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DEVELOPING FOR BRANDS WITH
VOICE INTERFACES
Heather Downing
Humans can talk at 140 words per minute
but they can only type 40.
Matt Thomson, CPO of Bitly
@quorralyne
24.5 MILLION VOICE-FIRST DEVICES
EXPECTED TO BE SHIPPED IN 2017
A TOTAL OF 33 MILLION DEVICES IN
CIRCULATION.
@quorralyne
VoiceLabs, January 2017
70% of Google Assistant
requests come through
natural voice, not keywords
Google I/O, May 2017
@quorralyne
Over 8 million homes have
Echo devices, with 10 million
more expected in 2017
AdAge report, February 2017
@quorralyne
Amazon alone has an
estimated 80 million Prime
members in the United
States, or roughly 20% of
the United States
population.
Consumer Intelligence Research Partners, April 2017
@quorralyne
@quorralyne
69% of some 7,000 Alexa
custom skills have 

one or no customer reviews
VoiceLabs, AdAge report, February 2017
@quorralyne
On Google Assistant, there's
only a 3% chance that a
downloaded voice action
will be active by the second
week.
VoiceLabs, AdAge report, February 2017
@quorralyne
Longer lasting products have tapped into
some basic utility that, when applied to the
technology, made life better in some way.
John Sampogna, CEO, Wondersource
@quorralyne
11
EXPECTATION
@quorralyne
12
REALITY
@quorralyne
13
@quorralyne
WHY SHOULD A BRAND DO
THIS?
@quorralyne
Paul Grice
@quorralyne
Grice’s Maxims
QUALITY - Being true
QUANTITY - Being brief
RELEVANCE - Being relevant
MANNER - Being clear
THE COOPERATIVE
PRINCIPAL
@quorralyne
WHEN SHOULD A BRAND
LOOK AT HAVING A VOICE
INTERFACE PRESENCE?
@quorralyne
[ insert technology here ] is a fad.
WHERE ARE THE
OPPORTUNITIES BRANDS
HAVE TO WORK WITH
VOICE INTERFACES?
@quorralyne
Use Cases
Quick purchase option: Domino’s Pizza (E-Commerce)
Information monitor: American Express (Finance)
Advisor: Campbell’s Kitchen (Retail)
Skill sponsor: Anheuser-Busch: Ultra 95 (Games/Fitness)
WHO IS NECESSARY FOR
THE DEVELOPMENT OF A
VOICE SKILL?
@quorralyne
Roles of Responsibility
Developer - Builds the technical skill
Marketer - Ideates and guides the design for the brand
Brand - Identifies core personality and consumer use of current product
Consumer - Uses skill and provides feedback to brand
WHAT DO YOU
WANT TO BUILD?
@quorralyne
24
PLATFORMS
@quorralyne
AMAZON ALEXA
GOOGLE ASSISTANT
APPLE SIRI
MICROSOFT CORTANA
25
STANDALONE DEVICES
@quorralyne
ECHO, DOT, TAP, LOOK, SHOW
HOME
N/A
HARMON KARDON INVOKE
26
VOICE SUPPORTED
@quorralyne
KINDLE FIRE
ANDROID, IOS, CHROME CAST
IOS
WINDOWS, HOLOLENS
27
AGGREGATED FEED
“Alexa, give me my
flash briefing ”
DAILY JOKE
DEVELOPER
NEWS
Blog Feed
1. RSS item
2. RSS Item
Knock-Knock
Feed
1. MP3 Item
Amazon echo
@quorralyne
28
SMART HOME
HOME/OFFICE NETWORK INTERNET
“Alexa, turn on
my kitchen light”
ALEXA SERVICE
SMART HOME SKILL API
1
2
3
4
5
KITCHEN
LIGHT
Directive: TurnOnRequest
“KITCHEN LIGHT”
Amazon echo
DEVICE
CLOUD
SMART HOME
SKILL DEVELOPER
AWS | Lambda | Skill Adaptor
Skill registration on
developer portal
@quorralyne
29
CUSTOM SKILL/ACTION
CUSTOMER VOICE INTERFACE YOUR VOICE SKILL
1 Customer asks a
question
or gives a command
5a Customer hears the
response from platform
voice
5b Customer sees a
graphical
representation in the
companion app, or any
other device screen the
platform supports
2Identifies your skill’s name, analyzes
and understands the customer’s
request, then send your service a
structured representation of the
user’s request
4a Converts the returned text to
speech and streams it to the
device
4b Your graphical representation
(if any) is rendered in the
companion app
3 Your service processes the request
and returns a text and graphical
response
@quorralyne
CUSTOM SKILL
COMPONENTS
@quorralyne
31
Various commands the user can access.
