As it turned out, customers did not want to talk out loud to their banking app about money issues.
Gopalkrishnan sat down with the Wall Street Journal Leadership Institute’s Isabelle Bousquette to talk about how to track this feedback early on and why it’s important to pivot early.
WSJLI: What was your thinking with the initial voice integration into Erica?
Gopalkrishnan: When we first built Erica, we thought: hey, voice is going to be just as important as text. People are going to speak into the machine as much as they will type and text into it. We realized pretty quickly that 90% of the people were just typing into it. And it kind of makes sense because people probably aren't comfortable yelling out like, ‘hey, how much is my balance?’ So why overengineer that? Let's worry about the next set of integrations we can do.
WSJLI: What do you mean by overengineering it?
Gopalkrishnan: You'd be amazed how much time we were spending thinking about how we should process voice. We were like, whose voice should it be? And how do you tune for voice? Should someone stop speaking and should we detect pauses in their speech before we start processing it? Should we have them press a button to say I have stopped speaking?
So we stopped focusing as much of our efforts on trying to make the voice experience that much better because people just weren't using it.
WSJLI: How did you catch onto that so early on? What’s your process for rollouts and feedback?
Gopalkrishnan: We build it, then we would first roll it out to our associates, and we would get feedback from them. Then we would do a launch in a single state. And we would pick a small state because we want to minimize the blast radius. And we would look at feedback from the first state. Then we'd say, let's launch to the next five states.
What happens each step of the way is we're processing feedback. In this case, actually, interestingly enough, it was after the second state rollout, I believe.
No one told us they didn't like voice. We looked at the usage and said: you know what, people just aren't using voice (because we can measure all that). Let's not overinvest here. People were still happy and we could focus our attention on other things.
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