{"id":10338,"date":"2016-09-20T17:23:04","date_gmt":"2016-09-20T16:23:04","guid":{"rendered":"http:\/\/blog.intercom.com\/?p=10338"},"modified":"2020-07-30T12:59:17","modified_gmt":"2020-07-30T11:59:17","slug":"killer-feature-messaging-no-ones-talking","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/killer-feature-messaging-no-ones-talking\/","title":{"rendered":"The killer feature of messaging no one\u2019s talking about"},"content":{"rendered":"

Messaging looks set to disrupt the computing landscape but not for any of the reasons you might expect. Chat\u2019s threaded UI, where all communication and actions are placed in a clear context of who, what and why, is the killer feature that\u2019s been around forever and yet everyone is overlooking.<\/p>\n

Mobile is the future of global computing, and according to Mary Meeker and Co., the killer app for mobile continues to be messaging<\/a> (a.k.a. Conversational UI among pedantic product designers like me.) In 2015, messengers surpassed social networks<\/a> in both number of users and rate of growth. And even though the mobile-OS-plus-app thing is still strong, research consistently shows that users interact with just 27 unique apps per month<\/a>, and actually care about far fewer over time.<\/p>\n

To find fresh, lightweight ways to reach users, forward-thinking businesses are turning to chat (and of course Intercom helps companies do this!). Chatbots have been anointed by industry leaders like Zuckerberg<\/a> and Satya<\/a> as the way to launch and scale this effort, and it\u2019s all really real, according to Gartner (via Techcrunch). They predict by 2018 a full 30 percent of our technology interactions will be mediated through conversations with bots.<\/p>\n

New threaded experiences will be enabled, supplanting single-purpose apps, sites, and services \u2013 even on the desktop<\/p>\n

But chat UI will not blow up just because of bots or other emerging UI bits and pieces. As messengers evolve into full blown computing platforms, new threaded experiences will be enabled, supplanting single-purpose apps, sites, and services\u2014even on the desktop. It\u2019s the threaded organisation of interactions into useful contexts centered around people, businesses and task threads that could change the world.<\/p>\n

Chat UI as a platform<\/h2>\n

On top of the twin forces of app-ennui and bot-ification, there\u2019s a third force at work that\u2019s gaining momentum\u2014and it\u2019s the one that could really transform chat into a general purpose platform. It\u2019s the tighter and tighter integration of third party services, notably payments, into threads. The Chinese chat leader, WeChat, has a general purpose wallet and interpersonal micro-transfer platform that\u2019s huge in the Chinese market. Reuters reported<\/a> that in 2016, WeChat\u2019s estimated transaction volume on personal transfers alone (excluding wallet transactions like movies, meals and wheels) will be almost double PayPal\u2019s $280bn 2015 volume, and all without the aid of single bot!<\/p>\n

While it\u2019s true that uniquely Chinese factors steroid-ed this growth (a distrust for online card payments, a trust of mobile operators, and a giant population) western messengers such as Snapchat and Facebook M also have integrated payments, and rumors abound that Apple Messenger and Telegram will soon follow suit. Messenger payments are definitely coming and where payments go, so goes general commerce.<\/p>\n

If you zoom out a bit and look at the broad messenger picture, then, what you see is a class of service that\u2019s:<\/p>\n

    \n
  1. mobile-first<\/li>\n
  2. has device-based user-verification built in<\/li>\n
  3. has social recommendations on tap and<\/li>\n
  4. supports deeply integrated (inline) third party services.<\/li>\n<\/ol>\n

    As a total package, that\u2019s a pretty compelling mix, and much more than browser apps can bring to the table.<\/p>\n

    Smart threading is the X-Factor<\/h2>\n

    \"the
    \nAs more and more services get more deeply embedded into the chat experience, messengers will likely deploy a range of UIs to support them. I may want to ask my bank chatbot to send me a copy of my monthly statement as a text message, but I\u2019ll buy a pizza by selecting a visual menu page, and perhaps hail an Uber using a combination of a bot and a threaded button, Facebook M-style. Despite all of the discussion on chat bots, I\u2019m convinced the chat thread will evolve to encompass a wide range of interactions with a range of UIs to enable them. Chats will be hybrid of human and bot chat, sprinkled with full screen GUIs as well as decomposed, chattable \u201cmin-terface\u201d bits like threaded text buttons, graphical UI elements in soft-keyboards, and nicely displayed placards of information.<\/p>\n

    What will drive all of this is not just the arrival of bots, but the fact that threads are simply a better paradigm for organising your digital life than anything cobbled together from email, web pages, apps and the odd SMS. They\u2019re great at keeping context (simply scroll up if you forget what you\u2019re talking about), so they can help people shift quickly from one stream of communication to another without the soul destroying digging around we are forced to do today. And they\u2019re perfect for organising everything around what\u2019s actually important: the thing you\u2019re trying to do or the person with whom you want to communicate. Let\u2019s look at a couple of examples of how this could work.<\/p>\n

