Summary: Helpful site-specific AI chatbots clearly state their capabilities, offer relevant prompt suggestions, and quickly signal they know what users are looking at.
AI chatbots are increasingly becoming a standard feature on many websites. As more sites adopt them, the question is not only whether to have one — it's how to design one so that people find it helpful and keep coming back to it.
We studied real users interacting with AI chatbots across multiple sites and found that small design decisions had a large impact on whether people relied on chatbots for help. How the chatbot introduces itself, whether it follows users across pages, and how it presents product recommendations all shaped whether participants walked away satisfied or frustrated.
In this article, we share 10 practical design guidelines for building chatbots that work.
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