[設(shè)計(jì)思維] [人工智能］
封面用研原創(chuàng)文章：王蔣艷
附：《Cheat Sheet: All Facebook Messenger Bots Interactions》
在今年4月下旬的昨晚的 F8 開發(fā)者大會(huì)上， Facebook messenger事業(yè)部副總裁 David Marcus，宣布了新一代 Messenger 平臺(tái)的誕生——即 Messenger Platform 2.0。目前Messenger chat平臺(tái)上有11000多個(gè)機(jī)器人，覆蓋娛樂、財(cái)務(wù)、食品飲料、健康健身、新聞以及效率等個(gè)大類，我們就其主要類別的聊天機(jī)器人進(jìn)行了體驗(yàn)。
即將添加的 Discover Tab 則是專屬的聊天機(jī)器人尋找區(qū)，為用戶所在區(qū)域內(nèi)最好的聊天機(jī)器人和商業(yè)交互提供露出。在 Discover Tab，用戶能找到最近使用的 chatbot ，瀏覽 chatbot 分類，看到正在流行的 chatbot，以及進(jìn)行搜索。用戶可在進(jìn)入對(duì)話環(huán)節(jié)之前，看到 chatbot 的功能介紹。
新聞媒體類
The Wall Street? Journal，BBC ，CNN，washtong post都是媒體類最先加入機(jī)器人浪潮的。
第一次進(jìn)入華爾街日?qǐng)?bào)機(jī)器人的時(shí)候，我們第一眼看到的是一個(gè)文本的歡迎頁，和一些基礎(chǔ)設(shè)置的介紹。和我們通常的移動(dòng)端APP的固定的交互有些不一樣，在對(duì)話頁我們很少看到類似表格，按鈕，復(fù)選框等復(fù)雜的形態(tài)。
在facebook聊天機(jī)器人的交互規(guī)范里，提到開發(fā)者最好發(fā)送一些結(jié)構(gòu)化消息幫助用戶完成任務(wù)，獲取信息或者回復(fù)用戶的疑惑。上圖中可以看到，針對(duì)一則新聞他們以圖片+標(biāo)題+按鈕的形式（也可以是純文本+按鈕的形式）。讓用戶不用過多的思考，就可以選擇他們是否想繼續(xù)看新聞詳情，還是只是想獲取該新聞的梗概，或是讓機(jī)器人再給你推送一些別的新聞。總之在這種結(jié)構(gòu)化的消息里，給予用戶有限且有效的操作路徑，這樣用戶會(huì)更快更好的明白你這個(gè)機(jī)器人能給他們提供什么，而不是陷入對(duì)話的死循環(huán)里。
messenger chatbot借助其平臺(tái)的優(yōu)勢(shì)，人機(jī)對(duì)話也保留了和普通用戶對(duì)話時(shí)的很多有趣的功能。比如能針對(duì)某段話進(jìn)行點(diǎn)贊，有7種情緒表情可以使用，點(diǎn)擊情緒表情后的動(dòng)效也使得功能增色不少。小瘋機(jī)器人的平臺(tái)也可借鑒這種功能，用戶能對(duì)小瘋的某段回復(fù)進(jìn)行有針對(duì)性的反饋標(biāo)記，比如設(shè)計(jì)幾種情緒表情“不感興趣”“喜歡”“憂傷”等貼在回復(fù)上，可以幫助小瘋進(jìn)行機(jī)器學(xué)習(xí)。
娛樂類
由于目前的Messenger版本還沒有更新Discover Tab ，所以只搜索到了僅有的一些娛樂chatbot.? Trivia Blast是一個(gè)提供知識(shí)問答的機(jī)器人。Swelly是一個(gè)生活類的投票機(jī)器人， 值得一提的是當(dāng)我進(jìn)行了好幾組投票之后，它會(huì)主動(dòng)問我的年齡，以便推送更適合我的投票。這種循序漸進(jìn)的獲取用戶信息的方式，會(huì)讓用戶更容易接受。
電商類
電商類的chatbot,做的比較好的是優(yōu)衣庫的Uniglo IQ 和時(shí)尚購物助手chatShopper .
