HOW TO CHAT LIKE A BOT
The cornerstone of Lemonade’s experience is a chat bot called Maya. She greets the user, and walks them through setting up insurance by asking a series of questions. But when I joined Lemonade, her chats were being written primarily by instinct and guesswork, with no single source of truth guiding how she sounded.
So, using existing resources, interviews with stakeholders, and good old fashioned reverse engineering, I put together something Lemonade had never had before: a primer on UX Writing, conversation design, and the first official internal guide to how Maya speaks.
It’s now a resource shared with product team members at onboarding, and has resulted in better and more effective copy right from the beginning of the design process.
Here’s some selected pages:
