Ogilvy’s Chatbot Lab has identified the importance of user needs in designing effective chatbots. A user need is the starting point for every bot, and needs are categorised into three types: informational, functional, and relational. Informational needs involve providing data or knowledge, functional needs relate to a desired action or task, and relational needs are about establishing a connection or relationship.
Bots can fulfil these needs through conversational interfaces, which are more intuitive and user-friendly than traditional forms and menus. They can also use natural language processing to understand and respond to user queries in a more human-like manner.
Yet, not all user needs can be addressed by bots. They are not suitable for complex tasks or those requiring human judgement. Moreover, user needs can change over time, and bots must evolve to meet these changing needs.
To ensure a bot’s success, it is crucial to understand the user need it is designed to meet. This understanding can guide the bot’s development, from its conversation design to its technical implementation. It is also important to continually evaluate and refine the bot based on user feedback, to ensure it continues to meet user needs effectively.
In conclusion, user needs are central to the design and success of chatbots. They guide the bot’s development, and the bot must evolve to meet changing user needs. Regular evaluation and refinement based on user feedback are crucial to ensure the bot continues to meet user needs effectively.
Go to source article: https://medium.com/bots-by-ogilvy/it-started-with-a-user-need-901c501c1d2b#.vrdwluef7