GWCloud

Designer

• Design, implement, measure, and evolve conversational experiences for public services
• Translate citizens’ needs and public-service requirements into simple, efficient, accessible, and measurable conversational journeys
• Map citizens’ goals and translate them into conversational journeys
• Transform business rules and service processes into clear, executable conversational flows
• Design end-to-end flows for WhatsApp and other conversational interfaces
• Create dialogue trees, primary and alternative paths, error handling, exceptions, fallbacks, and handoffs to human agents
• Define intents, entities, utterances, context, and structures for NLP/AI engines
• Develop prompts and interaction patterns for experiences powered by generative AI, when applicable
• Define language, tone of voice, messages, confirmations, guidance, and assistant responses
• Ensure plain language, accessibility, and inclusion
• Create conversational prototypes and conduct testing before production
• Collaborate with business, technology, data, customer service, and UX teams
• Instrument journeys to measure behavior and outcomes
• Analyze data to identify abandonment, loops, misunderstandings, errors, unrecognized requests, and automation opportunities
• Develop improvement hypotheses and validate changes through testing and data analysis
• Maintain documentation of flows, conversational patterns, design decisions, and changes
• Produce and maintain flow maps, decision and dialogue trees, an intents/entities/utterances catalog, a message library, fallback patterns, handoff rules, prototypes, functional documentation, a language/voice/tone guide, an instrumentation plan, performance reports, and a data-driven improvement backlog
• Define tracking metrics according to each service’s objectives

Conversation Designer

Product Designer

• Design the user experience for services delivered through WhatsApp
• Define how each journey should work within WhatsApp and which channel capabilities to use
• Transform business requirements and service journeys into executable digital experiences on WhatsApp
• Reduce effort, steps, errors, and abandonment while increasing service completion rates
• Design end-to-end service experiences within WhatsApp
• Define the interaction architecture for each journey
• Select the appropriate WhatsApp components and capabilities for each step
• Determine when an interaction should take place directly in the conversation or through WhatsApp Flows
• Structure forms and transactional experiences
• Define patterns for navigation, selection, confirmation, return, correction, and cancellation
• Design experiences that account for the platform’s technical limitations and policies
• Define the right combination of automation, AI, and human support
• Work with technology teams to assess the feasibility of proposed experiences

Conversation Designer

Senior Conversational UX Designer