Chatbot Sam

Purpose

There are the services of Samsung Card approx.230, screens for the services approx.3,000. So, in order to contain all of the services in one application, a whole new type of UX solution was required. Based on the AI algorithm, we were able to find the solution in the chatbot. 
Chatbot Sam is an Al based interactive chatbot service of Samsung Card, and it allows the customers to experience the services of Samsung Card more conveniently. It provides desirable responses to the customers, along with issuing cards, providing service inquiries, and resolving any issues related to lost cards.

Result

Carried out more than 2.4 times the operating project compared to the previous year after launching Snack. Publishing errors caused by different sources and forms were reduced by 62%. The production period was reduced by 71% for new projects. 
We got awards from iF World Design Award 2020 (Award-winning in the Discipline Communication Secto), Mobile Awards Korea 2020 (App of the Year Gold Medal in the Financial Sector), and Korea IT Fair Awards 2020 (2nd Prize in New Tech)

Roll & Challenges

Samsung card's application provides services that cover all aspects of life in addition to simple financial services. My mission was to make it easy for users not only to use all features without confusion but also to understand difficult financial services easily. As the design leader of the company, I had to understand the overall service of the business and categorize various data of the services.
Although the benefits for users were expanding, the size of the digital screen was limited to display all kinds of services. I found a design solution to contain this vast amount of content and deliver it to users effectively.

Atomic Methodology 

To design the chatbot, we need a design system that can provide an intuitive and consistent customer experience. In addition, the system needed to be able to efficiently manage an ever-growing number of functions and services with a consistent design.
We researched a method that has applied the Atomic Methodology to display a massive amount of information naturally and clearly. Patterns composed of the same components provide users with a consistent experience, and templates composed of patterns enable users to easily and clearly understand services and data. Also, the combination of modules realized from the codes ensures efficient design management.
The completed interface is optimized to understand the intention of questions and provide suitable responses intuitively. Also, by recommending the related services, it ensures the users can experience all kinds of diverse benefits.

Digital agent “Sam”

We introduce the communicator to enjoy services more pleasantly through interaction with the digital agent, Chatbot Sam. For every moment that the user uses the Chatbot Sam performs movements and expressions that are appropriate to the situation. This is an indicator to see if the chatbot correctly recognizes the user's actions, and it also provides friendly financial services that may be formal and dry.
Chatbot Sam is making growth in line with the users' feedback. By pressing the responses provided for every question, it is possible to rate the user's satisfaction regarding the response. As Chatbot Sam reestablishes its algorithm with real-time feedback, the positive feedback from the users strengthens the connectivity between the questions and responses, while negative feedback is used for the improvement and learning of Sam. Through such developments, Sam becomes a friendly guide that assists with the financial services of the users.

How was Sam & Tipi created?