Conversational UX isn't a new channel or hardware. It's the milestone we’ve always been striving towards: the seamless interaction between human and technology.
We break down the most significant digital transformation since the rise of mobile computing.
7. PROPRIETARY & CONFIDENTIAL
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1. APP FATIGUE
Time Spent on
Phone / Day
Avg. # Apps
Installed
Avg. # Apps
Used Daily
Avg. # Apps
Accounting for
80%+ Usage
Avg. # Apps
Downloaded /
Month
USA 5 Hours 37 12 3 0-2
Global 4 Hours 33 12 3 ?
source: kpcb
8. PROPRIETARY & CONFIDENTIAL
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OUR TAKE:
Consumers would rather not
think about launching your app
in their mobile moments.
APP FATIGUE
9. PROPRIETARY & CONFIDENTIAL
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2. FRICTION TRANSFER
Personal Computer
+ Mouse
+ Keyboard
+ GUI
source: a16z
10. PROPRIETARY & CONFIDENTIAL
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2. FRICTION TRANSFER
Personal Computer
+ Mouse
+ Keyboard
+ GUI
source: a16z
Web & Browser
+ Hypertext
- File system
- Disks
- Apps
11. PROPRIETARY & CONFIDENTIAL
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2. FRICTION TRANSFER
Personal Computer
+ Mouse
+ Keyboard
+ GUI
source: a16z
Web & Browser
+ Hypertext
- File system
- Disks
- Apps
Mobile
- Physical keyboard
+ Tiny soft keyboard
+ Apps
+ Gestures
+ Location
+ Image & sound
+ AI
12. PROPRIETARY & CONFIDENTIAL
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source: a16z
Is this turned
on?
Which app is
that?
Is it installed?
What’s my
password?
Where is my
phone?
200 times per day
WHAT IS FRICTION?
FRICTION TRANSFER
13. HOW ARE WE ELIMINATING FRICTION?
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PROPRIETARY & CONFIDENTIAL
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End (B)
“Clerical
FRICTION TRANSFER
Start (A)
15. PROPRIETARY & CONFIDENTIAL
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3. TECH MATURITY
• Is there a dog in this photo?
• Humans have 5% error rate for this test
• In 2012, computer vision was 25%
• With machine learning, now at 7%
source: a16z
23. PROPRIETARY & CONFIDENTIAL
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YOUR BRAND
• Tone
• It exists in writing, in video, online, applications/services, and print
• Identify it.
• Questions to ask
• What does my brand represent?
• What does it like or dislike?
• What is it’s purpose?
25. PROPRIETARY & CONFIDENTIAL
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CREATING A PERSONALITY
• Character sheets (http://www.epiguide.com/ep101/writing/charchart.html)
• Create a character who embodies your brand, or the part of your
brand you’re wanting to represent in your medium of choice
• Consistency
• Speech
• Likes, Dislikes
• Ideals
27. PROPRIETARY & CONFIDENTIAL
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FIRST CONTACT
• Understanding the ‘metaphor’
• Is it human? Is it a machine? Does it know it’s limitations?
• Set the stage for what it can and cannot do
• Explain it’s purpose in the first sentence
• Asking for gender or staying gender agnostic
29. PROPRIETARY & CONFIDENTIAL
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THINGS TO REMEMBER
• Understand basic social cues like “Thanks” or “I hate this”
30. PROPRIETARY & CONFIDENTIAL
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• Understand basic social cues like “Thanks” or “I hate this”
• Provide options, not only free form input
UX
THINGS TO REMEMBER
31. PROPRIETARY & CONFIDENTIAL
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• Understand basic social cues like “Thanks” or “I hate this”
• Provide options, not only free form input
• Avoid rhetorical questions like “How should I know?”
UX
THINGS TO REMEMBER
32. PROPRIETARY & CONFIDENTIAL
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• Understand basic social cues like “Thanks” or “I hate this”
• Provide options, not only free form input
• Avoid rhetorical questions like “How should I know?”
• Have a response that brings them back in to the service
UX
THINGS TO REMEMBER
33. ROAD TO
MARKET
33
PROPRIETARY & CONFIDENTIAL
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What steps are critical to bring
your bot to market? and then
ensure its success?
