The power of conversational design
By: Jas Deogan
Tags: Content Marketing, Ux Writing, Design Thinking, New York, Design

The power of conversational design

Conversations are at the heart of everyday life. You share ideas and learn from one another. So why can’t web design be a conversation with the consumer? After all, a website or an app is an exchange of information. Isn’t it?

Advancements in technology have helped push the boundaries of web design far greater than we could imagine.

First, we began with a desktop mindset. As this was the dawn of web design, we were only just learning what was capable of the web.

Then as technology developed and we became more connected, web designers adopted a mobile-first mindset. Content writers and designers had their wings clipped. Their creative canvas was reduced by 70%. New practices and mindsets had to be adopted. And as a fellow content writer, I felt the challenge.

Now, as technology pushes us even further, we’re at the cusp of adopting an app-centric mindset, helping to bring consumers and brands closer together.

Pushing the boundaries

We’re continually testing and learning to see what works — trying to improve conversion metrics while developing simplistic user experiences.

Accordion-type design demonstrated that simple interactions can increase audience engagement. And the carousel showed us how we could maximise space within a single-column format.

While these solutions offered up some truly amazing experiences, we’re still looking to strengthen that bridge between brands and consumers to drive engagement.

So, perhaps now is the time to explore conversational design?

The impact of a conversation

A conversation can take place in multiple ways.

Take, for example, a simple text message conversation. While texting, we become immersed in the exchange of words, images and gifs.

Our sense of belonging increases as we share more and more information, opening ourselves up to further interactions. And yet we forget that this exchange is computer-mediated.

As brand ambassadors, we should look to engage in conversation with our customers. As we are showing that there is more to our organisation than just products and services.

Conversational design helps to create rapport and build trust and loyalty.

Here are some tips and tricks to help you get started.

#1 Start with “What are we here to do.”

The best way to start conversational design is to begin by asking a simple question:

“What are we here to do?”

The goal of conversational design is to create the most value with the fewest features.

If we want to create a more user-centric website, we need to place conversation at the forefront.

#2 What’s the structure

Just like everything else. Excellent communication needs to have structure. We can all relate to a discussion that’s been derailed because it’s lost its direction. So when designing consider the following:

Giving enough information

Give the audience the right amount of information to create interest. Could you keep it simple and to the point? Don’t overwhelm them with too much information.

Give the audience the right amount of information to create interest. Could you keep it simple and to the point? Don’t overwhelm them with too much information. Being truthful

Make our audience feel safe and trusted. Be authentic and transparent.

Make our audience feel safe and trusted. Be authentic and transparent. Being relevant

Allow our audience to contribute in a way that’s relevant to the conversation or our brand.

#3 Leverage key moments

Website interactions happen in a series of events. And each event should support the overall communication.

Introduction

Create a strong positive first impression. Build up trust and interest.

Create a strong positive first impression. Build up trust and interest. Bearings

Establish the environment. How is the information organised? What actions do you want the consumer to take?

Establish the environment. How is the information organised? What actions do you want the consumer to take? Action

Make it clear what you want the consumer to do. Have they got the right tools and controls available?

Make it clear what you want the consumer to do. Have they got the right tools and controls available? Guidance

Give clear instructions and be open to feedback to build a trusting relationship.

#4 Language is the key

Words are key to bringing a conversation to life.

Take text messages and social media. These are examples of where the customers have never been more interactive, yet silent, in their communication.

A simple text message establishes personality, humour and narrative. But as designers, we still struggle to understand how the content fits into the design process.

Using the right words makes it easier for the consumer to understand our message.

Consumers don’t just read the words we write. They take in our thoughts, our idealisms which helps build a connection.

If used correctly, language can be our most powerful tool. Language helps create a sharp brand image. Words are key to making customer connections. Don’t just focus on design aesthetics.

As the great Maya Angelou once said

“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

Words are fundamental for delivering an emotional experience. And the design must include decisions about verbal language to help bring the conversation to life.

Make our brand feel human

Conversational design makes our brand feel more human and authentic as the consumers become captivated by the unpredictability and intermittent breaks in the conversation.

Humans have always been the same. We’re all looking for meaning. And conversations are one of our greatest joys. So why can’t our brands be part of that?

Yes, advancements in technology are changing how we communicate as we are open to using more mediums to share information and learn.

We can leverage the power of conversation to build stronger relationships between brands and consumers.

Why not give conversational design ago. And remember to start with “What are we here to do” to get the ball rolling.