design the conversation: an approach to help you stay focused on the customer by sara zailskas walsh...

Sara Zailskas Walshsara.walsh@capitalone.com

J. Boye Aarhus November 2016

DESIGN THE CONVERSATION:AN APPROACH TO HELP YOU STAY FOCUSED ON THE CUSTOMER

My background2

JOURNALISMB2BASSOCIATIONB2CUSER EXPERIENCEECOMMERCEPRINT, DIGITALTRAVEL

CHICAGOAN AT HEART …NOW IN SAN FRANCISCO

”

At Capital One, we say we design conversations that solve customer problems.

”

We’re on a mission to change banking for good.

”We bring simplicity,

humanity, and ingenuity to banking by putting the

customer first.

”We design conversations

that are clear and relevant.

8

”We apply 3 pillars when designing what to say, to whom, when, and how.

Natural Language

1

2

3

Use Case

Relevant Context

Every conversation is guided by 3 pillars.

”The approach works.

On my team, we took a 26% completion rate to 92% by designing the

conversation.

”

(The strategy for that same project is now being applied across our small-business

products for 2017.)

What we’ll do today:11

๏ Review what we mean when we say we design the conversation.

๏ Learn a conversation design tactic to kick off a project customer-first.

๏ Practice it.

๏ Discuss how we can apply it to our own work groups.

What is conversation design?FIRST THINGS FIRST

”At Capital One, conversation

design manifests itself in experiences that feel like real conversations because of the

language we use and information we include.

(Let’s review.)14

”We apply 3 pillars when designing what to say, to whom, when, and how.

Natural Language

1

2

3

Use Case

Relevant Context

How every person at Capital One can design experiences that feel like real conversations.

”Natural means clear —

similar to what you would use in a conversation

when speaking to someone who is new to

your company or product.

”We apply this across our

experience, from online bank and credit card accounts

communications to our experience on Amazon Echo (“Alexa”).

”The pillars force us to be customer-first with our

content.

”

(If you make the customer happy, you win too.)

”

How do you start?

Write the conversationCONVERSATION BUBBLES

”Pick a task, and write what a conversation

would sound like between the customer and the

company to complete that task.

Why this works 23

๏ Spot gaps in your knowledge.

๏ Discover use cases.

๏ Identify product ideas.

๏ Create actual copy you can use, written in natural language.

๏ Capture guidelines that naturally surface.

When you look at the conversation you wrote, you can:

You can do this by yourself.

Better: Find a buddy.

Best: Invite key work partners.

๏ Has a seat at the table.

๏ Can feel heard in a setting outside a meeting.

๏ Flexes creative skills.

๏ Participates in foundational discussion.

๏ Puts the customer first.

๏ Reviews designs much quicker.

When you invite key partners, everyone:

LET’S PRACTICE.

”First:

Identify your customer problem.

I’m a new employee trying to figure out how to work well and fit into my new team. I need help understanding how things work here. This is difficult because basic details about day-to-day work life aren’t covered in formal human resource introductions.This makes me feel insecure and gives me more anxiety that I don’t need (I’m already nervous!).

CUSTOMER PROBLEM: ONBOARDING OR INDUCTION

THE PROBLEM:

I receive company human resources information (company values, how to sign up for benefits, etc.) when I start at a new company, but I have to ask

many questions to understand how to work well and fit into my new team.

THE PROJECT:

We’re going to design the conversation we want new employees to have with us on our 12-person team at

our mid-size creative consulting company, Happy Company. The company is set in an urban

neighborhood.

THE QUESTION:

What would a conversation sound like between a new employee and a team member in charge of

setting up and introducing this new employee to her/his new team?

Use conversation bubbles to start the project.31

1. Pair up.

2. Declare your role or position (easiest: the position you currently have) to your partner.

3. Write the dialogue between a new employee and the team member who’s doing the on boarding.

Be sure to capture how you’d say it in person; use natural, human language.

Consider having each person write their part on a single, shared, piece of paper.

How’s your day going so far, Inge?

Not bad. I can’t figure out where to put my lunch though …

Design the conversation

1. Pair up.

2. Declare your role or position to your partner.

3. Write the dialogue between a new employee and the team member who’s doing the on boarding.

Be sure to capture how you’d say it in person; use natural, human language.

Consider having each person write their part on a single, shared, piece of paper.

“I receive company human resources information

(company values, how to sign up for benefits, etc.) when I stared at my new company,

but I have to ask many questions to understand how to work well and fit into my

new team.

30 MINUTES

BIO BREAK

”Let’s take turns reading your

conversations aloud for the group. (There’s a point. Promise.)

”

What did you like, and why?

”

What didn’t you like, and why?

”

Can you spot information that must to be included?

”Can you spot information that would be nice-to-have but isn’t

necessary to making an employee easily fit in?

”Can you spot ideas for

how and where this information should be

communicated?

”Can you spot guidelines for what we should make

sure to do?

”

Can you spot what should we NOT do?

”

Can you spot copy you can use?

”

Is there anything we should NOT say?

A few tipsCONVERSATION BUBBLES

”Be sure to capture the

outcomes of the discussion.

”Use them as guidance as

you put your plan into play.

”Revisit them as you learn about your customers and

plan for content. Update any guidelines.

ExamplesSNEAK PEAK INTO TOMORROW’S CONVERSATION DESIGN SESSION

Before

After

Before

After

”

How can this fit into your work?

”

Questions?

CONTACTAND FIND ME

415-470-3259

sara.walsh@capitalone.com

Like what you’re hearing? We have a UK office, and we’re hiring.

AppendixTEMPLATES

I am [a/an] [which type of customer?] trying to [do what?] [where or when?]. I need to [key need], but I can’t because [what’s in my way?].This makes me feel [my feelings].

CUSTOMER PROBLEM

Project name that makes sense to your group

Describe the customer and his/her task or problem to the group.

Facilitator instructions to the group. Time depends on scope of problem and activity goal.

Facilitator guidance

Questions to cover

(Not shown) Recap what you heard.