Justworks AI Web Chat

Project: Prospect Chat Bot

My Role: AI Optimization for Brand Voice & Accuracy

We went from a very standard, choose your own adventure style chat bot with guided prompts to an AI chat model designed to provide basic support, aid in the prospect discovery journey, and qualify leads.

Phase 1: Initial Testing & Build

Before launch, I provided brand guidelines to inform the base layer of AI instructions. I also participated in multiple rounds of simulation testing to ensure base layer functionality and product knowledge.

Phase 2: Soft Launch

At the start of launch, the chat bot was shown to 50% of site visitors across our main website and paid.

I spent a full quarter QAing responses and making AI instruction updates to modify the bot behavior so it more accurately reflected our product experience and was able to qualify people correctly. We also curbed unwanted behavior like chattiness, emphasis on support rather than sales, to ensure the bot remained focused on sales prospects.

Phase 3: Gradual Increase to 100%

Once we gained more confidence in its ability to answer questions accurately and qualify leads, we felt comfortable increasing slowly until we reached 100% of site visitors.