Alexa, will Coronavirus hurt my baby?” How to build a free-search voice algorithm.

Ravi Lal
Nov 27, 2023
June 30, 2020

Want to use voice to streamline customer service or deliver key information and FAQs? You will not be alone! There are two key design options to choose from:

  1. Guided FAQs - Offering users categories and topics to select from, which triggers broad but useful general answers. Try “Alexa, open Go Ultra Low” for an example.
  2. Free-Search FAQ - Offering users the ability to ‘ask’ anything via voice and hear a response.

The second approach requires the development of a bespoke voice-search engine, which is what we built to support expectant mothers on behalf of Tommy’s, in partnership with Mindshare UK. Tommy’s is a national charity that works to make pregnancy safer for all. They fund pioneering medical research to discover the causes of baby loss and help women at every stage of their pregnancy journeys, supporting them and their partners with expert information and care.

Rozzi Meredith, our Head of Innovation Strategy joined the VOICE Global summit in June 2020 to present our work with Tommy’s Midwife and discuss the insights and learnings from the project.

Direct link on YouTube:

Key Learnings:

  • Use a layered approach with utterances, tags, and categories.
  • Test and optimize over time.
  • Work hard to preserve your Brand Magic.
  • Give yourself flexibility for the future
  • Live CMS for agile approach to content
  • Make plans to integrate into the brand ecosystem & messaging calendar. Relevancy & timings are key for launch.  

Try out Tommy’s Midwife yourself.  Just say “Alexa, open Tommy’s Midwife” or “Hey Google, talk to Tommy’s Midwife”.

Alexa Link:

Google Action Link:

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What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Have a project in mind? Schedule a 30 minute discovery call and I will at the very least give you some great advice.

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