The document outlines the challenges of government websites being overwhelming catch-alls that frustrate citizens and strain customer support. It introduces 'Ben', a chatbot for bot-enhanced navigation that improves user experience by guiding users to the appropriate services. Key features of this approach include familiarity with messaging apps, digestible content, branching based on user needs, and mobile optimization.

2. Who am I?
● Conversational Designer &
Marketer
● ~4 years of chatbot creation
experience
● Over 100 chatbots created
Arnav Patel
Content Marketer

3. Who are we?
Helping marketers boost their
conversion rates using
conversational tech since 2015
Who are we?
Helping state and local
government agencies scale
services and customer support
for their citizens using chatbots

4. Overview
1. The Problem With Government Websites
2. Introducing BEN
3. How BEN Helps (The Effects)
4. Q&A

5. The Problem With
Government Websites

6. City Officials Build Their Websites As A Catch-all
● Cities deliver dozens of services
● They organize their websites to
house all of those services
● The end goal is to make all of
the city’s services accessible
online

7. Citizens Don't Need All Of These Services All Of The Time
● Citizens aren’t considering the
overall picture
● They don’t care about having to
house all of the services in a
single place
● They want to access just the
service(s) that they need when
they land on the page

8. This Tension Makes For Poor CX
● Since city websites are a
catch-all, finding the exact
page/service that a citizen
needs can be difficult

9. The End Result...
● Citizen frustration
● Increased strain on
customer support teams
○ Greater call volume
○ Long wait times
○ High Citizen Frustration

10. Introducing
Bot-enhanced
Navigation

11. Who are we?
Helping marketers boost their
conversion rates using
conversational tech since 2015
● BEN stands for bot enhanced
navigation
● It is an approach to improving
government website UX that
involves adding a chatbot to the
site that guides users to the right
page/portal/resource
● Think of BEN as an on-site
concierge
What is Bot-enhanced Navigation

12. Who are we?
Helping marketers boost their
conversion rates using
conversational tech since 2015
● Website Widget - Citizens can
access the INBiz chatbot through a
widget that lives on the bottom
left corner of the page. This
widget is designed so that it
appears on all pages of the INBiz
domain, thus ensuring ease of
access.
How do users access it

13. Who are we?
Helping marketers boost their
conversion rates using
conversational tech since 2015
1. Familiarity
2. Digestible content
3. Branching
4. Mobile Optimization
What makes them effective

14. Familiarity
● The top three messaging
apps in the world have 4
billion users combined.
● Chatbots tap into this
popularity to deliver a UI that
is familiar to your citizens.
●

15. Who are we?
Helping marketers boost their
conversion rates using
conversational tech since 2015
1. Ease-of-use
2. Digestible content
3. Branching
4. Mobile Optimization
What makes them effective

16. Digestible content
● Chat is built on the back-and-forth of
short texts
● This means that instead of presenting text
in large blocks, the medium forces you to
break information down into bite-sized
chunks interspersed with user input
● This makes it easier for citizens to
consume all of the information sent to
them

17. Who are we?
Helping marketers boost their
conversion rates using
conversational tech since 2015
1. Ease-of-use
2. Digestible content
3. Branching
4. Mobile Optimization
What makes them effective

18. Branching
● Government Processes are filled
with conditionals
● Static pages have no ability to
present these elegantly
● Through branching chatbots will
only present information relating
to the condition that applies to
the citizen they are talking to

19. Who are we?
Helping marketers boost their
conversion rates using
conversational tech since 2015
1. Ease-of-use
2. Digestible content
3. Branching
4. Mobile Optimization
What makes them effective

20. ● With a regular LP, you build it for
desktop and then squeeze it down for
mobile.
● With a chat interface the
transformation goes the other way.
● Chat as we know it today was made for
mobile first and then ported over to
the larger screens
Mobile Optimization

21. The Effect

25. Questions?

26. Contact us
Email: arnav@hellotars.com
Phone number: +1 (408) 617-9159
Website: https://hellotars.com