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LUI – Language User Interface

The challenge was to develop a humanized IVR for a payments company, focusing on the main journeys and best possible user experience.


To improve the existing IVR; and to reach the existing agreement’s retention goal, attaining 36% retention on all eligible IVR calls.


  • To assess the existing IVR and adopt a new design based on the Language user Interface Methodology. To revise the retention criteria.


  • Existing IVR improved from 8% to 32% retention.

  • Around 7,000 prompts recorded for the new IVR.


  • Creation of a humanized IVR focusing on the main journeys and the best possible user experience.

  • Creation of a persona and a new tone of voice for the interface.

  • New navigation flow, with topic anticipation and propensity.

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