Simplifying Journeys with Storytelling
Transforming Guides into Engaging Narratives for Effortless User Onboarding
CILENT
TIMELINE
ROLE
SERVICES
DePaul University
Autumn 2023
UX writer & Content designer
• Conversation Design
• Process Improvement
• Chatbot Implementation
• Interactive Systems
Defining the problem
International students lack access to 24/7 support, leaving them without timely help when navigating urgent academic, technical, or administrative issues across different time zones.
This DePaul University project aims to optimize communication with students by implementing a WhatsApp chatbot. Focused on serving international students who commonly use WhatsApp for collaborative projects, the project aims to streamline information and address university-related inquiries.
It investigates WhatsApp's popularity in education, assessing its advantages, drawbacks, and the current state of chatbot technology.
The study delves into user perceptions of privacy and participation, evaluating student needs, WhatsApp Business tools, and university website content. Future work includes developing performance metrics to measure the chatbot effectiveness post-implementation.
HIGH LEVEL TIMELINE
Ideally before an increase of onboarded new customers
MAKE OF THE TEAM
This was a solo passion project in communication with the owner
MAIN GOAL
Eliminate user confusion and reduce cognitive load
The bigger picture
HYPOTHESIS
Around-the-clock support tailored to international students’ time zones and needs will experience smoother onboarding and greater trust in the institution, ultimately leading to increased enrollment.
WHY?
DePaul University uses information and communication technologies (ICTs) to offer in-person and online classes asynchronously.
With over 2 billion users worldwide, WhatsApp has become an essential platform for consumer brands to engage with their customers and drive sales [1].
Incorporating WhatsApp as an additional communication technology to assist local and international students in real-time with common inquiries about the University would help provide 24/7 support.
BUSINESS OPPORTUNITIES
In summary, WhatsApp primarily focuses on interpersonal communication compared to other platforms, building a foundation of trust and encouraging engagement and collaboration.
RETENTION
reduce user confusion due to poorly written copy
LOGIC
convince skeptics that user engagement will increase
KEY GOAL
increase website traffic to build customer confidence
Understanding the market & users
Analyzing audience choice of language
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Conversational Style: Friendly and personal
Third-year students had the best attitude towards perceived WhatsApp usefulness [2], which could influence task planning [2]. The same planning goes into the deciding factor of attending a university. Therefore, this supports using WhatsApp to handle inquiries before students apply to the University, hoping to streamline the application process, which could be cumbersome for some.
Constraints
The missed opportunity to include a frequently asked questions section on the website leaves users confused about the next steps to take.
Frustrations
Unclear messaging during chatbot conversations heightened concerns, confusion, and created a state of false urgency.
User Goals
Increase interest in healthy finances.
Find answers to questions quickly and complete tasks with confidence.
COMPANY SERVICES
Resolve questionable items related to collections, late payments, inquiries, foreclosures, judgments, charge-offs, and inquiries. Customizable and comprehensive solutions that allow clients to repair their credit easily and effectively.
Key takeaways
Target Audience
Home buyers
Millennials
Underrepresented groups
Marginalized groups
"The way Aaron took the time to hear my concerns, my goals, and explain in detail how the credit repair services he offered would help was so meaningful!"
Brainstorming
Touchpoints
Voiceflow, an AI agent suitable for any use case, built the prototype. It is compatible with any NLU platform, Large Language Model, and additional technologies for designing voice and chatbots, similar to Google Assistant and Amazon Alexa.
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Key Elements
The following questions will help provide examples of how the chatbot could achieve positive or negative results:
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Q1: Where is the campus located?
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Q2: When do classes start?
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Q3: What advisors are available?
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Q4: How do I apply to the University?
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Q5: What is a good contact number?
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Q6: Tell me about Dr. Adam Steele
Information Architecture
The knowledge base within the voice flow assistant uses uploaded documents or website data to populate answers and define variables. I uploaded content from the university website through a PDF file and direct links to each page, starting from the homepage website.
Breaking down the process
Before
After
Key Moments
The desktop version of the chatbot exhibited more serious failed attempts compared to WhatsApp.
This example was presented with the question, “When do classes start?” – the chatbot within WhatsApp responded prematurely and followed up with the correct reply, whereas the desktop chatbot did not recognize the question overall.
50/50 percent fail rate
The user journey will impact the value they assign to your brand and business.
Conclusion
Deliverables
Designed mockups, rewrote copy, and prototyped screens illustrating the concept of a mobile chatbot and corrected elements on the company website.
Summary
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Reduced user confusion, redundancy, and reduced cognitive load during website and chatbot experience to help increase website engagement by rewriting copy.
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Increased engagement on the company website by optimizing usage of proper copy during the initial user journey.
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Shaped the role of content in the design process by sharpening the company website style guide.
Future Outlook
Implementing a WhatsApp chatbot at DePaul University would be a forward-thinking approach to enhancing interpersonal communication.
Research has shown that organizations had up to 70% fewer calls, chats, and mail after automating customer service.
Qualify leads. Drive sales.
Overall, the project spotlights the potential of WhatsApp chatbots in educational contexts, offering a model for universities to enhance communication and support services for students.
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Help you get to know your customers
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Customer service at any time
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Help optimize costs
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Improve customer satisfaction
THANK YOU!
NIKITA KING