Chatbot Onboarding @ HelloAva
UX Writing | Brand Strategy | Inclusivity
What is HelloAva?
We use AI and machine learning to provide consumers with highly accurate, personalized skincare recommendations and products.
For my first project with HelloAva,
I started from the very beginning.
Through research and multiple iterations, I developed a more authentic, approachable, and human tone for the skincare quiz, the first touchpoint with any new user.
The Skincare Quiz
The Goal?
For the user’s first touchpoint, my goal was to refine the voice of HelloAva to incite excitement, establish an authentic relationship through automated text, and create more inclusive language.
Before proposing solutions, I need to understand the world in which the story takes place.
What’s working? What could be better?
Who’s doing it well? How can we do it better?
My approach.
Assess.
Run competitive analysis on other skincare quizzes to pinpoint strengths and weakness in comparison.
Research the skincare community on social media platforms to understand the language and tone, and what demographics are engaging most with the platform.
Interview the team members from the product, marketing, and leadership team at HelloAva to better understand the brand, what they believe they are doing well, and where they think there are areas for improvement.
Process.
Build a plan to present to the HelloAva team, including my research findings and intention for the updated skincare quiz copy.
Adjust the copy so the voice of HelloAva aligns with the brand keywords (caring, playful, positive). Caring=personal, playful=emojis, positive=conversational affirmations.
Create a more inclusive language around gender and ethnicity.
Iterate on three rounds of feedback from the product, marketing, and leadership team.
Progress.
Confirm the new copy and build out the QA criteria for the backend developer.
Run three rounds of QA with consolidated feedback for the engineer on both the mobile and desktop version.
Updated skincare quiz goes live!
The outcome?
Humanized technology.
This initial touchpoint and first impression with a new user aligns with the brand at HelloAva, creates a more authentic relationship to the user, and gives them more confidence and enthusiasm to try out the service following the quiz.