1. Bot Framework Patterns & Practices from our Customers
BRK4036
Bot Framework Patterns & Practices from our Customers
Cindy Noteboom
Director Business Programs, CTO-DSS
Robert Standefer
Principal Product Manager, Bot Framework
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2. The Microsoft AI platform
AI SERVICES
AI TOOLS
CONVERSATIONAL AI
TRAINED SERVICES
CUSTOM SERVICES
Bot Framework
Cognitive Services
Azure Machine Learning
CODING & MANAGEMENT TOOLS
VS Tools for Machine Learning
Azure ML Studio
Azure ML Workbench
AI INFRASTRUCTURE
Others (Pycharm, Jupyter notebooks…)
AI ON DATA
AI COMPUTE
DEEP LEARNING FRAMEWORKS
Cosmos DB
SQL DB
SQL DW
Data Lake
Spark
DSVM
Batch AI
ACS
Edge
Cognitive Toolkit
TensorFlow
Caffe
CPU, GPU, FPGA
Others (Scikit-learn, MXNet, Keras, Gluon…)

3. AI services Spider Bot framework Cognitive Services
Azure Machine Learning
Experimentation and management services for creating AI models with productivity
Cognitive Services
Broad range of trained services with customization for any scenario
Bot framework
Accelerated development for conversational AI
Spider

4. Cognitive Services 7/24/2018 2:47 AM Vision Language Speech Search
Knowledge
Computer Vision
Face
Content Moderator
Emotion
Video
Custom Vision
Video Indexer
Translator Text
Bing Spell Check
LUIS
Web Language Model
Text Analytics
Linguistic Analysis
Bing Speech
Translator Speech
Speaker Recognition
Custom Speech
Bing Autosuggest
Bing Image Search
Bing News Search
Bing Video Search
Bing Web Search
Bing Custom Search
Bing Entity Search
Recommendations
Knowledge Exploration
Entity Linking
Academic Knowledge
QnA Maker
Custom Decision

5. 7/24/2018 2:47 AM
All elements in an experience are exchanges between people, brands, businesses, services, & increasingly, machine-powered intelligence.
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6. Conversational and Business Logic
What is a Bot?
Platform
Platform services
HTTP
REST Endpoint AI
Intelligent tools
{ Your Code }
SDK
Bot Builder SDK
REST Endpoint
Direct Line Protocol
Conversational and Business Logic
Canvas Aware
Context Sensitive

7. What is the Bot Framework?
Channels
Hosting services
Tools
Business logic and data
Bot Connector
Why?
Implements standard protocols
Modeling conversations is hard
UI across multiple canvases is hard
Language understanding is hard
Common and well understood patterns C#
BOT BUILDER
Bot Controls
LUIS
Query over database via Azure Search
Form filling
Q&A
Goals
Start simple. Add complexity. No dead-ends.
Bot adapts to the user, based on context
Composable and intelligent controls to manage complexity
Skype
Bing
Web Chat
LUIS
Skype for Business
Cortana
Direct Line
Third-Party

8. Bots are not intelligent out of the box.
7/24/2018 2:47 AM
Bots are not intelligent out of the box.
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9. Greater than the sum of its parts Bots + Cognitive Services
7/24/2018 2:47 AM
Greater than the sum of its parts Bots + Cognitive Services
Maps
Computer
Vision
Spelling
Custom
Vision
Bing
Entity
Text
Analytics
LUIS
Translator
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10. Common Business Scenarios
Helping users find information and complete simple tasks without the need of human assistance.
Customer Support
Provide seamless customer support throughout the shopping experience
Retail
Improve customer acquisition
Provide knowledge to general questions
Insurance
Information on vehicles, inventory levels, incentive plans, user manuals and answer general knowledge questions.
Automotive
Increase employee engagement, simplify common internal tasks and provide immediate answers to general knowledge questions
Employee Productivity

11. Meet Cami Cindy Noteboom 7/24/2018 2:47 AM
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12. 7/24/2018 2:47 AM
What Mattered Most
Seamless online and in-store experience for all customers in the UK. Transfer at home research into in-store conversation.
Complex product catalog where the bot simplifies navigation
Dixons employees will be able to do stock check at the shelf edge allowing them to spend more time with the customer
“We determined that AI technologies such as Microsoft Cognitive Services and Bot Framework could be the key to offering our customers the differentiated and personalized service and cohesive customer journey we are aiming for.”
Antonia Colin-Jones, Strategic Partnership Program Manager, Dixons Carphone
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13. Bot Architecture Message Received Bot Connector Bot Framework
Stock check API
Knowledge and API/Data Integration
DocDB Product Catalogue
Website Links
Message Received
Unknown Intent
Message Response
Intent 1
Business Language
Chat Language Model
Intent 2
Bot Connector
Bot Framework
Web Job
Catalogue Files
Live Agents
Dashboard
Application Insights Telemetry collects bot effectiveness data
Case Workers

14. How did we get there? 7/24/2018 2:47 AM
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15. Beyond the Architecture
7/24/2018 2:47 AM
Beyond the Architecture
Solving real business problems is key
Good bot design and user experience are critical to success
Bot personality brings your brand to life and is the voice of your company to the consumer
User experience - usability drives adoption
Bots should do more than answer questions – they should also complete tasks on the users behalf
Telemetry = Business Insights
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16. What makes a Bot great? Not how much AI it has
7/24/2018 2:47 AM
What makes a Bot great?
Not how much AI it has
Not how sophisticated the language model is
Not whether it uses voice or not
Not whether it uses Buttons/Cards
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17. 7/24/2018 2:47 AM
Great bots are like great apps; they appeal to users because they do whatever they're trying to do WELL
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18. Inclusive design
A design methodology that enables and draws on the full range of human diversity.

