New to conversation design? No worries! With the right mindset, anyone can create empathetic and effective digital conversations for guided selling apps.
Time to impress your customers and boost your business!
A guided selling application is very similar to an in-store sales conversation. Before you start thinking about the conversation you want to have, you'll first need to decide who it is that you want to talk to. Identify with your target audience. Who are you going to help, and what are you going to help them find? Try filling out this little exercise:
<aside> ✏️ Exercise 1: Setting a goal
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Fill in this sentence:
My guided selling application helps [target audience] to easily find the right [product category].
For example:
My guided selling application helps young adults to easily find the right headphones.
Now you're up!
My guided selling application helps _____________________ to easily find the right _____________________.
You now know who you are going to help and what you're going to help them find. To realize your goal, you'll have to understand the context of your target audience, and which considerations are involved when they choose and use your products.
Let's take a step back. This is how most webshops work:
A company has products, which is labels with specifications, which the user subsequently has to search through using filters.
An example: you are looking for a new washing machine on Coolblue. On their category page, 151 washers are offered - the products. Every machine is provided with certain specifications - brand, fill weight, speed, energy class, noise level - you can use to filter the list of products.
There's just one problem: As a layman, you don't know your way around these specifications. Nobody knows what dBs are. What you do know is that you have a family with two kids, that you exercise regularly, live on the third floor without an elevator, and have a dog running around in the house. You would like to know which washing machine best matches this situation.
Thankfully, Coolblue goes a bit further than the average webshop: they also offer an explanation with each filter. For example: 'A washer with 8kg filling weight is suitable for a family with 1 or 2 kids.'
What Coolblue does here is quite simple: they've asked a washing machine expert to translate the 'hard specs' of each product to 'soft specs' that are familiar to a customer. Because in the end, it's not about what a thing is, has, or can do; it's about a use case. What are you going to use it for?
