Conversation Design Style Guide

Problem

Hulu lacked internal documentation to guide tone and style decisions across A.I. channels. There was no consistency in any of our writing, both in HuluBot and Hulu’s IVA experience.

Objective

Create a conversation design style guide to help Hulu design clear and consistent user journeys for its A.I. channels.

Timeline

Apr 2020 - Dec 2020

My Role: Conversation Designer

It took me several months to complete Hulu’s Conversation Design Playbook. As part of this massive undertaking, I…

Defined the mission of Hulu’s A.I. strategy
Distinguished functionality and strategy between Hulu’s two main A.I. experiences — chatbot and intelligent voice assistant (IVA, for short)

Created a system persona to ensure a consistent user experience that builds trust and brand love
Created user personas to ensure conversations across A.I. channels accommodate different types of Hulu customers
Compiled a glossary of industry terms to establish a clear and consistent language that Hulu stakeholder could use when discussing conversation design strategy
Created a checklist of must-haves and nice-to-haves to guide writers when designing dialogs and help them prioritize the most important elements of a good conversation
Developed a RACI chart to clarify swim lanes and streamline cross-functional collaboration for Hulu’s chatbot and IVA
Defined CxD best practices to help stakeholders make important decisions about design and content
Outlined a 10-step process for creating clear and useful dialogs for HuluBot user journeys
Compiled a list of other exemplary chatbots and IVAs from other companies that can serve as inspiration for Hulu CxD