The Conversational Brand

Full day seminar with Marco Spies

Chatbots and language assistants are increasingly becoming part of the digital offer of brands. In order to be distinguishable, they need a personality of their own that is at the same time appropriate for the brand. In this workshop you will learn how to develop a bot personality that is suitable for the brand, how to transfer business requirements and use cases into intents and how to develop first chatbot dialogues.

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Goal of the seminar

Learn about and apply the process of Branded Conversation Design. In the full-day practical seminar, you will analyse user and business requirements, use psychological tools such as Big Five and archetypes to develop the chatbot personality from a brand perspective and use storytelling principles to write sample dialogues for chatbots and language assistants.

After completing 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 conversation design.

  2. Aufbau und Entdeckung für Branded Conversations

    Learn how to set up a conversational design project and capture requirements from a user and business perspective. Understand the relationship between your chatbot and the brand.

  3. Define the personality of the chatbot

    Define the personality of your chatbot in relation to the brand. Define his role in the respective scenario. Define his fields of knowledge and skills. Apply tools from psychology and storytelling techniques.

  4. Writing sample dialogs

    Write example dialogs for chat bots, based on the main use cases. Learn to think of the user in the same way as the chatbot. Turn use cases into dialogs. Understand the intents.

  5. Prototyping and dialogue testing

    Learn more about the methods of the Wizard of Oz Testing. Collect feedback from users to continuously develop and improve your chatbot.

  6. Outlook: Grow with the Chatbot

    Look a few years ahead: Learn how to design for Evolving Behaviour. And: How can we avoid 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 around Katja Wenger and Marco Spies helps companies and organisations in the digital transformation. think moto works with startups, medium-sized companies and leading brand companies on innovative, human-centered business models, products and brand identities. The agency's clients include Audi, Volkswagen, Lufthansa, Miles and More and many others.

See our work

Branded Interactions


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Note on the seminar program

Due to the current Covid-19 situation, we have taken the classroom courses out of the program. However, we can offer individual trainings and workshops online upon request. For more information, please visit the course detail pages. Stay safe and healthy!

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