The Conversational Brand—Chatbots and Voice Assistants for Brands

Full-Day Seminar with Marco Spies

Chatbots and voice assistants continue to grow in importance for brands. In order to be distinctive, they need a personality that is both their own and in line with the brand.

In this workshop, you will learn how to develop a bot personality that fits your brand, how to convert business requirements and use cases into intents, and how to write your first chatbot dialogs.

COVID-19 Safety Measures: We have limited the number of participants in order to comply with spacing and hygiene rules on site. We also ask all participants to bring a mask for the workshop parts of the seminar.

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Goal of the seminar

Familiarize yourself with the process of Branded Conversation Design and how to apply it. In the full-day hands-on seminar, you will analyze user and business requirements, use tools from psychology including Big Five and archetypes to develop the chatbot personality from a brand perspective, and use storytelling principles to write sample dialogs for chatbots and voice assistants.

Upon completion of this course, you will be able to develop a brand-relevant bot personality and write chatbot conversations.

Course Topics.
  • Chatbot
  • Bot
  • Conversational Design
  • Bot Personality

Course Details

Select your Course
Who can benefit?
  • Marketing Manager
  • Brand Manager
  • Project Manager
  • UX Designer
  • Conversational Designer
  • Business Development
  • Authors
  • Writers

What you will learn

  1. Introduction to Conversational Design and Bot Basics

    You will learn the basic principles of bot development and conversational design.

  2. Set-up and Discovery for Branded Conversations

    You will start by learning how to set up a conversational design project, understand requirements from a user and business perspective, and how to align your chatbot with the brand.

  3. Define the Personality of the Chatbot

    Now you will define the personality of the chatbot to match the brand. For this purpose, you will define its role in the respective scenario and determine its knowledge and skills. You will do this using tools from psychology and storytelling techniques.

  4. Writing Sample Dialogs

    Next, you will write sample dialogs for the chatbot—based on the essential use cases—and learn how to empathize with both the user and the chatbot. You will turn use cases into dialogs and develop a feeling for what it takes to generate good intents.

  5. Prototyping and Dialog Testing

    Now it is time to learn more about the methods of Wizard-of-Oz testing. You will gather feedback from users to improve and optimize your chatbot on a continuous basis.

  6. Outlook: Growing with the Chatbot

    With the future in mind, we will show you how to design for Evolving Behavior while avoiding bias.

Your coach

Marco Spies is co-author of the standard work on digital brand management Branded Interactions. Vivid brand experiences for a new era (Verlag Hermann Schmidt, 2018). As co-founder and managing partner, he runs the design and innovation agency think moto in Berlin together with Katja Wenger.

  • Managing Partner, think moto

    Marco Spies

    Marco Spies is an interaction designer and brand consultant. Before founding think moto, he worked as a concept developer at Pixelpark, creative director at Neue Digitale (later Razorfish) and executive director interactive at the branding agency Peter Schmidt Group (BBDO). He is co-founder of the e-travel start-up flyiin. Marco Spies has been honorary professor for Branded Interactions and Flexible Identities at HAWK Hildesheim since 2017.

  • "This interactive course really helps to become familiar with the tools and principles for building world class conversational experiences. A must for any marketer or strategist in the modern age of conversational commerce."

    Rolph Danko, Director LivePerson Institute

  • "Die Chatbots von think moto zeichnen sich vor allem dadurch aus, dass sie auf Grundlage der Markenpersönlichkeit entwickelt wurden. Dadurch schaffen sie eine ganz besondere Experience für unsere Kunden und fügen sich nahtlos in die Customer Journey ein."

    Robert Koch, CEO International Growth Partner

Next Course Dates
There are no dates available at the moment.

We are think moto

think moto is a design and innovation agency for products and brands. The team led by Katja Wenger and Marco Spies supports companies and organizations in their digital transformation.

think moto works with start-ups, medium-sized companies and leading brands on innovative, user-centric business models, products and brand identities.

The agency's clients include Audi, Volkswagen, Lufthansa, and Miles and More, among others.

See our work

Branded Interactions


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