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OMMA | Mediapost Bots & Chat 2016 Building Brand Bots: The UX of Personality
Presented by Gabe Weiss
PRESENTATION VIDEO LINK>
By 2020, Gartner predicts that more than of customer engagement will be
managed without people 85%
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Ava
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Ava Tinderbot
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#NOCLIPPYBOTS
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AI / Machine Learning: • Understands language, not just commands. • Continuously gets smarter as it learns from conversations
How Do Chatbots Work?
Rules-based • Can only respond to very specific commands • Only as smart as it is programmed to be
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AI / Machine Learning: • Understands language, not just commands. • Continuously gets smarter as it learns from conversations
How Do Chatbots Work?
Rules-based • Can only respond to very specific commands • Only as smart as it is programmed to be
DUMB YOUNG
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#BOTSRDUMBANDYOUNG
Brands need to connect with customers on entirely new levels to ensure they
don't become ‘meh’
OMMA | Mediapost Bots & Chat 2016 Building Brand Bots: The UX of Personality
Presented by Gabe Weiss
Copyright © 2016 Sapient Corporation
Copyright © 2016 Sapient Corporation
INSIGHTS
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Copyright © 2016 Sapient Corporation
INSIGHTS
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Copyright © 2016 Sapient Corporation | Confidential Copyright © 2016 Sapient Corporation | Confidential
We integrate strategy, creative, advertising, analytics and technology expertise under one roof, balancing business need and customer experience across channels
Creative
Strategy
Technology
Copyright © 2016 Sapient Corporation | Confidential
THE UX OF PERSONALITY
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A Brand image is projected by how a brand character looks, what it says, and how it behaves…it’s Personality
LOOKS SAYS
DOES
Adapted from Birkigt & Stadler’s Corporate Image Model
Voice
Visual Character /
Personality
Behavior
Brand Image
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PERSONALITY Refers to individual differences in characteristic patterns of thinking, feeling and behaving.
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Personality Traits
Image: Dimitri Otis / Getty Images
In 1936, psychologist Gordon Allport found that one English-language dictionary alone contained more than 4,000 words describing different personality traits
4,000+ https://www.verywell.com/trait-theory-of-personality-2795955
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ARCHETYPE EMOTIONAL CONNECTION
EXPERIENCE DIMENSIONS
ROLE OF THE BRAND
UX OF PERSONALITY
+ + +
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ARCHETYPE EMOTIONAL CONNECTION
EXPERIENCE DIMENSIONS
ROLE OF THE BRAND
UX OF PERSONALITY
+ + +
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What type of role do we want to play?
CONCIERGE / COACH INSTRUCTOR FRIEND PARENT ADVISOR BUTLER
MENTOR
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Retail Fashion Apparel What role do we want to play?
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ARCHETYPE EMOTIONAL CONNECTION
EXPERIENCE DIMENSIONS
ROLE OF THE BRAND
UX OF PERSONALITY
+ + +
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ARCHETYPE EMOTIONAL CONNECTION
EXPERIENCE DIMENSIONS
ROLE OF THE BRAND
UX OF PERSONALITY
+ + +
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What type of emotional connection do we want?
HIGH LOW
Empathetic Empowering Encouraging Reassuring Inspiring
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“Coach” example
HIGH LOW
Empathetic Transforming Encouraging Reassuring Inspiring
Different behaviors.
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ARCHETYPE EMOTIONAL CONNECTION
EXPERIENCE DIMENSIONS
ROLE OF THE BRAND
UX OF PERSONALITY
+ + +
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We can assemble a differentiating variety of interactive behavior by aligning traits with measurable experience dimensions
Transforming
Teach
Inspire
Endure
Strategize
Brand Persona/Character “Coach”
Experience Dimensions
Support
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Experience Dimensions can be measured
Transforming
Teach
Inspire
Endure
Strategize
Brand Persona/Character “Coach”
Experience Dimensions
Support
SENSE
FIT
ACCESS
CONTROL
CONTIUITY
SN ROX Dimensions
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ARCHETYPE EMOTIONAL CONNECTION
EXPERIENCE DIMENSIONS
ROLE OF THE BRAND
UX OF PERSONALITY
+ + +
Bots with personality
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#BOTSRDUMBANDYOUNG
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#NOCLIPPYBOTS
Building Brand Bots: The UX of Personality
Copyright © 2016 Sapient Corporation
Gabe Weiss Retail Innovation Lead @geedub_nyc [email protected]
