Hey Kakao

Overview

AI Voice Assistant Platform

Hey Kakao is a voice AI assistant platform.
Despite over 5 million monthly active users (MAU), challenges included low recognition accuracy, limited bot scenarios, and unmet needs of diverse user groups.

Company

Role

  • Product Manager

  • Lead Product Designer

Deliverables

  • Product Policy

  • UX Design

  • API Architecture

  • Data Report

Project Date

  • Mar 2022 - Aug 2023
    18 months

Context & Problem

The response accuracy rate dropped below 85%

The percentage of Fallback responses rose from 7% to 15%, with 70% of utterances not covered by existing scenarios.

Hyphothesis : HMW Approach

“How Might We ensure that users don't feel disappointed with the Hey Kakao service and can engage with it more?”

We reduced re-engagement time by testing simple bot responses, tracking user satisfaction, and stabilizing DAU. After this A/B Testing, We planned user research, an MVP, and a phased roadmap.

User Research

10,000+ Analysis Utterance Data

  • Start conversation utterance

  • Keyword at the point of conversation end

  • How many steps does user interact with our service

User interview with 3 Segments

  • Parents(7 years old Kids)

  • Stock trading user

  • User has own car and kids

5 Stakeholder interview

  • Hyundai Motors Designer

  • Kakao Entertainment Music Streaming staff

  • Kakao Enterprise AI lab Engineers

  • Iconix staffs(Kids contents Company)

  • Kakao Mobility UX Staff

4 Defined users needs

  • Personalized experience for kids contents

  • Integrated Stock info, data and economic News

  • Interaction with Kakao Friends Characters

  • Easy Control and Calling while Driving

Hey Kakao 2.0 Phased Roadmap

Three-phase plan, Covering from Minimal needs to Hidden Needs

Outcomes

Hey Kakao 2.0

We delivered Hey Kakao 2.0

Addressing key Fallback issues, especially with children’s utterances

New Bot & New Features

New bots and features to expand the target audience

We launched a stock bot, voice note, Kakao character bot, and mobility mode, addressing fallback phrases and expanding the user base

New Mode: Kids Mode

We launched Kids Mode

For parents and young children, offering simpler controls and focusing exclusively on educational content.

Multi-Channel Scalability of Hey Kakao 2.0

Hey Kakao supports users' lifestyles as an assistant across various multi-channels

We expanded Hey Kakao Voice Assistant through partnerships, including integrating it with Samsung IoT devices and embedding it in Hyundai vehicles for a seamless experience

Impact

Through the launch of a new bots, features and Kids Mode in Hey Kakao 2.0, We improved response accuracy and enhanced user engagement.

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