Design a conversational interface

The problem

In the manufacturing and service sectors, access and data sharing between various departments requires a considerable amount of time and investment: the artificial intelligence through tools such as chatbots, rich media cards and semantic databases can represent a valid resource to optimize production processes.

For a pharmaceutical recruiting company, the project goal was to find a shared solution within the team to facilitate the retrieval and matching of curricula and the correct allocation of human resources, taking advantage of the AI.


Keethings (Italy)


  • Lean UX workshop
  • UI Design
  • Prototype


Sketch  Invision

Approach & solution

To accurately identify the customer’s requirements – a recruiting company in the pharmaceutical sector – a single day Lean UX workshop was organized involving stakeholders and product managers. The goal was to create a conversational interface prototype so to satisfy the needs of the primary user, the project manager.

The workshop was divided into six phases:

  1. Define business objectives
  2. Specify the context of use
  3. Identify the user profile
  4. Describe user scenarios
  5. Provide ideas to the problem
  6. Find a shared solution

Business goals

Each participant highlighted the main objectives to be achieved so to use them as performance indicators (kpi). From these the three main ones were selected in a priority scale.

Context of use and user profile

The team was asked to analyze the objectives from a different perspective, answering a series of questions such as:

  • Who is the user?
  • What problems must the product / service solve?
  • How, where, when is it used?
  • What features are important?
  • What needs must meet?
  • What solutions can we give to these needs?

The information thus gathered was grouped and used to elaborate a user profile (primary person) based on demographic characteristics, needs, problems and goals.

Scenarios (user story)

Analyzing the user needs and problems, a series of questions were formulated to be translated into scenarios that the team then selected for the next co-design phase.


Participants were asked to provide as many ideas / solutions to user stories in a divergent approach. Each idea was viewed and evaluated by the team to produce a shared solution.


The solution identified was illustrated in a user flow so as to provide a blueprint for a high definition prototype to be validated inside the team and submit to usability testing.

Key points

  • A welcome rich media card allows to quickly access the main features which are customized on the user profile: respond to pending requests and view the resource allocation status, insert a new request or consult the curricula.
  • The chatbot acts as a virtual assistant so to allow the user to access more detailed and personalized information.
  • Rich media cards an the semantic database allow to generate the most suitable profiles and to filter them according to the client’s requests.