Does Your Customer Know What They are Signing off??

3 Jun

Just back from SpeechTEK Europe 2010, the first SpeechTEK to take place outside of the US, which was great fun. I gave a presentation on “The Eternal Battle Between the VUI Designer and the Customer“, which went down quite well (more on that in my next blog), heard many interesting new ideas about how normal people view normal communication channels to a company or organisation (the Web is prevailing but multimodality and crosschannel communication will be indispensable in a couple of years), heard about new applications of speech and touchtone and any challenges they are facing, and met up with loads of people I know in the field from companies I’ve worked for and cities I have worked in. I have started a few projects and collaborations as a result (again to be announced in my next blog), but for now I would like to share my presentation at SpeechTEK 2007 in New York on Monday 20th August 2007 (how time passes!), entitled: “Does Your Customer Know What They are Signing off?”.

Maria Aretoulaki – SpeechTEK 2007 presentation – opening slide

As it says in the accompanying blurb: “This presentation stresses the importance of incremental and modular descriptions of system functionality for targeted and phased reviews and testing. This strategy ensures clarity, consistency, and maintainability beyond the project lifetime and eliminates the need for changes midproject, thus both managing customer expectations and protecting the service provider from ad-hoc requests.“.

Here is a PDF with the presentation slides:

Maria Aretoulaki – SpeechTEK 2007 presentation : “Does Your Customer Know What They are Signing off?”

You can also get the Powerpoint file from the SpeechTEK site itself at:

The idea is to have a standardised way to document speech application design both in terms of call flow depictions and in terms of functionality description. In addition, 3 different tiers of functionality and call flow representation are proposed, from the more abstract High-Level design (what range of tasks can a system perform?), to the rather detailed Macro-Level (all the user interaction and back-end processes and their interdependencies), to the very detailed Micro-Level which documents every single condition, system prompt and related recognition grammar.

Maria Aretoulaki – 3-tier speech app design representation

The point is that, in every speech project, a number of people with very different backgrounds, roles and expectations are involved, from the Business-minded, to the Techie, to the Usability expert: from Account Managers to the Marketing Strategists, to the Call Centre Managers, the IT Managers, the System Architects, the Programmers, and the VUI Designer themselves (more on these different characters in my next blog with my SpeechTEK 2010 presentation). The 3 different tiers of speech design representation and documentation are ideal in catering for the diverse information needs of those very different groups. The Business and Marketing guys understand better the High-Level representation with the list of things that the system can do in different cases. The Call Centre Managers and some very involved (and worried!) business guys from the side of the customer feel better when they see the Macro-Level detail, because they feel they have more information and therefore more control over what is being designed and implemented. It is also something very concrete to sign off (and therefore difficult to dispute at will later on). The VUI Designer and the System Architect and the various application developers really need the excruciating detail of the Micro-Level: every single condition (including every case where things go wrong) needs to be documented, along with every different prompt that the system will utter (including when it doesn’t recognise or even hear what the caller says), and every speech recognition grammar that is activated every time the system expects a reaction from the caller / user. The inherent modularity and the incremental nature of the design representation means that it can be more easily maintained, more readily modified, and even more straightforwardly adopted and adapted for other speech and multimodal applications in the future. So everybody’s happy 🙂

I gave this presentation when I was Head of Speech Design at Vicorp, although the basic ideas behind it matured during the time I was Senior VUI Designer at Intervoice (now Convergys).


SpeechTEK 2007 was organised by:

Information Today, Inc.
143 Old Marlton Pike
Medford NJ 08055 U.S.A.
Phone 1 (609) 654-6266.

2 Responses to “Does Your Customer Know What They are Signing off??”


  1. SpeechTEK Europe 2011 – The Voice Solutions Showcase « VUI Design, Speech Recognition Apps & all that - May 20, 2011

    […] blog posts: ““The Eternal Battle Between the VUI Designer and the Customer“ and “Does Your Customer Know What They are Signing off??“. Although you do need to pre-book, these appointments are free for registered conference […]

  2. Tweets that mention Does Your Customer Know What They are Signing off?? « VUI Design, Speech Apps & all that -- - June 3, 2010

    […] This post was mentioned on Twitter by Dr. Maria Aretoulaki, DialogCONNECTION Ltd and DialogCONNECTION Ltd, Dr. Maria Aretoulaki. Dr. Maria Aretoulaki said: new blog: "Does Your Customer Know What they are Signing off?" on design standardisation (my SpeechTEK 2007 slides) […]

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