AGL Virtual Assistant
Building trust and customer engagement with a Virtual Assistant
Last year Accenture reviewed AGL's Virtual Assistant's (VA) performance and identified key opportunities, improvements and alignment to strategic goals.
Exo Digital was involved in designing a new Virtual Assistant character and improving the VA's customer experience.
AGL’s existing Virtual Assistant (VA) required a new character design and improvement to its identity, tone of voice and user interface.
- Design Workshop
- User Interviews
- User Research
- Landscape Review
- UI & UX Design
- Motion Design
- Service Design
Exo Digital recommended enhancing the performance of AGL's Virtual Assistant (VA) by defining its identity and personality. This involved establishing a consistent tone of voice through a content style guide, conducting design workshops and surveys to gather stakeholder insights and designing a visual style guide for a cohesive user interface.
The Exo team proposed a four stage solution:
- Defining the Virtual Assistant's identity and personality
- Defining tone of voice and content style guide
- Implementing design workshops & surveys
- Designing visual sonic style guide
Defining the Virtual Assistant's identity and personality
The Exo Digital and AGL teams worked together to outline critical design activities to improve the customer experience of the Virtual Assistant.
Defining tone of voice and content style guide
Exo Digital explored ways to align the bot's tone of voice with the AGL brand.
Implementing design workshops & surveys
We sent surveys to the key stakeholder group to capture thoughts on what builds trust and the key attributes for the VA persona.
Designing visual sonic style guide
Exo Digital provided an analysis of the current gaps in the user interface (UI). We also designed the VA's avatar, components and patterns.
Defining the VA's Persona
Exo Digital was tasked to create a more charismatic Virtual Assistant. The virtual assistant needed to have a personality that is friendly, helpful and supportive in every interaction. The VA must be professional and act as a trusted friend, offering tailored advice and support. Most people we spoke with wanted less human representation for the visual persona and somewhere between a neutral image or a faceless character.
In the initial user testing with customers, people were drawn to cute characters with faces; however, this did not reflect the AGL brand. We conducted stakeholder interviews to develop a persona with a personality that reflected the AGL branding.
Surveys were sent to capture thoughts on what builds trust and the critical attributes for the VA persona. We also facilitated design workshops to build trust in bot conversations and define a better engagement experience for the Virtual Assistant.
UI & UX Design
Virtual Assistant Character Design
The avatar we designed is dynamic, changing with the context of the conversation or interaction to show the user that they are being heard and understood. To make the avatar recognisable in its different compositions, it will always be made up of 3 shapes styled in the same way across every arrangement.
The dark blue and light blue shapes make up most of the composition; the white shape will be the “eyes” of the character. It won’t represent eyes literally; rather, it is the central focus that expresses emotion and character.
The concept leans on the abstract compositions of the previous examples to make it feel like a bot rather than a human.
Virtual Assistant Motion Design
Exo Digital created a natural flow of interactions with the chatbot that provided options rather than just typing text. We built a responsive virtual assistant by establishing emotional feedback that matches with the various use cases. The chatbot responds to the user promptly and in a straightforward manner, so it doesn’t overload or confuse the customer.
The avatar is dynamic, changing with the context of the conversation or interaction to show the user that they are being heard and understood.
Redesigning Chatbot Experience
Exo Digital worked with AGL’s team, outlining the critical design activities required to give the best outcome to improve the customer experience of the Virtual Assistant. We identified gaps and opportunities in the current experience and then defined use cases and customer segments through further research.
We undertook a landscape and competitor review to see how other businesses addressed customer support through Virtual Assistants and developed a bot strategy and vision based on customer expectations.
Together we created a natural flow of interacting with the chatbot with options rather than just typing text.
Defining Tone of Voice and Content Style Guide
Exo Digital conducted stakeholder interviews to understand the vision and roadmap for the Virtual Assistant. We explored ways to align the bot’s tone of voice with the AGL brand and defined the “do’s and don’ts of bot conversations, writing scripts for bot/conversation mapping.