Conversational Interfaces: The Future of Retail and Digital Engagement
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Tomorrow’s customers will exist outside their browser. Conversational interfaces like Alexa, Google Home and a proliferation of messaging bots, represent upcoming change to the way people engage with content online. Although conversational interfaces are more common in everyday life than ever before, there’s still a lot to learn about the emerging medium. Join us to learn more about conversational interfaces, how Drupal enables them and what it means for the future of your business. We’ll cover: What is a conversational interface and what types are there How to incorporate conversational interfaces into the customer experience Applications and examples of conversational interfaces in retail
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Conversational Interfaces: The Future of Retail and Digital Engagement
- 1. Conversational User Interfaces in Retail. WEBINAR Discussion on the future of Conversational UIs in Retail May 10, 2017
- 2. TOPICS Intros. Meet the presenters. How We Got Here. Breeze through the history of interfaces. What is CUI. What it’s all about. Why CUI. Benefits of conversational interfaces. Demos. See some in action. Q&A. Dig into questions.
- 3. Intros.
- 4. www.myplanet.com Myplanet is a software studio that designs and builds web & mobile products for the enterprise, and we’re on a mission to re-energize the workplace by making business software a lot more delightful to use. Acquia Labs aims to bring the best of ongoing technical advancements in our industry to our customers by exploring possibilities beyond what is currently considered stable and mature. www.acquia.com/resources/acquia-labs
- 5. Greg Fields Managing Director greg.f@myplanet.com Preston So Head of Acquia Labs preston.so@acquia.com
- 6. GeorgiaGov Interactive Amazon Echo Integration Waterwheel.js Drupal for JavaScript Developers Drupal 8 API-first Initiative Drupal 7 and 8 Alexa Drupal Module Acquia Labs Shopping with Chatbots Acquia Decoupled Drupal Preston So Head of Acquia Labs preston.so@acquia.com
- 7. Screen Reader + Adapted UIs for Blind & Partially Sighted Non-Speech Audio UIs User Interfaces Mobile Voice-Activated Dialling & Search Q Digital Marketing Assistant (Beta) Brickalytix Analytics for Brick & Mortar Retail Stores BlackBerry Messenger & Real-Time Text Greg Fields Managing Director greg.f@myplanet.com
- 9. Keyboard.
- 10. Mouse /Pointer.
- 11. Mobile Phone.
- 12. Voice.
- 13. Smart Phone.
- 14. Touch Screen.
- 16. Smart Wearable.
- 17. Conversational.
- 18. What is CUI?
- 19. WHAT IS CUI? Convo UIs are in a dichotomy There is a distinct division between two categories of conversational interfaces: • Omnichannel: Chatbots, for instance, are usable on multiple devices (Facebook M) or through application sets (Android, iPhone) • Single-channel: Voice assistants require the acquisition of specific hardware (Apple Siri, Amazon Echo, Amazon Echo Show) The proliferation of frameworks, whether they are agnostically built or decoupled from devices, is blurring the boundary between omnichannel and single- channel convo UIs (api.ai, Amazon Lex).
- 20. WHAT IS CUI? Voice assistants Less limited APIs: • Amazon Echo • Google Home More limited APIs: • Apple Siri • Microsoft Cortana • OK Google EXAMPLES (LESS LIMITED) Directly Call a Service Play a Music Playlist Ask Complex Questions EXAMPLES (MORE LIMITED) Hail a Taxi Open an App Conduct a Search
- 21. WHAT IS CUI? Text interfaces (chatbots) • Facebook M • Slack chatbots • Web app chatbots (websites) • Native app chatbots (mobile, desktop) EXAMPLES Customer Support Bots Sales Bots Karma Chatbots
- 22. WHAT IS CUI? Conversational experience frameworks • api.ai (Google) • Amazon Lex • Wit.ai • IBM Watson
- 23. Why CUI?
- 24. True User-First Paradigm – allows you to abstract all restraints and focus on what customers need Dramatic Adoption Rates – Reduces need to download anything, as it uses what customers already use Efficiently ‘Headless’ – Enables focus on the experience, leaving the heavy lifting of ecosystem development to the giants Lean – Extremely high ROI that can be achieved iteratively Works Everywhere – platforms are everywhere your customers are today, online/offline/physical/digital WHY CUI? CUI in Retail
- 25. Demos.
- 26. DEMO - AUTOMATE SIMPLE TASKS Virtual Receptionist BRIEF Unattended - One of our Myplanet offices has an unattended entrance Welcoming - Visitors, Deliveries and Walk-Ins need to see/speak with ‘someone’. Lean - We need an efficient solution that’s easy to maintain Fun – Days are too short to not inject a bit of whimsy Customer Demo – Show visiting customers a differentiate ‘Hello!’
