1. Establish a clear role for your in the overall customer experience

One of the first questions you should answer is how you can use chatbots to make something easier for your audience.

It’s also the most important thing to get right, so it’s worth repeating. Chatbots should both reduce friction AND fit naturally into their experience. If your chatbot is clunky to use or feels disconnected from the rest of their journey, you’ll only annoy users.

Here are a couple of things to think about. Most users already want to use messaging to connect with brands, says Twilio research. And 38 percent of them have a positive perception of chatbots, says one Business Insider study.

Good chatbot design and a consistent, helpful interaction will make sure that number grows.

So just like any tool or website, your bot has to be designed to be tantalizingly useful.

To get there, you need to consider some key usability factors. Things like nailing down its interaction capabilities and limits. Creating simple, clear workflows and responses. Defining how it works with apps and uses APIs, for starters.

Here at Adobe, we’re exploring a number of ways these “intelligent agents” might help creative and marketing teams do their jobs.

That includes finding ways to help designers create faster through the use of command shortcuts and contextual design, giving users the tutorials they need based on how they’re using our solutions, and proactively alerting users to new data available for use in their marketing campaigns, among others.

Our focus is on finding the best use of natural language processing and other bot capabilities to make people’s jobs a little easier.



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