If you’ve been following this series, you now know that there are core principles that are needed when designing a CUI to lay the groundwork for conversational interactions. But maybe you’re still skeptical of how voice technology or chatbots could sound like anything other than a robot. It definitely takes a lot of careful thought and planning to create a CUI that feels as natural as a human conversation, but it is achievable! The following design principles are what are going to give your CUI the ability to have conversations that are actually dynamic and helpful.
To better illustrate these design principles, I’ll be pulling examples from our project working with RBC VoiceLabs. The project was a CUI that would help welcome new immigrants to Canada by orienting them with RBC’s financial services and resources through a product called ‘Arrive’. If you’re interested in learning more about Arrive and the tools and resources they provide, you can check out their blog here.
1) CUIs should be clear communicators
Think of the best listeners you know, and chances are they not only make you feel like you are being heard, but they also help clarify or provide reassurance as to what you are saying. If the people you have in mind are like the ones I know then they will often stop to ask you for more information or to confirm they are hearing you correctly.
Our voice experiences should be great listeners, capable of playing back voice inputs frequently so that customers know they are being heard. They should also be clear communicators, describing any activities happening in the background which the customer may not be aware of (i.e. Looking up product information).
Good Example
RBC Voice: Did you want to quickly set up an Arrive account with this email so I can send you the resources we talked about?
Client: Sure, that would be great!
RBC Voice: Great, your account was created and I sent you a confirmation email.
RBC Voice: Just a moment, I’m looking up your profile.
Poor Example
RBC Voice: Did you want to quickly set up an Arrive account with this email so I can send you the resources we talked about?
Client: Sure, that would be great!
RBC Voice: Great.
2) CUIs should know when to bring up the right information
Has this ever happened to you: You enter a department store and want to ask an employee about a specific question, only to have them try to sell you on a number of things you were not interested in?
Voice experiences should not feel like an advertisement or radio commercial. They should be able to promote new products, services, and voice capabilities at a time that is relevant to the customer's perceived intent or readiness for purchase.
Good Example
RBC Voice: Hi Maria, how are things going with finding a job and a place in Toronto?
Client: Good! I found a job as a graphic designer.
RBC Voice: Congratulations, that’s great news. Most employers require a Canadian bank account to submit paycheques. Did you want to set up a personal chequing account?
Poor Example
RBC Voice: Hi Maria, welcome back. I wanted to let you know you are eligible for our high-interest savings account. Would you like me to tell you about it?
3) CUIs should be able to navigate changing topics of conversation
Good conversations are rarely linear. They often take twists, turns, and digressions before returning to the original topic. We’ve probably all experienced the moments when someone says “wait, what we’re we talking about?”.
Voice experiences should be capable of understanding when a customer is changing conversational direction and proactively anticipate any actions that will make it easier to segue back to the topic if still appropriate.
Good Example
RBC Voice: Most graphic design jobs are located in Toronto. Are you planning on moving there?
Client: Yah, I was thinking of moving there.
RBC Voice: I can get you started by sharing some resume templates and job search links for Toronto. Did you want to quickly set up an Arrive account with this email so I can send you these resources?
Client: Sure, that would be great!
RBC Voice: Great, your account was created and I sent you a confirmation email. Now let’s help you find a place to stay in Toronto.
Poor Example
RBC Voice: Most graphic design jobs are located in Toronto. Are you planning on moving there?
Client: Yah, I was thinking of moving there.
RBC Voice: Great, let’s help you find a place to stay in Toronto. Tell me what you are considering when looking for a place?
4) CUIs should prevent awkward silences
It’s never fun when a conversation ends abruptly in awkward silence. A positive conversation usually concludes with an elegant closure or segue to a new topic to keep things active.
Voice experiences should be flexible and provide multiple paths or options for customers. Ideally, there should be no dead ends unless the customer has deliberately ended the conversation.
Good Example
RBC Voice: The city centre has lots of options, what is your maximum monthly rental budget?
Client: Something less than around 512 Euros.
RBC Voice: I’m not seeing anything in that price range. However, there are many places at 550 Euros. Would you like to see properties in that price range, or try a different area?
Poor Example
RBC Voice: The city centre has lots of options, what is your maximum monthly rental budget?
Client: Something less than around 512 Euros.
RBC Voice: Sorry, there are no properties in that price range.
Closing
I hope this series helps you better articulate the role CUIs can play as a digital touchpoint, highlights some core capabilities to consider, or provide some guidance for crafting effective voice and chat experiences. If you feel we have left anything out or missed the mark, please reach out! We hope this, like the voice experiences we are trying to build, can be the start of a meaningful conversation.
