Chatbot Design: Top 10 Steps to Design Your Chatbot in 2023

Bhavyadeep Singh
7 min read

Chatbot is core to great conversations that businesses can have with their customers. It has paved the way for conversational marketing, which has led to increased conversion for businesses. It has led businesses to understand their customer’s requirements better, enhance their experiences and tune their requirements into every solution.

A great bot exudes remarkable experience, without which you would not get the conversions you want. The chatbot’s UI/UX is critical to ensure more people feel comfortable conversing with the bot.

This guide will discuss chatbot design and take you through the ultimate checklist that will help you enhance your user’s experiences. But before diving deep into it, let’s see what chatbot design actually is.

What is a Chatbot Design?

Chatbot design is a process that involves several steps. Some of these steps are defining:

  • Chatbot’s purpose

  • Target audience

  • Desired functionality

  • Chatbot’s personality

  • Chatbot’s tone

Apart from this, it also involves selection and implementation of suitable technology for the chatbot. Testing and optimizing the chatbot’s performance is also an integral step of chatbot design.
When you are creating a design, you should always have an end goal in your mind. The purpose of the chatbot will help provide an apt design.

The Need for UI/UX in Your Chatbot

Design is critical for the chatbot as it will determine whether people will connect with it or not. For best results, you must ensure that your chatbot design is user-centric. This ensures lower abandoned chats and greater conversions.

Apart from this, there are many other reasons your chatbot must have a superior UI and UX. let’s have a look at them one by one.

Improves Customer Experience

With a nicely designed and user-centric chatbot, you can understand your customer better. It will help map the requirements and offer customized answers and solutions. With NLP-based bots, you can also enhance the conversational experience.

Keeps the Customer Engaged

The smart bots designed to impress the customers would know the user’s intent behind having the conversation. It will tailor the responses, communicate like a human and keep the user engaged.

Better Lead Generation

When your bot is designed to impress, there is a good chance it will convert a majority of visitors into a lead. They will have a better understanding of your business, which will translate into increased interest and potential customer.

Your Chatbot Design Checklist for 2023

1. Know the Purpose

Why are you planning to create a chatbot for your business? The objective and goal of having a chatbot can shape your design. The end goal of the chatbot can help deliver the experience design for your customers.

You can also determine the metrics to see if the design is feasible and works with the users based on the purpose.

For example, you can build a chatbot to enhance your customer support. You can guide customers through certain aspects of the product via the chatbot. 

You should identify what your chatbot should do and what are the outcomes you expect to achieve when the customer goes through the bot. This will help plan the design, workflow, and other related parameters with the bot.

For example, if your bot is a customer support extension, it should answer the queries. They should have enough queries in their algorithm to answer all intents. At the end of the conversation with the bot, the customer should be satisfied with the answer, and their issue should be resolved. 

2. Build the Use Cases

Based on the goals you have defined, you need to create the use cases for the bot. For example, if you are a SaaS business and want the bot to help users onboard and use the product, there are several things that the bot can do.

They can take the user through the demo. It can help the users understand the individual product aspect. They can offer knowledge base articles. The bots can also help with pricing and connecting customers with the sales team.

A single bot can have several uses, and you need to determine them. It will help design the bot's tone, personality, and content. The chatbot design depends majorly on the uses of the bot.

It is important to keep the flow as simple and exquisite as possible. 

3. Create the Bot’s Personality

How human is your bot? That’s the question you need to ask when defining personality. The personality will decide the tone and overall style the bot commands.

For example, the welcome message can be witty, serious, or full of instructions depending on the brand’s image, the bot’s personality, and how you want to interact with the customers.

The bot’s tone and personality also depend on the use case. When the bot is helping or extending support, they can be slightly witty. In case they are planning to convert the visitor into a lead, they might want to take a slightly professional tone.

There are a lot of things that you might need to consider when deciding the personality of the bot.

Make sure to implement your brand’s voice into your bot’s personality and tone. The overall image of the brand should be considered when planning the bot’s personality.

4. Choose Between Rule-based and NLP

How would you like to define the bot? Do you want a self-trained and algorithm driven chatbot or something that is based on specific directions and flow?

