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Copyright 2020 © Conversation Design Institute B.V. All rights reserved
Copyright 2020 © Conversation Design Institute B.V. All rights reserved
Copyright 2020 © Conversation Design Institute B.V. All rights reserved
Copyright 2020 © Conversation Design Institute B.V. All rights reserved
Copyright 2020 © Conversation Design Institute B.V. All rights reserved
Just like you cannot imagine a company without engineers today,
you cannot imagine a company without conversation designers 5 years from now.
Copyright 2020 © Conversation Design Institute B.V. All rights reserved
Copyright 2020 © Conversation Design Institute B.V. All rights reserved
I need ,
and
I need ,
and
Copyright 2020 © Conversation Design Institute B.V. All rights reserved
Copyright 2020 © Conversation Design Institute B.V. All rights reserved
Copyright 2020 © Conversation Design Institute B.V. All rights reserved
Copyright 2020 © Conversation Design Institute B.V. All rights reserved
Copyright 2020 © Conversation Design Institute B.V. All rights reserved
Copyright 2020 © Conversation Design Institute B.V. All rights reserved
Copyright 2020 © Conversation Design Institute B.V. All rights reserved
Copyright 2020 © Conversation Design Institute B.V. All rights reserved
The tendency to perceive a specific, often meaningful
image in a random or ambiguous visual pattern.
Copyright 2020 © Conversation Design Institute B.V. All rights reserved
Copyright 2020 © Conversation Design Institute B.V. All rights reserved
Inconsistent
Less likable
Less trustworthy
Copyright 2020 © Conversation Design Institute B.V. All rights reserved
Copyright 2020 © Conversation Design Institute B.V. All rights reserved
“How may I help you sir?”
Work: Butler
Lives in: New York, New york
Raised in: Edinborough, Scotland
Education: Boroughmuir High School,
Edinborough, New York International School of
Hospitality
Henry studied hospitality management. Has travelled the
world and loves to cook. His three daughters are studying. He
knows a lot about the world. A bit formal, but warm and
empathic, especially when it comes to children.
● Answer questions about the villa.
● Provide information about things to do in the area.
Slow
Tranquil
Low pitch
Serious
● Make sure that the family doesn’t miss any of the
highlights, like the golf clinics for kids, chef’s diner on
Thursdays.
● “Good afternoon.” “Good day.”
● “Splendid. Two tickets to the golf clinic. Is two o’clock
good for you?”
● “To confirm, would you like two tickets to children’s
golf clinic? Is that correct?”
● “I’m terribly sorry.”
Marital status: Married, 3 daughters
Fast
Energetic
High pitch
Aural smile
Copyright 2020 © Conversation Design Institute B.V. All rights reserved
Copyright 2020 © Conversation Design Institute B.V. All rights reserved
For each use case
Copyright 2020 © Conversation Design Institute B.V. All rights reserved
Copyright 2020 © Conversation Design Institute B.V. All rights reserved
Buying sneakers
At home, on computer Alone, maybe partner in
next room
No rush. But excited to
run
Which to get
Buy cool sneakers
Getting fit. Looking
cool
What if I don’t get
the cool ones
The assistant to help
select sneakers
Afraid to make
mistakes
Loves to run. But is always afraid to buy the
wrong sneakers. Is just never sure what’s in
fashion
Select sneakers
add to cart
Recognize people
and do transaction
What’s in stock
Nothing
Goal, size, price, color
Add to cart and get
extras
Browse too much
because too many
options
Copyright 2020 © Conversation Design Institute B.V. All rights reserved
One person is the assistant,
the other person is the user.
We sit back-to-back to
prevent non-verbal cues.
We iterate until we get it
right.
I’m going to start running again and I’m
going to need some new sneakers We have a lot of those…
can you maybe be more
specific? Or no wait… Do
you have a budget??
Copyright 2020 © Conversation Design Institute B.V. All rights reserved
Copyright 2020 © Conversation Design Institute B.V. All rights reserved
For each use case
Copyright 2020 © Conversation Design Institute B.V. All rights reserved
Copyright 2020 © Conversation Design Institute B.V. All rights reserved
OK. You want to buy sneakers. Do you know which
ones?
Acknowledgement
✓
Implicit confirmation
✓
Prompt
✓
Copyright 2020 © Conversation Design Institute B.V. All rights reserved
Copyright 2020 © Conversation Design Institute B.V. All rights reserved
For each use case
Copyright 2020 © Conversation Design Institute B.V. All rights reserved
You can prompt desired behaviour by
increasing motivation and ability.
