Smart Assistant
The Ambassador of Hi FPT
Hi FPT is fundamentally a customer care application designed to support users in managing their telecommunications services effectively. The Smart Assistant was created to elevate this core mission
This proposal seeks to evolve Hi FPT Smart Assistant into a true brand ambassador for Hi FPT, delivering a friendlier, more creative, and highly engaging experience that builds stronger user connections
Role: Product Specialist
Current Status & Challenges
The Smart Assistant feature is still in the development phase and operates primarily as a basic reminder module with limited capabilities:
It is mostly used for one-off notifications and feature introductions with simple, static messages
Content remains monotonous, the tone feels rigid and formal, and it rarely sparks natural, friendly conversations
Smart Assistant lacks the ability to truly sense and respond to user struggles in real time, resulting in predominantly one-way communication
Although a mascot already exists as the visual representation of Smart Assistant, it is underutilized
The current chatbot (Daisy) is a third-party solution focused mainly on error reporting and technical support. This limits its expansion to other Hi FPT services, while our current technology is not yet sufficient to build a new unified chatbot from scratch
As a result, users often perceive Smart Assistant as just another functional tool rather than a helpful companion, leading to
Limited two-way engagement
Monotonous app experience
Weaker emotional attachment to the Hi FPT brand
This is a significant missed opportunity: without these improvements, users may feel less connected to the app, stay less loyal over time, and be less likely to recommend Hi FPT to others
Proposed Direction & Objectives
To build a standout Smart Assistant, I started with the reverse-thinking question: "What are the key pillars needed for a truly effective and beloved virtual assistant?"
This led to identifying four essential directions. However, the technology direction is currently outside the product team's scope and requires deeper technical development by the tech team.
Execution Concept
Direction 1: Natural Interaction
Diversify content with
Topic: Rich and relevant content tailored to user needs
Format: Combine text with images and charts
Tone & mood: Friendly, youthful, and approachable language
Diversify topics by leverage data
Use customer journey insights and questions from the chatbot to initiate conversations, for example: "Was the network issue from yesterday resolved?"
Diversify topics by add new topics
Create categories like "Did You Know" or "What's Hot Today" to provide useful information and engage users.
Diversify formats
Combine text with images, summary charts, or simple banners.
Allow users to respond with emojis to increase interactivity.
Adjust tone and mood
Use friendly, youthful, trendy language when appropriate.
Benefits
Proactively initiate conversations, create a friendly atmosphere, increase two-way interaction, and extend app usage time.
Direction 2: User Experience
Detect signs of difficulty: Screen captures, spending extended time on a single screen, repeated taps on the same button, multiple input errors, etc.
Timely assistance: Provide tooltips or guiding messages, with specific action suggestions (e.g., a “Select Contract” button).
Expansion: Integrate widgets and basic voice support.
Identify signs of difficulty
Take a screenshot.
Spend a lot of time on one screen without completing an action.
Click the same button multiple times.
Repeated input errors.
Etc.
Companion with users through every experience
Provide guidance through tooltips or messages.
Display options like "Select contract" to assist users in completing actions.
Support
Support
Screenshot
Benefits
Reduce frustration when users encounter difficulties, increase satisfaction, and create a feeling of being truly cared for.
Direction 3: Brand Image Building
Mascot by season
Dynamically update the mascot's outfits and expressions based on seasons and special events (e.g., Tet, Christmas, Technology Day)
Benefits
Boost affection, foster emotional attachment to the brand, and transform Smart Assistant into a genuine “companion.”
Conclusion
This proposal focuses on transforming the Smart Assistant into a true companion for Hi FPT users through three main directions: Natural Interaction, User Experience, and Brand Building. All ideas are compatible with current technology and make the most of the current features and mascot to increase friendliness and engagement without requiring major changes.
