Conversational Design

Chatbots and voice assistants are increasingly part of the digital offering of brands. In order to be differentiable, they need their own, but brand-adequate personality. In this 1-day workshop you will learn to apply the Branded Interaction Design (BIxD) process for developing conversational experiences. Learn how to develop a bot personality, gather business and user requirements, turn them into intents and write sample dialogues.

You may bring your project to the class and we will work on it together.



12—20 Attendees

Prenzlauer Berg, Berlin


Working materials, lunch, snacks and drinks included.

All attendees will get a special print of Designing Conversations, the chapter from Branded Interactions, in a special edition by think moto and LivePerson.

Objective of the seminar

You will understand the overall Branded Conversations Design process, understand how to gather user and business requirements and learn how to develop a chatbot personality from a brand perspective. You will apply tools from psychology like the Big Five and Archetypes to create the personality and write sample dialogues based on storytelling techniques.

After completing this course, you will be able to create a brand relevant bot personality and write sample dialogues for chatbots and prototype them.

This seminar is tailored to…

  • UX Designer
  • Conversational Designer
  • Project Manager
  • Anyone responsible for chat- or voice bots in a company


  1. Introduction into Branded Conversations

    Learn why you should consider branding your conversations. Learn about the overall conversational design process.

  2. Setup and Discovery for Branded Conversations

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

  3. Defining the Chatbot’s Personality

    Define your chatbot’s personality with respect to the brand. Define its role in the respective scenario. Define its knowledge domains and skill set. Apply tools from psychology and storytelling techniques.

  4. Writing sample dialogues

    Write sample dialogues for chatbots, based on the essential use cases. Learn to think of the user as much as of the chatbot. Turning use cases into dialogues. Understand intents.

  5. Prototyping and testing dialogues

    Learn Wizard of Oz testing methods. Gather user feedback to continuously develop and optimise your chatbot.

  6. Taking your chatbot further

    Learn how to design for evolving behaviour. Be aware of bias. Imagine future scenarios.

  • Understand the overall Branded Conversations Design process
  • Understand how to gather user and business requirements
  • Learn how to develop a chatbot personality from a brand perspective
  • Apply tools from psychology like the Big Five and Archetypes to create the personality
  • Write sample dialogues based on storytelling techniques.


  • 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.

Book now

Your contact

Aline Bonvillain

think moto academy
T +49 (0) 30 4404 8118


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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.

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