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Form Follows Function: Designing For Tensions Of Conversational Agents In Service Encounters


Bucher, Andreas; Stähelin, Dario Luca; Dolata, Mateusz; Schwabe, Gerhard (2022). Form Follows Function: Designing For Tensions Of Conversational Agents In Service Encounters. In: 30th European Conference on Information Systems (ECIS), Timisoara, Romania, 18 June 2022 - 24 June 2022, AISeL.

Abstract

The proliferation of conversational agents (CAs) promises efficiency and quality improvements while enabling a more seamless integration of technology into service encounters. However, it remains un- clear how CAs should be designed to provide the optimal experience for the key users: clients and frontline employees. Based on qualitative research with those key users, this study delivers a vision of an adaptable CA. It proposes a differentiated approach toward the design of CA: there is no "one-size- fits-all" design regarding the level of social presence, autonomy, or agency. The analysis reveals three tensions in user expectations leading to inconsistent design requirements for CAs. To resolve those ten- sions, CAs should be adapted to the changing context of a service encounter considering the appropriate level of autonomy, task complexity, interpersonal intimacy, and social role of the CA. The study con- tributes three design principles emphasizing the importance of the context for which a CA is designed.

Abstract

The proliferation of conversational agents (CAs) promises efficiency and quality improvements while enabling a more seamless integration of technology into service encounters. However, it remains un- clear how CAs should be designed to provide the optimal experience for the key users: clients and frontline employees. Based on qualitative research with those key users, this study delivers a vision of an adaptable CA. It proposes a differentiated approach toward the design of CA: there is no "one-size- fits-all" design regarding the level of social presence, autonomy, or agency. The analysis reveals three tensions in user expectations leading to inconsistent design requirements for CAs. To resolve those ten- sions, CAs should be adapted to the changing context of a service encounter considering the appropriate level of autonomy, task complexity, interpersonal intimacy, and social role of the CA. The study con- tributes three design principles emphasizing the importance of the context for which a CA is designed.

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Additional indexing

Item Type:Conference or Workshop Item (Paper), refereed, original work
Communities & Collections:03 Faculty of Economics > Department of Informatics
Dewey Decimal Classification:000 Computer science, knowledge & systems
Scope:Discipline-based scholarship (basic research)
Language:English
Event End Date:24 June 2022
Deposited On:03 Feb 2023 13:38
Last Modified:06 Mar 2024 14:37
Publisher:AISeL
OA Status:Green
Free access at:Official URL. An embargo period may apply.
Official URL:https://aisel.aisnet.org/ecis2022_rp/158/
Other Identification Number:merlin-id:22513
  • Content: Accepted Version