Designing

Conversational
Solutions
POSITIONING
Part 2
Dialog is so much more than ‘chit chat’
What is ‘positioning’ ?
• Positioning a conversational solution involves …
– Defining the purpose of the solution – the ‘job description’
– Identifying the viewpoint of the solution – where does the solution ‘sit’ in relation to
the client and the end user
– Specifying how proactive (‘lean forward’) the solution should be

These elements work together to determine the

overall behaviour of the solution, and how it
relates to the user
 Let’s look at …

1.Defining the purpose

2.Identifying the viewpoint
3.Specifying proactivity
Viewpoint is the role the solution should adopt
in relation to the end user –
where the solution ‘sits’ in relation to
the end user and the client …
What position – or viewpoint – the solution should speak from
It’s vital to correctly identify the viewpoint that
the solution should have

The wrong viewpoint is jarring for end users –

at worst, it undermines the purpose
of the solution
Identifying the viewpoint
Whose interests does the solution serve?
•Clients want to leverage Watson to achieve something
– Commonly, clients want end users to do one or more specific things – change their
behaviour, learn about something, complete a process, buy something
– End users can be internal-facing (staff) or external-facing (customers)
•End users want to solve a problem – get information, take an action
•The solution must meet the needs of both the client and the end user

BUT …
Identifying the viewpoint
Whose interests does the solution serve?
• You need to think about the balance between the client’s interests and the end users’
interests
• A solution may be more closely aligned with the interests of the client – particularly where
the primary purpose is to sell something, to persuade the end user to do something
Identifying the viewpoint
Questions to ask yourself and your colleagues
•In order to achieve its purpose, what role should the solution play in the relationship
between the client and the end user?
– Should Watson present as an employee who speaks on behalf of the client, and is
completely aligned with the client interests?
– Should Watson present as partially independent of the client, knowledgeable about
the client’s business, but able to give the end user impartial information?
– Should Watson present as an advocate or friend to the end user, able to access the
client’s information to help the user?
– Should Watson present as completely independent of the client, actually solely in
the interests of the end user?
Identifying the viewpoint
More questions to ask yourself and your colleagues
•In order to achieve its purpose, what relationship should the solution have with the end
user?
– Helper, guide, assistant
– Coach, motivator
– Companion, conversationalist
– Regulator, enforcer
– Salesperson
– Friend, fellow-traveller
– Teacher
– Entertainer
Identifying the viewpoint
HINT
•Does your solution need to actively generate revenue?
– E.g. Explicitly sell a product or service
•Does your solution need to actively promote something?
– E.g. Actively promote an organization, an event, a location, a creative property
•Does your solution need to actively persuade?

If the solution needs to actively sell, promote or persuade, it should

speak on behalf of the client, as an employee or representative of the
client

If you have the solution speak as a completely separate entity, independent of the
client for whom it is actively selling, promoting or persuading, it will feel disingenuous
to the end user
Identifying the viewpoint
Examples

•Deakin University
– Partially-independent assistant / student peer, supporting the student to navigate
University information and processes

•UniCredit prototype
– Customer advocate / Employee AND Assistant / Employee, supporting both bank
customer and branch manager

•Swiss Re prototype
– Independent adviser raising awareness of the value of life insurance
Identifying the viewpoint
Examples

•Lloyds Bank prototype

– Employee assisting the bank customer and acting as enforcer for the bank when
required

•Barclays Bank
– Partially-independent advocate / Employee supporting and motivating the user to
complete a lengthy process

•Singapore Government (MoF)

– Government employee / enforcer assisting the user with questions relating to two
government agencies and reinforcing government regulations
Carefully identifying the viewpoint of the solution
helps to support the purpose and
provide a consistent user experience
 Let’s look at …

1.Defining the purpose

2.Identifying the viewpoint
3.Specifying proactivity
Resources
[To be finalised]
•WGPT site and resources
•Links to Watson implementations
•Links to other virtual agents
•Links to other enablement
•Other documentation?