    Removing friction from regular purchases<\/h2>\n

    It’s lunchtime, I\u2019m hungry, and in my messenger of choice, I search for McDonald’s. In my (future) address book\u2019s location-aware (and smarter) business directory tab, I pick McDonald\u2019s, and start a chat with the restaurant by texting or speaking \u201cHey,\u201d poking them with my poke button, or ringing a branded minterface McDonald\u2019s hamburger-shaped doorbell. This conversation starter creates implied consent, so I\u2019m happy for McDonald\u2019s to determine which store I\u2019m near, take a good long look at my AI-enriched profile to see how I like to pay, and whether or not I want to get a calorie total of the meal or not before paying (ha, ha).<\/p>\n

    McDonald’s can easily see my past orders, organised into the McDonald\u2019s thread, and using this information, deliver a custom soft-keyboard picture menu sporting its latest healthy snack and today\u2019s elderflower cordial shake.<\/p>\n

    \"Example<\/p>\n

    As I select items, my order is assembled into a tidy chat bubble that I can review, edit and add new things to, using standard chat interface interactions until I\u2019m happy. Then I just hit \u201csend\u201d to place the order. The order is received, paid for with a minterface payment button that appears inline, and it\u2019s ready for pickup by the time I arrive.<\/p>\n

    Rich profiling and relevant browsing<\/h2>\n

    Let\u2019s say I want to buy a new jacket, and from past web browsing or brick and mortar shopping experiences, I think UNIQLO\u2019s the brand for me. I search for UNIQLO in my business directory, and text them to say \u201cI want a lightweight jacket for delivery to my home, please.\u201d I\u2019ve given implied consent to share AI-enriched profile information with UNIQLO, so they get information about my size, gender, and my delivery area.<\/p>\n

    \"Example<\/p>\n

    In return for all of this helpful information, UNIQLO sends me a hand-crafted (no, not really) message with a URL payload that\u2019s unfurled nicely in my messenger. It looks good, full of exactly what I\u2019m looking for, along with a few surprising extras to entice me. I tap the message and a page appears filled with jackets for my gender, in my size, and available for delivery in my area.<\/p>\n

    When I\u2019m ready to order that snappy new windbreaker, UNIQLO requests payment from my messenger, which in turn requests payment from my authorised payment provider, adding a payment button to the thread. I tap it (of course I do!) and I get a nice thank you from UNIQLO. The next thing I know, my bank drops in a confirmation message into the same thread, followed by DHL who drops in the related tracking details. Et voila, at least 10 screens, annoying bank security freak-outs and three or four different service hops have been made redundant. But most importantly, it\u2019s all organised in the way I think about things: buying my jacket. The old way would be the store, bank, and delivery services all sending me disconnected, disjointed bits of information that I have to weave back together into something meaningful.<\/p>\n

    That\u2019s a really important shift. The information isn\u2019t scattered in several different unrelated places that might include SMS, email, or potentially an app or two on your phone\u2014it\u2019s all in context with what the user wants to accomplish. And that\u2019s huge. Going the other direction starting on the web is even simpler. I give the UNIQLO website a phone number or messenger ID, and then finalise my transaction in a similarly nicely organised, sensible thread.<\/p>\n

    Context, not content, is actually king<\/h2>\n

    The great thing about organising a purchase or any compound interaction this way is that all of the context and information is preserved in the same thread. So if there\u2019s ever a problem or question, the customer service person, account manager, bot or other helper on the other side of the thread will have everything needed to help. No more order numbers or account verification required.<\/p>\n

    By adding richer context to every interaction the web gets faster and more effective for everyone<\/p>\n

    Think about how much time and effort you\u2019ve had to waste getting reps up to speed, only to have it to do it again and then again because of a call transfer or an unavoidable interruption. These types of redundant, wasteful interactions appear at every level of business interaction, whether it\u2019s B2C or B2B. By adding richer context to every interaction (and memory) the web gets faster and more effective for everyone.<\/p>\n

    Messengers are the the future of the web<\/h2>\n

    This is the key about conversational<\/a> UI: it\u2019s not really about the UI or bots. It\u2019s the fact that messengers uniquely combine rich context, security, and natural language tools organised meaningfully into threads that better represent what we\u2019re doing and trying to accomplish. The messenger doesn\u2019t replace the web browser or apps, instead it can orchestrate a more relevant and pain-free experience. It doesn\u2019t replace the bank, but it could replace random, potentially insecure payment experiences (just like PayPal, Apple Pay, and others are trying to do today). And it doesn\u2019t replace tracking systems, it simply puts the tracking information where it should go, helping you see the full flow of the task you are trying to accomplish.<\/p>\n

    Unlike browsers or devices, only the messenger is perfectly poised to bring truly new, personal and relevant experiences to life. These next few years will tell us whether this potential can be realised.<\/p>\n\n","protected":false},"excerpt":{"rendered":"

    Messaging looks set to disrupt the computing landscape but not for any of the reasons you might expect. Chat\u2019s threaded UI, where all communication and actions are placed in a clear context of who, what and…<\/p>\n","protected":false},"author":205,"featured_media":10341,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"category":[5],"tags":[339,224,200,145],"coauthors":[456],"class_list":["post-10338","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-product-and-design","tag-bots","tag-ecommerce","tag-messaging","tag-ux"],"yoast_head":"\nThe Killer Feature Of Messaging No One's Talking About<\/title>\n<meta name=\"description\" content=\"This is the key about conversational UI: it\u2019s not really about the UI or bots. 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