Hey Kakao

Overview

AI Voice Assistant Platform

Hey Kakao is a voice AI assistant platform.
Hey Kakao is Kakao's AI assistant platform.
Kakao is one of the largest IT companies in South Korea.

The platform is available on mobile apps, AI speakers, IoT control pads, and in-car systems. The service has over 5 million users and also provides B2B chatbot solutions to various partner companies, including Hyundai Motors, Samsung Electronics, and Korea Investment & Securities.

The challenge was a decline in user engagement and retention. Additionally, fallback responses ("I don't know the answer") were increasing rapidly due to unexpected user utterances.

Our mission was to increase user engagement and encourage more meaningful interactions.

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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