{"id":103077,"date":"2018-08-24T21:52:00","date_gmt":"2018-08-25T02:52:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/the-ux-of-voice-user-interface-vui-what-it-means-for-brands-2\/"},"modified":"2024-12-19T16:41:21","modified_gmt":"2024-12-19T21:41:21","slug":"the-ux-of-voice-user-interface-vui-what-it-means-for-brands-2","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/creative\/the-ux-of-voice-user-interface-vui-what-it-means-for-brands-2\/","title":{"rendered":"The UX of Voice User Interface (VUI): What it Means for Brands"},"content":{"rendered":"<p>In the last few years, Voice User Interface (VUI) based personal assistants, like Google Home, Amazon Echo, and Siri have become a familiar part of our daily lives. Thanks to improvements in voice-recognition accuracy, VUIs allow better hands-free operation, especially when we\u2019re not reading. We don\u2019t have to read a screen while we are speaking and listening. For example, interacting with VUI while driving makes certain tasks easier.<span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p>At present, VUI and the voice integration movement seem to be growing at a fast pace. Brands and businesses that offer voice recognition for quick information and optimize their local search presence management (e.g. contact info, directions, and hours of operation) stand to gain the most.\u00a0<span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p>Below are three things marketers and brands need to know about the steady progress\u2014and notable limitations\u2014of voice user interface:<span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h2>Voice User Interface (VUI) performance is still in infancy<\/h2>\n<p>Although there are many VUI personal assistants out in the market now, there is one thing that is common across the board: their performance is just dawning on us now. Most VUI assistants need to be programmed and trained to not only respond to diverse languages, questions, and accents (think of the funny <a href=\"https:\/\/www.youtube.com\/watch?v=NMS2VnDveP8\" target=\"_blank\" rel=\"noopener\">Scottish elevator clip<\/a>) but also handle speech impediments. It will take time and advanced algorithms for VUIs to learn new patterns and work with predictive data, along with better usability optimization.<\/p>\n<p>According to Sara Kleinberg, Head of Research &amp; Insights, Marketing at Google, voice assistance is a <a href=\"https:\/\/www.thinkwithgoogle.com\/consumer-insights\/voice-assistance-consumer-experience\/\" target=\"_blank\" rel=\"noopener\">new playground for brands<\/a>. People who own voice-activated devices welcome brands as part of the experience. They are open to receiving information that is helpful and relevant to their lifestyle. Here is a chart showing what voice-activated assistant owners would like to receive from brands:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-33027 size-full\" src=\"\/wpe-content\/uploads\/2018\/08\/voice-graph.jpg\" alt=\"\" width=\"1600\" height=\"815\" \/><span style=\"font-size: 10pt;\">Google\/Peerless Insights, \u201cVoice-Activated Speakers: People\u2019s Lives Are Changing,\u201d<\/span><\/p>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69e1071aa2364'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69e1071aa2364');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            console.log('event', event);\n            window.location.href = 'https:\/\/www.dacgroup.com\/en-gb\/thank-you\/';\n        }\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SUBSCRIBE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<h2>VUIs work better in convergence with screen-based interaction<\/h2>\n<p>VUI alone does not create efficient user experiences. Research suggests that reading is far faster and superior to listening. According to UX Guru, <a href=\"https:\/\/www.jnd.org\/about.html\" target=\"_blank\" rel=\"noopener\">Don Norman<\/a>, reading can be done quickly: it is possible to read around 300 words per minute and to skim, jumping ahead and back, effectively acquiring information at rates in the thousands of words per minute. By comparison, listening is slow and serial, usually at around 60 words per minute.<span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p>Further, removing the functionality of a screen with voice-only interaction can limit the usability of the VUIs as well as increase overall cognitive load and friction for users. Therefore, <a href=\"https:\/\/www.nngroup.com\/articles\/voice-first\/\" target=\"_blank\" rel=\"noopener\">voice-first integration<\/a> works best when it converges with reading on a screen-based interaction, creating a more integrated and holistic user experience.<span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h2>VUIs are more impactful and prevalent for local information<\/h2>\n<p>According to our <a href=\"http:\/\/adage.com\/article\/dac-group\/revolution-vocalized-voice-changing\/314248\/\">2018 Voice Search Survey<\/a>, the types of local information Americans are looking for when using voice assistants are: phone number (68%), directions (67%), and hours of operation of a business (63%). In addition, 36% of consumers are looking for reviews and 43% are using voice assistants to buy something.<span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p>In 2017, conducting <a href=\"https:\/\/www.statista.com\/statistics\/791636\/worldwide-digital-voice-assistants-common-tasks\/\">online searches<\/a> was the most common task carried out using voice. This provides a strong case for local businesses to optimize local data and <a href=\"\/en-gb\/local-marketing-platforms\/location-pages\/\">content for location pages<\/a>.\u00a0<span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p>In conclusion, VUI is still developing and showing steady growth, gaining more prominence and higher market share within the search engine abilities. It will realize its full potential as it continues to integrate and converge further with screen-based interaction, predictive data, and accuracy in natural language understanding.<span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{}\">\u00a0<\/span><i>Noman Siddiqui is the User-Experience Architect (UX) at DAC, based out of Toronto. To learn more about how we can help enhance UX of your business, <a href=\"\/en-gb\/contact\/edinburgh\/\">contact DAC<\/a>!<\/i><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In the last few years, Voice User Interface (VUI) based personal assistants, like Google Home, Amazon Echo, and Siri have become a familiar part of our daily lives. Thanks to improvements in voice-recognition accuracy, VUIs allow better hands-free operation, especially when we\u2019re not reading. We don\u2019t have to read a screen while we are speaking [&hellip;]<\/p>\n","protected":false},"author":22,"featured_media":102953,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.68,"reading_level_needs_review":"0","footnotes":""},"categories":[2869],"tags":[],"class_list":["post-103077","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-creative"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The UX of Voice User Interface (VUI): What it Means for Brands | DAC<\/title>\n<meta name=\"description\" content=\"Voice User Interface (VUI) based personal assistants, like Google Home, Amazon Echo, and Siri have become a familiar part of our daily lives.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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