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Engagement Chatbot in Dan Murphy

Iterate Chatbot system as an engagement tool for Dan Murphy

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Project Overview

Background

A virtual assistant chatbot called ‘Murphy’ is an extension of Dan Murphy's digital support / help centre channel and the Dan Murphy's team wants to make it an engagement tool with customers.

My role

  • UX Researcher

  • UI/UX Designer

UX Tools

  • Figma

  • Miro

  • Google cloud suit

UX skills

  • UX Strategy

  • Usability test

  • Wireframe

  • Prototype

Challenge & Solutions

Challenges:

  • Get people involved in a personal experience.

  • Using chatbots to help users make decisions.

  • Using gamification to make chatbot fun to use.

Solutions:

  • Murphy’s Private Cellar

  • Murphy’s assist

  • Personality Quiz

Design Process

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Discover

What question we are looking for:

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  • How do people generally attitude toward chatbots and shopping for alcohol online?

  • What is the real problem when they engage with Dan Murphy's product?

  • How do other competitors engage people online / What chatbot can do there?

The research method is chosen:

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  • Survey - Extensive collection of user attitudes in different aspects of Dan Murphy and chatbot.

  • Interview - Detailly investigating users' motivation of behaviours.

  • Competitor - To find out what other competitors do in the market.

Define

Research Finding

When People shopping in Dan Murphy

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  • Price and convenience are the two biggest concerns when they shop in Dan Murphy.

  • Hard to take risks when shopping the product they don’t need

75% of survey respondents have the price as their key purchasing influence

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71% of survey repondents have convenience as their key purchasing influence

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A chatbot should be more like a human’ (Interviewee)

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‘I don’t really know what a chatbot can do’ (Survey Respondent)

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People’s expectations when they shopping

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  • People would like to get advice from their professional customer service

  • Customers would like to take to get advice quickly

Customers' attitude to Chatbot

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  • People want to know what chatbots can do there

  • Searching and decision making takes too much time

  • They hope the chatbot can take some advice to them

I would like to get help and recommendations from a chatbot’ (Interviewee)

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'You end up searching for the information you’re after yourself most of the time’

(Survey respondent)

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Persona

We built two personas for the customers. Also, in this case, we need to develop a secondary persona to show how they use professional knowledge to benefit customers.

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Customer Journey Map

Paul and Amelia both have different pain points when they tried to engage with products, using the customer journey map we can track their process of shopping in Dan Murphy

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Opportunities for MurphyBot

Be helpful in decision making.

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  • Paul is confused about the amount of products on the market.

  • He needs help with narrowing down some choices.

Be a good story teller

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  • Murphy Bot could not help adventurous customers like Paul to try new things.

Make personalise recommendations

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  • Paul likes to know what’s new and trending and is open to receiving recommendations.

  • Like many millennials, Paul loves engagement via gamification.

Make it fun

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  • Amelia wishes she could be more adventurous with her online purchases.

How Might We

Based on the opportunities, for helping customers engage with the Chatbot in Dan Murphy, we come up with 2 HMW questions:

  • How might we help Amelia to have a more personalised chatbot experience?

  • How might we help Paul pick up the best choice from a list of exciting drinks?

Develop

Ideation work shop

For generating more possible ideas from different perspectives, we decided to have two ideation workshops to get opinions from different Amelia's and Paul's in our friends and family. My job was to keep the workshop flow catch up with the time frame and help our participants engage with two games to answer all questions.

  • 7 Different Pauls and 6 Amelias gave us ideas after they quick answered HMW questions through crazy 8s'.

  • Participants also provided more fresh ideas through Opposite thinking of the current chatbot system in Dan Murphy.

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Clarify business objective

After collecting all the ideations from the users' perspective, we considered the business objective with Dan Murphy's design team together to identify which solutions are the future of chatbot in Dan Murphy. Through a meeting with the design team then, we eventually came up with 3 different solutions:

  1. An instore Murphy’s assist can bring the Murphy personality to the in-store experience.

  2. Murphy’s Private Cellar was the go-to expert storyteller and product expert to help users make decisions when existing products and the latest trending products arrived at the cellar.

  3. Personality Quiz will provide a gamification quiz making Murphy Bot engage the customer to find the perfect drink to match their personality.

Wireframe

We start with wireframe and Lo-Fi prototype then make usability test to make sure flow and idea is working in our design

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Usability testing

I tested wireframes and prototypes by interviewing 7 Amelia's and Pauls. I had quality feedback about user flow, UI, and information architecture through the test. I updated the prototype in personality quizzes from 3 aspects:

  1. Redesign quizzes questions make the questions more progressive, which helps users feel more engaged with the process.

  2. Keep answers sweet and neat to make the flow tightly.

  3. Make sure colour and Layout are consistent with all other solutions.

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Deliver

Final Userflow

Integrating three different solutions into user flows is the challenge when we hand over our final prototype. So we also Design a navigation bar to make all solutions consistent with the original flow.

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Murphy personality quizzes

  • Gamification - Murphy Bot engages the customer via a fun quiz to find the perfect drink to match their personality.

Murphy’s Assist

  • Bring the Murphy personality to the in-store experience

  • Allow Murphy to direct you to the products you are looking for via a store map

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Murphy’s Private Cellar

  • Murphy is the Go-To expert storyteller and product expert

  • Customer engages with Murphy Bot time and time again to see the latest trending products recommended by Murphy.

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Feedback

Client Feedback

In the day we hand off our Design to Dan Murphy design team, here is the feed back:

“Those Ideas and blue Sky thinking are exactly what we want in our
future Road Map.”

Reflections

As the Start of my UX Journal, Dan Murphy's Project takes me a wonderful experience in skills in UX, such as Research, Design Thinking, Ideation and storytelling.

For my grown up in this project, I would say:

  • Research is going through in each project process, which helped people see more behaviour, listen to different voices, and be confident with design.

  • Practice makes perfect skills in Figma and Miro led me to finish my task faster and easier.

  • Cooperation with different designers need good listening skills and being brave to speak out about what I am thinking, The great changes will happen after you and your team stand on the same page.

All those learning firmed me to keep learning with a great group of people and build significant change in the UX world. A great thank you to Dan Murphy and the Academy Xi teaching team.

Sean Si

UX UI Designer

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