Design around the job, not the intent label

The move: map the user's progress before writing the bot's path. Jobs to Be Done says people "hire" products or services to make progress in a situation. In conversation design, that progress is often hidden by intent labels. The label is useful for routing, but it is not enough for dialogue. Write three layers before the flow: functional job, emotional job, and social job. Functional is the task outcome. Emotional is what the user needs to feel during the interaction. Social is how the user may need to appear to someone else. A refund flow, for example, is not just…

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