Conversational UX
Designing a personalized
chatbot for AI discovery
RED HAT | DRIFT CHATBOT EXPERIENCE
I contributed to the Drift chatbot script and intent-based conversation flows to guide enterprise users to the right AI resources and next steps.
THE CHALLENGE
Users exploring AI solutions had different needs and weren't finding the right resources or expert quickly.
THE APPROACH
Built segmented conversational paths based on intent, audience signals (6sense), and lifecycle stage to deliver relevant CTAs.
THE IMPACT
-
Increased open opportunity conversion rates
-
Accelerated contacts in the evaluation stage to MDRs
-
Positive life in won value (pipeline influence)
Live chatbot
experience
1. DISCOVER
2. ENGAGE
User hits a
qualifying page.
Drift chatbot opens with personalized conversation.
3. ACTION
User selects an option and gets relevant resources/information.
4. CONTINUE
User continues journey or connects with a
Red Hatter.
Drift
Tools used
6sense
Adobe Target
Taxonomy Segmentation
User Journey
Chat widget appears in the lower right corner of the pages on redhat.com and users can click to expand the widget and interact.
72k
72K visitors received the personalized AI playbook experience.
%+
1,015 users initiated a conversation, a 1.52% conversion vs the 0.4% benchmark.
$97M
One conversation contributed to a $97M renewal discussion.
By combining conversational design, audience segmentation, and personalized content delivery, the experience increased engagement and generated qualified enterprise conversations.​​
HOW PATHS WERE DETERMINED
Top of funnel
Awareness
Playbook 1
AI resource consumption
Mid funnel
Consideration
Playbook 2
Product trial activation
THREE OPTIONS — WRITTEN FOR BOTH STAGES SIMUTANEOUSLY
Discover
Exploration
Tutorials/sandbox
Awareness
Solutions + partners
Both stages
Learn
Decision
Book a meeting
BOT: Okay. Check out these resources:
-
Discover AI solutions at Red Hat.
-
Explore AI capabilities with Red Hat partners.
-
Browse a collection of AI resources
​
BOT: Would you like to schedule time to speak with a specialist?
-
Yes
-
No
​
BOT: Did you get everything you needed?
-
Yes - Great. Thanks for stopping by.
-
No - Sorry to hear that. Let's try this again.
​
BOT: Hi there. What's your next step with artificial intelligence (AI)?
"
THE CONVERSATION FLOW (SIMPLIFIED)
What's your next step
with artificial intelligence (AI)?
I need hands-on
​experience with AI.
I want to learn more
about AI solutions.
I'm ready to talk
to a Red Hatter.
Share tutorials, sandbox, or trial options.
Share solutions, partners, and resources.
Share consulting services and
book a meeting.
Did you get everything you needed?
Restart flow
Yes
No
Thank you!
THE PLAYBOOK (SNIPPET)
"
TWO PLAYBOOKS, TWO CONTENT STRATEGIES
Early researchers
AI education
Included
Executive Guide to Disruption e-book
Educational, open
Consume AI resource
Included
Active evaluators
Product capability
RHEL AI + OpenShift AI
Activate product trial
Confident, solution-focused
Outcome: User consumes an AI resource (e-book, article, or generative AI content). Moves from unknown to known contact in the funnel.
(AI resource consumption)
Outcome: User activates a product trial for OpenShift AI or RHEL AI, or books a meeting with a Red Hatter. Accelerates to MDR handoff.
(Trial activation or meeting booked)