UXPA2019: Voice User Interface Design for Customer Support: Design guidance based on user research and lessons learned
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This talk from UXPA 2019 focused on the challenges, lessons learned, and best practices in designing voice user interfaces for customer support reinforced by three recent user studies. It explored both high and low level design issues. It also discussed methodological techniques for testing voice user interfaces including creating flow diagrams for prototypes and conducting usability evaluations of these designs with users. This was an informative session especially for those who are beginning their journey in designing and testing voice user interfaces. The session included audience participation in a VUI design exercise.
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UXPA2019: Voice User Interface Design for Customer Support: Design guidance based on user research and lessons learned
- 1. Voice User Interface Design for Customer Support: Design guidance based on user research and lessons learned CIO Design | JasonTelner, Lisa Schenkewitz, Joseph Riina, Umesh Manam, Janet Burns, Jasmine Isley UXPA 2019 June 27, 1:30pm Scottsdale,Arizona
- 2. Purpose of talk • Introductory session for those interested in designing and testing VRUs and IVRs. UXPA 2019 IBM | CIO Design
- 3. Introduction to Voice User Interfaces • Voice user interfaces (VUIs) becoming ubiquitous. UXPA 2019 IBM | CIO Design
- 4. What is an IVR? • An IVR (Interactive Voice Response System). UXPA 2019 IBM | CIO Design
- 5. Some history on IVR technology… 1980s 1990s1930s 1960s 2000s and beyond UXPA 2019 IBM | CIO Design
- 6. UX and IVR Design • IVRs ubiquitous in business by the early 2000s. • Many poorly designed. UXPA 2019 IBM | CIO Design
- 7. Challenges in designing IVRs • Different from graphical user interfaces UXPA 2019 IBM | CIO Design
- 8. IVR Design Exercise • The task: How would you redesign the IVR menu flow for greater caller efficiency and ease of use?? • Think about this for a few minutes to come up with an improved design. UXPA 2019 IBM | CIO Design
- 9. UXPA 2019 IBM | CIO Design Previous IVR Flow for Support Main Menu Welcome message 1. Windows/Linux and Telephony 2. Mac/iOS 3. Cybersecurity 1. Hardware issues for Lenovo/Toshiba 2. ID/Admin and Password issues 5. Advisor 3. Business applications 4. Telephone and voice support 1. AT&T password reset 2. IBM Notes Password Reset 3. IBM Intranet password reset 4.MVS/VM operating system password reset Cisco/Jabber Telephone voice support 5. AIX password reset Win 10 support Win 7/Linux other application supportAvaya support Fleximove support Audio conferencing support Department billing questions
- 10. How to to design IVRs? UXPA 2019 IBM | CIO Design Gather user requirements Prototype User test Implementation and functional testing Monitor call metrics once in field
- 11. Before Designing… User research • Similar to designing visual interfaces, ensure user research is done early on. • Ensure callers and calls are characterized through persona development, task analysis and analysis of call data. UXPA 2019 IBM | CIO Design
- 12. Creating IVR Design Prototypes UXPA 2019 IBM | CIO Design IVR Design
- 13. User testing • What to measure? UXPA 2019 IBM | CIO Design How to test and what to measure?
