A strategist builds the main conversational flows, determines the feature set for the audience (will we have integrations, will the user be able to type, etc) and determines how we can best reach our bot’s goal through the flows. Coming up with the concepts, how they evolve over time alongside brand initiatives, and what the specific, measurable goal for a bot is separates the successes and failures.
First, you need to know what you’re trying to write. Writing the script is the second piece of the puzzle. I think Conversation Strategists will be the next phase of jobs we’ll see come out of chatbots (like we saw with social strategists breaking away from social media managers). When UX and Conversation Strategy get a bit…complicatedĬonversation Strategy - for now. The more storylines you have for the bot, the more likely a user will want to use it again, like when a player beats a video game. It’s nonlinear, and the more flexibility you design into your bot, the more engaging it will be.
#CHATBOT DESIGN TV#
Some users may need more hand holding, some may try their best to get the bot to “fail.” This is like a choose your own adventure book or a video game, not a tv show. Where do we go from here? When planning a chatbot, the conversation designer must create and build all of the paths the user could take to reach the end goal (like getting a quote, calling a phone number, buying something). The displays are only so large, and in chatbots, the buttons are even smaller, but there are still opportunities to be creative with GIFs, emojis, and of course, copy. Similar to social media copywriting, every word matters. Capturing the personality is a key to creating a bot that’s enjoyable and converts, but being a copywriter that can work in tight spaces is essential in conversation design. When a lot of bots fail, they say things like “sorry, I didn’t understand you.” Users get frustrated.ĭebt Like WTF (a bot I designed) went all in on personality when building their bot, and as a result, their engagement went way up, and they lowered their customer acquisition cost.Ĭopywriting. The conversation, while functional, is very linear with without the surprises a creative writer may include. Why is that? They were written by the developers instead of writers. One thing I’ve noticed about many bot-first companies is that they all sound the same. The crucial aspect that separates a memorable bot from an ineffective one is personality. The job market has to start somewhere, right? So what is conversation design? So far with chatbots, people are using things like “Conversational UI” “ Chatbot Writer” “AI Writer” “AI Interaction Designer.” I’m going to call it what it is - Conversation Designers. Who will write them? Who decides what paths the bots should go down? Who creates the personalities? What happens when they fail? How do we market and advertise them? Now, with chatbots, it feels like we’re right back at that point. I went from a community manager to a social media specialist, to a writer of social media, to senior community manager, social media manager, and lately, social media consultant. As one of the earliest community managers, I was a part of the industry evolution and lucky enough to ride it. There weren’t social media agencies, social strategist, social media editors, and there certainly weren’t descriptions for those jobs. When social media jobs first became “a thing,” around 2010, there weren’t any concrete descriptions.
0 kommentar(er)