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PROPRIETARY & CONFIDENTIAL
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IDENTIFY PROBLEM OR NEED
READY TO DEVELOP
DEFINE THE PROJECT AND
DELIVER YOUR ARTIFACTS
IDENTIFY THEMES & GOALS
“Booking a meeting room is a multi-step effort that requires
you to leave the application that you are working in”
Theme: “Siena is every solstie's personal assistant”
“Siena will allow employees to easily book meeting rooms
in the same channel that the establish the need to meet”
GETTING TO READY
Goal: “Reduce the steps necessary to book a meeting”
38. PROPRIETARY & CONFIDENTIAL
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WHAT PLATFORMS?
GETTING TO READY
WHERE ARE YOUR CUSTOMERS?
WHAT EXPERIENCES WILL THIS FACILIATE?
39. PROPRIETARY & CONFIDENTIAL
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PREPARE YOUR ARTIFACTS
• Requirements complete
• Comps approved
DEFINITION OF READY
in traditional GUI software development
DEFINITION OF READY
in conversational UX development
• Requirements complete
• Comps approved
• Conversation tree complete
• Response copy written
• Rich media signed off on
• Utterances defined
GETTING TO READY
40. PROPRIETARY & CONFIDENTIAL
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ROLE RESPONSIBILITIES
PRODUCT DESIGNER
GETTING TO READY
• Comps approved• Requirements complete
41. PROPRIETARY & CONFIDENTIAL
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ROLE RESPONSIBILITIES
PRODUCT
DESIGNER
GETTING TO READY
• Requirements complete
• Conversation tree complete
• Response copy written
• Utterances defined
•
Com
ps approved
51. What are the technical
considerations and decisions
necessary to create your ideal
conversational UX?
HOW CAN I GET
IN THE GAME?
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PROPRIETARY & CONFIDENTIAL
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53. PROPRIETARY & CONFIDENTIAL
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3 THINGS TO GET STARTED
Messenger Platforms NLP Services Response Generator
54. PROPRIETARY & CONFIDENTIAL
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NATURAL LANGUAGE PROCESSING
• Natural language processing (NLP) is the ability of a computer program to understand
human speech as it is spoken.
• Key Terms:
• Intent —> what was the meaning of the sentence?
• Entities —> dynamic variables of the sentence
56. PROPRIETARY & CONFIDENTIAL
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OUR ASSESSMENT
• Understand use cases, pick services from there
• API.ai is best for both PoC and mid-sized, robust projects
• IBM Watson for large scale, enterprise projects
NLP Services
57. What are are the analysts take
on conversational UX?
What’s our take?
How do you get started?
CUTTING
THROUGH THE
CHATTER
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PROPRIETARY & CONFIDENTIAL
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PROPRIETARY & CONFIDENTIAL
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“Forrester expects messaging apps to become essential relationship
platforms, playing a key role throughout the customer life cycle, especially
in the retention phase.”
Thomas Husson - Forrester
66. PROPRIETARY & CONFIDENTIAL
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WHERE TO BEGIN
• Align your brand message across all channels so that your
character feels natural
• Identify Southeast Asian service provider in parallel market -
analyze their messaging strategy
• Add messaging & voice experiences to your marketing plans
• Supplement your offerings with bots, do not replace them
• Facilitate real-time information & transactions
• Embrace APIs
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PROPRIETARY & CONFIDENTIAL
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The future comes looking like something you can’t
use for real work.
These days it often looks like a toy for rich
hipsters.
But the toys get better.
And the work changes.
Benedict Evans - Andreessen Horowitz
68. PROPRIETARY & CONFIDENTIAL
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THANK YOU
Paul Heckel
Director, Digital Strategy
Chris Nielsen
Product Consultant
Sean Pyne-Moran
Sr. UX Designer
Alex Ottenwess
Technical Analyst
@pheckel @pmpyne @chrisjnielsen @alexottenwess
pheckel@solstice.com spynemoran@solstice.com cnielsen@solstice.com aottenwess@solstice.com