design the conversation: an approach to help you stay focused on the customer
TRANSCRIPT
Sara Zailskas [email protected]
J. Boye Aarhus November 2016
DESIGN THE CONVERSATION:AN APPROACH TO HELP YOU STAY FOCUSED ON THE CUSTOMER
My background2
JOURNALISMB2BASSOCIATIONB2CUSER EXPERIENCEPRODUCT DESIGNECOMMERCEPRINT, DIGITALTRAVEL
CHICAGOAN AT HEART …NOW IN SAN FRANCISCO
”
At Capital One, we say we design conversations that solve customer problems.
”
We’re on a mission to change banking for good.
”We bring simplicity,
humanity, and ingenuity to banking by putting the
customer first.
”We design conversations
that are clear and relevant.
8
”We apply 3 pillars when designing what to say, to whom, when, and how.
Natural Language
1
2
3
Use Case
Relevant Context
Every conversation is guided by 3 pillars.
”The approach works.
On my team, we took a 26% completion rate to 92% by designing the
conversation.
”
(The strategy for that same project is now being applied across our small-business
products for 2017.)
What we’ll do today:11
๏ Review what we mean when we say we design the conversation.
๏ Learn a conversation design tactic to kick off a project customer-first.
๏ Practice it.
๏ Discuss how we can apply it to our own work groups.
What is conversation design?FIRST THINGS FIRST
”
Conversation design manifests itself in experiences that feel like real conversations because of
the language we use and information we include.
(Let’s review.)14
”We apply 3 pillars when designing what to say, to whom, when, and how.
Natural Language
1
2
3
Use Case
Relevant Context
How every person at Capital One can design experiences that feel like real conversations.
”Natural means clear —
similar to what you would use in a conversation
when speaking to someone who is new to
your company or product.
”We apply this across our
experience, from online bank and credit card accounts
communications to our experience on Amazon Echo (“Alexa”).
”The pillars force us to be customer-first with our
content.
”
(If you make the customer happy, you win too.)
”
How do you start?
Write the conversationCONVERSATION BUBBLES
”Pick a task, and write what a conversation
would sound like between the customer and the
company to complete that task.
Why this works 23
๏ Spot gaps in your knowledge.
๏ Discover use cases.
๏ Identify product ideas.
๏ Create actual copy you can use, written in natural language.
๏ Capture guidelines that naturally surface.
When you look at the conversation you wrote, you can:
You can do this by yourself.
Better: Find a buddy.
Best: Invite key work partners.
๏ Has a seat at the table.
๏ Can feel heard in a setting outside a meeting.
๏ Flexes creative skills.
๏ Participates in foundational discussion.
๏ Puts the customer first.
๏ Reviews designs much quicker.
When you invite key partners, everyone:
LET’S PRACTICE!
TOPIC: ONBOARDING
”First:
Identify your customer problem.
I’m a new employee trying to figure out how to work well and fit into my new team. I need help understanding how things work here. This is difficult because basic details about day-to-day work life aren’t covered in formal human resource introductions.This makes me feel insecure and gives me more anxiety that I don’t need (I’m already nervous!).
CUSTOMER PROBLEM:
THE PROBLEM:
I receive company human resources information (company values, how to sign up for benefits, etc.) when I start at a new company, but I have to ask
many questions to understand how to work well and fit into my new team.
THE PROJECT:
We’re going to design the conversation we want new employees to have with us on the first day of working
on our 12-person team at our mid-size creative consulting company, Happy Company. The company
is set in an urban neighborhood.
THE QUESTION:
What would a conversation sound like between a new employee and a team member in charge of
setting up and introducing this new employee to her/his new team?
Use conversation bubbles to start the project.31
1. Pair up.
2. Each person chooses a role: new employee (customer) or team member (company).
3. Write the dialogue between a new employee and the team member who’s doing the on boarding.
How’s your day going so far, Inge?
Not bad. I can’t figure out where to put my lunch though …
Design the conversation
1. Pair up.
2. Declare your role or position to your partner.
3. Write the dialogue between a new employee and the team member who’s doing the on boarding.
Be sure to capture how you’d say it in person; use natural, human language.
Consider having each person write their part on a single, shared, piece of paper.
“I receive company human resources information
(company values, how to sign up for benefits, etc.) when I started at my new company,
but I have to ask many questions to understand how to work well and fit into my
new team.
30 MINUTES
BIO BREAK
”Let’s take turns reading your
conversations aloud for the group. (There’s a point. Promise.)
”
What did you like, and why?
”
What didn’t you like, and why?
”
Can you spot information that must to be included?
”Can you spot information that would be nice-to-have but isn’t
necessary to making an employee easily fit in?
”Can you spot ideas for
how and where this information should be
communicated?
”
Double-click to Edit
”Can you spot guidelines for what we should make
sure to do?
”
Can you spot what should we NOT do?
”
Can you spot copy you can use?
”
Is there anything we should NOT say?
A few tipsCONVERSATION BUBBLES
”Be sure to capture the
outcomes of the discussion.
”Use them as guidance as
you put your plan into play.
”Revisit them as you learn about your customers and
plan for content. Update any guidelines.
ExamplesSNEAK PEAK INTO TOMORROW’S CONVERSATION DESIGN SESSION
Before
After
Before
After
”
How can this fit into your work?
”
Questions?
CONTACTAND FIND ME
415-470-3259
Like what you’re hearing? We have a UK office, and we’re hiring.
AppendixTEMPLATES
I am [a/an] [which type of customer?] trying to [do what?] [where or when?]. I need to [key need], but I can’t because [what’s in my way?].This makes me feel [my feelings].
CUSTOMER PROBLEM
Project name that makes sense to your group
Describe the customer and his/her task or problem to the group.
Facilitator instructions to the group. Time depends on scope of problem and activity goal.
Facilitator guidance
Questions to cover
(Not shown) Recap what you heard.