Chatbot digitals-new-evolution Ulrich Boulon

CHATBOTS,
DIGITAL’S NEW EVOLUTION
ULRICH BOULON, SR. UX/AI DESIGNER PRESENTED AT UX BOURNEMOUTH 4 IN NOVEMBER 2017
The Art Of Elevated Conversational Commerce
© 2016-2017 ULRICH BOULON

Graduated with a MA in sociology
& web culture and a
MSc in innovation, strategy &
entrepreneurship.
Started working in 2011 in Paris
and packed to London to work with
startups, then clients like Google,
Virgin, BBC, Viacom.
Just recently co-founded a startup
called Reroo.
ABOUT ME
CHATBOT, DIGITAL’S NEW EVOLUTION BY ULRICH BOULON
Currently developing the user
experience design in-house.
And, instructor at GA for the Part-
time course.
B
Grew up on a sunny island called
Guadeloupe.

1 2 3CHATBOT & DESIGN THINKING: GETTING STARTED WITH EMPATHY

“I just typically want to talk to a real person about a specific
question, and [these other features were] just a big distraction
on the way to that goal.”
- Interviewee A
QUESTION
Why do you message a brand through
Facebook Messenger?

CHATBOT, DIGITAL’S NEW EVOLUTION BY ULRICH BOULONCHATBOT, DIGITAL’S NEW EVOLUTION BY ULRICH BOULON
QUESTION
Why investing in a bot?
“If we distribute online, we want to build
where the people are.That place is now
inside messenger apps.”
- Stakeholder
Source: Statistics from Buffer and Business Insider.© 2016-2017 ULRICH BOULON

A chatbot is a service, powered by
rules and sometimes artificial
intelligence, that you interact with
via a chat interface.
CHATBOT
Service
DEFINITION

What is the best dress for a night out next Friday?
HOW IT WORKS: SENSING THE ENVIRONMENT
Listen to sentences that you type into it…

Listen to sentences that you type into it…
What is the best dress for a night out next Friday?
SORTING SKUs LEAD TIMEOCCASION
HOW IT WORKS: SENSING THE ENVIRONMENT

BB
I am looking into…
‣KNOWLEDGE BASE (Entities + Intents)
‣PRODUCT INVENTORY API
‣ORDER MANAGEMENT SYSTEM API
HOW IT WORKS: THINKING (NLP)
© 2016-2017 ULRICH BOULON© 2016-2017 ULRICH BOULON

“Here is what I found on
burberry.com. A dress from
the Spring-Summer
collection 2017”
Add to bag?
HOW IT WORKS: TAKING ACTION
B

CUI
Examples
[CONVERSATIONAL USER INTERFACE]

HOW FACEBOOK MADE BOTS USABLE AND FRIENDLY
Source: Cheat Sheet:All Facebook Messenger Bots Interactions

HYPOTHESIS
EMPATHISE
ASSUMPTION
IDEATE
USERS FEEDBACK
PRIORITISE
INSIGHTS
DEFINE THE
PROBLEM
START BY GAINING EMPATHY
EMPATHISE
Observe the customer’s needs and motivations.

ASK YOURSELF:
DON’T ASK PEOPLE WHAT THEY WANT
DO ASK WHY? TO GET TO THE HEART OF THE
MATTER
TESTING

LIGHTBULB MOMENT: PRIORITISE INSIGHTS
STORYTELLING COMMERCE
CUSTOMER SERVICE STYLING
AFFINITY MAPPING
GATHERING INSIGHTS
NEEDS & PERSONA

“The more you fletch out your idea on paper
the faster you can move on to a computer.”
- Google

User ﬂows: sketch to outline the steps and the user ﬂow
WHEN TO USE SKETCH?

