THE PROBLEM
Consumers often get overwhelmed with the number of lighting choices on aisle. They end up buying the same broken bulb in their hands and not upgrading to a higher-end product.
OBJECTIVE
Present a solution to help consumer select the right product for their needs while providing added customer service to the Philips consumers. Distill complex concepts into simple conversations to serve a personalized experience to each user.
TEAM
Michael Danz (Art Direction Intern), John Harkins (Copywriter Intern), Thu Do (Innovation Strategist, Art Director, UX)
MY ROLE
Identify innovation, establish innovation + consumer strategy. Provide character building, conversation UX, and art direction guidance.
Research
In-store field research
As we conducted interviews in-store with customers, we found that they are faced with overwhelming choices, both in-store and online.
As a result, people tend to shop with their broken bulb in hand to overcome this confusion which means they rarely upgrade to a better bulb. This also creates high switching barrier.
why chatbot?
Messaging platforms such as Facebook Messenger, Whatsapp, Kik & WeChat have come up with a unique tool to help brands connect at a personal level with customers: Chatbot
With Facebook Messenger, we have an opportunity to connect with 900M monthly users*, to provide instant customer service, drive online purchase while building on Philips’ innovative brand image.
We’ll help distilling complex concepts into simple conversations to serve very different experiences to each customer.
*At current time of research
product market fit
For Philips, chatbot amplifies the Information and Innovation space, raising awareness of key product innovation in a socially engaging way.
Meet Phil
your lovable little robot lighting expert.
Key character building and feature development based on consumer needs.
consumer needs / features
Need guidance on the right product to buy
- Product search / Product recommendations
Want to get top-level consumer service without the hassle
- Natural language conversation at the touch of a finger
Buying in-store or online
- Provide directions to store or online buying options
Want lighting to enhance home atmosphere
- Provide lighting tips for home illumination and decor purposes
Character building
Phil is:
- Rational
- Knowledgable
- Witty
- Pleasant
- Disarming
- Passionate about getting lighting 'just right'
- Helpful
Conclusion
Technology sometimes takes over the experience without addressing true consumer needs.
In this case, chatbot becomes an enabler, a vehicle to deliver the top-notch consumer service and to drive product conversions for Philips.