With the advancing development of chatbots and the breakthrough advances in natural language processing, chatbots have long since gone beyond simply answering simple service requests automatically.

However, it is not easy to develop a successful chatbot or even voicebot that meets the increasing demands of the users and offers the company real added value.

Often some aspects are not considered from the beginning, which lead to problems during therealization of the chat or voicebot project and become real challenges after Go Live at the latest.

What benefits does the Chatbot Canvas offer me?

Our Chatbot Canvas will help you create a well-founded chatbot concept with which you

  • fulfill the wishes and needs of your target group.
  • will relieve your employees.
  • measure the success of your virtual assistants and thus the ROI for your company.
  • will ensure the successful, long-term operation of your virtual assistant.
  • can strengthen your brand and your image.

You can download our chatbot canvas here:

What is covered in this blog post?

This blog post uses a fictitious use case to work through the individual areas of the canvas and shows you how to use the canvas.

I have chosen a supermarket chain as an example. The company informs its customers about the weekly special offers with a printed brochure, which is displayed in the stores and sent to private households by post. However, this cannot be sent nationwide. The company therefore wants to use another communication channel to inform more customers about the offers.

Part 1: Definition of the problem and the use case

Part 2: Communication and marketing of the chatbot

Part 3: The technical requirements of the chatbot project

Part 4: Stakeholders and costs in the chatbot project

You downloaded the canvas? Pen and a cup of coffee are ready? Then let's get started:

Part 1: Narrowing down the problem and the use case

The first part of the canvas defines the added value of the chatbot.

How do I narrow down my problem and my goal?

For this purpose, the problem at hand has to be narrowed down and it has to be investigated how and where the chatbot can address the problem.

  • At what point does my target group not get what they want or need?
  • What prevents this need from being fulfilled?
  • Where do my employees not reach their goals in an easy way?
  • What do they lack to achieve these goals?
  • Where can a chat or voice bot help to solve the problem?



How exactly is the use case structured and what functions or capabilities are there?

At this point, the exact scope of the functions and capabilities of the bot is defined.

  • How exactly does the chat- or voicebot solve the problem?
  • What does he do? What can't he do?
  • If the user has had his or her need fulfilled, is there another need that the chatbot can fulfill?



What is the added value of my chatbot?

The introduction of a chatbot or voicebot is associated with costs. Therefore, the added value that the project can and should offer should be precisely defined at the beginning. This will allow you to measure the success of your chatbot and calculate the ROI.

What are the benefits for the user?

  • Is he or she saving time? Can questions now be answered 24/7?
  • Is it easier to get relevant information?
  • Can processes be made more user-friendly?

What are the benefits for the company?

    • Are costs saved?
    • Will employee productivity be increased by automating routine inquiries?
    • Can more products be sold?

How do I measure the success of my chatbot?

In order to measure the success of a chatbot, suitable KPI's must be selected. Among others, the following KPIs are suitable for this purpose:

  • Number of users per month
  • Number of inquiries about available articles in stores
  • Number of satisfied users
  • Saved time of the employees and the associated reduction of labour costs


Part 2: Communication and marketing of the chatbot

Now we will clarify how the chatbot can be adapted to the target group and be marketed.

Who is my target group?

A thorough analysis of the target group is essential for the success of your chatbot. Personas are very handy for this. To make this step easier for you, we have developed a persona canvas specifically for chatbots, which you can download here:

Know your target audience with the BOTfriends Persona Canvas

You can download the Persona Canvas here.


What personality should my chatbot have?

When users interact with your chatbot, they will perceive it as part of your brand. It is therefore important that you choose a personality and tonality that fits your company and your target audience. Tonality is all about the choice of words and expression of your chatbot:

  • How does he address the user?
  • What is the way of customer communication or internal communication at present?
  • What are the guidelines for the external presentation of the company? Which values, convictions and ethics of the company should be communicated?
  • Should emojis be used? Should the chatbot be able to react humorously to the user?

The personality of a chatbot includes features such as

  • Name
  • Gender and age
  • Education
  • likes and dislikes
  • Relationship status
  • Appearance


How do I market my chatbot?

The best chatbot is of course useless if nobody knows that it exists. Whether and how a chatbot has to be marketed specifically or not depends on various factors. If a company already offers a chat with customer support on its website and the chatbot is an addition to this offer, then it does not need to be advertised separately. However, if it is a completely new offer or uses a new communication channel, then it is advisable to market it.


What do I have to consider when it comes to data protection?

Depending on the purpose of the chatbot, personal data is collected. Here the user must be made aware of this. It is advisable to discuss the current requirements and legal regulations with the company's data protection officer and to make these available directly via the chat for the customer on request.


You have made it. You have already created the first half of your chatbot concept. Congratulations! Give yourself a break.

In the second part, we discuss the technical details, set up your Conversational AI team and talk about the cost structure.