Copyright 2020 © Conversation Design Institute B.V. All rights reserved
Motivation
➔ Social proof
➔ Urgency
➔ Commitment
➔ Positive feedback
➔ Loss aversion
➔ Anticipation
➔ Ask again
Ability
➔ Soft CTA
➔ Choice architecture
➔ Anchoring
Prompts
➔ Exceptional benefit
➔ Curiosity
➔ Simple question
Copyright 2020 © Conversation Design Institute B.V. All rights reserved
OK. To find the right sneakers, I’m going to run you
through 3 simple questions. For most people, this
only takes a minute. Ready. Set. Go?
Go! Nah Let’s do this
Personality
✓
✓
Anticipatory enthusiasm
✓
Expectation management
✓
Social proof
✓
Choice architecture
✓
Acknowledgement
✓
Implicit confirmation
✓
Prompt
✓
Copyright 2020 © Conversation Design Institute B.V. All rights reserved
Copyright 2020 © Conversation Design Institute B.V. All rights reserved
Copyright 2020 © Conversation Design Institute B.V. All rights reserved
For each use case
Copyright 2020 © Conversation Design Institute B.V. All rights reserved
Design Fundamentals
● What is conversation design
● Psychology of conversations
● Understanding scenarios
● How to write prompts
● How to write introductions
● Turn-taking
● Explicit & implicit confirmations
● Acknowledgements
● Prompt verbosity
● Barge-in
● Empathy
● Tapering
● Jenga technique
● Discourse markers
● Error handling
● How to present lists
● Add variety
● No input
● No match
● Misrecognition
● Task failure
Workflow
● Explore tech
● Explore operations
● Identify user personas
● Why create a bot persona
● How to create bot persona
● Chatting style
Happy Conversation Design
● Identify use case
● Conversation Design Canvas
● Setting the scene
● Human needs
● Assistant needs
● Sample Dialogue
● Flowchart
● Expert Rewrite
● Wizard of Oz testing
Detailed Conversation Design
● AI Training
● Long tail
● Repair flow
● Implementation
● Optimization
Increasing motivation
● Design for increasing
motivation
● Use cases for increasing
motivation
● Simple question
● Stir curiosity
● Exceptional benefit
● Soft call-to-action
● Choice architecture
● Small commitments
● Positive feedback
● Anticipatory enthusiasm
● Urgency
● Social proof
● Framing
● Anchoring
● Loss aversion
● Ask again
● Show gratitude
● Never a dead-end-street
● Peak-end rule
Bot personality
● Personality content
● Chit chat
● Create easter eggs
● Seasonal content
● Curated Content
● How to write jokes
Glassboard
● Challenge of the interface
● Requirements
● Happy Conversation Design
● Detailed Conversation Design
● CDI Workflow
Course content
Copyright 2020 © Conversation Design Institute B.V. All rights reserved
● Repair flows
● Confirmation
● Disambiguation
● Slots, skills, and transactional
● Testing implementation
Improve
● Business performance
● Traffic
● Activation
● Containment
● Drop out
● Customer satisfaction
● Technical performance
● Four key metrics
● Accuracy
● Precision
● Recall
● Macro F1 score
● Threshold
● Average confidence score
● Improving the assistant
● Improving cognition
● Training phrase discipline
● Validating the NLU
Theory
● The AI Trainer’s team
● The Team roles
● Meet your boss
● Understanding AI Training
● Glossary of AI Training
● Future of AI Training
● Types of AI Assistants
● AI Trainer in the CDI workflow
● Steps of building the Assistant
● A short chapter on AI
● The Challenge of language
● The Scope of the Assistant
● Business scoping
Build
● Training phrases
● Sourcing training phrases
● Create training phrases
● Improve training phrases
● Training the Assistant
● Entities
● Implementation workflow
● An organized platform
● Implementation practice
● Linking with conditions
● Entity and regex conditions
● Counters & variables
● Specialized implementation
● Fix under- and overtraining
● Merging
● Splitting
● Removing intents
● Blind testing
● Improve business metrics
● Activation & traffic
● AI Trainer Course wrap up
Course content
Copyright 2020 © Conversation Design Institute B.V. All rights reserved
www.conversationdesigninstitute.com/courses/rasa
Copyright 2020 © Conversation Design Institute B.V. All rights reserved
Want to learn more about conversation design? Join our trial course!
