CONVERSATIONAL DESIGN SYSTEM

From intents to system

I led experience design on a scalable conversational system built around real customer intents, designed to stay consistent while adapting across channels and touchpoints.

It started with defining what a conversational system should be, and what it shouldn’t.

We began with research, talking to users about their experiences and what they expected from a chat assistant. From there, we grounded the work in a set of core intents — the tasks people needed help with most often.

It should help people move through everyday tasks quickly and naturally. Paying a bill, making a change, finding information. Without forcing them through rigid flows or scripted paths.

It’s not there to replace human interaction. It’s there to support it. Reduce friction. Give customers a clear path forward and make it easy to reach the right kind of support when and where it matters.

Add a Payment: Customers can quickly move from asking to pay a bill to completing it. They’re guided to the right account, can update or add a payment method in-line, and finish the payment without leaving the experience.

Payment Past Due: The assistant surfaces status with a past due balance and guides customers to take action. A “pay now” option removes friction, and once complete, customers are prompted to set up autopay with an incentive to opt in.

Review Bill and History: Customers can quickly view current balance, recent changes, from there they can follow suggested actions without needing to search to show bill details, review payment history.

Parts of the whole.

Every element is intentional. The anatomy is a system of modular components designed to capture intent, deliver responses, and drive action.

Each plays a role in shaping a consistent customer and brand experience, while adapting across different flows and use cases.

Scaling the System

I worked closely with design, research, engineering, and accessibility partners to validate and refine these patterns, ensuring they worked across real scenarios and contexts.

Core intents formed the foundation for reusable patterns applied across different scenarios. Content, components, and interactions were designed to be modular, allowing teams to consistently assemble new experiences.

Accessibility was built in at the system level, ensuring interactions remained clear, readable, and usable across devices and contexts.

The design system provides a consistent set of patterns to build and scale from as new intents and flows are emerged.

Annotated system of core components, content structures, and interaction patterns that come together to support reusable, scalable conversational flows.

Annotated system of core components, content structures, and interaction patterns that come together to support reusable, scalable conversational flows.

Annotated system of core components, content structures, and interaction patterns that come together to support reusable, scalable conversational flows.

Annotated system of core components, content structures, and interaction patterns that come together to support reusable, scalable conversational flows.