1. 8 Guiding Principles for
Designing Content for
Conversational UIs
Joe Armstrong
Senior Content Strategist, ATB Financial

2. OVERVIEW
• Introduction to Conversational UIs
• Different platforms & use cases
• 8 guiding principles for content design

4. Poncho

7. HYPERAUTOMATION
• Automation uses technology to automate tasks that once required humans.
• Hyperautomation deals with the application of advanced technologies* to
increasingly automate processes and augment human capabilities.
• Hyperautomation often results in the creation of a digital twin of the
organization, allowing organizations to visualize how functions, processes
and key performance indicators interact to drive value. This then becomes
an integral part of the hyperautomation process, providing real-time,
continuous intelligence about the organization and driving business
opportunities.

8. Conversations are the “new”
user interface.

9. “We originally
talked to
computers in
their language
exclusively.
Increasingly, we
talk to them in
ours.”
Adam Cheyer,
Co-Developer of Siri and Viv

10. Voice Platforms Graphical/Chat Platforms
Google Assistant
Apple Siri
Amazon Alexa
Facebook
Messenger
Google Assistant
WhatsApp

12. Facebook Messenger Bot

14. FOR CUSTOMERS
• Fast
• Convenient
• Simple

15. FOR CUSTOMERS
• Fast
• Convenient
• Simple
FOR BUSINESSES
• Scalable
• Insightful
• Engaging

18. *Graph adapted from the Amazon Alexa course material on Udemy

19. 8 Guiding Principles for Designing
Content for Conversational UIs

20. Provide a warm welcome
& set the stage
Hello! Welcome to Shop Bot.
Hello
I offer fashion tips and
recommendations to help you express
your own sense of style.
Are you interested in men’s or
women’s fashion?
Men’s
Great! Let’s get started
1

21. Provide a warm welcome
& set the stage
Hello! Welcome to Shop Bot.
Hello
I offer fashion tips and
recommendations to help you express
your own sense of style.
Are you interested in men’s or
women’s fashion?
Men’s
Great! Let’s get started
1

22. Provide a warm welcome
& set the stage
Hello! Welcome to Shop Bot.
Hello
I offer fashion tips and
recommendations to help you express
your own sense of style.
Are you interested in men’s or
women’s fashion?
Men’s
Great! Let’s get started
1

23. Guide the conversation
What’s your favorite music genre?
Try saying rock or pop.
Rock
Great choice! Let’s browse popular
rock artists.
What’s your favorite music genre?
Rock Pop R&B
Great choice! Let’s browse popular
rock artists.
2
Rock

24. Guide the conversation
What’s your favorite music genre?
Try saying rock or pop.
Rock
Great choice! Let’s browse popular
rock artists.
What’s your favorite music genre?
Rock Pop R&B
Great choice! Let’s browse popular
rock artists.
2
Rock

25. Good for you! Quinoa is a super food
and an excellent source of protein.
Thanks for checking in. What did you
eat for your last meal?
Use natural language
I ate a quinoa salad.
Hmm. Maybe consider a bottle of
infused water next time.
I had a Coke.
Did you have a drink with your meal?
3

26. Good for you! Quinoa is a super food
and an excellent source of protein.
Thanks for checking in. What did you
eat for your last meal?
Use natural language
I ate a quinoa salad.
Hmm. Maybe consider a bottle of
infused water next time.
I had a Coke.
Did you have a drink with your meal?
3

27. Good news! There are 9 different restaurants within
1 mile of your location.
Prioritize personalization No. I think I want to try something different
Where is the nearest Vietnamese restaurant?
No Italian then. Do you have something in
mind? You’ve noted a preference for Asian fare.
You’ve rated Antonio’s highly on their lunch specials
before. Would you like to book a table there?
Pho An is just 3 blocks north of you, John.
Reviews say the subs are to die for!
4

28. Good news! There are 9 different restaurants within
1 mile of your location.
Prioritize personalization No. I think I want to try something different
Where is the nearest Vietnamese restaurant?
No Italian then. Do you have something in
mind? You’ve noted a preference for Asian fare.
You’ve rated Antonio’s highly on their lunch specials
before. Would you like to book a table there?
Pho An is just 3 blocks north of you, John.
Reviews say the subs are to die for!
4

29. Well, you know what they say, there’s no
accounting for taste. What types of movies do
you like?
It’s raining cats and dogs outside! Good night
for a movie.
Humanize your brand
What do you
recommend?
Batman vs. Superman was just released. Have
you seen it?
No. Is it any good?
I’ve heard it’s fairly dark in tone. Sounds like
Batman to me. What do you think?
I don’t really like comic book movies
5

30. Well, you know what they say, there’s no
accounting for taste. What types of movies do
you like?
It’s raining cats and dogs outside! Good night
for a movie.
Humanize your brand
What do you
recommend?
Batman vs. Superman was just released. Have
you seen it?
No. Is it any good?
I’ve heard it’s fairly dark in tone. Sounds like
Batman to me. What do you think?
I don’t really like comic book movies
5

31. Hello, John. We’re sorry to see that your
connecting flight, A360 to Atlanta, has been
cancelled. We apologize for any inconvenience.
Mind your manners Show me flights home
Would you like to find another flight? I can also
help arrange transportation to an alternate
destination.
Show me flights to Vancouver
I’m sorry but I didn’t understand your response.
Please state your desired destination.
6

32. Hello, John. We’re sorry to see that your
connecting flight, A360 to Atlanta, has been
cancelled. We apologize for any inconvenience.
Mind your manners Show me flights home
Would you like to find another flight? I can also
help arrange transportation to an alternate
destination.
Show me flights to Vancouver
I’m sorry but I didn’t understand your response.
Please state your desired destination.
6

33. It sounds like you’re having problems with your
internet connection; is that right?
Plan for misunderstanding
No. I can’t get my mobile connected to wireless!
This is ridiculous!
Sorry, I’m not sure what you mean. Please
indicate if you need help with your TV, internet,
or home phone.
It seems like we’re having trouble making a
connection, but all is not lost! Our customer
service team can help you get back up and
running in no time.
Would you like me to connect you to one of our
(super) human agents?
7

34. It sounds like you’re having problems with your
internet connection; is that right?
Plan for misunderstanding
No. I can’t get my mobile connected to wireless!
This is ridiculous!
Sorry, I’m not sure what you mean. Please
indicate if you need help with your TV, internet,
or home phone.
It seems like we’re having trouble making a
connection, but all is not lost! Our customer
service team can help you get back up and
running in no time.
Would you like me to connect you to one of our
(super) human agents?
7

35. It sounds like you’re having problems with your
internet connection; is that right?
Plan for misunderstanding
No. I can’t get my mobile connected to wireless!
This is ridiculous!
Sorry, I’m not sure what you mean. Please
indicate if you need help with your TV, internet,
or home phone.
It seems like we’re having trouble making a
connection, but all is not lost! Our customer
service team can help you get back up and
running in no time.
Would you like me to connect you to one of our
(super) human agents?
7

36. Continuously evolve
8

37. Continuously evolve
8

38. Guiding Principles for CUI Content
1. Provide a warm welcome
2. Guide the conversation
3. Use natural language
4. Prioritize personalization
5. Humanize your brand
6. Mind your manners
7. Plan for misunderstanding
8. Continuously evolve

40. THANK YOU
/QUESTIONS?