Barclays - Digital assistant
I developed a human persona and reassuring tone of voice for the bank’s chatbot. As part of the design team, I streamlined complex conversation flows across all areas of customer banking, helping to meet long-term business goals to reduce pressure on call centres.
What the copy needed to do
Speak in plain, clear language: Use short sentences and everyday phrases so it’s easy to follow for people with cognitive differences.
Educate users during the process: Define legal terms before the question that depends on them.
Front-load meaning: Lead by the name of the task, such as ‘Request statement’ or ‘Change personal details’ and explain where each button goes, ‘Back to homepage’ to be clear for screen readers.
Know the limits of the chatbot: Step back and hand off to a colleague the moment self-service stops being useful for the customer.
Mimic a colleague conversation: Start and the end the chat as a Barclays member of staff would do on the phone or in a branch.
Stay consistent across each journey: Make sure key actions, errors and buttons are centralised in a component library so they become recognisable.
Tim Weiss, Senior Content Designer
I worked with Victoria at Barclays for two years. She’s got a great eye for all things content and is skilled in the other aspects of the job - like stakeholder management, dealing with legal and compliance teams. Victoria is intuitive, asks the right questions and isn’t afraid to challenge anything.