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Ethnobots: Reimagining Chatbots as Ethnographic Research Tools | Rasa Summit 2021

Ethnobots: Reimagining Chatbots as Ethnographic Research Tools | Rasa Summit 2021

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Presented by inChat Co-Founder & Design Anthropologist, Hector Fried and inChat Co-Founder & Technology Developer Rory Gianni at the 2021 Rasa Summit. Watch the talk recording on our summit site: https://rasa.com/summit/

Presented by inChat Co-Founder & Design Anthropologist, Hector Fried and inChat Co-Founder & Technology Developer Rory Gianni at the 2021 Rasa Summit. Watch the talk recording on our summit site: https://rasa.com/summit/

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Ethnobots: Reimagining Chatbots as Ethnographic Research Tools | Rasa Summit 2021

  1. 1. Ethnobots: Reimagining Chatbots as Ethnographic Research Tools 🤔 ?
  2. 2. We combine design ethnography, chatbot technology, and data insights to capture rich stories of users, customers, and services.
  3. 3. A design consultancy, we capture missing stories.
  4. 4. Ethnobot (ethnographic chatbot) Ethnography Ethnos – ‘folk, people, or nation’ Grahpo - ‘I write’ Chatbot “a computer program designed to simulate conversation with human users”
  5. 5. Methods We combine multiple approaches into one novel methodology and approach: • Mobile Ethnography, • Diary Studies, • Technological-Cultural Probes, • Ecological Momentary Assessment, • and the practice of Field Notes.
  6. 6. Strategic AI, Smart Design
  7. 7. Re-imagining field notes
  8. 8. Insights & Advantages
  9. 9. Insights & Advantages Open ended Chatbots that engage in open ended conversation, enabling users to really express themselves Familiar, easy to use format Chat apps are familiar so your users don’t need to learn a new tool Real time and context rich User responses as and when things happen, all captured for analysis
  10. 10. Decreased observer effect Chatbots don’t judge! People express themselves more freely Insights & Advantages (continued) Deployable remotely Learn about your users and their journeys wherever they are Scalable Capture stories and customer journeys at scale
  11. 11. Royal Highland Show RHS bot in Action Participants Selfie Participants Chat Log
  12. 12. Oops...
  13. 13. Edinburgh City Council Public Art Project Stakeholder in Conversation with Ethnobot
  14. 14. The User Journey
  15. 15. The User Journey
  16. 16. The User Journey
  17. 17. Key Takeaways Basics for leveraging chatbots for research purposes : • Leverage Co-Design • Develop and define key questions and provocations • Remove technological hangups • Embed intervention as a research infrastructure • Allow for unstructured or non-prescribed responses • Make the most of anthropomorphisation • Make analysis transcribable (ie. You must design for the client and end user appropriately)
  18. 18. @inChatD Chatbots for research purposes https://inchat.design ✉ hector@inchat.design rory@inchat.design
  19. 19. Applications / Market Prospects We see our approach, methods and technology as means to improve the following areas: ● Customer Experience Management ○ FinTech ○ Health & Health Care ○ Gaming ○ Software User Experience ● Product Marketing & Management ● Human Behaviour Analysis ● Public Services & Engagement ● Culture, Museums, & Galleries ● Parks and Nature ● Academic Research Sectors in bold are high-growth potential areas
  20. 20. Applications / Market Prospects Customer Experience Management Market Size [1] Value in 2020 - USD 7.6 billion Est. for 2027 - USD 23.6 billion “...trend in investment towards customer retention strategies than that of customer acquisition strategies is further enhancing the growth of the market for customer experience management. According to Harvard Business Review, the cost to retain a customer is 25% cheaper as compared to the cost of acquiring a new customer.” [2] Sources: [1]: https://www.grandviewresearch.com/industry-analysis/customer-experience-management-market [2]: https://www.grandviewresearch.com/press-release/global-customer-experience-management-cem-market
  21. 21. The Company History Timeline Coining the term ‘Ethnobot’ (ethnographic chatbot) First Ethnobot deployment First paper published at CHI 2018 Commercialisation approval from PETRAS Resident Entrepreneurs programme at Creative Informatics Challenge Project 1: Fringe Festival Society Challenge Project 2: Jupiter Artland inChat becomes an LTD 2017 2021 First Ethnobot deployment under PETRAS research project
  22. 22. Co-Founders Rory Gianni is a creative technologist and trainer. He has over 10 years experience working with public sector organisations, start-ups, and universities helping them take their early stage concepts to production. In his previous role as a research associate at the department of Design Informatics, Rory focused on developing technological probes and tools to conduct design led research. He is now working on the edge of affective technologies to enhance conversational AI experiences. Hector Michael Fried is a design anthropologist and artist. Hector’s research explores the use of technological probes towards qualitative and ethnographic inquiry, while applying it to industry issues around service design. He has specific interest in IoT with an emphasis on contextualising the growing relationship between things, humans, and AI. At Design Informatics he has worked with Edinburgh City Council towards their Public Art Research Project and conducted research under the Internet of Things Research Hub (PETRAS). He has become a leading expert in Conversational User Interaction Design for research purposes.

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