1. Why Most Designs Fail or “Why I learned to stop worried and love Shostakovich’s 5 th ”

2. Companies don’t want you to succeed Because the company’s business model works so well their customers are locked in Take a great channel (voice) and use bad automation to “serve” their customers Inherent differences between marketing (who runs the business) and IT (who runs the business) cause fractures You can’t see a speech app – so everyone in the project can’t discuss it

3. The Importance of Vision Post cards (wish you were here!) Chinese food signage Concept cars Movie trailers

4. What Vision Gives You The ideal end state, simply expressed Alignment between all the business/IT owners A target to work toward Something tangible

5. Designing with Vision Vision clips provide a framework call- flow logic Tone of text Voice talent direction – and the power of a directed voice Ease of editing

6. Bad Prompt Text Thank you for calling Blue Cross of California’s customer service line providing Service to the Rita Trust. Welcome to our new automated system! You can answer a question by speaking your response any time; usually a word or two will do. And I’ll try to emphasize the best words to say for the choice you want. If you’re having difficulty you can say operator and I’ll transfer you to one of our representatives for further assistance. If this is a medical emergency please hang up and dial 911. Are you a plan member, a healthcare provider a group administrator or other? Member Your member ID may contain both letters and numbers. Please say your nine-digit alphanumeric ID card number. 118A50675 For security what is your date of birth? March 20 th, 1963

7. Bad Prompt Text Thank you for calling Blue Cross of California’s customer service line providing Service to the Rita Trust. Welcome to our new automated system! You can answer a question by speaking your response any time; usually a word or two will do. And I’ll try to emphasize the best words to say for the choice you want. If you’re having difficulty you can say operator and I’ll transfer you to one of our representatives for further assistance. If this is a medical emergency please hang up and dial 911. Are you a plan member, a healthcare provider a group administrator or other? Member Your member ID may contain both letters and numbers. Please say your nine-digit alphanumeric ID card number. 118A50675 For security what is your date of birth? March 20 th, 1963 [ ] Who cares? Too “techie” Be certain!! Good!! Of course… Who else?… For what else?! If needed, put earlier! Reverse. Ask question THEN give hints! Provide example…

8. Better Prompt Text Welcome to Blue Cross of California, providing service to the Rita Trust. So I can know who you are, say either “Member” “Provider” or say “I’m none of those.” Member Alright – how can I help you? You can say, “Claims”, “Benefits” or “Eligibility”. You can also say “More options” Go ahead: Eligibility Eligibility. Got it. Say the member ID. (…you can find it on your Blue Cross ID card.) It’s mostly numbers, but might contain letters also. 118A50675 …and for security, what’s the member’s birth date. For example, you could say March 2 nd nineteen-sixty-three. June 1 st 1975

9. Adherence to Vision Speed –Design –Sign off –Implementation (even the techies care about the UI) Engagement –As delivered = as sold –United front = fun working environment