A good chatbot reduces the number of customer service calls, gives the users the answers they need, and refers them to real person when necessary.

So how do you create a chatbot that is smart enough to know when a customer service representative is needed? For sure it can be easier said than done, as many user flows are complex and have multiple intents.

Amy Johnson, Senior UX writer at IKEA, explains how she uses data to map the customer journey and user intents, and why it is still crucial to keep testing and improving the bot after launch.

We also talked about how to make sure writers get a seat at the table early on in a project, and concluded that data is a writer’s best friend. Keeping track of data is the best way to show the magic of microcopy and help product managers see the value of UX writing.