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Conversational Design – An Advancement You Can’t Ignore

October 27, 2020  •  5 minute read

 With the advent of a new era of artificial intelligence in technology being integrated into the business operations of several sectors, it is no surprise that C-Commerce has taken off so quickly. Organizations are truly understanding the importance of connection and conversation with their customers during the year 2020, because of the serious constraints of in-person business. Statistics show that over 51% of the users have actively started using voice assistants primarily through their smartphones, and others through virtual assistants such as Alexa.

However, conversational design plays an incredibly important role in conversational commerce, so much that it must not be ignored. With intelligent virtual assistants such as Google Alexa and Apple’s Siri, the voice inputs are meant to provide convenient and hands-free assistance to their users. On small screens, chatbots and other C-Commerce tools help users to elaborate on their visual experience. However, designing these conversations is a complex and complicated affair, courtesy to the unique demands of each customer.

The dialect, slangs, accents, and perspective of every customer are unique like a fingerprint, and a conversational design has to be a prototype that can cater to them all without a glitch. Since a huge number of youth and adults have embraced chatbots on Facebook with numbers going higher than 100,000 in 2018 only, design plays a key role in the overall business. 80 percent of the organizations in the economy will adopt chatbots to maximize their revenues by the end of 2020.

For this reason, ignoring conversational design as a core component of conversational commerce and artificial intelligence is not prudent. Let us see further what Conversational Design entails.

Conversational Designs differs from everyday user experience

Depending on the demography, gender, profession, age, and many other factors, there are user experiences as unique as every person on this planet. Though many functions may match, they all have a different way of perceiving and responding to individual situations. The job of conversational design is an intricate process that involves creating a universal approach with different branches while covering the possibilities of the “human element”.  The good news is that conversational designs are stellar in their performance as they single-handedly deliver significant results to the users through multi-sensory experiences. This UI-enabled and AI-related design not only helps automate the entire customer experience process but also avoids any human error if programmed in a direction as required.

Goals for Conversational Designs

Conversational designers are continually challenged to set a higher standard of the conversational AI user experience a brand can provide. There are a few basic goals that every brand AI aims to achieve through customer engagement and conversational experiences.

1. Customer Engagement

This goal is a metric to understand the health of the conversation experience you are providing to a user and how keen they are in continuing it. Since engagement has different meanings for different brands, it could range between understanding the click-through rate or simply knowing how users respond to your updates and prompts. Delivering an experience where the user follows through, feels understood and catered to is one of the biggest aims of conversational design.

2. Customer Insights

Customer insights may come across as a secondary goal but can provide a great deal of input to brands if they focus on the holistic view of customers. 42 percent of marketers back the importance of developing a holistic view as a top priority. With Yellow.ai’s custom dashboard insights, businesses can design the insights they need from the user- chatbot conversations, to help improve customer experience and gain customer loyalty.

3. Revenue

The revenue of an organization is directly affected by the customer experience they provide to their users using their conversational design and AI. Engaging with customers during such times is of the essence as staying in the forefront and visible will get you more business than the competitors. With the introduction of conversational advertising, businesses and customers can engage right at the first face of advertising.

4. Web traffic

Conversational design can contribute to driving great web traffic towards your website or landing pages by prompting the customer to click on links that redirect them to the desired location. Be it fulfilling a purchase to reduce cart abandonment rates, or for them to go read your article and buy your product, customer insights combined with the right conversational design can do wonders for your web traffic.

Just try out Billy, our very own virtual assistant, to help our clients with any query.

5. Customer satisfaction

The ultimate goal for any conversational design and brand AI is to provide a satisfying experience to users. This requires taking constant feedback and working to provide new features and solutions, making conversational a perpetual work in progress.

Understanding User Preferences

Conversational designers can find it challenging and experience to understand unique user preferences. Since there is always a possibility of missing out on particular modalities, they are constantly under pressure to deliver groundbreaking automation that leverages human conversation to create a conversational interface that is universal. A huge portion of their work revolves around researching customer analytics, and can divide user experiences into two sections:

  1. Cultural personifications, values, and natural messaging techniques of different users.
  2. Elements they find missing from their current experiences.

Conversational Design – A Rare Skill 

We are seeing a steady increase in popularity as well as demand for conversational design due to the uncomplicated solutions it can provide to users with a great experience in the tag. Gartner claims that 25 percent of the world’s customer service assistance will be provided by virtual assistants in 2020. It is a rare skill that needs an expert in the artificial assistant to create a conversational design that is unique from its competitors but provides even better service by covering all the unique requirements of every user experience through machine learning.

Conversational Design – A New Marketing Tool 

Bridging the gap between a brand and the customers in a year where social distancing is a non-negotiable norm, the conversational design is a digital marketing tool has made a sweeping rescue to both B2B and B2C industries retain and even expand their customer base by introducing new ways for clients and prospective buyers to keep in touch with their latest updates. This is all courtesy to chatbots and messenger integration with a conversational interface that can eliminate the concept of distance and unapproachability towards businesses. By responding to queries, sending personalized prompts, and helping customers after service, the human-empathy element keeps the customers loyal to a brand. 

Yellow.ai understands what it takes to have great conversational design and caters to several businesses, successfully integrating their platforms with this effective marketing tool to handle a barrage of user inquiries. For more information, reach out to us today!


Yellow.ai is the world's leading enterprise-grade conversational AI platform that unlocks business potential at scale. It is powered by Dynamic AI Agents to deliver human-like interactions that boost customer satisfaction and increase employee engagement across 35+ voice and text channels and in 135+ languages.
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