- 14. IVR Design Best practices UXPA 2019 IBM | CIO Design
- 15. Design recommendations When to use speech vs. touchtone interaction? UXPA 2019 IBM | CIO Design
- 16. Design recommendations Mixing speech with touchtone interaction? UXPA 2019 IBM | CIO Design
- 17. Design recommendations Designing for the ears and not for the eyes like a conversation UXPA 2019 IBM | CIO Design
- 18. Design recommendations Designing for simplicity and limited attention UXPA 2019 IBM | CIO Design
- 19. Design recommendations Main menu Windows/Linux MAC/iOS Cybersecurity Windows 7 Linux Windows 10 Notes/Verse password reset Notes/Verse software issue Reset your w3ID password Network connectivity and password issues Hardware issue Telephony Business apps Agent Watson Some participants found it difficult to understand which option was appropriate for their issue. Also the menu format of selecting numbers was awkward.” Voice response may have been more appropriate here Workstation, system and OS issues Too many options to remember as noted by some participants, taxes working memory…should be fewer then five options per topic. No indication in introduction that the caller may interrupt the prompts…participants not always clear they could interrupt the prompts and often waited until all the prompts were played. Participants were taken through a variety of different flows of a simulated IVR menu Designing for the ears, how to use speech vs. touchtone responses Example from research and lessons learned
- 20. Main menu Welcome message 1.Windows/Linux 2. Mac/iOS 3. Cybersecurity Hardware issues for Lenovo/Toshiba Other issues AT&T password reset IBM Notes 9 Password Reset IBM Intranet password reset Agent Watson Design recommendations Designing for simplicity and limited attention Example from research and lessons learned Participants preferred shallower branching directly to the most frequent issues, simpler and fewer key presses compared to the current IVR. Participants also appreciated having the order of options reflect the frequency of issue Participants appreciated having only 5 options to remember.. Generally recommended to have more specific issues before general ones. However, in this situation participants preferred having the OS first as used to first choosing an OS Participants were taken through a variety of different flows of a simulated IVR menu
- 21. UXPA 2019 IBM | CIO Design Design recommendations Designing for simplicity and limited attention Example from research and lessons learned Business apps Sales Connect/Atlas AIX, CRM. ePricer, eConfig eConfig ePricer GPP, BCC, SVI Retain, CCMS, IEE AIX Support SAP, PGS or Lenovo custom applications PGS or Lenovo custom applications PGS web applications SAP Storage system division, D-Centre systems Offshift support for divisional specific applications CMVC, Rational tools or software developers workbench ILS applications such as Talent@IBM Hone Talent@IBM MSED Uncategorized menu for business apps resulted in poorer performance (more selection errors and longer selection times for scenarios) Participants were taken through a variety of different flows of a simulated IVR menu
- 22. Design recommendations Designing for simplicity and limited attention Example from research and lessons learned UXPA 2019 IBM | CIO Design Business apps Sales Connect/Atlas eConfigePricer GPP, BCC, SVI Retain, CCMS, IEE, AIX AIX Support SAP, PGS or Lenovo custom applications PGS or Lenovo custom applications SAP Storage system division, D-Centre systems Offshift support for divisional specific applications CMVC, Rational tools or software developers workbench ILS applications such as Talent@IBM Hone Talent@IBM MSED Sales Apps Finance apps Other Retain, CCMS, IEE Participants preferred having categories for the options as easier and faster to find your selection. Also resulted in fewer errors and faster completion times for the scenarios. Participants were taken through a variety of different flows of a simulated IVR menu
- 23. Design recommendations Confirming user input • Implicit confirmation. • Explicit confirmation. UXPA 2019 IBM | CIO Design
- 24. Design recommendations UXPA 2019 IBM | CIO Design The welcome message Keep it simple stupid!
- 25. Design recommendations UXPA 2019 IBM | CIO Design • Listeners prefer recorded natural speech to synthetic speech. • Use music when callers waiting on hold Call voice and wait music
- 26. Design recommendations UXPA 2019 IBM | CIO Design Transferring to agents and non-human options
- 27. Design recommendations UXPA 2019 IBM | CIO Design The call back option
- 28. Design recommendations UXPA 2019 IBM | CIO Design Example from research and lessons learned
- 29. Main Menu Welcome message 1.Windows/Linux 2. Mac/iOS 3. Cybersecurity Hardware issues for Lenovo/Toshiba Other issues AT&T password reset IBM Notes 9 Password Reset IBM Intranet password reset Agent Watson Using a live agent vs. an AI solution? Example from research and lessons learned Participants were taken through a variety of different flows of a simulated IVR menu Majority of participants noted they preferred going straight toWatson and would only go to an agent for an urgent issue. Some participants preferred having the option of Watson and an agent upfront with cue information presented in case they had an urgent issue.
