About the report

Conversational interfaces are shifting how people interact with brands. Since Apple’s launch of Siri in 2011, we’ve witnessed a surge in market commitment to conversation-based digital assistants from both tech giants and businesses across industries. Digital assistants that successfully streamline the user's interaction with a brand improve customer experience, increase brand loyalty, and decrease customer support costs.

We conducted a 2-week diary study and in-person interviews with smart speaker owners across the United States to understand what makes a digital assistant successful. 

Download the report for the results, including:

  • Best practices for designing digital assistants
  • Three key experience dimensions brands need to get right
  • How to balance effectiveness with personality
  • The nuances of designing for anthropomorphism and gender