19. 3 principles of inclusive design
7/24/2018 2:47 AM
Recognize exclusion
Exclusion happens when we solve problems using our own biases
Learn from Diversity Human beings are the real experts in adapting to diversity
3 principles of inclusive design
Solve for one, extend to many
by focusing on what's universally important to all humans
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20. 7/24/2018 2:47 AM
Design Led Highlights
In-Store observation, talk to staff and customers. Use your own retail experiences to address pain points
Design Led workshop with Brand, Marketing and Customer Service representatives was critical to our success.
How do they train their staff to talk to customers?
Discovery of product training manuals were key to building deeper product advice conversation dialogs
Delivering insight into customer interactions critical to demonstrating success
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21. 7/24/2018 2:47 AM
Insurance Bot
During design process, the team recognized biases and made a conscious decision to exclude certain groups based on target audience.
Inclusive design doesn’t necessarily mean you eliminate bias or are able to include everyone – it means you are making design decisions consciously.
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22. Personality & Brand 7/24/2018 2:47 AM
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23. UX FOR BOTS BOTS ARE YOUR VOICE REFLECTING YOUR BRAND
Bots are the ‘voice of your company’ to your consumer. Therefore it should reflect, enhance and support your customer-facing brand values.
REFLECTING YOUR BRAND
How do you do this in a Bot?
Visual representation
Tone of voice
Level of humor or familiarity
How you start and end conversations
Cami

24. Bot Presentation – Brand Values
7/24/2018 2:47 AM
Bot Presentation – Brand Values
Archetype The big likable brother, who is warm, settled and patient to explain tech to not-savvy people. CARPHONE WAREHOUSE Expertise Enthusiasm Accessible Archetype: Enthusiastic teenager ANTI-VALUES Not overpromising Not expensive Not overcomplicating
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25. 7/24/2018 2:47 AM
Personality
Personality is part of the bot experience, even for a utility bot.
Personality is unavoidable. If you don’t build it in, users will infer their own.
Personality primarily comes from wording, but also media choices, manners & responsiveness, audio characteristics, and avatars.
When completing tasks, bot communication should be efficient yet friendly.
But when fulfilling social functions, bots can showcase a more “fun” personality and engaging skills. Bots should reach out to users, as well as the reverse – narrative can help.
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26. A BOT WITH CHARISMA & PERSONALITY
7/24/2018 2:47 AM
Study Central
A BOT WITH CHARISMA & PERSONALITY
What course do I need to do to become an Industrial Designer
General enquiry
Treat with a greet. Be an exemplar for politeness to set the tone for the interaction.
Don’t frustrate with an assault of questions. Answer the question, but dive in further.
Hi, and thanks for the question  . Here at UNSW, we have a Bachelors Degree in Industrial. Is this your first bachelors degree?
No, I have a Bachelors already – in Architecture.
Oh, wow, that’s great. You might be interested in Post Graduate offerings seeing you have an under graduate degree already. ….
Actually, there happens to be an open day for post grad courses. Would you like me to send you the details?
People should feel good about what they have achieved. Recognise them for what
they have done. Let the new info be a conversation branch.
Timing can create a new dynamic. It’s ok to think.
Yes please, tell me more
A few delighters won’t harm. Meaningful calls to action give a sense of intelligence.
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27. A BOT DEVOID OF PERSONALITY
7/24/2018 2:47 AM
Study Central
A BOT DEVOID OF PERSONALITY
What course do I need to do to become an Industrial Designer
General enquiry
This is a clinical personality, that has already de-humanised our user.
We can’t answer that without knowing more. Have you studied before?
Yes
What is your degree?
Our user gets frustrated as their question is still on hold
I went to TAFE.
You need to do an Industrial Design degree.
Umm, thanks. Does that feel like a quality interaction..
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28. 7/24/2018 2:47 AM
And finally…..
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29. 7/24/2018 2:47 AM
Input
People don’t want to spend a lot of time figuring out how to interact with a bot. Good support for natural language allows the bot to ‘just work’.
Careful planning and design of dialogues and conversation.
Maximize natural language. If syntax is required, make it simple and memorable.
Users may be using voice or text input. People may favor different input methods based on their situation.
Recognition is easier than recall and can help improve the usability of products.
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30. 7/24/2018 2:47 AM
Output
The output of a conversation is the payoff for interacting with a bot. We need to celebrate our content.
Text: Avoid walls of text. Use cards, media, and other modalities when appropriate.
Cards: People tend to respond positively to cards that have:
Clean design and good layout
Clear information hierarchy
Information that effectively supports decision making (e.g., length of a movie, # of pages in a book, synopsis of a play)
For content that is time-relevant (e.g., stocks, scores, weather), use a date and time stamp
Carousels: Useful for displaying multiple cards, but are not appropriate for comparing information (e.g., seeing a 5 day weather forecast, seeing stocks in your portfolio, seeing a sports schedule).
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31. Bot Telemetry = Business Insights
7/24/2018 2:47 AM
Bot Telemetry = Business Insights
Understand Bot Usage
Monitor Bot Performance
Drive Adoption
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32. Gain empathy for the human beings involved & understanding their
7/24/2018 2:47 AM
Lessons Learnt
Design Led is imperative
Gain empathy for the human beings involved & understanding their
needs
Task Completion and Knowledge
Use Telemetry to gain business insights and improve bot performance
LUIS makes language understanding seem easy but design is important to get right
Drive brand awareness through personality
It’s not all about language understanding but it’s imperative to start the journey
Leverage cards, buttons, carousels, etc. to simplify user experience
Azure Search is your friend
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7/24/2018
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34. 7/24/2018 2:47 AM
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