1. Introduction
This report presents the findings from the UX design research for CompTIA’s TIA—the conversational AI chatbot developed in collaboration with Netomi. The goal was to ensure that TIA’s name, personality, and visual design align with CompTIA’s branding strategy, appealing to a primarily young, tech-savvy audience while also conveying trust, professionalism, and approachability. The research was conducted through internal discussions, stakeholder feedback, and a targeted pulse survey to ensure that design decisions are rooted in user-centered research alignment.
2. Research Methods
Initial Design Questions
Where and what platforms will this be used?
Would you prefer to display only the face of the chatbot or the entire character?
What age group is the chatbot primarily targeting?
Are there any specific emotions or traits you want the chatbot to convey?
Do you have a particular style in mind for the character design? (cartoon, minimalist, or abstract)
Are there any existing chatbot characters you like and from which you would want us to draw inspiration?
Would you like the chatbot to include any specific accessories or props that align with the CompTIA brand or the services it will provide?
Should the chatbot be depicted doing something in the illustration, such as speaking on the phone or working at a computer?
Do you want the character to be static, or should it pose differently for various situations?
Would you prefer to display only the face of the chatbot or the entire character?
What age group is the chatbot primarily targeting?
Are there any specific emotions or traits you want the chatbot to convey?
Do you have a particular style in mind for the character design? (cartoon, minimalist, or abstract)
Are there any existing chatbot characters you like and from which you would want us to draw inspiration?
Would you like the chatbot to include any specific accessories or props that align with the CompTIA brand or the services it will provide?
Should the chatbot be depicted doing something in the illustration, such as speaking on the phone or working at a computer?
Do you want the character to be static, or should it pose differently for various situations?
Data Sources
Internal Slack Conversations and Zoom meetings: Multiple threads provided insights into team discussions, name suggestions, and design feedback.
Pulse Survey: A targeted survey with three core questions was deployed to gauge user preferences:
• Which chatbot name resonates with you?
• Why did you choose this name?
• What features are most important to you when interacting with a chatbot?
Participant Demographics
Website data indicated that a majority of visitors are aged 18-34 (with 60% of those being 18-24), providing a basis for targeting survey responses.
Research Process
Initial Concept Ideation: Team members reviewed initial demos and proposed design concepts.
Name Testing: Four names—Techy, TIA, Mica, and Ada—were proposed, with detailed rationale for each.
Visual Feedback: Feedback on early avatar designs (both human and non-human options) was gathered and iteratively refined.
Iterative Feedback Loop: Continuous input was collected via Slack, leading to adjustments in design elements (e.g., adjusting the avatar’s age, color accents, and facial expressions).
3. User Expectations & Features
• Users emphasized the importance of a chatbot being friendly, professional, and helpful.
• Key features identified included timely responses, clear communication, and a seamless transition to human agents when needed.
• A notable concern was users mistaking the chatbot for a human, underscoring the need for transparency in design.
4. Key Findings
A. Naming Options & User Preferences
TIA
• Direct play on “CompTIA” (dropping “Comp” emphasizes the technology industry focus).
• Feels personable and relatable as a human name.
• Additional cultural note: “TIA” also means “aunt” in Spanish, reinforcing a friendly, approachable tone.
Ada
• Historical nod to Ada Lovelace, the first computer programmer.
• Conveys a blend of tradition and modernity.
Mica
• Global appeal and unisex characteristics.
• Incorporates letters from “CompTIA.”
Techy
• A playful option that highlights the non-human aspect, though some concerns were raised regarding user frustration when expecting human-like interaction.
User Insight: Feedback indicates a preference for human names that can create a personal connection, with strong leanings towards TIA and Ada.
B. Personality & Brand Alignment
Desired Traits:
• Friendly
• Professional
• Helpful
Survey & Team Feedback: The pulse survey and subsequent discussions highlighted the need for a design that communicates friendliness and helpfulness while remaining trustworthy and aligned with CompTIA’s tech-centric identity.
C: Features
Survey & Team Feedback: The pulse survey and team discussions revealed that users prioritize accuracy, prompt response time, and the chatbot's ability to handle a wide range of topics and requests as the most important features.
