Creating a Personalized User Experience

1. Creating a Personalized User Experience Barb Mackrazbarb@mackrazdesign.com SpeechTEK 21 August 2007

2. The Challenge with Voice UIs • Common complaints • “They’re unintelligent and annoying” • “It takes forever to find what I need” • Why? Same experience for every person, every time • Apps are designed for the lowest common denominator • “Functional” for the masses, but not great for anyone

3. Adapt to the User • Tailor the UI to thisperson and his context • Be as quick and streamlined as possible • Offer info and services that are immediately relevant • People love it, the app becomes “their own” • “I’d rather use this than talk to a human” • Applies to both consumer and enterprise • Personal voice dialer, messaging, movies, … • Travel, financial, insurance, … • Especially well suited for mobile • One phone, one user, automatically identified

4. How to Create an Adaptive UI • Streamline the UI over time • Based on both frequency of use and usage patterns • Deliver smart alerts triggered by events • The right (actionable) info at the right time • Use data about the user’s context to predict the reason for the call • Then optimize the flow for that The experience becomes quicker, more efficient, more relevant

5. 1) Streamlining the UI Based on frequency of use… • Within a session, taper wording and offer shortcuts • Features used several times, e.g., menus, record prompts • Consider tapering down to a sound • “It perked my ears up” (and sounds have meaning!) • Over multiple sessions, develop an expert mode • May have several levels for this, a gradual tapering • Develop rules around when and how to do it • And when to revert back to the longer forms

6. 1) Streamlining the UI Based on usage patterns… • Refine the UI in response to features used often • Offer those more prominently or proactively • Bump a frequently used option up a level; e.g., 401K • Store favorite locations, create message groups, … • Should you ask if he wants the change? • Usually a good idea: “Shall I make this your default location?” • May also want to let him revert to the original forms

7. 2) Delivering Smart Alerts • Triggered by info events or change in status • Messages, recommendations, announcements, … • Flight change, car upgrade, changed bid on watched item, … • Be sure the alert is important and relevant • If it needs attention, make it actionable; e.g., event cancellation • Inform, but don’t overwhelm • Keep it brief, people tune out “TMI” in the audio realm • Consider asking if he wants the info • “You have a restaurant recommendation from Sarah. Would you like to hear it?”

8. Welcome Alert Alert Main menu Which one? One Alert, at the Right Time • Prioritize the possible data elements so only the 1most importantitem will play at a time • Highest priority can go at the top, but keep in mind this is prime real estate • Can often work a lower-priority alert into a later location, if related to a path the person has chosen “You have a schedule change in your trip to Boston. Want to hear it?” Upcoming trip London “The upgrade you requested for this trip is now available…”

9. 3) Using Data to Tailor the UI • Predict the likely reason for the call • What are the person’s current circumstances? • Why do people usually call under those conditions? • Research your user base to understand and model their behavior • Optimize the flow for these conditions • Head her off at the pass with proactive info and services • “Are you calling about your return flight to San Francisco?” • Tricky to do, but great when it’s right • Creates the fastest, most relevant experience • Works well for time-based scenarios

10. Timeline of a Trip Outbound flight Return flight Before the trip At the destination After the trip If holding a ticket: Needs to complete the purchase 2 hrs before the flight: Needs flight status and gate Just landed: May need hotel location, contact info, directions, etc. May need info about his rental car or public transportation If mid-trip: May want to change his return May want destination info 2 hrs before the flight: Needs flight status and gate If bags are missing: Needs update May need miles posted Where does the caller fall on this timeline?

11. More on Contextual Data • Look for other time-based opportunities • Anything with a reservation, deadline, timeline, lifecycle • Increasingly, can also optimize UI for location • In a train station, near a particular intersection, … • Especially valuable for enterprise services • Can greatly reduce opt-outs to agents! • Calls are shorter, the customer is happy • Again, understand your users and their context • Map to what others have done under those conditions

12. Finding the Right Balance • It’s delicate… • Be brief, relevant, and unobtrusive • Make it easy to get past the proactive part • Deliver only 1 proactive item at a time • Develop rules to prioritize data elements, based on your research • Items that need to be resolved usually trump the others • If too much info, play only the most salient part • Then offer to play or text all the details, if the person wants it • Can also package alerts as outbound voice or text • Off-load from the inbound experience

13. Identifying Users • Identify mobile users automatically from ANI • May also be other “one phone, one user” scenarios • Will it seem presumptuous? • Streamlining the UI is one thing • Appearing to know a lot about someone may feel overbearing • May want to let the person opt into “auto sign-in” • Especially for enterprise • Offer this right after manual sign-in, and explain why it’s valuable • Give him a way to opt out later (and back in)

14. Technical Considerations • Be sure the data is available • Get an integration architect involved early • Be aware of latency for fetches at the top • May be able to mask this with UI and audio • Think of the impact on the rest of the call • Set a flag so you don’t play the same info twice • This may also affect options offered later in the call

15. A Great Voice App Is... Simple Needs no explanation Enjoyable A quick & engaging experience Relevant Gives this person what he really needs