Think of them as events.
INTENTS
01
@quorralyne
32
UTTERANCES
02
There can be many versions of an utterance to invoke a single intent.
Specific words/phrases the user can say to invoke your intents.
@quorralyne
33
The word/phrase that the user speaks to identify your skill.
It may or may not match the name of your skill.
INVOCATION NAME
03
@quorralyne
34
Accepts these Intents and acts upon them.
Will form a response to the voice request.
SERVICE
04
@quorralyne
SKILL VISUAL
COMPONENTS
@quorralyne
CARD
Displays for each intent in Alexa
companion application
ANDROID, IOS, & WEB
Tide Pooler
Friday December 11th in
Seattle, the first high tide will be
around 5:36 in the morning, and
will peak at about 11 and ahead
feet, followed by a low tide at
around 10:54 in the morning that
will be about 7 feet. The second
high tide will be around 3:48 in
the afternoon, and will peak at
More
HOME
III
@quorralyne
TETHERED
SCREEN
Displays for each intent in Chromecast
or Web companion application
WEB, MOBILE, VR/AR
@quorralyne
WHAT ABOUT
EXPRESSION?
@quorralyne
39
THE UNCANNY VALLEY
@quorralyne
The more personality you offer, the more you’ll engage and
delight your users, and the more memorable you will be.

At the same time, the more personality you offer, the more
you may polarize or segment your audience.
Oren Jacob, CEO, PullString
@quorralyne
GARTNER PREDICTS THAT BY 2018,
30 PERCENT OF OUR INTERACTIONS
WITH TECHNOLOGY WILL BE
THROUGH CONVERSATIONS WITH
SMART MACHINES.
@quorralyne
VentureBeat, May 2017
Don't come up with a voice idea. Instead, come up
with an idea rooted in a problem that is
best solved through voice.
John Sampogna, CEO, Wondersource
@quorralyne
IN CONCLUSION …
Keep skills short and to the point
Focus on experiences that can be used often
Design for VUI as a first-class citizen
HAVE A VOICE WITH PERSONALITY
@quorralyne
STAY CURIOUS.SLIDESHARE.NET/QUORRALYNE | GITHUB.COM/QUORRALYNE
Heather Downing
@quorralyne | quorralyne@gmail.com | www.quorralyne.com | DigitalLightCycle.blogspot.com

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Speak To Me: Developing for brands with voice interfaces

  • 1. SPEAK TO ME
 DEVELOPING FOR BRANDS WITH VOICE INTERFACES Heather Downing
  • 2. Humans can talk at 140 words per minute but they can only type 40. Matt Thomson, CPO of Bitly @quorralyne
  • 3. 24.5 MILLION VOICE-FIRST DEVICES EXPECTED TO BE SHIPPED IN 2017 A TOTAL OF 33 MILLION DEVICES IN CIRCULATION. @quorralyne VoiceLabs, January 2017
  • 4. 70% of Google Assistant requests come through natural voice, not keywords Google I/O, May 2017 @quorralyne
  • 5. Over 8 million homes have Echo devices, with 10 million more expected in 2017 AdAge report, February 2017 @quorralyne
  • 6. Amazon alone has an estimated 80 million Prime members in the United States, or roughly 20% of the United States population. Consumer Intelligence Research Partners, April 2017 @quorralyne
  • 8. 69% of some 7,000 Alexa custom skills have 
 one or no customer reviews VoiceLabs, AdAge report, February 2017 @quorralyne
  • 9. On Google Assistant, there's only a 3% chance that a downloaded voice action will be active by the second week. VoiceLabs, AdAge report, February 2017 @quorralyne
  • 10. Longer lasting products have tapped into some basic utility that, when applied to the technology, made life better in some way. John Sampogna, CEO, Wondersource @quorralyne
  • 14. WHY SHOULD A BRAND DO THIS? @quorralyne
  • 15. Paul Grice @quorralyne Grice’s Maxims QUALITY - Being true QUANTITY - Being brief RELEVANCE - Being relevant MANNER - Being clear
  • 17. WHEN SHOULD A BRAND LOOK AT HAVING A VOICE INTERFACE PRESENCE? @quorralyne
  • 18. [ insert technology here ] is a fad.