- 30. UXPA 2019 IBM | CIO Design AI solution for reinstall your Mac Operating System Example from research and lessons learned Some participants mentioned the AI solutions were redundant with a help website, which they would have investigated beforehand unless they were on a mobile device Some participants noted the solutions were too wordy and they wanted a shorter solution. Participants more likely chose an email solution for more critical issue such as OS reinstall compared to more minor issue such as replicating email software because they could refer to it later. Hi! I'm Watson! I can help with your Mac work station or operating system issue. You. can say repeat or main menu at any time, or to speak to an advisor, say advisor. Please describe your problem in a few words. 80% confident? You need help reinstalling your Mac operating system. Is this correct? No New Topic No In most cases you can reinstall your Mac operating system yourself. If you'd like instructions sent to you, say "send", otherwise if you'd like me to tell you where to find the instructions, say "continue". Send Okay, go to w3, dot IBM dot com, forward slash help. Then search for, "reinstall Mac". You'll see the solution, and related Help at IBM topics. To repeat these instructions, say repeat. For help with another issue, say main menu. Or to provide feedback on this Watson support experience, say feedback. Continue Repeat Please wait a moment while I connect you to the main menu. Main Menu mail/Text:Reinstalling your operating system or re-imaging your computer should only be used as a last resort when other troubleshooting methods have failed to resolve your problems. You can re-image your computer and remove all old data or reinstall your Mac operating system without removing your data. Refer to Reinstall MacOS(https://w3.ibm.com/help/#/article/reinstall_macos/overvie w) for detailed instructions for both processes. Backing up your data with with Code42 CrashPlan before you begin is recommended. For more instructions, refer to Code42 CrashPlan (https://w3.ibm.com/help/#/article/crashplan_overview/introductio n). Serial Number Flow Yes UXPA 2019 IBM | CIO Design Intent correct? Yes
- 31. UXPA 2019 IBM | CIO Design AI Solution for AT&T Password Reset Windows 7 Example from research and lessons learned AI did not always pick up the utterance “reset net client password” and Watson did not understand A few participants could not access the url, one could not understand the web link by voice the other typed in incorrectly and received an error. AI solutions noted to be too wordy by some participants especially the intro Greeting Meets confidence level? You need help with your AT&T Net Client VPN password. Is this correct? Intent correct? I can provide instructions for resetting your AT&T Net Client vpn password. This should take around 5 minutes to complete. If you? Id like me to guide you through the instructions, say continue. At any time, if you? Id like instructions emailed to you, say email. Or to speak to an advisor, say advisor. You can request a password reset from any device connected to the IBM intranet. Can you access the IBM intranet? Okay, while connected to the IBM intranet, open a web browser and navigate to IBM dot biz forward slash passwords. To repeat this step, say repeat. For the next step, say continue. Once on the page, click reset AT&T password. For the next step, say continue Do you know your six character serial number (including special characters)? Do you know your six character serial number (including special characters)?
- 32. UXPA 2019 IBM | CIO Design Conclusions Putting it all together
- 33. UXPA 2019 IBM | CIO Design Questions
- 34. UXPA 2019 IBM | CIO Design Backup Slides Planned IVR 34 Main Menu MAC/iOSWindows/Linux Cybersecurity Hardware for Toshiba, Lenovo and Mac Telephony OOP Team India/Outside IBM Business apps – outside of IBM Windows 7/Linux Windows 10 Cisco or Jabber OOP Team India/Outside IBM Avaya OOP Team India/Outside IBM Audioconferencing OOP Team India/Outside IBM Department billing OOP Team India/Outside IBM HR and Travel Expense Report
Notes de l'éditeur
- Challenges, lessons learned, and best practices in designing Voice User Interfaces (VRUs) and Interactive Voice Response Systems (IVRs) for customer support using examples from actual user studies conducted. How many people here have designed a voice interface before?? Agenda: Intro on VUIs an IVRs IVRs and UX Challenges in designing IVRs and VRUs Design exercise How to design IVRs and VRUs Best practices for IVR and VRU design supported by recent user research
- VUIs allow users to interact with computers and devices through voice recognition technology. Invisible, hands-free and eyes-free interfaces. Allows for more conversational and human-like interaction. Surge in popularity in recent years.
- An IVR is an automated telephone answering system that allows a caller to navigate through a series of prerecorded messages and use menu options through touch tone buttons or voice recognition. They were created to automate tasks so callers would not always need to speak to a live agent.
