One of the more intriguing parts of writing content for chatbots is the requirement to go beyond writing for persuasion. Marketing and communications (as well as certain technical writing) have long been concerned with communicating a brand voice and, ideally, soft-selling a product or service. While chatbots can serve this purpose, content creation for conversational UI should be more analogous to UX design.
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Yes, another UX position.
Let us not fall into the trap of defining yet another role for us inept creatives to play. Let us consider this in a more classic design perspective.
Placemaking, sensemaking, and wayfinding are all aspects of UX authoring and IA.
I talked about sensemaking and a little bit about navigation in the last four parts of the series. However, I didn't say anything about placemaking.
Placemaking is not the same as Spacemaking.
I have a confession to make. I never write about placemaking in IA since it causes me to become stuck in a bizarre cycle. To define placemaking, you must first define place. But, at the end of the day, placemaking is all about defining places! Words are difficult to come by.
So here's my effort at a basic explanation of placemaking and how it applies in the digital arena.
We define places literally in (non-information) architecture. However, we accomplish this by designing things and spaces that people are already familiar with. Consider them to be design patterns.
An 8-foot-tall piece of wood with a glass pane inserted above eye-level and a circular metal jutting from it stands in front of my building.
Howard, David (CC BY 2.0)
That's a door! Doors have been around for a long time, and despite the fact that they come in a variety of shapes and sizes, people almost instinctively know what to do with them. They serve as entrances and exits to other areas.
But what happens when a door ceases to seem or function as a door?
This reminds me that I need to watch Jaques Tati's Playtime again.
We create spaces in an information environment in a similar way. People have grown accustomed to some consistency in the words and information that we create. And when our content abruptly changes from a more traditional-looking door to a glass window, we cause issues.
Placemaking eventually leads to sensemaking and navigation.
Identifying the location you are designing
Your article must have a purpose. And the narrative voice, as well as the content approach, must stem from the bot's objective. So let us try to define that first.
From
Arango, Jorge
's must-read: "3 Magic Kingdom Placemaking Lessons"
To get started, fill in the blanks in the phrase above. In this section, you can request movie recommendations based on previously set preferences. This is fine, although it's a little product-y. Consider something bigger. You've come to broaden your horizons and discover new films.
Keep in mind that you are writing about the place you are creating, not the brand or the product. And you're doing it from your user's perspective, not your bot's.
What about the information?
Great! You now have a statement that your designers, engineers, marketers, and writers can all agree on. What should I do now?
Before you begin writing, you'll need to establish a few more characteristics. Some of these characteristics may be derived from an existing brand or editorial guide. However, some of them will require you to define them on your own.
What is the personality of the bot? Is it cheerful? Is it capable of cracking jokes? Is it a real bot? What is proper for a custom t-shirt designer is not the same as what is appropriate for a healthcare professional.
What is the tone of the content? When writing, we are all aware that the passive voice should be avoided. When writing discussions, though, you may wish to use more passive sentences (see what I did there?). It simply feels more natural.
What are the layperson's equivalents of industrial jargon? This isn't necessarily a stage in content writing, but as someone who came from some difficult-to-communicate industries, I always make time for it.
Go ahead and start writing your first draught. Create an outline of a back-and-forth dialogue as you perceive it.
Putting your content to the test
Conversations around testing haven't altered much in recent years. I was listening to a colleague tell me about a test they did for a huge telecom corporation approximately 15 years ago. They were testing the phone system's voice prompts, so they had folks sit around a large conference room with scripts and act out each prompt.
We can now quickly create and deploy chatbots. Because chatbots have such a low barrier to entry, I propose introducing content in beta and iterating from there. As someone who is continuously (constantly) revising and correcting my writing, I can attest that getting input and data from real people has been crucial to the process.
So... yeah. I didn't exactly give you a how-to manual for creating content. I combed around Medium and discovered that there are people who have already written much better posts on the subject. So I'll direct you to them instead.
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