Copyright 2020 © Conversation Design Institute B.V. All rights reserved
➔ conversationdesigninstitute.com
➔ hans@conversationdesigninstitute.com
➔ twitter.com/hvdam

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The State of Conversation Design - Designing for the Conversational Future

  • 1. Copyright 2020 © Conversation Design Institute B.V. All rights reserved
  • 2. Copyright 2020 © Conversation Design Institute B.V. All rights reserved
  • 3. Copyright 2020 © Conversation Design Institute B.V. All rights reserved
  • 4. Copyright 2020 © Conversation Design Institute B.V. All rights reserved
  • 5. Copyright 2020 © Conversation Design Institute B.V. All rights reserved Just like you cannot imagine a company without engineers today, you cannot imagine a company without conversation designers 5 years from now.
  • 6. Copyright 2020 © Conversation Design Institute B.V. All rights reserved
  • 7. Copyright 2020 © Conversation Design Institute B.V. All rights reserved I need , and I need , and
  • 8. Copyright 2020 © Conversation Design Institute B.V. All rights reserved
  • 9. Copyright 2020 © Conversation Design Institute B.V. All rights reserved
  • 10. Copyright 2020 © Conversation Design Institute B.V. All rights reserved
  • 11. Copyright 2020 © Conversation Design Institute B.V. All rights reserved
  • 12. Copyright 2020 © Conversation Design Institute B.V. All rights reserved
  • 13. Copyright 2020 © Conversation Design Institute B.V. All rights reserved
  • 14. Copyright 2020 © Conversation Design Institute B.V. All rights reserved
  • 15. Copyright 2020 © Conversation Design Institute B.V. All rights reserved The tendency to perceive a specific, often meaningful image in a random or ambiguous visual pattern.
  • 16. Copyright 2020 © Conversation Design Institute B.V. All rights reserved
  • 17. Copyright 2020 © Conversation Design Institute B.V. All rights reserved Inconsistent Less likable Less trustworthy
  • 18. Copyright 2020 © Conversation Design Institute B.V. All rights reserved
  • 19. Copyright 2020 © Conversation Design Institute B.V. All rights reserved “How may I help you sir?” Work: Butler Lives in: New York, New york Raised in: Edinborough, Scotland Education: Boroughmuir High School, Edinborough, New York International School of Hospitality Henry studied hospitality management. Has travelled the world and loves to cook. His three daughters are studying. He knows a lot about the world. A bit formal, but warm and empathic, especially when it comes to children. ● Answer questions about the villa. ● Provide information about things to do in the area. Slow Tranquil Low pitch Serious ● Make sure that the family doesn’t miss any of the highlights, like the golf clinics for kids, chef’s diner on Thursdays. ● “Good afternoon.” “Good day.” ● “Splendid. Two tickets to the golf clinic. Is two o’clock good for you?” ● “To confirm, would you like two tickets to children’s golf clinic? Is that correct?” ● “I’m terribly sorry.” Marital status: Married, 3 daughters Fast Energetic High pitch Aural smile
  • 20. Copyright 2020 © Conversation Design Institute B.V. All rights reserved
  • 21. Copyright 2020 © Conversation Design Institute B.V. All rights reserved For each use case
  • 22. Copyright 2020 © Conversation Design Institute B.V. All rights reserved
  • 23. Copyright 2020 © Conversation Design Institute B.V. All rights reserved Buying sneakers At home, on computer Alone, maybe partner in next room No rush. But excited to run Which to get Buy cool sneakers Getting fit. Looking cool What if I don’t get the cool ones The assistant to help select sneakers Afraid to make mistakes Loves to run. But is always afraid to buy the wrong sneakers. Is just never sure what’s in fashion Select sneakers add to cart Recognize people and do transaction What’s in stock Nothing Goal, size, price, color Add to cart and get extras Browse too much because too many options
  • 24. Copyright 2020 © Conversation Design Institute B.V. All rights reserved One person is the assistant, the other person is the user. We sit back-to-back to prevent non-verbal cues. We iterate until we get it right. I’m going to start running again and I’m going to need some new sneakers We have a lot of those… can you maybe be more specific? Or no wait… Do you have a budget??
  • 25. Copyright 2020 © Conversation Design Institute B.V. All rights reserved
  • 26. Copyright 2020 © Conversation Design Institute B.V. All rights reserved For each use case
  • 27. Copyright 2020 © Conversation Design Institute B.V. All rights reserved
  • 28. Copyright 2020 © Conversation Design Institute B.V. All rights reserved OK. You want to buy sneakers. Do you know which ones? Acknowledgement ✓ Implicit confirmation ✓ Prompt ✓
  • 29. Copyright 2020 © Conversation Design Institute B.V. All rights reserved
  • 30. Copyright 2020 © Conversation Design Institute B.V. All rights reserved For each use case
  • 31. Copyright 2020 © Conversation Design Institute B.V. All rights reserved You can prompt desired behaviour by increasing motivation and ability.
