Confidence Center
T. Rowe Price
Guiding clients toward financial confidence is always our mission.
During user workshops, we heard a consistent ask for a chat feature to assist with questions during a transaction.
Confidence Center Maturity Model
Our goal was to create a chatbot that could assist with transactions and guide users through complex processes. A maturity model for the "Confidence Center" was created to map out our plan to evolve the chatbot over time as we tested usage and adoption among our age 50+ client base. Each phase builds upon the prior phase to build the capabilities within Dialog Flow over time.
Level 1: Foundational
The first level of the maturity model establishes the base for future iterations. Tooltips, helper text, error status, and an FAQ help center are quick wins that were implemented while redesigning the transaction flows. All levels incorporate SME and legal reviews and working sessions to ensure we are compliant while helping users.
Level 2: Contextual FAQs
During this phase, the Confidence Center acts as a contextual content puller where a user initiates interaction or a smaller pop-up is triggered based on user behavior to prompt engagement.
Level 3: Guided Chat
In this phase, we will create a simple “conversational” UI that has a brand-considered voice using multiple-choice/limited dialogue chat paths. We will be able to record conversation analytics to identify successful flows & areas in need of optimization.
Level 4: Transactional
A “simple“ transactional UI
within a pathed conversation flow will be developed at this stage. We will continue crafting and optimizing content while obtaining insights from transaction analytics. This phase will heavily involve our legal SME's as we move into performing transactions within the chat interface.
Level 5: Conversational + Transactional
Within this phase, a “complex” transactional UI capable of handling non-lineal conversation flows will be created using utterances, intents, etc. within Dialog Flow.
Transactions can be completed in the conversation flow with the option for hand-off to live chat.