- Bell Telephone Labs first began synthesizing speech known as “Voder”, a voice operating demonstrator only. Primitive IVR solution developed using touch tone dialing with a limited vocabulary(DSP) system became first available for consumers rather than having many agents route the calls. System could store digitized speech, play it back and understand human speech using Dual Tone Multi Frequency (DTMF) decoding. Computers and telephone data could be integrated on the IVR system. Leon Ferber’s Perception Technology first mainstream market competitor. In businesses all around the world, automatic call routing and call queuing was standard practice. Systems could use speaker-independent voice recognition of a limited vocabulary instead of requiring the person to use DTMF signaling. Voice response becomes more common and cheaper to implement through increased CPU power and migration of speech applications to the Voice XML standard.
- Help with tasks such as getting stock quotes, banking, and booking flights IVRs were poorly designed however, end users tried to find direct ways of getting transferred immediately to an operator. Around the early to mid 2000s, realize importance of IVR usability https://www.personalics.com/2015/12/03/multi-channel-customer-experience-still-failing/
- Designing for the ears and not for the eyes. Reliance on short term memory for audio prompts. Risk of disruption from environmental noise. Issues faced with real conversations. Issues face with real conversations such as accents, speed of and volume of speech, limitations in language.
- User research Collect demographics (job role, geography) Assess experience and use of IVRs Assess reasons for calling support Assess use of other means of getting the service or support (chatbots, websites, in person support) Call or work environment (noise levels, mobility, use of hands, accessibility) Ensure fluency in English
- Lucid Chart is a great tool for sketching out IVR design flows Once a basic menu structure for your IVR has been diagrammed can begin creating the audio prompts for the introduction and menu prompts Should consider response modality, typical responses, edge cases and error conditions for a few scenarios Once the audio prompts have been written and finalized on their content and style then can record them into audio files in your voice of choice using recording software. Twilio software allows IVR diagram sketching, menu routing and IVR testing by dialing into a phone number (allows both numeric or voice response)
- Task completion rates and task errors (incorrect menu selections and utterances). Task completion times through the IVR and then in getting assistance. Satisfaction ratings for each scenario. Ease of completion ratings for each scenario. When user testing Important to test realistic call scenarios (user interviews, call data) Should plan to test minimum of 6 participants per round (can be in person or remote) Can use a ”Wizard of Oz” technique of playing recordings based on their selections/responses Twilio allows participants to dial a phone number into your call flow and allows voice or key press response and can be used to test the quality of voice responses for menu selections Important to create design recommendations and re-test them with users
- Consider using speech: If callers will use the application in a hands-busy or eyes-busy environment such as when they are mobile.] If it saves time and money If users are visually impaired or have limited use of their hands Consider using touchtone when: Users will operate the application in an extremely noisy environment When speech does not work well because of a caller’s accent, speech disability, high noise environment, or sensitive info must be entered such as PIN numbers. Users are hearing impaired or have difficulty speaking or in an environment where speech is prohibited
- Initial prompts should not attempt to mention both speech and touchtone and assume that speech will work. Touchtone can be provided as a backup if caller has problems with speech input. Press or say prompts tend to be wordier then better designed speech prompts Press and say prompts require callers to remember two things about the choices including the content of the choice and the number associated with the choice Callers prefer touchtone for entering numeric data strings For semi numeric data most callers used speech for entering data such as date of birth Menu item should come before action “For Y press X” instead of “Press X for Y”
- As a general rule of thumb it is recommendation to design an IVR that minimizes demand on working memory and attention required because of their reliance on the auditory system. Keep prompts short so callers do not have to interrupt and less reliance on working memory Ensure caller responses only two or three syllables Use brief pauses liberally so callers can being speaking without interrupting Ask only necessary questions Obtain information one piece at a time in consumable pieces
- Better to use flatter menu structure that has fewer levels but more options per level The number of options per menu should be limited to five or fewer Menu items should be placed into unambiguous groups of four or five (card sorting could be useful) Specific menu items should appear before more general ones and frequent menu options should appear before less frequent ones Use recognition rather then recall: IVR should understand many variations of a word or speech, think about different ways users might verbalize an action or word
- 1) Here the menu options go from 1 to 3 and skip 2 designated for an agent 2) Voice response more appropriate rather then remembering numbers maybe
- Implicit confirmation used for high confidence recognition and for which misrecognition does not have serious consequences to the caller but still requires some confirmation, i.e. you selected Win7. The system repeats the caller’s choice but does not require the caller to say yes or no to confirm it Should be used sparingly. Explicit confirmation -If the system is about to perform an action it cannot undo or if business rules require a confirmation before execution. i.e. was the PIN number you entered 123?