  • 19. WHERE ARE THE OPPORTUNITIES BRANDS HAVE TO WORK WITH VOICE INTERFACES? @quorralyne
  • 20. Use Cases Quick purchase option: Domino’s Pizza (E-Commerce) Information monitor: American Express (Finance) Advisor: Campbell’s Kitchen (Retail) Skill sponsor: Anheuser-Busch: Ultra 95 (Games/Fitness)
  • 21. WHO IS NECESSARY FOR THE DEVELOPMENT OF A VOICE SKILL? @quorralyne
  • 22. Roles of Responsibility Developer - Builds the technical skill Marketer - Ideates and guides the design for the brand Brand - Identifies core personality and consumer use of current product Consumer - Uses skill and provides feedback to brand
  • 23. WHAT DO YOU WANT TO BUILD? @quorralyne
  • 25. 25 STANDALONE DEVICES @quorralyne ECHO, DOT, TAP, LOOK, SHOW HOME N/A HARMON KARDON INVOKE
  • 26. 26 VOICE SUPPORTED @quorralyne KINDLE FIRE ANDROID, IOS, CHROME CAST IOS WINDOWS, HOLOLENS
  • 27. 27 AGGREGATED FEED “Alexa, give me my flash briefing ” DAILY JOKE DEVELOPER NEWS Blog Feed 1. RSS item 2. RSS Item Knock-Knock Feed 1. MP3 Item Amazon echo @quorralyne
  • 28. 28 SMART HOME HOME/OFFICE NETWORK INTERNET “Alexa, turn on my kitchen light” ALEXA SERVICE SMART HOME SKILL API 1 2 3 4 5 KITCHEN LIGHT Directive: TurnOnRequest “KITCHEN LIGHT” Amazon echo DEVICE CLOUD SMART HOME SKILL DEVELOPER AWS | Lambda | Skill Adaptor Skill registration on developer portal @quorralyne
  • 29. 29 CUSTOM SKILL/ACTION CUSTOMER VOICE INTERFACE YOUR VOICE SKILL 1 Customer asks a question or gives a command 5a Customer hears the response from platform voice 5b Customer sees a graphical representation in the companion app, or any other device screen the platform supports 2Identifies your skill’s name, analyzes and understands the customer’s request, then send your service a structured representation of the user’s request 4a Converts the returned text to speech and streams it to the device 4b Your graphical representation (if any) is rendered in the companion app 3 Your service processes the request and returns a text and graphical response @quorralyne
  • 31. 31 Various commands the user can access. Think of them as events. INTENTS 01 @quorralyne
  • 32. 32 UTTERANCES 02 There can be many versions of an utterance to invoke a single intent. Specific words/phrases the user can say to invoke your intents. @quorralyne
  • 33. 33 The word/phrase that the user speaks to identify your skill. It may or may not match the name of your skill. INVOCATION NAME 03 @quorralyne
  • 34. 34 Accepts these Intents and acts upon them. Will form a response to the voice request. SERVICE 04 @quorralyne
  • 36. CARD Displays for each intent in Alexa companion application ANDROID, IOS, & WEB Tide Pooler Friday December 11th in Seattle, the first high tide will be around 5:36 in the morning, and will peak at about 11 and ahead feet, followed by a low tide at around 10:54 in the morning that will be about 7 feet. The second high tide will be around 3:48 in the afternoon, and will peak at More HOME III @quorralyne
  • 37. TETHERED SCREEN Displays for each intent in Chromecast or Web companion application WEB, MOBILE, VR/AR @quorralyne
  • 40. The more personality you offer, the more you’ll engage and delight your users, and the more memorable you will be.
 At the same time, the more personality you offer, the more you may polarize or segment your audience. Oren Jacob, CEO, PullString @quorralyne
  • 41. GARTNER PREDICTS THAT BY 2018, 30 PERCENT OF OUR INTERACTIONS WITH TECHNOLOGY WILL BE THROUGH CONVERSATIONS WITH SMART MACHINES. @quorralyne VentureBeat, May 2017
  • 42. Don't come up with a voice idea. Instead, come up with an idea rooted in a problem that is best solved through voice. John Sampogna, CEO, Wondersource @quorralyne
  • 43. IN CONCLUSION … Keep skills short and to the point Focus on experiences that can be used often Design for VUI as a first-class citizen HAVE A VOICE WITH PERSONALITY @quorralyne
  • 44. STAY CURIOUS.SLIDESHARE.NET/QUORRALYNE | GITHUB.COM/QUORRALYNE Heather Downing @quorralyne | quorralyne@gmail.com | www.quorralyne.com | DigitalLightCycle.blogspot.com