It is time to face it: Nowadays it is not enough that it works well, it must look good. This and other principles must be the basis for almost everything in life, but specially when creating interfaces dedicated to the digital user if success is sought from the beginning, so applying extreme empathy in the product is the basis of this article, since you will test the knowledge of your target audience, as well as their digital preferences and tastes.
Technology has accustomed users to higher their expectations more than ever, that means their demand goes beyond browsing a fast and functional site, which leads brands and businesses to put the customer experience in the main focus of their digital strategy.
Let's talk about Total Experience, a concept presented by the consulting firm Gartner that is taken as a basis for companies that seek to offer their customers personalized experiences at all times of relationship with the brand, which includes from the first contact with the collaborators until the delivery of the final product, and in this context, digital channels assume a leading role.
On the other hand, Forrester predicted that by the end of 2022 customers would definitely choose brands that offer comfort and positive emotions, which has been more than fulfilled than this initial expectation. Likewise, Salesforce showed in a report that 57% of people are willing to provide their personal data to obtain a personalized experience.
It's hard to ignore these premises and assumptions, right? It is better to evolve towards them and ensure customer permanence and loyalty through an exceptional experience, and in this scenario, conversational interfaces are more than essential to achieve the objective.
These are interfaces that use bots to appear to be having a conversation with a person when, in fact, it is carried out with a computer program, which has the goal of optimizing response times and offering an immediate/viable solution to the user's problem or question.
There are three types of conversational interfaces: chatbots, intelligent assistants and conversational assistants, which may or may not be implemented in a specific brand, since it is a delicate subject that requires many hours of learning and improvement.
Principles to integrate them into your digital strategy and not dying in the process
Conversational user interfaces can be either your greatest allies or your worst nightmares. Here we tell you how to start on the right foot.
Do you really need it? What for? Before putting your work team to start a prototype and a workflow, think about what the purpose of having a platform of this nature would be, especially start by asking yourself what would be its first use and the nature of your business, as well as the characteristics of the target users.
For example, if you work in the technology and communications field and offer a 24/7 service, your customers will undoubtedly want immediate and available answers at any time.
In this step you can establish your expectations and the workforce that will carry out the first phases of the project.
Who are the typical users? How old are they? What is their social and cultural background? What is the need that our development will fulfill? It may seem basic, but these questions are the key to the development and optimization of your platform, so try to put yourself in their shoes and design interactions that leave no doubts in the air and that make assistance as complete as possible.
If you are dedicated to e-commerce and logistics, the users may want to know how they can track their package, when the shipment is scheduled to arrive, how to check their account statement, where to call if they need additional assistance.
The truth is that there is nothing more annoying than talking to a robot, moreover, receiving responses that can be perceived as automated with an answer that does not solve anything. Remember that users, even if the service is on a digital platform, are looking for a comprehensive, empathic, warm response that speaks as much as possible like a human agent.
At this point you should also think about the agility of the conversation you want to generate, that is, offer and ask for fast, useful answers that help your algorithm to categorize and learn faster to optimize in a disruptive way.
This point applies to all sectors. Be it healthcare, education, e-commerce or finance, users want to receive immediate and precise attention. These are the axes that you must follow when developing your interface.
Yes, the era of invasive Pop-Ups is over, the time has come to be respectful towards the user. Remember that what the customer asks for and when they ask for it.Do not invade their digital experience, it is one of the main reasons for them to return happily to your channel without any resentment.
Remember that love is born from sight, so make sure to include attractive elements that are characteristic for your brand and for the user, in this way we kill more-than-two birds with one stone.
Generating interaction in a healthy way is an art, and at Icalia Labs we are experts in the subject. Dedicated to various industries, we have generated extensive experience in the creation of this type of elements and components that have helped our clients achieve their goals regardless of the field in which they are dedicated.
We are aware that this kind of digital elements do not always turn out as desired, so our extensive work team base their labors on methodologies, on taking care of the user experience at all times and on the goal of contributing to the value of the client and not on the contrary. If you wish, you can contact us and let us help you position yourself through strategies that will help you be more competitive by intelligently understanding your real customers to strengthen your relationship with them and attracting a new audience.