Explore interaction design
— The webview
Explore design principles
such as carousels
— The sliding carousel
Simulate key user interactions
and natural transition between
screens
— Tap by Tap
Chatbot prototyping tool
WHEN TO USE PAPER PROTOTYPE? 3 BENEFITS OF PAPER PROTOTYPING
CHATBOT, DIGITAL’S NEW EVOLUTION BY ULRICH BOULON © 2016-2017 ULRICH BOULON

BETTER TOGETHER: THE PROCESS
1 2 3

NEW IDEAS
REVIEWS
/ USABILITY TESTING
EMPATHISE
CONCEPTDIRECTION
PAIN POINT ITERATE
DESIGN THINKING LEAN UX
DESIGN THINKING MODEL & PRINCIPLES: THE USER EXPERIENCE
HYPOTHESIS
EMPATHISE
ASSUMPTION
IDEATE
EXPERIMENT
PRIORITISE
INSIGHTS
DEFINE THE
PROBLEM
FEEDBACK

Designers
Copy/Storytelling Project Manager
UX
Social/Marketing
Product Owner
Art Direction
Data
API
Customer Service
THE TEAM(S)

CONTENT FORMATTING: KNOWLEDGE BASE SNIPPET
Copy/Storytelling

UX
THE INFORMATION ARCHITECTURE

UX
THE INFORMATION ARCHITECTURE
STORYTELLING
COMMERCE
SERVICE

GREETINGS
e.g.“Hi | Hello | Good morning”
CORE
e.g. Craftmanship
EXTRA
e.g. I hope you don’t mind I use
cookies
SKIP 1
Deep links go to other content or
webview to ﬁnalise transaction.
SKIP 2
Require an initial setup process
(history) such as storing data.
e.g. Great! Time to learn…(Styling
advice)
CHATTER
Making the conversation less formal.
CONVERSATIONAL UI GUIDE
UX

EMPATHISE (AGAIN) THROUGH USABILITY TESTINGS
1 2 3

"I would think instead of Send Location,
that there should be an option to enter
your zip code, at the very least..."

"That's very interesting, I like that
feature here...I like how things are
styled in runway looks, so it definitely
adds to the versatility of the bag.”
"It didn't do what I thought it would
do. I thought it would suggest a purse
for me, not an outfit..."

1. Design conversational applications that
function just in the way people have a
conversation.
2. Track messages and conversations for
deeper engagement with the help of
analytics.
3. Helps connecting users to similar apps
and websites.
4. Enable conversion and immersive
experiences around storytelling, styling
OPPORTUNITIES
Hi there, I’m
Holmes.
I’m here to
keep you safe
on your way
back.

conversation.
analytics.
3. Helps connecting users to similar apps
and websites.
OPPORTUNITIES

conversation.
analytics.
3. Help connecting users to similar apps
and websites.
OPPORTUNITIES

conversation.
analytics.
3. Help connecting users to similar apps
and websites.
4. Enable conversion and micro-
conversion through immersive
experiences around storytelling and
styling.
OPPORTUNITIES
Hi there, I’m
Holmes.
I’m here to
keep you safe
on your way
back.

1. Let users know up front they’re
talking to a machine.
2. Avoid pretending to be a human,
but design for human emotion.
3. Make it simple, short and precise.
4. Follow the convention of the
messenger app.
5. Enhance for user experience.
6. Avoid dead ends and create
boundaries.
7. Plan ahead that your bot is going to
break at some point.
8. Keep the context in mind.
9. Onboard with conversation, don’t
leave your users with open ended.
10.Measure, measure, measure!
11. Have easter eggs!
12.Design your bot into your users’
journey.
KEY PRINCIPLES OF CHATBOT DESIGN WE CANNOT THINK UX WITHOUT

SORRY, I DIDN’T QUITE GET THAT!

Segment user journey and users to provide more bespoke
content based on previous behaviour/user information.
Store user chats in-platform and key information that the user
has provided such as name, location and purchase history.
Provide the NLP and machine learning features that can use
for next generation concept.
Integrate through all messaging platform including APAC’s.
YOUR VENDOR MUST

“A lot of the things that were barriers to us
back then are no longer barriers to us today
because of the evolution of the way
technology works,”
- Fast company

“The future is now!”
- Ulrich Boulon

THANK YOU FOR LISTENING
ULRICH BOULON
@ulrichboulon

Chatbot digitals-new-evolution Ulrich Boulon

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