It’s the kind of ‘micro-copywriting’ skill your regular copywriters might not have because engaging two-way natural language dialogue isn’t generally needed in other areas of UX writing. That opening interaction is critically important because it’s the hook that captures the user’s attention and motivates them to complete their goals through the chat interface, so it should be part of an ongoing process of continual testing a refinement.ĭon’t underestimate the writing challenge this represents. We worked on a HR recruitment bot, and spent 3-4 weeks (including on site user research) to define the initial opening lines, then subsequently spent several more weeks testing and refining the first drafts. The most important part of any script (screenplay, novel, movie, blockbuster RPG or chat) is the opening line. ![]() Human-centric research and UX design thinking is essential for the writing process (fortunately, that’s what Sutherland Labs is all about). More than that, the script depends on researching an in-depth understanding of the customer journey. Designing conversations isn’t primarily a software engineering challenge, chatbot success, like movies and games, largely depends on the quality of the script. The single most surprising thing I’ve learned from each conversation design project is this: You will spend more time on writing the script than the software engineering. Just like the early days of the commercial website ecosystem where the mass market forms we take for granted today took a while to emerge, chat isn’t over, it’s just taking time to mature. All new tech experiences it, in one form or another. It’s more likely what’s really happening is a predictable boom-bust hype curve. Some industry commentators are asking if chat is a burst bubble, but remember there was a dotcom bubble once, and after that burst many commentators wondered if the web was over, too. In fact, regardless of the channel you select, there’s almost daily news that another big-name brand has dropped its bot. But, this year Facebook announced it’s refocusing its AI tech away from bots because 70% of Facebook bot chats fail. Surveys showed Generation-Z users reported spending up to 4 hours a day with chatbots, and around 27% of customers expressed a preference for chatbot tools in their daily experiences. ![]() ![]() For chatbots, digital assistants, self-service conversational user experiences, call them what you like, it’s been a rollercoaster ride over the last couple of years.īetween February and July last year, nearly 18,000 new chatbots appeared on Facebook messenger alone. Do they work? Not so much as you’d expect. Are chatbots an important tool when you’re designing smarter customer experiences? Yes.
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