Rule-based chatbots follow specific decision trees. They will move from one part of the conversation to another based on the choices the individual makes.

For example, ask them a question and offer two options. The next part of the chat will be proposed based on the answer to the previous question.

Do you want to talk to a customer service agent?

If they say yes, you will connect them with the agent. In case they say no, you will move them to the decision tree governing no.

In case of NLP, the bots train themselves to answer based on past interactions with customers having similar intent.

For example, if all customers have the same question and you already have an article answering it, the chatbot can share the document. This would be an NLP-based framework.

Your further design and flow will depend on the type of chatbot you are creating. 

5. Create the Flow

It’s now time to work on the messages for your chatbot design. You need to determine how each use case will be addressed by your chatbot. This is an important part of the chatbot UI/UX design.

When designing the workflow, breakdown each use case into smaller tasks. The first major task is to greet the customer. The second part of the flow is to ensure you have details to reach out to the customer in case you get disconnected. The third part is following the individual use case.

When you are designing the individual use case, make sure there is room to connect them. Points to keep in mind when designing the flow:

  • Ensure your chatbot design is interactive. It should connect and engage with the users.

  • The chatbot shouldn’t annoy or frustrate the user. Minimal wait time between two actions is the key.

  • Make sure there is a way users can select to talk to an actual person.

6. Incorporate the Visual Elements

As we discussed in the above point, you need to make the chatbot interactive and engaging. For this purpose, you should add a load of visual elements.

Don’t make the chatbot totally text driven as it can get boring and monotonous. Adding a few GIFs, images and emojis can actually spruce up the bot.

It will also act as a hook to engage your users and create an interesting conversation with them.

For example, if they are looking for specific toys, you can share images that will help them choose the better one. Similarly, if they are looking for blue sofas, you can share the link or images to help them decide.

7. Make it User-friendly

Real users would be connecting with the chatbot and interacting. You need to ensure your bot is user-friendly. Every message of the bot should be legible and readable. Too many lines or a long sentence can lead to abandonment. Keep it short and precise.

A good user experience commands easy movement through the bot. It ensures that there are quick reply and input buttons on the interface that allows communication via the mobile. The bot allows easy flow of conversations.

Make sure to align it with the web content accessibility guidelines. Lastly, to keep the interface intact with the bot, make sure it doesn’t interfere with the other elements that are placed on the website. 

8. Determine the Metrics

It is important to keep note of whether your chatbot is a success or not. You should have a defined set of metrics that can help know if the bot is meeting the desired design goals.

These metrics will also help you identify which aspects need improvement. You can use the following questions to determine the metrics:

  1. Are the customers happy interacting with the bot?

  2. Do they engage with the bot?

  3. Are they moving over to the agent?

  4. Do they experience friction in the conversations?

9. A/B Testing

It is important to design a few messages and incorporate different workflows when you are going with your chatbot design. Experimenting around can help determine which kind of flow can work with your users.

Don’t stick to a single workflow, else you won’t be able to make improvements. Conduct an A/B testing by tweaking the original flow to create another flow. Determine what the audiences love and use it to prepare your chatbot design.

10. Feedback and Continuous Improvement

Feedback is an important part of chatbot design. You should check the fallback scenarios to determine the feedback and improve your bot. The fallback scenarios will give you new use cases that your user needs, which will help you plan new workflows and enhance the experience.

For example, if people want to talk to a human, and your bot is incapable of fulfilling the task, you might want to incorporate a human handover option into the workflow. Similarly, if people want to get the form on the chat, you might want to consider defining the workflow for that too. 


Chatbot design is an integral part of creating the bot for your business. The design defines if your bot can be engaging and interactive. It is very crucial to plan the UI/UX for the bot, as it will help you reduce the risks and friction and exceed customer expectations.

This ultimate checklist will help you identify the steps that you should follow to release an incredible bot that aligns with your marketing and business goals.

About Author

Bhavyadeep Singh

Senior Content Writer at WotNot. He likes technology, chatbots, comedy, philosophy, and sports. He often cracks hilarious jokes and lighten everyone's mood in the team.

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