Messaging, bots, Slack, Facebook Messenger, conversational commerce, AI, NLP... There is a lot of hype around these topics. Here we try to understand the platform shift, and analyse what works and what doesn't.
2. What is a conversational
interface
• App in which interaction
happens mostly through
conversation
• Messaging apps
• But also SMS and Voice (Siri,
Alexa)
9. Promises to the user
Most users use only 2-3 apps
• Threads as apps = less clutter
• Chat to install = frictionless (and space saving)
• Asynchronous push, or on-demand = convenient
10. Promises to the
marketer
2/3 of users don’t download apps, app stores are
crowded, installs are costly
• Social discovery. Viral effect of group chats (not
yet on Messenger).
• Less crowded bot stores (for now)
• High usage and easy re-engagement
11. Promises to developers
• Native across web, iOS, Android (messaging client)
• Relatively portable across messaging apps
• Growing feature set
12. Promises to developers
• Backend updates
• Low bandwidth
• Simple UI
Relatively simple and low-cost => long tail opportunity
17. Conversation commerce
• WeChat pionneer
• Specialized shops with limited
SKU count, targeted
customer segment, and
superior engagement
• Not proven outside of Asia
18. Conversation commerce
• Probably not a repackaging of e-commerce
• Might start with advices/expertise/niche?
• Branded influencers?
19. Brands and customer service
• Messenger natural fit
• Much more convenient than
email or phone: on-demand +
notifications
• Context (receipts, customer
infos)
22. Business apps
Useful Slack apps:
• Save users time
• Focus on Slack team-interactions strength
• Provide intuitive, respectful interaction
https://medium.com/@MVaragnat/what-makes-a-good-slack-app-23edf2ea7088#.9ntdcqegy
34. Some good practices
1) Make the intro useful
2) Support ‘help’ command
3) Proactively suggest actions, provide examples
Too much freedom can be confusing. Restricting
options can be helpful.
36. Conclusion
• Messaging platforms provide attractive
distribution and user experience
• Conversational apps should not be reduced to
NLP/AI chatbots.
• Removing friction is key