When designing conversation, it’s important to consider the personality that the system projects. Just like people, personality is reflected in the way the system responds, sounds, and interacts with the user.

The goal of the Digital Assistant’s personality is to create a consistent image and experience of the system in order to support trust, its own capabilities, and the needs of users.

But personality isn’t rigid–it’s adaptable. It’s a framework consisting of ranging personality traits that adapt to the users’ preferences and needs. For example, the system might become more casual or start to automate certain tasks based on a user’s responses over a period of time.

The personality for SAP Conversational UX aligns with SAP’s Brand Voice–Clear, Insightful, Approachable and Optimistic. Additionally, extensive research shows that, in an enterprise context, users expect a conversation that is:

• Proactive within context
• Approachable and transparent
• Respectful
• Concise

Guidelines

Proactive within context

Proactivity shows confidence and competence. The system demonstrates this by proposing solutions and asking relevant questions. However, when the action is reversible, users prefer proactiveness. Otherwise, users expect more cautious responses.

Approachable and transparent

Being approachable and transparent creates a friendly environment by displaying a humble and ready-to-help attitude. Set expectations right from the start, as users want the system to be transparent about what it can and cannot do.

Use respectful language

When responding to users’ input, the system should respond using simple and direct vocabulary while avoiding jargon, acronyms, emojis, humor, emotions, and colloquial language.

It responds to you in a way that feels like a workplace peer.

Be concise

Users prefer brief conversations that get to the point, minimizing disruptions to their daily tasks at work.

Framework

The CUX Personality Framework shows the base personality and possible ranges.