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Conversational UI

Usage

Conversational user interface (CUI) interactions happen primarily through conversation, rather than through a graphical user interface (GUI); e.g., mobile messaging/live chat, a messaging app/chatbot, or with a voice assistant.

Guiding Principles and Key Insights

Be conversational

The experience should feel no different than conversing with one of our Customer Care Professionals.

Be colloquial

We don’t speak the way that we write, so It’s acceptable to be more informal. Try to limit the use of jargon, disclaimers, or using copy written specifically for the web.

Efficiency is key

Keep responses brief. Long messages are overwhelming and might be an indication that that particular journey doesn’t belong on a messaging platform.

Respond accordingly

Be empathetic, especially in a potentially frustrating situation. Ease customer frustration and respond to urgency instantly.

Ensure transparency of the experience

Set clear expectations up front. If the functionality of the chatbot is limited at this time, make clear what the Card Member can and can’t do.

Confirm understanding before acting

There is no Back button in CUI. When necessary, confirm that the Card Member wants to perform an action before completing it.

Provide accurate and relevant responses

Responses should anticipate a Card Member’s needs and provide valuable insight. Avoid “spamming.” Send proactive messages only when providing truly valuable insight.

Reduce friction

If it’s not easier than completing the same task on the website, rethink the design.

Handle variances

Account for all the possible Card Member responses and provide relevant replies.

Voice User Interface Principles

Be clear the first time

A VUI results in a higher cognitive load than text-based interfaces. Card Members shouldn’t have to listen to a message more than once.

Make response easy

It can be easier for the Card Member to simply say a number than a long Card product name. Long menus should be segmented into smaller lists.

Example

CM: Alexa, ask Amex for my account balance.

Amex: Please select a Card by saying a number between 1 and 4.

1) Your American Express Platinum Card ending in 8755
2) Your American Express Plum Card ending in 7789
3) Your American Express Green Card ending in 3322
4) Hear more options.

CM: 4

Amex: Okay, here are some more Cards.

1) Your American Express Blue Card ending in 3422
2) Your American Express EveryDay ending in 1155
3) Hear all your Cards again.

Provide guidance

If a Card Member makes a mistake or if there’s an error retrieving data, repeat the question, explicitly provide response options, or provide directions for further assistance.

Example

CM: Alexa, ask Amex for my account balance.

Amex: Please select a Card by saying number 1 or 2.

1) Your American Express Platinum Card ending in 8755
2) Your American Express Plum Card ending in 7789

CM: 3

Amex: Please say 1 or 2.

Prompt when necessary

When a Card Member doesn’t respond, prompt them before ending the conversation.

Example

CM doesn’t speak for 8 seconds.

Amex: Please say a number between 1 and 3.

Provide clear CTAs

Make clear to the Card Member what question they should answer. Avoid mixing response patterns. At the end of a task, prompt Card Members with a clear call to action.

Example - Response Patterns

Don’t do this.

Would you like to add this offer to your Card or hear another offer?

It’s not clear how the Card Member should respond because this question mixes a yes/no response with a phrase response.

Example - End of intent questions

Questions at the end of an intent don’t always require a response. However, avoid asking open-ended yes or no questions.

Do This.

What would you like to do next?

This is a clear call to action. The Card Member can either start a new intent or say ‘stop’.

Don’t do this.

Can I help you with anything else?

Avoid this open-ended question. It could lead to a dead end if the Card Member replies “yes” and doesn’t know their options.

Recycle patterns

Re-use established patterns or messaging. Because our conversational UI uses decision trees to come up with a particular response across journeys, a message you write for one task may appear in a different task if the conditions are met. Write your script in a way that can be used across other intents or channels.

Features that contain recycled patterns include:

  • Launch prompt
  • Re-prompts
  • Multi cards/ accounts
  • Long lists
  • Confirmation messages
  • More details
  • Transition to new intents from multi-card

Differences Between Interfaces

Voice user Interface Text-based User Interface

Linear. Card Members can’t skip or skim content.

Not linear. Card Members can scroll through past dialogue, skim, and re-visit messages.

Push notifications not possible.

Push notifications are possible. Avoid “spamming” the Card Member with notifications, or they may choose to stop interacting.

Greater cognitive load. Card Members must listen very carefully and remember the options in order to take an action.

If you have a long list, provide 3-4 choices at a time so Card Members can remember them more easily.

Lower cognitive load. Content can be broken out into multiple bubbles if necessary. If the message is too long, it will scroll off the top of the screen and may not be seen.

Bubbles: 320 character limit
Buttons: 20 character limit, 3 button max

Avoid personalization. A mispronounced name is jarring and reminds the CM that they’re conversing with a machine and not a human.

Use personalization. Using a Card Member’s name helps make the experience more personal

Resources

Facebook Messenger:  https://developers.facebook.com/docs/messenger-platform

Alexa:  https://developer.amazon.com/public/solutions/alexa/alexa-skills-kit