Here’s Why Conversational Interfaces are the Future of Software
“OK, Google. Sharks.”
I was at a family reunion, and my three-year-old nephew said this to the Google Home on the counter.
Fascinated, I watched him listen to Google’s quick rundown on sharks. I also saw the glee on his face as a computer, albeit one with a pleasant voice, responded to his command.
His mom explained that he’ll say stuff to it often — he’ll ask it to bark like a dog or to say things about dinosaurs. He’ll ask his mom to tell it g’night.
Recently, at a library, he’d said “OK, Google,” to an old computer speaker. You can imagine his confusion — and frustration — when it remained unlit and unspeaking.
Hearing this, I thought about what his interactions with technology might look like 10 or 15 years from now. What he’ll be saying or typing, what will be answering back, and what his expectations will be.
Untold developments remain to be seen, but one thing is certain: Conversational interfaces (CIs) are the future of software.
The World of CIs
First, some basics. There are two types of CIs: voice-based (think Siri or Google Home), and text-based (chatbots).
I’ll focus here on two of CIs’ most important benefits: reducing friction and providing a more engaging user experience.
Friction and CIs
I used to know the channels of my favorite TV networks. (ESPN was 1003. Comedy Central was 1064.)
I no longer know any — because my remote knows them all.
If I tell it “ESPN2,” the channel changes instantaneously. No clicking, scrolling, or searching necessary.
This is a low-friction interaction. And it’s beautiful.
A cynic might say, “Saving a few seconds when you’re channeling hunting — is a low-friction interaction such a big deal?”
My answer: Yep. It is.
Because “friction” is just a way of describing what our interactions with technology look and feel like.
High-friction interactions discourage us from wanting to use something.
Low-friction ones are effortless, enjoyable, or even “magical.”
Imagine getting into your car and asking how long today’s commute will take. Then asking for an overview of today’s calendar. Finally, telling it to play the newest Reply All episode.
This level of seamlessness is just around the bend.
Not only does the necessary software already exist, but, as computing power increases, networks become faster (hello, 5G), and prices decrease, more and more devices and services will gravitate towards CI functionality.
Why? Because low friction always wins.
Don’t believe me? When was the last time you sat in a new car with hand-cranked windows? Or better yet…
Engaging Experience (UX)
CIs also present opportunities for customization and personalization unavailable with other interfaces (like keyboards, drop-down menus, or touchscreens).
For example, CIs can deliver the same information in any number of styles.
Prefer that Morgan Freeman guides your drive, rather than a default voice? CIs can do that.
The same goes for text-based CIs.
A good example: Jolt.ai, my company’s health & fitness chatbot, has several “tones” available.
Users can choose personalities like “Tough Love,” “Cheerleader,” or the forthcoming (and most requested) “Diva” to deliver content.
Clearly, this isn’t “necessary” functionality to deliver Jolt.ai’s utility. But it creates a more interesting, engaging, and memorable experience.
In fact, when we survey users, time and again this is highlighted as a favorite feature. They say it makes them feel like Jolt better knows them, and that the experience is ultimately more motivating.
This all might conjure up images of Joaquin Phoenix talking to Scarlett Johansson’s disembodied voice in Her, but I think the reality of it is less complicated: tailored content and experiences are simply more satisfying and engaging than the alternative.
CIs, in short, help bridge the gap between the product or service and its audience.
The appeal of conversation
In 2011, Marc Andreessen declared that software is “eating the world.” He argued that it’s reshaping every sector, new and old, and that the proliferation is inevitable.
I agree. And I feel the same way about CIs vis-a-vis software itself.
It’s a matter of connecting the dots.
Take touchscreens. CIs today are what touchscreens were a decade ago.
A little over 10 years ago, touchscreen devices accounted for only 7% of the smartphone market. Now, it’s difficult to even find a smartphone without touch capabilities.
So it’ll go for CIs.
As of December 2017, more than 45 million Amazon Echos and Google Homes had been sold in the U.S.
A critical caveat to this: the Echo and Google Home debuted in 2014 and 2016, respectively. 2016!
This is an evolution — not a fad.
A couple years ago, a skeptical VC said to me, “You really think there’s going to be a bot for everything?”
Absolutely. For two reasons: the path of least resistance and commercial necessity.
As I mentioned, people gravitate towards easier experiences. Businesses, in turn, adapt to that demand.
Several Jolt.ai users have told me that the reason they use it is simply because it’s the easiest way to log their workouts.
As Jolt.ai is embedded in Facebook Messenger, they log their activity when already they’re chatting in Messenger — the product meets them where they are.
“Saying ‘40 minute intense run’ in FB,” a user told me, “…it’s just easier than putting it into an app.”
(For a product-maker, some of the most rewarding feedback you can receive is also the most matter-of-fact.)
As a matter of supply and demand, bots will be standard tools for businesses. They will not be luxuries or novelties.
So, although I certainly didn’t say this to the VC, I couldn’t help but think, “In 2006 lots of investors said, ‘You really think there’s going to be an app for everything?’ And, fifteen years before that, ‘You really think there’s going to be a website for everything?’”
Final thoughts
Some aspects of the CI-shift will be subtle.
If you’re disputing a charge with your bank and a chatbot responds, you probably won’t know the difference. (This already happens often.)
What will be more noticeable, though, is pushed content.
Imagine the voice-based device in your home saying, “Your calendar says it’s your night to pick up food. A new Thai restaurant nearby is getting great reviews. Want me to put in a takeout order?”
Interactions like this will be the norm for my nephew, the one who asked Google Home about sharks.
Interesting shifts will take place behind the scenes as well. For one, we’ll see increased demand for conversation- and story-oriented writers and designers. It might sound obvious, but someone has to create all of the content that CIs deliver. And the content will need to be compelling and fresh.
Cue talented, creative people working in CUX (conversational user experience) — which will be a field unto itself. Advancements ripple.
And I’m very much looking forward to observing, riding, and guiding this wave.
In the meantime, my nephew will be demonstrating what it’s all about, even if he can’t yet explain it: Conversational interfaces are the future of software.
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Tell me — what’s your take on the CI-revolution? Comment below and share.
I look forward to hearing your thoughts!