  • 32. Copyright 2020 © Conversation Design Institute B.V. All rights reserved Motivation ➔ Social proof ➔ Urgency ➔ Commitment ➔ Positive feedback ➔ Loss aversion ➔ Anticipation ➔ Ask again Ability ➔ Soft CTA ➔ Choice architecture ➔ Anchoring Prompts ➔ Exceptional benefit ➔ Curiosity ➔ Simple question
  • 33. Copyright 2020 © Conversation Design Institute B.V. All rights reserved OK. To find the right sneakers, I’m going to run you through 3 simple questions. For most people, this only takes a minute. Ready. Set. Go? Go! Nah Let’s do this Personality ✓ ✓ Anticipatory enthusiasm ✓ Expectation management ✓ Social proof ✓ Choice architecture ✓ Acknowledgement ✓ Implicit confirmation ✓ Prompt ✓
  • 34. Copyright 2020 © Conversation Design Institute B.V. All rights reserved
  • 35. Copyright 2020 © Conversation Design Institute B.V. All rights reserved
  • 36. Copyright 2020 © Conversation Design Institute B.V. All rights reserved For each use case
  • 37. Copyright 2020 © Conversation Design Institute B.V. All rights reserved Design Fundamentals ● What is conversation design ● Psychology of conversations ● Understanding scenarios ● How to write prompts ● How to write introductions ● Turn-taking ● Explicit & implicit confirmations ● Acknowledgements ● Prompt verbosity ● Barge-in ● Empathy ● Tapering ● Jenga technique ● Discourse markers ● Error handling ● How to present lists ● Add variety ● No input ● No match ● Misrecognition ● Task failure Workflow ● Explore tech ● Explore operations ● Identify user personas ● Why create a bot persona ● How to create bot persona ● Chatting style Happy Conversation Design ● Identify use case ● Conversation Design Canvas ● Setting the scene ● Human needs ● Assistant needs ● Sample Dialogue ● Flowchart ● Expert Rewrite ● Wizard of Oz testing Detailed Conversation Design ● AI Training ● Long tail ● Repair flow ● Implementation ● Optimization Increasing motivation ● Design for increasing motivation ● Use cases for increasing motivation ● Simple question ● Stir curiosity ● Exceptional benefit ● Soft call-to-action ● Choice architecture ● Small commitments ● Positive feedback ● Anticipatory enthusiasm ● Urgency ● Social proof ● Framing ● Anchoring ● Loss aversion ● Ask again ● Show gratitude ● Never a dead-end-street ● Peak-end rule Bot personality ● Personality content ● Chit chat ● Create easter eggs ● Seasonal content ● Curated Content ● How to write jokes Glassboard ● Challenge of the interface ● Requirements ● Happy Conversation Design ● Detailed Conversation Design ● CDI Workflow Course content
  • 38. Copyright 2020 © Conversation Design Institute B.V. All rights reserved ● Repair flows ● Confirmation ● Disambiguation ● Slots, skills, and transactional ● Testing implementation Improve ● Business performance ● Traffic ● Activation ● Containment ● Drop out ● Customer satisfaction ● Technical performance ● Four key metrics ● Accuracy ● Precision ● Recall ● Macro F1 score ● Threshold ● Average confidence score ● Improving the assistant ● Improving cognition ● Training phrase discipline ● Validating the NLU Theory ● The AI Trainer’s team ● The Team roles ● Meet your boss ● Understanding AI Training ● Glossary of AI Training ● Future of AI Training ● Types of AI Assistants ● AI Trainer in the CDI workflow ● Steps of building the Assistant ● A short chapter on AI ● The Challenge of language ● The Scope of the Assistant ● Business scoping Build ● Training phrases ● Sourcing training phrases ● Create training phrases ● Improve training phrases ● Training the Assistant ● Entities ● Implementation workflow ● An organized platform ● Implementation practice ● Linking with conditions ● Entity and regex conditions ● Counters & variables ● Specialized implementation ● Fix under- and overtraining ● Merging ● Splitting ● Removing intents ● Blind testing ● Improve business metrics ● Activation & traffic ● AI Trainer Course wrap up Course content
  • 39. Copyright 2020 © Conversation Design Institute B.V. All rights reserved www.conversationdesigninstitute.com/courses/rasa
  • 40. Copyright 2020 © Conversation Design Institute B.V. All rights reserved Want to learn more about conversation design? Join our trial course!
  • 41. Copyright 2020 © Conversation Design Institute B.V. All rights reserved ➔ conversationdesigninstitute.com ➔ hans@conversationdesigninstitute.com ➔ twitter.com/hvdam