Naomi Makofsky works on Global Product Partnerships for the Google Assistant. Her focus is on launching new platform capabilities, helping developers with discovery and reengagement, and delivering great user experiences. Naomi studied Organizational Studies and Psychology at the University of Michigan. She currently resides in NYC.View the profile
About the talk
This session will explore how you can enable transactions in your Actions for the Google Assistant, ranging from ordering physical goods and services, to selling digital goods and honoring your user's transactions across other Google ecosystems like Play.
My name is Naomi Makowski, and I'm on our Global product partnership team here at Google and I focus on transactions on actions on Google assistant and after the Google. all day it's Transaction you're buying coffee or getting your groceries or paying for dinner with your family and friends and this week. We spent a lot of time talking about the shift toward assistant and how Google can help users get things done. So today we're going to dive into transaction how users can buy physical Goods services and now digital goods from their favorite Brands all of you
before we jump into what's new. We're going to take a step back to understand the big picture. Where did amazing point in technology were users are actually turning to their devices to get things done and we can help them accomplish their goals across a widening landscape of these devices are turning to devices in there. I want to know I want to go I want to do see here understand moment expecting to get from point A to point B, or have a dinner reservation booked for them, but it's not just their mobile device that they're turning to in these
moments of need users are turning to the devices all around them as they have Smart speakers Smart Cars Smart TVs refrigerators ovens vacuum. The technology is embedded in everyday devices and it's more acceptable than it's ever been before. And as we discussed throughout IO this week our approach a Google to this era of digital assistant is the Google assistant so worth it. Seeing a few things happening. The first interactions are more natural than they've ever been before the experiences with our devices are far from the call center menus of the past or even the chatbots of
yesterday returning to their devices with queries that are more natural and they're clearing beyond the keyword. So they're asking for things like do I need an umbrella today as opposed to weather 0011? Secondly the platform for these digital systems lives have become mainstream and there's increased familiarity from the youngest members of her household all the way up to the oldest. You can take my parents house. For example for my 66 year old father cannot fall asleep without the sound the ocean sound from his Google home and my mom's thrilled as you can probably imagine.
But lastly and most importantly it comes down to our users are users are more Curious there more demanding there more impatient than they've ever been before and they turn to their devices and their moments. So every time they want to know something go somewhere or do something and so on and as a result of their behavioral shift, so it's you have their expectation users want their experiences. I'm going to be a few thing. They wanted to be more personal they want personalized for the just for them. In fact queries that engine for me have increase over 60% in the last two years alone.
They want their experiences to be in real time from Brands. They want real-time response to current events. They want to be entertained. They want to be consoled. We see this on social channels today as they stop they want immediate results. They want to know what can be delivered to them in just a couple of days but more than that. They want to know what's open. Now what can be delivered now what hotels they can even book tonight at a discount of course, and we seen in fact that same-day travel of an entire category has increased over 100% in the last 2 years. But more than just the White
and the when it's really about the where users want their brands to be everywhere. They are in their home on their phone in the car every where they're going. Does we've been developing the Google Assistant? We thought a lot about the when the we're in the how users are already interacting with Google. So when they wake up, they're asking Google home what their day look like when they're on the go to Google maps for help with driving directions and navigation. They're searching on Google. They're watching videos on YouTube. They're playing games on their Android devices. There's
already fluid interaction across Services devices and properties and it stands from information retrieval to contact consumption all the way through action completion. We've been diving into these areas and we think about how actions on the Google Assistant can help a user throughout their day. How can we streamline their morning? How can we do help the user do more when they're on the go and of course, how can I have a relaxing evening at home when the day is done? Ability to transact with your favorite brand is key to task completion and this is crucial for any platform to be truly
effective. But more than that. The user has to be able to do so in an effortless way. So before we dive into the exciting updates, I know you're all excited to hear. We're going to talk a little bit about the state of transactions today. Last year on a stage very similar to that. We announce that transactional capabilities were coming soon to the assistant. There are transactions API and just seven months ago. We launched basic transactional capabilities are transactions API in the United States. And now we're doing this an even more countries where live in the UK France Germany,
Canada, Australia and Japan are coming to more countries over the course of 2018 and Beyond. No one we talked about transactions on actions on Google platform. We're talkin about the ability for user to purchase a good or a service book a reservation with her favorite brand on the assistant no matter what type of transactional experience the developer build the foundational elements. Remain the same the developer will always guide the user throughout the purchase process and we have apis and other helpers account liking a location included except along the way we're going to break this
down a little bit further. No matter whether you're a developer building a flow that supports the purchase of coffee or the booking of a cycling class. It'll still boils down to three transaction type. First there's a reservation appointment booking that is to be free or charge or have a cost Associated at the time of that booking the next you require payment. So the developer could support a transaction via the user's payment method that's already on file with their business. We call this bringing your own payment method, of course requires account linking since you need to know who that
user is in order to charge their card. The developer could also use a payment helper from Google. So if you want to support a guest checkout flow, this is an excellent way to get that information from Google and we'll talk about this one in a bit. Let's start with transaction has a fairly simple slow you build a reservation you propose it to the user-to-user confirm and like any other transaction on the assistant you're able to send them updates throughout the life cycle of their order to make sure that that booking is always top of mine. It's been a great week and I owe had maybe a
few more french fries and I'm used to eating and my typical week. So I think I'm going to need to book a spin class when I get back to New York. So let's consider a quick example. I told the assistant and I talked to my favorite spin class. I'd like to book a class for Tuesday at 6 p.m. Jade cycle spot will then confirm this booking sure you want to get Tuesday at 6 p.m. I say yes and my booking complete and then in the assistant app, I get updates until that spin class to tell me that this is still in progress cuz I haven't quite made it to that class yet, and I'm always reminded where
I'm going when I purchased and the stage of a quarter. No talk about a case where the payment is required at that point of booking that remember this to me and you're bringing your own payment method or you're using Google to help you facilitate that transaction. So first you want to check that a transaction is enabled in the first place and we can also help you with some other basic settings that information system on the way. The factory is an API where you can you can check that transaction settings are turned on so you don't get the user throughout the flow only to find out that they
can't transact. If you're shipping a good you'll probably need that users delivery address so we can help with that too. When our user set up the assistant. They choose the information that they're entering into the assistant payment information and delivery addresses and so on. So should I share this information and should you need it? We can help I passed me this information, of course with the user's consent. So if the user hasn't already answered information like their delivery address, we can also help you by promising the user for the entry and then resuming the conversation.
