Usable Interactive Voice Response Applications

Cost and efficiency considerations means that IVR applications are fast becoming a common supplement, or indeed alternative, to direct contact with customer service representatives. We provide some pointers on designing a usable IVR system.

Usable Interactive Voice Response Applications

An Interactive Voice Response (IVR) application is any telephone-based application which interactively takes input from callers and returns output in the form of a previously recorded human voice or other auditory information (Noonan). Cost and efficiency considerations means that IVR applications are fast becoming a common supplement, or indeed alternative, to direct contact with customer service representatives. The principles of User-Centred Design can be applied to make a more efficient and intuitive IVR applications.

A solely auditory interface means that the user can hear only one thing at a time. The interface is sequential. With visual interfaces, like computer screens, it is possible to emphasise content through fonts or colour. The user can review any part of the screen at a glance. Therefore, the manner and order in which information is rendered on an IVR application is very important. The following are some guidelines for the design of an intuitive IVR application.

IVR Usability Guidelines

Menus

Clearly describe the option to the user and then tell the user which key to press to avail of it. Place the most frequently chosen or crucial items in a menu at the beginning. Limit the number of menu items to a maximum of five because it's unlikely that users will remember many more than that.

Keep messages short, remember that callers will have to listen to wording each time they call. Users should be able to make selections without having to listen to the message in its entirety. This allows experienced users in particular to move swiftly through the application.

Language

Speak the user's language, avoid technical or unusual words. Use terms and language that are associated with verbal discourse and the telephone. The functions ascribed to particular keys and the terminology used must be consistent throughout the system.

Choose the announcer or the 'voice' of your application with thought. Tone, inflection, speed and even the gender of the announcer can influence the identity of and attitudes towards the application, maybe even the organisation.

Navigation

From the outset, the user should be informed of how to navigate the system and how to get help. Make navigation and help keys available from all places in the system. If the design is intuitive, printed help information should not be required.

Errors and Help

The manner in which errors are dealt with is important. Callers should not run into 'dead ends' by either not knowing what to do next or how to escape from or cancel actions.

Provide feedback to the caller so they are aware of what is happening and where they are going in the application. Confirm choices verbally if possible.

Scalability

It is imperative to remember that an IVR application may grow in the future. Plan menu structures, menu depth, selection keys, navigation keys and terminology to ensure flexibility to add new elements going forward.

The principles of user-centred design are cornerstone in the design of successful IVR applications. If users can learn the system quickly and are not frustrated by its use, they will accept it and have less recourse to customer service representatives. It is important to know about the user from the beginning, to design the application around the their needs and to test the application as early and as often as possible. Unnecessary delay and expensive re-design will be avoided in this way.