Uniglo IQ只給你推薦當(dāng)季新品，針對(duì)服飾這種非標(biāo)類的商品，建立了一套很流暢的導(dǎo)購閉環(huán)路徑。用戶點(diǎn)進(jìn)來，第一步：先通過底部的藍(lán)色標(biāo)簽讓用戶選擇大類是”女士“還是”男士“? 第二步：選了大類后會(huì)直接推送熱門款式合集給你，你可以點(diǎn)開看，也可以繼續(xù)通過標(biāo)簽篩選服飾品類是“襯衫”還是“T恤”。第三步：篩選衣服的型號(hào)和顏色? 第四步：推送有貨的門店地址給你。
如果用戶在某個(gè)環(huán)節(jié)停下來了，Uniglo IQ會(huì)很貼心的告訴用戶“Or tell me exactly what you're looking for.”? 。我試著打了一些不相關(guān)的話語給它，它會(huì)明確的回復(fù)“I think that's out of my territory. How about this stuff? ?? or ??”。它會(huì)一直跟用戶強(qiáng)調(diào)自己的功能，是一個(gè)目的明確的chatbot。
相比Uniglo IQ? ,? chatShopper更像一個(gè)時(shí)尚顧問，它不會(huì)像Uniglo IQ一樣按照類目層層篩選東西給你，它一上來就會(huì)問你要不要看看這批“blue sneakers" ,你看到喜歡的可以直接購買，也可以加入心愿單。或者你還可以傳一張圖片讓它給你找相似款。
最后我在體驗(yàn)中也注意到，它們的chatbot負(fù)責(zé)推薦商品完成導(dǎo)購這一重要環(huán)節(jié)，至于購買行為--付費(fèi)+填地址等繁瑣的環(huán)節(jié)，并不會(huì)放到機(jī)器人對(duì)話中來。
健康健身類
健身類我體驗(yàn)了這個(gè)叫kerker的瘦身機(jī)器人。對(duì)話前期，kerker對(duì)我的資料進(jìn)行了搜集,我的每一句回復(fù)，都會(huì)得到它的鼓勵(lì)，而且它還會(huì)貼心提醒你“這是最后一個(gè)問題了”。Kerker的說話風(fēng)格和它的頭像一樣萌萌的，通過這些統(tǒng)一的具有它性格特點(diǎn)的語料，用戶會(huì)加深對(duì)這個(gè)機(jī)器人的印象和情感。
其他
讓人印象最深刻的是這個(gè)叫poncho的天氣播報(bào)機(jī)器人。它不是刻板的告訴你天氣，它還會(huì)給你發(fā)一張搞笑GIF圖，和一段笑話。與它對(duì)話時(shí)，用戶會(huì)從它的語料中感到輕松愉悅。
期待Messenger的bot 商店正式上線，這樣用戶就能輕松方便的體驗(yàn)更多有趣的聊天機(jī)器人了。
附：
Cheat Sheet: All Facebook Messenger Bots Interactions
Onboarding
The very first screen that your users will see once your bot is discovered is the “Welcome” screen where you can introduce your bot using 160 characters maximum.
Use this screen to set expectations for your users and communicate your main functionality.
Once a user taps the “Get Started” button, your interactions begin with the welcome greeting from your bot. Try to be specific about the experience you have created, clarify your functionality, and describe the next steps to encourage users to respond.
The welcome message is a good place to share the basic commands, keywords, or terms people can use to ask for help. Use buttons to add more structure to your messages.
You can personalize your bot experience using a user’s profile data?—?such as name or location?—?to pick the right language or the correct time zone.
Messaging
There are several message types your bot can use: text, files, and rich media such as image, video, and audio. Any attachments can be uploaded directly or you can provide them via a URL link.
You can also send structured messages that help users complete tasks, get information, or answer their questions. Try to keep the text on the buttons under 20 characters (including spaces).
Don’t use standalone questions as this this could encourage people to respond in the ways you don’t support. To avoid that add buttons with the specific answers to the message and ask people to choose one.
If you require a greater hierarchy, use a generic template that allows you to use a combination of text, images, and buttons. Photos in the generic template are 1.91:1. If you want to send multiple similar messages, use carousels.
Navigation (persistent menu)
One of the elements that will help people keep from getting lost is the persistent menu. It is always available, and it should contain top-level actions that users can access any time. Persistent menus communicate the basic capabilities of your bot and allow easy access to the bot’s functionality.
This menu will automatically appear in a thread if the user returns after being away for a long time.
Templates
The Facebook Messenger platform has several convenient templates like receipts or list templates for the commerce experience and airline templates for sending people their itineraries, check-in reminders, and flight status updates.
Buttons
Buttons give people choices and direct them toward certain actions. There are several types of buttons you can use.
URL buttons. These send people outside Messenger. Make sure you do not use URLs for every button and try to build more interactions within Messenger.
Buy buttons. These open a native checkout dialog box and allow people to make purchases quickly.
Share buttons. These open a native share dialog box in Messenger and allow users to share a bot’s message with any Facebook friend.
Webviews open convenient ways to avoid the limitations of the platform and to show users any information in any format you like inside Messenger. Webviews support HTML, CSS, and JavaScript and allow you to create experiences that look and feel like part of the thread.
Quick Reply is another type of button inside Messenger. When this button is tapped, the buttons are dismissed so users can’t change their selection. You can use images inside Quick Reply. There is also a special type that will prompt a person for his or her location.
On the cheat sheet below, you can find all the tools available to help configure the experience people have with your bot .
To find out more details on each element and get to know the technical details, please visit the Facebook Messenger platform guidelines.