- Short and simple. Clarify speaking with a machine. Include language selection. Include purpose. Include commands (small set of global navigation functions that many speech enabled IVRs support (Repeat, Help, Go Back, Start Over, Transfer to Agent, Exit). Include interrupt at any time Preference to not play “calls may be monitored or recorded” messages in the introduction unless There is a legal obligation to play the message The IVR is recording
- Natural speech: Natural speech is easier for listeners to process mentally. Natural speech: Confirmed by user research in which most participants preferred the more human sounding female voice compared to the more automated and choppy sounding voices Music selection: User research found for music selection, most preferred modern music that was calm and soft to listen to.
- Transfer to agent only when evidence caller having trouble. Do not announce an agent is available upfront even if one is. A call back option can also be useful when agents are busy. Respond immediately to requests for an agent indicating recognition of the caller’s request. When to transfer to an agent If callers experiencing serious problems with the system, better to get them out of the system quickly and give them another means to access the desired information such as a web link or transfer to an agent.
- Replacing hold times with call back option effective at solving some IVR issues. Best to use only when a traffic problem has been identified. Offer the call back option early and often. Most participants who received the call back information said they would use the call back feature. instead of waiting for an agent on the phone. Some wanted the call back message to tell them more information about the specific time they would receive the call back Solving IVR issues At smoothing out call volume, lowering call abandon rates and improve customer experience Best practices for call-back option: Informing callers well in advance of the average abandonment time. For example, if customers abandon at 60 seconds, you may want to offer them a call-back within 30-40 seconds, to coincide with their growing frustration level. Many companies offer a call-back early in the queue (i.e., right as a caller is placed on hold), however this is often ineffective unless the offer is repeated at regular intervals. In many cases callers tend to ignore informational messages (e.g. “the wait time is longer than usual”, “your call is important to us”), so offering the call-back message when they grow impatient is the most effective way to underscore its usefulness.
- AIs offer many potential advantages over human agents in IVRs: Faster and more efficient interactions with callers than human agents. No wait times as with human agents. Saves money in the long run. Works well for routine and common caller issues and requests. Highly complex issues, edge cases or call anomalies might be better handled by human agents AI should be viewed as a means of enhancing and augmenting the highly skilled role of a call centre agent
- Some participants noted they wanted to begin with Watson and not to have to proceed through the IVR at all as faster.
- Consider including an option right at the beginning of Watson that if they have already tried to find a solution on Help@IBM to press 1, otherwise to press 2. Phone vs. email solution Majority overall preferred the email solution over the phone based solution because they could refer to the information later from the link contained within the email and did not need to do the search themselves and remember what to search on. Some participants noted that if a phone solution was used it should be followed up with an email solution for later reference Some participants preferred having both a phone and an email solution available in case they could not access the network. Some noted they wanted the email to have the steps right in the email without using a link. A few noted including a phone number to contact in the email solution would be valuable
- AI did not always pick up the utterance if the exact words were not used i.e “Reset network password” or “AT&T” Consider making the AI NLP a bit more flexible to word detection i.e. ”password reset” “AT&T”, “network password” Consider shortening the AI prompts and keeping them concise to only include essential information to the user for the specific issue. URLs Understanding urls was challenging for four participants. For longer urls, consider spelling out the url and saying it slowly or sending the url in an email message. Many participants preferred the voice solutions over an email solution for simple problems as easier to listen then to toggle screens. More more complex solutions with a larger number of steps i.e. >6 then email might be better as mentioned by a few participants URLs also mentioned to be better offered through email, or to spell out the url in the voice solution and speak it more slowly. Many participants preferred AI over an advisor for a first point of contact unless a very complex solution.
- When designing for voice, it’s important to test the voice-controlled interactions as two-way conversations first, temporarily putting the technology and function of the device on the back burner. Consider what a positive and successful interaction would be between a person and a service, device or assistant. You may find that a verbal response is not always necessary or preferable. Ensure the VRU takes into account and respects the caller’s expectations. The design also needs to take into account a variety of usage environments (e.g... mobile, inside/outside, or accessibility issues) so that the VUI will work for a wide range of callers. Do your user research early and often Ensure best practices in design are followed