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The Future of the Web Is Conversational


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The Future of the Web Is Conversational

  1. 1. The future of the web is conversational Marty Drill
  2. 2. Hi, I’m Marty CEO Get Started Agency - Australia @martydrill @getstarted
  3. 3. 30% of web browsing sessions will be done without a screen by 2020 By 2020, the average person will have more conversations with bots than with their spouse. Source: Gartner Research 2016 “Top 10 Predictions for 2017 and Beyond”
  4. 4. Content structure and consumption will change radically Even today - developers need to consider more than typical display devices, extending their thinking to the semantic web and devices such as Amazon Echo and Google Home.
  5. 5. Huge UX, CX and Business Intel opportunities and challenges The future of marketing will increasingly be predictive, hyper- personalised, adaptive and responsive.
  6. 6. Omnichannel changes everything Shopping will no longer be a distinct thing that people do. Instead, the focus will shift to instantaneously getting things as and when you want them, on whatever device you want. It will be interspersed with our lives. This will have a huge impact on Businesses, Marketers and Agencies.
  7. 7. Digital assistants & Conversational UI. What can they do?
  8. 8. ● Ask a question ● Turn on the lights ● Order a pizza/Uber/beer ● List recent bank transactions (CapitalOne) ● Control your TV ● Play music ● Football scores ● Start your vacuum ● Read your schedule aloud ● Lock the house ● Notifications, Add a To do, remind you of a birthday ● Log how much time you spend at a location
  9. 9. What is it actually doing?
  10. 10. Digital Assistant is like having a phone on, with a permanent IVR (Interactive Voice Recognition)
  11. 11. Imagine these 2 booking experiences “Alexa, order a ten pack of AA batteries” Response: “Yes, Hal, I’ll do that now” And later… “Alexa, when are my batteries coming?” Response: “They are due for delivery today” OR 1. Start your mobile/laptop and load a website 2. Navigate your way to find the right batteries 3. Click, click, click, enter personal details 4. Find credit card, enter those details too… 5. Open email and website to track delivery Are we just replacing web forms, apps and phone ordering?
  12. 12. Will Amazon crush everyone? Eliminate friction from our customers lives. If you make it easy for customers through conversational UI, they will remain your customers 7 Storey tall Amazon Echo in Times Square
  13. 13. What if you could use voice to improve UX, CX and Business Intel?
  14. 14. ● Book a flight ● Order your product ● Apply for a credit card ● Review a restaurant or movie ● Book a car service ● Replace the product manual ● Provide some functions of the intranet ● Business to business ordering Essentially we could replace the phone and keyboard interfaces. Where is it heading for Business?
  15. 15. Book a car in for a service, without putting the entire booking system online
  16. 16. Replace the internal ordering system at a hospital so nurses can place an order when they need supplies
  17. 17. Empower every guest to access ANY service, without calling reception at the hotel
  18. 18. Provide a coffee shop the ability to voice order their supplies for the day rather than interacting with each Rep @martydrill
  19. 19. When you have a trusted peer to peer relationship, there is no data entry That’s AWESOME!
  20. 20. How do you deal with the rise of personalisation and omnichannel?
  21. 21. Some questions to consider ● What problem are you solving? ● What questions does the person have? ● Can you put your existing system online? ● If you don’t, where are you going to store the content? ● How do you want to personalize the content? ● What does success look like, how are you going to assess it? Omnichannel and Personalization
  22. 22. ● How can you personalize if what they are looking for is not available ● However, the aim is not to develop more and more content for all the devices ● Content is based upon context, context is based upon need ● Structured content means that it can be consumed by a conversational interface ● Adaptive content provides for personalization ● You can adapt content for a specific context such as internal use - eg in-house ordering or a new staff member Omnichannel and Personalization - The answer is to design structured content accessed through microservices/web hooks @martydrill
  23. 23. You could use Kentico Cloud to provide custom content to digital assistants ● Manages all your content in a cloud-based content hub ● Delivers your content to any channel and device ● Can allow you to create segmentation based upon activity ● Creates personalized experiences across channels ● Future-proofs your investment into content Microservices architecture for omnichannel delivery
  24. 24. Voice ordering
  25. 25. Alexa architecture • Custom skill (understand speech, call your business logic) • Custom backend (business logic that issues answers, .NET Azure function)
  26. 26. Custom skill • Intents = function schema (name + parameters) • Custom types (LIST_OF_PRODUCTTYPES = enum) • Sample Utterances (example phrases)
  27. 27. Process Alexa request
  28. 28. Process Alexa request
  29. 29. ● Your kids sporting team results could be updated and published ● Provide franchisees with access to Kentico Cloud (instead of the CMS) to update store opening and closing times so they are accurate for the holidays ● Allow for donations to your charity ● Answer employee questions instead of them calling HQ/HR ● How many leads has my site generated today? Pretty much anything that currently requires a search and a screen with text/data What else could you do @getstarted
  30. 30. Hot tip Use Modular Content Structured content is the key to success on a headless CMS Like widgets on steroids Don’t be afraid to create LOTS of content items Limits on how many nodes you create, don’t exist in Cloud like they did in EMS Searching and filtering do a great job of finding items
  31. 31. Hot tip Personalisation doesn’t need personas Basic personalisation can be easy Kentico Cloud does support segments, but they’re not required Personalisation SDK allows you to check basic activity Example source code available for .NET, e.g. form submission @martydrill
  32. 32. Kentico Evangelist Bryan Soltis Big fan. Big content. ● @bryan_soltis ● Blog posts ● Tweets ● Code Samples ● Experiments
  33. 33. Challenges ● Security - consider pin and voice authentication ● Trust - if i place this order, will it turn up? ● Identifying the call to action without a screen ● Getting content out of silos across organisations ● Preparing your organisation for Omnichannel
  34. 34. Takeaways ● Voice will represent a major component of your web traffic within 2 years. 60 million Americans will do a voice search monthly, this year! ● You can make your content and systems available to digital assistants by using structured content and microservices. ● Eliminate friction from our customers lives. To do this we need to make content structured and readable by bots.
  35. 35. Takeaways ● Once there is a trusted relationship with a company and customer, repeat ordering and interactions became easy, creating a barrier for competitors ● Content API enables content to be utilized across omnichannel, providing personalized experience for the user's own journey
  36. 36. The future of the web is voice. Are you listening? @martydrill
  37. 37. Slidedo: #kenticoQuestions?
  38. 38. Thanks for listening Marty Drill @martydrill @getstarted