your audience • Solve for real use cases • Understand bot psychology
  22. 22. 22 Business Strategy Technology Hardware Software Third-Party Companies Experience Marketing AI Natural Language Machine Learning (or nothing) Data KPIs In-House Data External Data Define Your Strategy
  23. 23. 23 Data Scientist Developer Data Analyst External Partners Content Strategist UX Designer UX Writer UX Research UX Audio Marketing Team Setup
  24. 24. 24 Ground Work Be a Good Communicator Make the Connection Baby the Bot Core Principles
  25. 25. 25 First impressions are everything Introduction • “Hi” or “Hello” • Define purpose • Be upfront about capabilities • Seek to understand intent • Be transparent that it’s a bot
  26. 26. 26 Dynamic, Helpful Messages • Appropriate for your audience • Asking vs. Telling (Acquiring content) • Prevent errors • Realistic timing • Follow-up messages
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  29. 29. 29 Only as good as the technology Context Decision Tree • Scripted bot • Can’t hold contextual information for more than a few bubbles NLP • AI Bot • Can hold contextual information across multiple conversations
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  31. 31. 31 Have a course of action for inappropriate content Bot Misuse • No plug-in for preventing misuse • Avoid known words • Safeguards / Fail-safes • Brand impacts What the #@*$! $*!@
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  33. 33. 33 Ground Work Be a Good Communicator Make the Connection Baby the Bot Core Principles
  34. 34. 34 Variety of tools to create the conversation Interaction • Buttons • Text-Entry • Voice • Emoji’s • Pictures
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  38. 38. 38 Have spatial awareness Real Estate Horizontal • Visual components • Multiple display options Vertical Space • Conversation and messages • Be mindful of back-to-back messages
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  40. 40. 40 Follows basic patterns and principles Navigation Internal • Proper use of carousels • Back button to undo selections External • Open new tabs • Open modals / frames within the bot window
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  42. 42. 42 Expectations change our experience Visual Design • Photos • Screenshots • Videos • Color theory
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  44. 44. 44 Ground Work Be a Good Communicator Make the Connection Baby the Bot Core Principles
  45. 45. 45 Measure the behavior of your users Chatbase manner-ai Analytics • Different service providers capture different analytics • Number of people using the chatbot • Conversation funnel • User lifecycle • Conversation transcripts
  46. 46. 46 A proper grown up bot is going to take some work Data Refinement • Water, feed…and repeat • Data Scientists, Analysts, Developers • Evaluate quality/capability of data sources • Add humans in the loop to improve the system • Prompt or provide a way for feedback
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  48. 48. 48 48 Mezi
  49. 49. 49 Ground Work Be a Good Communicator Make the Connection Baby the Bot Recap
  50. 50. 50 50 Chatbots will be indistinguishable from humans by 2029 Ray Kurzweil, Google
  51. 51. 51 Best Practices for Chatbots and AI in 2019 DEUS UX MACHINA linkedin/in/alexandraornelas linkedin/in/sarahnburton

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