chatbots, conversational interfaces, and the rise of messaging platforms
TRANSCRIPT
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The Conversational Interface
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Partner at Digital Intent and Founder Equity. Kellogg Professor. Very pale.
Hi.
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Product strategy, user experience design, web/mobile/bot development anddigital marketing under one roof.
Over 60 team members, with offices in Chicago, Dallas and Columbus.
#620 on the 2015 Inc. 5000, with over 735% revenue growth in 3 years.
An innovation team in a box.
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What
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Us learning how to interact with computers.
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Computers learning how to interact with us.
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Conversational
Interfaces
Bots
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Conversational
Interfaces
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Retrieval based models
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Generative models
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vs.
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Why
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Messaging apps have surpassed social networks.
3 billion users
2.5 billion users
Monthly actives for big 4 social networking apps vs. big 4 messaging apps. Source.
2012 2016
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1) Feels more personal than apps.
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“Language is the most powerful, useful, effective
communication technology ever, period.”
Source
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1) Feels more personal than apps.
2) More appropriate for many interactions.
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“I like the idea of not having to download an entire app.”
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0 Apps
1 App
2 Apps
3 Apps
4 Apps
5-7 Apps
8+ Apps
Most people download 0 new apps per month.
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“I actually prefer giving my information to a bot than a person
because there’s no judgment.”
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“Sometimes I don’t want to browse - I just want you to
tell me what to get.”
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“My kids text all day, but they don’t use email at all.”
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1) Feels more personal than apps.
2) More appropriate for many interactions.
3) Available wherever a user wants.
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“Conversational commerce is about delivering
convenience, personalization, and decision
support while people are on the go, with only
partial attention to spare.”
Source
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“Alexa, ask Uber to request a ride”
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I need to return an item.
I’m looking for a black cocktail dress.
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1) Feels more personal than apps.
2) More appropriate for many interactions.
3) Available wherever a user wants.
4) Can make non-experts experts.
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Messaging apps become the new home screen
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How
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Building a bot is easy. Building an intelligent
one is hard.
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Use a retrieval-based model (for now).
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Narrow the domain.
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“The challenge in plugging an AI into a
'conversational' chat bot interface is that you
don't have HAL 9000 but are in some sense
pretending to the user that you do.”
Source
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Spend a lot of time error handling.
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“When it comes to interactions with bot,
alignment should be the highest-order user
experience objective.”
Source
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“With chat, the UI is the log file. Debugging
becomes very easy. And every user interaction is
product feedback.”
Source
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Acquisition Users visit the site.
Activation Users have a good first experience.
Retention Users come back.
Referral Users tell their friends.
Revenue
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We don’t know how new apps will be discovered.
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Simplify data entry.
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Avoid replicating phone trees.
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Curation appears to be more effective (for now).
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Natural language filtering.
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Image-based search.
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Bake in delighters.
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Context is huge.
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Develop a relationship with the customer over time.
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Use notifications intelligently and prudently.
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Nobody knows yet.
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Group shopping?
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When
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1) PR opportunity.
2) Capitalize on unsaturated channel.
3) Barriers to entry are lower.
4) Figure out what works faster.
5) More data = smarter bots.
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Build
Measure
Learn
Ideas
ProductData
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Build version one now. Learn what works.
Repeat.
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Let’s build something great together.
Thanks for talking today. To learn more about how DI can help with your digital innovation needs, contact Sean at 312-213-0498 or [email protected]