D. Survey Outcomes & Iterative Feedback
The pulse survey achieved rapid engagement with approximately 100 responses within a few days.
Key Survey Insights:
• Users preferred names that reflected both brand and human qualities.
• Significant chatbot features included quick responses and the ability to escalate to human agents when necessary.
E. Naming
Adopt TIA or Ada:
• TIA is favored for its direct connection to CompTIA and its personable quality.
• Ada also stands as a strong candidate given its historical and technological significance.
5. Visual Design & Feedback
Goals
Human-Centric Avatar: Develop a final design that showcases a professional, friendly, and modern human character. Adjust visual elements such as age, attire, and facial expressions to appeal to the 18-34 demographic.
Color & Branding: Incorporate CompTIA’s branding elements, such as the red sweater with a white “C,” to enhance brand recognition.
Hybrid Visual Strategy: Consider a dual-mode approach: use a distinct robot image for automated responses and a human avatar when transitioning to live chat, clarifying the nature of the interaction.
Feedback Integration: A quick turnaround on feedback will facilitate agile design iterations, ensuring that both the name and visual design closely align with user expectations.
Version 1
Human Avatar (Person):
Adjustments:
• The avatar should be designed to appear between the mid-20s and early 30s to reflect the target demographic.
• Recommended design tweaks include a red sweater featuring a contrasting white "C" to better align with brand colors and enhance vibrancy.
• A smiling expression is crucial to convey a sense of friendliness.
Version 2
Non-Human/Animal Avatar (Owl)
While the owl version communicated wisdom, it did not fully address the friendly and approachable qualities desired by users.
Version 3
Hybrid Visual Strategy Consideration
Inspired by examples like Salesforce, the discussion highlighted using a robot image for chatbot interactions and switching to a human image when connecting to live support. This clarification distinguishes the bot's nature from human assistance.
6. Recommendations
Further Testing
Post-Launch Evaluation:
Continue to collect user feedback after the launch to improve both functionality and visual elements. Ongoing refinements will help ensure that the chatbot’s tone, functionality, and appearance foster user trust and engagement.
Iterative Design Reviews:
Establish a continuous feedback loop with internal teams and users to ensure alignment with branding and user expectations.
7. Results
The name "TIA" has emerged as a strong contender, resonating with stakeholders because of its connection to CompTIA, ease of pronunciation, and human-like quality. This name effectively balances a personable touch with brand alignment, making it a suitable choice for the chatbot. To clearly differentiate between AI-driven interactions and human support, a hybrid visual strategy has been implemented. This strategy includes:
The hybrid visual strategy to differentiate between AI-driven interactions and human support involved:
• Utilizing a distinct avatar, resembling a robot, to represent the chatbot during automated interactions.
• Transitioning to a human image when the user is connected to live support, which reinforces the distinction between AI assistance and real human agents.
The goal of this strategy is to enhance user clarity and trust, addressing concerns that users may confuse the chatbot with a human being. By providing a visual cue for AI interactions, users are less likely to feel misled or frustrated by automated responses. Additionally, switching to a human avatar during live support interactions ensures a smoother and more intuitive experience.
Final Design
Seasonal Variations
AIDS Day
Cat Day
Winter
Dog Day
Easter
Father's Day
Human Rights Day
Independence Day
International Friendship Day
International Women's Day
Juneteenth
Labor Day
May 4th
MLK Day
Mother's Day
New Year's Eve
Thanksgiving
Valentine's Day
Veteran's Day
Washington's Birthday
8. Conclusion
This research has provided data-driven insights that will guide the branding, naming, and visual design of the chatbot.
The findings indicate that TIA will serve as a professional, approachable, and efficient AI assistant, fully aligned with CompTIA’s mission and user expectations. By utilizing rapid pulse survey responses and iterative design feedback, the project is well-positioned to refine TIA into a tool that meets user needs while reinforcing CompTIA’s reputation in the technology industry.
Ongoing user testing will be crucial to finalize a design that best captures the friendly, professional, and helpful persona envisioned for TIA.
