— PROJECT
Samsung Galaxy S8: Onboarding Chatbot
— ROLE
Lead Copywriter
— DATE
October 2017
When Samsung launched the Galaxy S8 globally, they didn’t want to write yet another user manual. They wanted to create an interactive experience, instead. The answer was a chatbot that helped people set up their new phone and talked them through everything it could do.
In reply.ai, I worked with UX designers and developers to build a bot for Facebook Messenger. I wrote every message, carousel, card and quick reply served up by the bot. Each user found their own path in a huge system of contextual responses that ran to thousands of words.
Tone of Voice
Before writing a single message, the bot needed a tone of voice. I laid down some early ground rules for how it would speak and the way it would behave.
Designing a new conversation (B2C)
Our chatbot was the next step in Samsung’s “Unbox your phone” campaign. Once people had their new phones in their hands, we directed them straight to the Samsung Global bot. Then we took them through the basics: like transferring stuff across from your old phone and how to use the S8's pre-installed apps.
Setting you up for your workday (B2B)
We built a version of the bot for anyone using their new S8 at work, too. Same tone of voice, different features and benefits: like the Samsung DeX device that let you use your S8 like a desktop PC. Plus all the apps that would give you a head-start at the office.
