"We learn all the time and have learned to keep track of our learning. If you have two buttons, they should represent genuinely different pathways. If there is no natural response or utterance, we use an emoji as an easy button filler. We’ve learned a lot about images. We used to have a black and white image of a bomb and we found it was triggering for certain people, so we had to remove it. Generally I like the black and white images. Many people really dislike minions. There’s a lot due to personal taste here — some people are into videos, others aren’t into it. We have veered away from videos, but we may make some to help teach people difficult techniques. When people are upset, they can only process a little — so our language and scripts have to be really short. We find it easier to have many chat bubbles with 1 or 2 lines — we try to keep it lean and bouncy. There’s almost a rhythm to it — there are a few flows where we can capture help."