Leading Global HR Services Provider

Ella is a virtual assistant that supports visitors with job searches, courses and online applications. While the website itself attracts thousands of visitors, Ella was neglected as some of the Conversation Design fundamentals were not applied well. The client was also not happy with the tone of voice of the current bot.

Conversation Design Institute (CDI) was asked to help redesign the chatbot again. The goal: Getting more traction in the chatbot, but moreover, getting more people in there to apply online.

Another goal was to convince users to enroll themselves (make an account) with the company after search results were shown

The first step was a light audit of both the chatbot and the team taking care of the daily development. The results were bundled in an expert review report and presented to the client as well as our recommendations to improve the user experience.

After discussing the quick wins, the team redesigned the top 4 journeys and implemented the updated flows. Once done, they were ready to be tested out again with users and see what the impact of the changes were.

Both the client and CDI saw the need to redefine the persona and once that was set (and approved by leadership), the redesign of the top 4 journeys could start. After the journeys were reshaped and implemented, the testing phase could start. Given the low number of daily visitors this testing phase was set for 1 month.

The results blew the client away. Not only were they surprised with the +325% uplift in online applications in 4 months, but also how relatively small and easy the changes were. By “just” applying conversation design fundamentals and improving what was already there, there was no need to expensive user research or a shift to another platform

The testing phase was concluded with a final editing round and then the improved journeys were put live again. These results also triggered the attention of the Global team which is now in the process of launching their own chatbot.