Conversational Routing at Scale

Senior Experience Designer

Designed Erica’s “Contact Us” experience, a scalable conversational routing system enabling users to describe their needs naturally and be directed to the right support channel across 50+ call types.

Powered routing for nearly half of all mobile support calls at Bank of America.

48%

of all mobile calls routed through Erica

1.4M+

call deflections annually

20%

reduction in mobile calls since launch

Maintained client satisfaction with no negative impact
to SAT scores

The Problem

The original experience relied on predefined options or agent-assisted routing, often requiring users to be transferred multiple times before reaching the right support channel.

This created friction, increased handling time, and made it difficult for users to quickly resolve their issues.

The Shift

We moved from a menu-driven support experience to a conversational routing model, where users could describe their needs naturally and be guided to the appropriate solution.

My Role

Led design of the conversational routing experience, partnering with product and content teams to define how user intent is captured, interpreted, and mapped to support outcomes.

  • Defined interaction patterns for conversational input and clarification

  • Designed scalable structures for routing across multiple support scenarios

  • Iterated on the experience through testing and continuous refinement

Designing the System

Rather than designing a single flow, we created a system that translates user input into structured routing logic across a wide range of support scenarios.

Conversational routing framework

  • User utterances are interpreted using NLP

  • Inputs are mapped to structured “Call Topics”

  • Each topic routes to a specific support path or agent

Modular topic system

Each call topic required different inputs and follow-up questions. We designed a modular system where:

  • Each topic has its own logic and requirements

  • Flows can evolve independently

  • New topics can be added without redesigning the core system

Key Design Considerations

Designing for ambiguity

Users rarely describe their issue clearly on the first attempt.

We introduced clarification patterns and follow-up questions to progressively refine intent.

Balancing speed and accuracy

Routing too quickly risks incorrect outcomes, while too many questions create friction.

We designed interaction patterns that balance efficiency with confidence in routing decisions.

Designing for scale

The system needed to support a growing number of call topics.

We focused on creating reusable structures that could scale without increasing complexity.

Scaling the System

The conversational routing framework became the foundation for expanding Erica’s support capabilities across multiple use cases.

Call deflection system

We introduced a dynamic deflection model, allowing users to resolve issues directly within Erica instead of calling an agent.

  • Users can continue with their call or resolve their issue in-chat

  • Deflection logic adapts dynamically based on user intent and context

Handling edge cases

Not all users follow guided flows as expected.

We designed fallback paths for users who:

  • Ignore prompts

  • Provide minimal input (“agent”, “Customer service”)

These flows ensure users are still routed effectively without breaking the experience.

Expanding to new channels

The system was extended beyond voice to support additional interaction models.

  • Introduced live chat with agents

  • Leveraged the same “Call Topic” infrastructure

  • Enabled consistency across channels

Outcomes

Erica now serves as a primary entry point for nearly half of all mobile support interactions.

  • Reduced reliance on traditional contact flows

  • Improved routing efficiency and accuracy

  • Established a scalable foundation for continued expansion