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Designing value-driving digital assistants

20/12/2019

Designing value-driving digital assistants

Digital assistants are an often-overlooked opportunity that enable brands or internal organizations to activate its purpose, signal its point of difference as well as embed itself in people’s lives. They are designed to connect seamlessly across ‘on’ and ‘offline;’ to elevate and augment the human experience. Designing and integrating these forms of interfaces can either be used with an experience-driven purpose, or a process-driven purpose. 

Experience-driven 
Developments in Artificial Intelligence (Machine Learning, Natural Language Processing), coupled with ever-changing user expectations are driving the evolution of UI (user interfaces), opening new ways of interacting with technology. This extension of your brand is a digital touchpoint for customer interaction, iteratively augmenting customer experience by crafting highly engaging brand moments.  

Process-driven 
Assistants that have a clear process to manage are a time-saving resource for internal processes, instead of managing monotonous, repetitive tasks, employees can focus on activities that drive value. This functional automation is an ideal solution to support your internal organization and promote better employee satisfaction, automating tasks from HR to Finance and Helpdesk ie: managing supplier invoices. 

At Isobar, we believe that a holistic and customer-centric focus is fundamental to the future success of a brand, whether you’re seeking a conversational interface or an automation tool, our digital experts share five key elements to consider when designing your digital assistant. 

  1. Align it with your brand
    Storytelling moments that resonate with today’s consumers should be inspired by real human insights and founded on technology that enables companies to deliver value. When designing your assistant, align it with your brand identity, with your target group and mission at heart, creating an inimitable skill.

  2. Solve a real user need
    An assistant is not free media space, understand your customers and address an unmet user need that fits into their daily routine. As assistants give your brand a voice, they are a convenient and mobile friendly platform to interact with consumers when the moment of emotional interest is detected and provide information and service around your product or brand.

  3. Drive business results
    When properly designing digital assistants with a customer-centric approach, it’s possible to unlock new revenue streams, reduce operational costs, create a communication opportunity or drive loyalty. Be patient and thoughtful in your design phase. 

  4. Identify clear objectives of the chatbot conversation
    Start by first identifying the personas of the users who will interact with your digital assistant, their respective needs and behaviors. You are now able to start building the value-driving functions that your assistant will be able to execute.

  5. Drive for native dialogue
    After identifying the functionality that surrounds your assistant, begin to create mock conversations, bringing your agent to life in an and iterative approach. 

 

We believe the best way to deliver transformational thinking and tangible action, is to put the customer at the centre of our client's business, and unlocking the power of AI to create meaningful Digital Experiences that provide real solutions to our clients 

Our experts are ready to support you in your digital transformation journey. For more information, read the story of Diageo: The Echo Bar, an Alexa skill developed in collaboration with Amazon, or contact us for more information. 

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