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Samsung text and voice assistant

The challenge
Samsung’s innovation lab wanted a proposal for building a text and voice assistant that showcased Samsung’s smart hardware for pets.

My role
The team—content strategist, data analyst, product manager, and tech lead—spun up a complete playbook in 3 weeks. I drew up the structure and copy for text and voice flows and helped scope the proposed content track.

Results
A successful final presentation to the head of Samsung’s innovation lab strengthened the Huge/Samsung relationship and led to more work.

Skills
Conversation design, UX design, Taxonomy, Content Architecture

Data framework

I worked closely with our data analyst who crunched 10K pet-based Google queries to come up with a taxonomy of topics we could focus on from both a content and strategy perspective. Once we’d established the content strategy, I helped the data analyst write up a data framework playbook.

Experience flows

I drew up the UX and content flows, using three conversational scenarios drawn from the topics — Food, Behavior, Condition — that we had established as most popular and most strategic. The scenario below is for a behavioral question.

Text conversation flow

The assistant had several integrations that delivered contextual information in card format to the user’s app.

  1. Searchable knowledge base of articles

  2. Social integration with a community of pet owners as well as with the pet owner’s personal caregivers such as walkers, sitters, vet, etc

  3. Technical integrations with Samsung hardware that could read and deduce information from pet vitals (heart rate, activity, etc.). This integration was more future-thinking, dependent on product hardware that was being developed.

Diagram key


With so many variables and inputs, I created a legend to help interpret all of the different elements within the system.

Voice conversation flow

Voice flows were much simpler since exchanges are by nature shorter and don’t require a lot of back and forth. In this case, the assistant quickly offers up behavioral information and then drives the user to knowledge base content.

Flows incorporating Samsung smart hardware

More forward-thinking flows included direct integration to hardware the pet was using such as a collar or litter box that could interpret data and troubleshoot what was going on with the pet. In this case, the pet’s lack of activity might mean they’ve got excess energy that’s affecting their behavior and needs to be burned off.