Women’s Football: Using Voice Assistants to Educate and Inspire — PART III


Continued from an earlier blog post: ‘Women’s Football: Using Voice Assistants to Educate and Inspire — PART II’

Future Focus and Potential Direction

After forming a selection of dialogue flows based on the numerous post-it note script sessions held, the focus was shifted to an isolated section of the flow. Due to the dialogue map having an endless possible number of scenarios, I instead chose to focus on a particular section in order to expand on it further.


In this instance, it was a scenario in which a user asks about a particular match result or upcoming game. When the user enquires about the upcoming game the response traditionally would be for Alexa to give information about the match such as the date they play, where they’ll play, the time and the opponent, then the response from Alexa will end.


Due to this concept favouring conversational strings, Alexa would offer the information above then ask if the user would like to know about Team 1, Team 2 or the match. For example, if it were to be about the England vs USA game, Alexa would ask “Would you like to know more about England, USA or the Match?”. A response from the user for one of these answers would then link to Information about that answer, for example, if the user was to reply “England”, Alexa would then respond with an overview of the team and ask if the user would like to know more about the current standings, current information, lineup, star players, coach or history.


BBC’s Voice + AI team recently produced a fantastic resource “How to design a voice experience” in which they produced a number of design principles they discovered while making the BBC Kids Skill. One of the key principles provided when offering choice was to provide no more than three option at one given point.


“Best practice: Providing three or fewer options


Smart speaker: “We’ve got five games. How about ‘Go Jetters’ or ‘Waffle the Wonder Dog’. Choose one or ask for more.”


However, in this example, the five games are split into smaller chunks of two games at a time. Users are able to process the information more easily, weighing up two options and deciding if they like what they’ve heard or if they want to hear more.”BBC GEL

Rather than voicing each option, splitting them into pairs proved to be more manageable for the user, with the option to hear about other pairs if the user showed little interest to the first two options. For example, after giving the overview of England, Alexa would then ask if the user would like to know more about England if the response was yes then Alexa would ask whether they would like to know about Current Standings, The Lineup or something else. If the user was to respond with something else then another two responses would be given from the six and the user would have the option to respond again.


The user has the option to ask something else or choose not to know anything more in order to navigate to different t topics of conversation or stop using the voice assistant completely. The idea is to involve and engage the user as much as possible without being overbearing.


As this prototype evolves the user could not only learn about football facts surrounding these international teams but could also begin learning educational facts about the countries or areas in which these clubs and teams reside.



As England’s World Cup run comes to an end there’s no doubt the competition has helped to push the Women’s game forward and grabbed the nation’s attention. The key now is to keep the momentum high. As we develop this VUI work forward the next stage will be to refine the basis of the prototype and begin testing it out as part of a working prototype. Adobe have teamed up with a company called Sayspring, which makes it easy for designers to create a working voice user interface for voice-enabled smart speakers from Amazon and Google apps—this would be the direction in which we would likely take this concept forward in order to iterate on the experience further. There are a lot of opportunities to use innovative technologies to help propel the conversation about Women’s Football to a more mainstream audience. The aim of this concept is to help educate and inspire young women in order to equal the playing field for both genders, allowing them to intuitively engage in a conversation with a voice assistant about not only the FIFA Women’s World Cup but other upcoming tournaments as well as the FA Women’s Super League and beyond.


If you would like to know more about VUI’s (Voice User Interfaces) and how they can be used within your organisation we’d be happy to open a conversation with you to see if we can assist.

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Curiosity is what drives us to learn and grow professionally enabling us to remain vigilant to change and the opportunities it presents for our clients. We document some of this learning and share it via our 'Insights' section.