- 27. DEMO - AUTOMATE SIMPLE TASKS Virtual Receptionist
- 28. DEMO – DIFFERENTIATE & DISRUPT Digital Marketing Assistant BRIEF After conducting multiple rounds of user research, we decided to focus on a subset of pains and challenges faced by Marketing Managers & Product Managers in Enterprise: • Always On – Managers and execs expect you have answers on hand (i.e. – what’s our conversion rate on last week’s campaign?”) • Not a Data Scientist – Don’t always know where to start with A/B Tests, Optimization, Personalization. Help! • Time to Execute – it simply takes way too long to implement experiments/changes
- 29. JOIN BETA https://askq.io DEMO - DISRUPTION Digital Marketing Assistant
- 30. ACQUIA LABS DEMO Shopping with Chatbots BRIEF Branded Chatbot – Shopper can interact with a chatbot that has the branded experience they expect from the store website or brick-and-mortar location Inventory Integration – Integrated entirely with the Drupal-based inventory system Recipe List – Shopper can generate a list of recommended recipes with consideration for number of people and dietary restrictions, etc. Shopping List – Shopper can ask the chatbot to generate a list of ingredients for her later trip to the grocery store
- 31. ACQUIA LABS DEMO Shopping with Chatbots
- 32. ACQUIA LABS DEMO GeorgiaGov Alexa Integration BRIEF Ask Your Government Questions – Georgia residents can find out how to apply for a fishing license, transfer a driver’s license, etc. Follow-up Questions – Alexa interprets responses from the user and asks clarifying questions to get to the answer more quickly Accessible to All – Important information about state government is now available to anyone, including users of the TTS service Civic Awareness – Conversational interfaces can change civic awareness and engagement
- 33. ACQUIA LABS DEMO GeorgiaGov Alexa Integration
- 34. Future.
- 35. FUTURE OF CONVERSATIONAL UI IN RETAIL Accelerating Trust
- 36. FUTURE OF CONVERSATIONAL UI Accelerating Trust Retail advancements rely on trust: • Omni-channel Shopping • Provider-Agnostic Payment • Digital Showrooms/Fittings • Digital Concierge/VIP Assistants • Hybrid Physical Storefronts Trust as Differentiator – Success will likely depend on vendors’ ability to engender genuine trust from customers, through all touch points.
- 37. Q&A.
- 38. Greg Fields Managing Director greg.f@myplanet.com Preston So Head of Acquia Labs preston.so@acquia.com
- 39. More.
- 40. MORE INFO Want to dig in further? Acquia www.acquia.com Acquia Labs www.acquia.com/resources/acquia-labs Myplanet www.myplanet.com Extensible Bot Framework for Drupal 8 https://youtu.be/0pzwFovQ54A Q. Digital Marketing Assistant (Beta) http://askq.io/ Alexa Drupal module www.drupal.org/project/alexa
Editor's Notes
- Moderator
- Moderator
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- Moderator (from Prestons)
- Moderator (Preston’s)
- Preston (Preson’s slidedeck)
- Greg Notes: Worked on early Voice Activated Dialing virtual preloads on mobile phones Work on Real-Time Text concepts, apps and standards, as well as used to be responsible for the Telephony Platform on BlackBerry, which included BBM Voice and BBM Video Patents in non-speech audio user interfaces used to communicate information without words Worked on the screen reader ecosystem (app, API, partner, dev guides, etc.) to present a voice based communication layer on top of mobile OS’es Former CEO of retail tech startup, Brickalytix, which provided customer analytics for brick and mortar retail stores Working on a Digital Marketing Assistant, called Q, which will be accepting Beta users starting tomorrow, that acts as an assistant to marketers and product managers helping with digital content optimization, personalization and A/B Testing all from a conversational interface
- Greg Notes: Briefly set the stage. Let’s look at interfaces in recent years
- Greg Notes: Provided access to a input, primarily for data entry Secondarily provided means of navigation via indirect manipulation (Tab, SHIFT + Tab, Hotkeys, shortcut keys, Command Keys) Required designers to design navigation paths of keyboard AND the interface Enabled “power users” to use command keys, shortcuts, and make it easier to do to more, quickly.
