This video is featured in the Designing with AI 2025 playlist.
Summary
The Challenge Users engaging with the AI shopping assistant often felt constrained by limited options, excessive follow-up questions, and a lack of personalization. These shortcomings led to user fatigue, misunderstandings, and a subpar shopping experience. Insights from user research (UXR) and transcripts revealed that users wanted more intuitive, human-like interactions that catered to their unique needs. The Solution A robust, adaptable framework was designed to transform AI conversations into sales-like consultations. By breaking user queries into three core components—use-case, constraints, and preferences—the framework enabled the bot to understand intent and deliver relevant, personalized results. Key enhancements included: Allowing users to skip questions and navigate freely. Providing contextual help for technical queries. Transitioning to open-ended interactions after gathering essential details to prevent over-questioning. Displaying diverse and curated results aligned with user preferences.
Key Insights
-
•
Traditional conversational AI severely limits visual bandwidth compared to traditional e-commerce interfaces, hindering effective product exploration.
-
•
The catalog exploration paradox highlights the tension between rich visual browsing and conversational limitations in AI assistants.
-
•
The expectation gap occurs when AI fails to understand cultural or contextual nuances, eroding user trust and satisfaction.
-
•
User queries vary widely in specificity; treating all queries the same is a missed opportunity in AI design.
-
•
Structuring user queries into use case, constraints, and preferences enables AI to perform intelligent reasoning like a skilled salesperson.
-
•
Carefully crafted prompt design, rather than large-scale fine tuning, can effectively guide LLM reasoning for better conversational AI.
-
•
Adaptive questioning avoids unnecessary or repetitive queries, improving user experience and reducing frustration.
-
•
Designing conversational AI as reasoning systems rather than linear scripted flows fundamentally improves interaction quality.
-
•
A multidisciplinary team combining design, data, and engineering perspectives was crucial to solving this AI conversation challenge.
-
•
Shifting from seeing AI as a task execution tool to a trusted, empathetic guide changes user perception and engagement positively.
Notable Quotes
"We are designing how the assistant is trying to reason, moving from scripting responses to orchestrating the AI's cognitive process."
"It's not just about fixing the chatbot, it's about bridging the gap between user expectations and actual experiences."
"LLMs don't just match keywords or labels. They infer meaning, extract subtle nuances, and understand intent behind words."
"The catalog exploration paradox shows how current conversational AI restricts browsing and comparison, creating uncertainty."
"Users frequently felt overwhelmed and misunderstood; this was a significant barrier to a positive shopping experience."
"What if we actively taught the model how to break down and analyze queries like a skilled salesperson would?"
"The AI assistant starts with reasoning and not results, engaging users in intelligent conversation to understand needs."
"Don't design for a response, design for reasoning. Teach AI to think critically, analyze information, and arrive at logical conclusions."
"The assistant asks open-ended questions that focus on what truly matters: performance, budget, and preferences."
"We saw a 2.5 times increase in active monthly users and a 1.5 times increase in purchases attributed to the AI assistant."
Or choose a question:
More Videos
"Design teams don’t want a design ops drill, they need a quarter inch hole that requires a little bit of program management."
John Calhoun Rachel PosmanMeters, Miles, and Madness: New Frameworks to Measure the (Elusive) Value of DesignOps
September 24, 2024
"Nothing about us without us—people with disabilities must be involved in design and AI development."
Nicole Bergstrom Anna Cook Kate Kalcevich Saara Kamppari-MillerAccessibilityOps: Moving beyond “nice to have”
September 19, 2024
"The Rosen bot gives you sourced, clickable links to books and videos, so you can dig deeper."
Louis RosenfeldThe Rosenbot and the Rosenverse: An AMA with Lou Rosenfeld
June 5, 2024
"I know that a development team of six costs me a million bucks a year, so risk has a dollar value executives understand."
Christian Crumlish Wendy Johansson Rich Mironov Aditi Ruiz Adam ThomasAfternoon Insights Panel
December 6, 2022
"A Slack bot that sends random customer quotes encourages ongoing learning and discovery."
Crystal YanBuilding a Customer-Centric Culture
March 30, 2020
"Friction can be good, especially when protecting private information."
Ron BronsonDesign, Consequences & Everyday Life
November 18, 2022
"Our value of connection is brought to life through team offsites and weekly meetings with intentional moments to build connection."
Kim Holt Emma Wylds Pearl Koppenhaver Maisee XiongA Salesforce Panel Discussion on Values-Driven DesignOps
September 8, 2022
"Conscious uncoupling is about identity — how one thinks of oneself defines oneself and how others define you."
Nalini KotamrajuResearch After UX
March 25, 2024
"Authentically engaging with people traumatized by racism demands a significant abundance of care."
Rachael Dietkus, LCSWTrauma-Responsive Design: Reimagining the Future of Design Now
December 10, 2021
