Conversational AI interface for web
Case study by I. Lototskyy · Web and mobile
The BBB AI Assistant is a beta conversational AI interface for web designed to help consumers quickly and confidently navigate to the correct BBB action (Complaint, Review, or Scam Report) by understanding their needs through natural language.
BBB AI Assistant (Beta)
The BBB AI Assistant (Beta) is a "traffic cop" that routes users to the correct action: File a Complaint, Leave a Review, or Report a Scam, while maintaining a clear manual fallback option called "Standard Mode" for user control.
Project Overview
BBB helps consumers who are aware of a problem but are unsure of the appropriate BBB pathway for their situation. At the "How can we help?" entry point, users may be looking for a resolution (complaint), providing feedback (review), or reporting a scam. When users select the incorrect path, they waste time, abandon the process, or submit incomplete reports, causing additional difficulties for both consumers and support teams.
The AI Assistant (Beta) was implemented to allow users to describe their issue in their own words and be guided to the correct destination, with the option to switch to a non-AI “Standard Mode” at any time.
Problem Statement
Research identified four primary UX issues:
Users struggle to decide between Complaint, Review, and Scam: Submitted claims end up in the wrong place, increasing the need for manual work for BBBs
Entry experiences require scanning definitions and making a high-stakes choice upfront: Users hesitate, second-guess, or abandon before starting
Sensitive information risk in open-text descriptions: Needed clear guardrails (do not include SSN or full card numbers)
Some disputes require specialized handling: Needed clear guardrails (ex, do not include SSN or full card numbers)
Let’s get you to the right place!
Key UX Insights
Users want to explain the situation first, then be guided, rather than blindly choose a category.
Trust increases when the experience offers a transparent fallback (manual “Standard Mode”).
Clear safety language reduces hesitation and prevents oversharing sensitive info.
Example prompts reduce friction in blank states and help users quickly write a useful summary.
Design Goals
Reduce time to reach the correct BBB destination (Complaint, Review, or Scam Report).
Increase confidence at the moment of choice by guiding users from their own language.
Preserve user control with an always-available manual path (“Standard Mode”).
Add safety guardrails to discourage sensitive info entry and set expectations.
Handle edge cases with clear routing.
Validation & Feedback
Higher Confidence in “I’m in the right place.” AI Assistant (Beta)
Mixed Confidence in “I’m in the right place.” Standard entry choices
More direct routing after one prompt Steps to reach the right workflow AI Assistant (Beta)
Can require backtracking Steps to reach the right workflow Standard entry choices
Improved with visible guardrails and safety copy Comfort sharing details AI Assistant (Beta)
Risk of oversharing Comfort sharing details Standard entry choices
- Project Status
- Live (Beta)
- Project Timeline
- 2025 (Beta)