- Greg Notes: Provided simplified navigation access Introduced concept of cursor and pointer Enabled users to use a more natural approach of moving your hand where you wanted to go on a screen Still represented indirect control
- Greg Notes: Provided access to telephony when away from home Provides (yes, still) access to the Internet in geographical areas where landline Internet access wasn’t yet ubiquitous Provided access to a virtual Address Book/Contacts directory Leveraged Pointing Device + Keyboard interfaces to a small screen Enabled creation of text-messaging, mobile Internet, games and apps Designers & Developers created mini, often parallel, versions of web content to be served on small screens Required dedicated focus on mobile-only versions of apps, often not parallel to desktop counterparts While not quite at the stage of bringing your computer with you, it was paradigm shifting, creating new user types and usage scenarios for designers and developers STILL IN USE TODAY
- Greg Notes: Voice user interfaces, like IVR, Voice Activated Dialing and Voice-Based Search provided a new mental model for interface and interaction People interacted with physical interfaces, GUIs and mechanical controls to get to the point where they could use their voices to speak their commands. Advances in speech recognition systems allowed for Voice Recognition solutions on desktop and mobile that enabled users to conduct the majority of their input operations all via voice. Simple access, using a more natural method Required designers and developers to consider UIs in the context of conversations
- Greg Notes: Natural evolution of the mobile phone, with a mobile OS that came closer to what’s available on a desktop computer OS Rich GUIs + more powerful computing + internet access spawned the Mobile Applications ecosystem (Symbian, Palm, J2ME, WinCE —> BlackBerry, Windows Mobile …) More robust applications for smartphones required new paradigms for input (2-thumbs on QWERTY keyboards), requiring new Industrial Designs and Mechanical Engineering to make it easier to hold with 2 hands, larger screens, Simplified access to apps you use at work, while mobile (Mobile Office)
- Greg Notes: Continued evolution of the smartphone Introducing a direct manipulation interface for navigation and input control As compared to mouse, you touch where you want to, not navigate a mouse/pointer to navigate indirectly on another system One of the most natural input and nav interfaces Dramatically increased the use of touchscreen keyboards for input Allowed for larger screens and increased usage of tablets Required IDs and MEs to design stronger, lighter and bigger devices and screens that could withstand dropping and be comfortable to hold Required developers and designers to account for multiple interaction types (two hand thumb, two hand pointing, 1 hand) Required designers and developers account for travel between and hit target sizes for interactive controls, placement of controls relative to hand position, avoiding unintended activation of negative/nuclear controls Access to a desktop experience, wherever you are, with or without a keyboard, just touch what you want to do Mental test: Picture giving a toddler an early BlackBerry device (not called a smartphone at first as it didn’t have telephony) and how they would likely play with the buttons, drop it to see what would happen, etc. Now picture giving a toddler an iPad. With it’s 1 button and swipe ability, touch screen devices provide a superior interface.
- Greg Notes: Probably the most analogous example to conversational UIs that you likely never use/think Assistive Technologies (like VoiceOver on iOS) operate as a computer agent, simplifying access, interacting with apps and underlying APIs and frameworks, on behalf of the user, so people with various disabilities don’t have to try to do it themselves Example - Screen reader - AX API, etc. Simplified access User agent that handles complexity on behalf of user
- Greg Notes: Smartwatch, Wearables and fitness trackers provide a new type of interface challenge Primarily passive, gathering data Primarily a dual-screen use case – track locally, display a subset locally, and display more on connected mobile/desktop Dedicated OS Physical interactive mechanical controls for navigation/input Voice for input also Small screen for display, and voice Challenge for designers and developers is developing an experience for device where the primary user model for interaction is “glance”. Provides access to personal health and fitness data Provides access to experiences secondary to a mobile phone, while on the go
- Greg Notes: Now we come to the conversational interface, dominated by images of Siri, Facebook Messenger bots, Where the primary interface a user has is with an intermediary virtual assistant, working diligently on your behalf. While some of the design and development challenges have been faced before with Messaging (mobile phone) and Voice UI, the mix of broadband access, sophisticated development tools and powerful computing power, create a new opportunity for user experiences and interfaces. Where the user is at the center of the interface, not the other way around.
- Preston
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- Preston
- Greg Notes: In order to move forward with understanding how CUI can fit in your retail environment, you’ll likely need to create your own business case There exists great info resources on the rise of the Messaging as a Platform, adoption rate forecasts, magic quadrants and the like. So instead, we’re focusing here on the Why from a holistic view
- Greg
- Greg
- Greg
- Greg Notes: Point to MP_video1 More info
- Greg
- Greg Notes: Point to MP_video2 Personal assistant designed to help Digital Marketing Managers and Product Managers optimize web experiences for customers. Immediate Access - Mobile first solution, available via SMS Simplifies Experience - Removes need for multiple desktop tools, and suggests tests/approaches for you Does Heavy Lifting - Calculates insights and executes the experiment for you, in 140 characters or less
- Preston
- Preston
- Preston
- Preston
- Preston + Greg
- Greg Notes: What does the future hold
- Greg
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