Aarsh, senior project manager and Danni Coxon, senior digital content editor, Arthritis Research UK Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. How AI can help charities
deliver a personalised
service 24/7
Aarsh, Senior Digital Project Manager, Arthritis Research UK
Danni Coxon, Senior Digital Content Editor, Arthritis Research UK

2. This is a standing
friendly presentation.
Please feel free to take a standing break
or stretch your legs at the back of the
room at any time.

4. What people wanted from
their information
• Easy access as and when
they need it
• A trusted, reliable source
• Help to effectively manage
their lifestyle
• Personalisation, bespoke
to them and their situation

7. Cognitive Value
Assessment

8. Our Cognitive Journey

9. © 2015 International Business Machines Corporation - CONFIDENTIAL 2© 2016 International Business Machines Corporation - CONFIDENTIAL
ARTHRITISRESEARCHUKCOGNITIVEVALUEASSESSMENT
Current Persona Journey
Cathy
55 Years Old
Enjoys Tennis and Outdoor Activity
Been suffering with sore joints
Anxious about cause Pain in Cathy's
elbows starts to
concern her
She looks online and
receives “information
overload”
After continuous
uncertainty she decides
to consult a GP
The GP thinks it could be
Tennis elbow and
recommends targeted
light exercises
Cathy doesn’t find the
exercises help her pain
so she returns to the GP
The GP identifies the
condition as
Osteoarthritis and
prescribes medication
and advice
Cathy realises there are
many questions she
forgot to ask during the
consultation and tries to
solve them by looking
online
Cathy receives mixed
information and finds
only anecdotal answers
to her questions
Cathy looks for support on
online communities but
struggles with the tone of
the forums and the advice
was difficult to follow
Cathy writes down her
questions so she can get
them answered by her
specialist each month
Cathy struggles to understand what
lifestyle activities will exacerbate her
arthritis
Appreciates latest news/ research on her
condition
9
Domain 1:
Exercise
information
Domain 2:
Pain
Management –
Drugs

10. Arthritis Research
UK has content from
80 years of world-
leading research
Content
Corpus
Cognitive Solution
by IBM
IBM
Watson
Service manager
layer – needed to
facilitate interactions
between UI and
Watson
Service
Manager
UI to help people ask
questions and get
answers, advice
Arthritis Virtual
Assistant
Analyze conversation logs,
use of the tool, types of
arthritis people want to ask
about
Analytics &
Visualization
Implementation

11. Content Development
CVA/Analytics
User Insights captured
in Analytics tolls.
Deploy
Solution Deployment
Domain Decision &
Use Case Creation
Based on CVA/analytics
decision is made on
next domain and use
case is created.
Content Development
Representative questions, intents
and entities are identified and
answers are created.
Improvements/Testing
Recommendations from
user testing are brought
into action
Encoding
Cognitive engineer
encodes into Watson.
User testing
User testing through
surveys/ face-to-face
testing
Quality Assurance/ Blind Testing
Implementation is
validated by cognitive
editors/SMEs.

12. Content Repair Process
Content
Repair
Deploy
Changes are deployed
to live tool.
Encoding
Cognitive Engineers
encode changes.
Logs Review
Logs from each days
conversation is
reviewed by SME
Content
Improvements
SMEs suggest improvements
for content.
Analysis
SME and Cognitive
Engineer analyse the
reviewed logs
Testing
SME validates changes

13. Break your content down

14. Prepare for out of scope questions

15. Agree on your personality

16. Test your conversation early on

17. Try to foresee where the conversation might break down

18. Give yourself a break

19. Thank you

20. Visit the CharityComms website to view
slides from past events, see what
events we have coming up and to
check out what else we do:
www.charitycomms.org.uk

21. Digital tools and channels: make
the most of your digital presence
Sponsored by
19 October 2017
London
#charitydigital