About Conversational User Interfaces. Presentation for the Wijs Innovation Event.

1. Conversational
User Interfaces

2. Hi! My name is Bart.
I work for digital
agency
Find me on : @netlash.

3. Let’s start with a story.

4. Digital.

5. Digital.
It’s not about e-commerce or websites or technology.

6. Digital.
It’s not about e-commerce or websites or technology.
It’s about changed behaviour.

7. First we change technology.
Then technology changes us.

8. Let’s start with a story.

9. I worked at a bank
end of the 90’s.

10. I worked at a bank
end of the 90’s.
Do you remember the 90’s?
We still used these:

11. I worked at a bank
end of the 90’s.
I had to visit lots of
clients in unknown
places.
Do you remember the 90’s?
We still used these:

12. Remember these?

13. I prepared the night before
by printing out lots of route
descriptions.

14. Now I have this.

15. I don’t even think about preparing
anymore. The information comes to
me, frictionless, the moment I need it.
Now I have this.

16. My behaviour changed.
Induced by technology, I changed
the way I prepare for driving.

17. ICT =
Information and
Communications
Technology
Emphasis on
Information &
Communication,
not on Tech.
The revolution is
in I & C, not in T.

18. Information is always, anywhere
and frictionless available.

19. Remember how we used to plan
‚going out’ in the 80’s?Weeks ahead.

20. Now we have this.
We don’t plan anymore.
Connectivity is always,
anywhere and
frictionless available.

21. First we change technology.
Then technology changes us.

22. Information is always, anywhere
and frictionless available.

23. Behaviour change.

24. Another story.

25. I had to buy a
washing machine.
When I left school, I rented
an apartment to live with
my girlfriend.

26. I had to buy a
washing machine.
When I left school, I rented
an apartment to live with
my girlfriend.
I know nothing
about washing
machines.

27. This is how I came to a decision:

28. Supplier
1995
I went to a retailer, because
they had a cool radio
commercial and theme song.

29. Supplier
Problem
1995
I explained my ‚problem’ to
the sales guy: starting
family, low budget, no kids.

30. Supplier
Problem
Solution
1995
He suggested 3 brands of
washing machines that
fitted my needs.

31. Supplier
Problem
Solution
Product
1995
I chose the brand that best
fitted my needs and feelings.

32. Supplier
Problem
Solution
Product
1995 2015
20 years later, that
washing machine
broke down. I had
to buy a new one.

33. Supplier
Problem
Solution
Product
Problem
1995 2015
I started with Googling my
‚problem’: family with 3 dirty
kids, silence is important.

34. Supplier
Problem
Solution
Product
Problem
Solution
1995 2015
I read reviews, descriptions,
social info by experts and
people like me.

35. Supplier
Problem
Solution
Product
Problem
Solution
Product
1995 2015
I chose the brand that best
fitted my needs and feelings
based on that information.

36. Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2015
Then I decided where to buy
it, based on a mix of price,
convenience and service.

37. Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2015
New decision funnel

38. Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2015
New decision funnel
You want to be as
high as possible in
the decision funnel.

39. Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2015
New decision funnel
Branding
You want to get that cool
theme song in their heads.

40. Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2015
New decision funnel
Branding Content
Marketing
You want to be found
in that research phase.

41. Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2015
New decision funnel
Branding Content
Marketing
Branding
Branding is still
important!

42. New decision funnel, because
new availability of information.

43. New decision funnel, because
new availability of information.
In 1995, I had to go to a
library to do research.

44. New decision funnel, because
new availability of information.
In 1995, I had to go to a
library to do research.
In 2005, I had to go to a
special room in my house.

45. New decision funnel, because
new availability of information.
In 1995, I had to go to a
library to do research.
In 2005, I had to go to a
special room in my house.
In 2015, I can do research
anytime anywhere.

46. (But ICT revolution will continue…)
Caution! There is no complete
frictionless information yet!

47. Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2015
Information friction Information frictionless

48. Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2015
Information friction Information frictionless
Still some friction in information!

49. Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2015
Information friction Information frictionless
Low involvement High involvement
I’m only using the research decision
funnel for high involvement items.
Still some friction in information!

50. Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2015
Information friction Information frictionless
Low involvement High involvement
I’m only using the research decision
funnel for high involvement items.
Still some friction in information!
Not prepared to do research
for low involvement items.

51. Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2015
Information friction Information frictionless
Low involvement High involvement
I’m only using the research decision
funnel for high involvement items.
Not prepared to do research
for low involvement items.

52. Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2015
Information friction Information frictionless
Low involvement High involvement
Tap into the right
decision funnel!

53. Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2015
Information friction Information frictionless
Low involvement High involvement
Tap into the right
decision funnel!
But know that the ICT revolution will
keep moving products to the new model.

54. Behaviour change.

55. New decision funnel, because
new availability of information.

56. ?

57. ICT revolution will
not end here…

58. Trends…

59. Trendrapport.

60. ‣ smaller in unit of information
‣ less about technology and more about communication
‣ more implicit and less explicit
‣ more integrated into things
‣ becoming invisible
Internet is becoming smaller & more integrated:

61. 1. First Era of Internet

62. 1. First Era of Internet
‣ desktop internet
‣ 1 CPU per family
‣ unit of information = web page
‣ humans talking to computers
‣ dominated by Google
‣ paradigm: search

63. x 10

64. 2. Second Era of Internet

65. 2. Second Era of Internet
‣ mobile internet
‣ 1 CPU per person
‣ unit of information = status update
‣ humans talking to humans
‣ dominated by Facebook
‣ paradigm: stream

66. x 10

67. 3. Third Era of Internet

68. 3. Third Era of Internet
‣ internet of things
‣ 10 CPU’s per person
‣ unit of information = implicit/invisible
‣ computers talking to computers
‣ dominated by ?
‣ paradigm: chat

69. The Three Era’s of Internet
Era
CPU’s
Communication
Unit of information
Dominant player
Paradigm
‣ desktop internet
‣ 1 CPU per family
‣ humans 2 computers
‣ webpage
‣ Google
‣ search
‣ mobile & social
‣ 1 CPU per person
‣ humans 2 humans
‣ status update
‣ Facebook
‣ stream
‣ internet of things
‣ 10 CPU’s per person
‣ computers 2 computers
‣ implicit
‣ dominated by ?
‣ chat

70. ‣ apps that are invisible in the background
‣ information that comes to us
‣ no more URL’s or clicking on links and buttons
‣ conversational UI’s
‣ the return of e-mail and even SMS
The invisible internet

71. www.charlieapp.com

72. www.digit.co

73. www.getrhombus.com

74. www.luka.ai

75. www.x.ai

76. Quartz:

77. WeChat:

79. Trendrapport.

80. 7

81. 7
7 tactical trends rooted
in this bigger trend.

82. 1. The next big platform is chat

83. ‣ WeChat, Messenger, Snapchat,Whatsapp?
‣ We’re still in the Altavista - MySpace moment of chat…
‣ Do not gamble on the next big platform.
‣ Know the generic expertise needed for a chat platform.
2. But don’t try to predict it…

84. 3. Don’t try to build it yourself

85. ‣ You could not build a portal.
‣ You could not build a search engine.
‣ You could not build a social media platform.
‣ You will not be able to build a chat platform.
3. Don’t try to build it yourself

86. ‣ Winners = those that turned up in Google.
‣ Winners = those that turned up in Facebook.
‣ Winners will be those that successfully hook into the chat platform.
4. Win by hooking into the chat platform.

87. 5. Learn the skill set for chat.

88. ‣ Back to push, but not generic or mass push.
‣ Use context to personalize.
‣ Craft 1-on-1 messages.
‣ Only push relevant messages.
‣ Make it self-learning (CRM, segmentation, data-insights).
5. Learn the skill set for chat.

89. 6. Don’t ignore existing platforms.

90. ‣ e-mail marketing, but personalized
‣ SMS, but personalized
‣ bluetooth and beacons, but contextualized
‣ your website platform as central hub
7. The come-back of…

91. Trendrapport.

92. What you should
remember:

93. First we change technology.
Then technology changes us.

94. ICT revolution will
not end here…

95. Start practising Conversational UI.

96. Conversation

97. Questions?
Questions?

98. Questions?
Questions?
bart@wijs.be
@netlash

99. Wijs bvba
Voorhavenlaan 31/3
9000 GENT
09 335 22 80
09 330 09 83
http://wijs.be
info@wijs.be
BE 0473.071.275