The agency dispenses with menus in favour of bot-powered voice and text user navigation to showcase human-centre website design
Versa agency has created a unique interactive, artificial intelligence (AI)-driven website which uses conversational bots so visitors can use voice or text to interact with the site.
The navigation-less, bot-activated site is aimed at showcasing how a human-centred experience operates via a digital concierge.
The goal is to create a conversation by asking visitors to type or speak their question via a chat or voice-enabled tool when they arrive on the site. AI-powered conversational tech addresses the challenge of impatient website users who have become conditioned to expect instant access to information, according to Versa CEO. Kath Blackham.
“People now expect a seamless experience from websites, apps and products. Navigation-less websites give brands the ability to create two-way conversations with customers and allow brands to collect and mine better data to address their customers needs more accurately,” Blackham said.
A navigation-less website eliminates the need to have drop-down menus and tabs and endless scrolling, helping users find what they want quickly by directing them to the information they are looking for. Brands can also deliver hyper-personalised experiences, content, information and deals without the need for users to login.
The website experience allows for targeted and accurate recommendations through AI’s ability to interpret, understand and provide relative content instantly, further increasing accuracy as the user clarifies their needs throughout the duration of the conversation.
“It also allows us to reach new audiences due to the navigation-less platforms using voice or text to potentially improve accessibility for non-English speakers and those with low levels of literacy, the elderly, vision impaired and people living with disability, mobility and dexterity issues. This is true human-centred design and is changing the game completely on platform design,” Blackham added.
Versa claimed AI-driven navigation-less websites lead to more focused analytics, where analysts can understand exactly what users are searching for rather than aggregating noisy and irrelevant data. Greater insights will enhance a brand’s ability to adapt their content and offering to meet changing customer needs and demands, including building a specific and relevant content knowledge base that answers all their questions.
“Agencies and brands have spent years focused on user-centred design and still wonder why people aren’t finding what they need on their website. The answer is navigation-less search,” she said.
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