The great we know the user wants to transact the time to start building that cart are apis take an order object. That's flexible and easy to adapt to your yusuke and our client libraries contain Builders to help you build quickly and validate along the way so you simply pass with an order object that's similar to what you see here and we'll take care of presenting it to the user in a way that's clear and consistent. So these are always knows exactly what they're buying and how much they're paying for it. That we know friction can lead to some drop off in the conversion funnel. I'm sure a
lot of you're very familiar with this and we know that it's not just about creating a seamless card building process, but getting that user through the point of transaction as easily as possible to look at what this means when you bring your own payment method or when you use Google pay If you're bringing your own payment method you're using credentials that the user already has on file with you and it'll look something like that and we accept a variety of types from credit card all the way to cash on delivery really up to you and we use the information that you pass us to let the
user know exactly how they will be paying. So here you'll notice that the user is going to be paying by card and it's my gold card to be exact display friendly name that the user is able to see that matches a payment profile that they have previously set up with your company. Now if you choose to use a payment helper from Google will just need a bit more information from about your processor users have already saved hundreds of millions of cards to their Google account and we can securely pass this information to you during an assistant transaction with these are permission.
So you tell Google who you need to charge and how much you need to charge them for Google that encrypts The Rock credit card with your payment processors key to generate an encrypted payment credential and passes you that token you charge that credential like you would any other credit card you have tokenized on your offer your site and this is already part of the Google pay API. It's the same data that you provided when you use Google pay in your Android app or site one API that works everywhere. Hey, Google. Can you support the processor the listed here and we'll have more coming
soon to the platform? That's chorus. A transaction is not complete at that point of purchase their updates of the user will find useful and follow-on actions to help them with Next Step. And with the transactions API, you can send updates to the user throughout the life cycle of the order. For example, you can let them know when the order is received when it's being processed for even when it's complete. Also, you can add follow an accident. So this enables the user to do things like modify their purchase place to reorder contact you these are cancel Amos Lee take this quick action for
that action post transaction. Maybe I just saw he made huge progress on enabling transactions on the assistant flag from last year during this time. You vote with Laura if you guys got your feedback what works what does not work and I just really hard. Shape our roadmap. So thank you so much for that a lot more exciting updates as we launch transaction on more devices in more countries in mode Google platforms also talked about supporting lot more complex transactions and then I ran to talk with my favorite
topic on supporting digital transactions on assistant so I can start monetizing assistant. High growth on white speakers has been huge this year only continue to grow as you saw to the keynote and through all the stations that have had so far. It's a big Focus area for us and will continue investing in it. So starting this week. We are announcing the support for users to be able to transact Oberweis what that means is users can buy physical gold physical Services make reservations on Google home on 3rd party speakers
and even the smart screens that not launching in July. You talk a lot about our vision and Mission to help you accomplish their task. We want to go beyond where we just connected user the service provider, but also help accomplish the task in ways that are safe that are convenient and are fast and threw out my session today and threw some of the demos I do. You see that team resonating let's get back to where you was at Journeys you seen the slide before you start with the morning routine. If you
had anything like me nothing gets done in the day before that first cup of coffee and mostly most days a week. In the first position of the day, so we'll show you how a system can help solve for simple but essential tasks, So now the fun part, which is the devil's a few demos today. I have picked up user tasks everyday use you and me use that often so we can see the pain points but also visualize opportunities associated with each of these flows through
which of these demos Hey Google order my usual from Starbucks Starbucks here. That's one tall. Soy, latte anything else that up at your usual Starbucks. Yes, that sounds good. Okay, that'll be $3.45 for the balance on your Starbucks. Card is only $1.04. Do you want to reload your card? Yeah for $20 and I've added $20 to your Starbucks card with Google pay. Your total is $3 and forty-five cents. Are you ready to place the order? Yes. Okay. I put your order in and it'll be ready soon. Enjoy users
will be able to do fairly soon starting in a week or two weeks from now. I want to highlight from this demo. The first thing is first lies ation. If you saw if you remember the experience Starbucks Knows My Name greeted me by my name to drink which is my usual drink. You don't have to jump through hoops our conversation returns as you call it in order to figure out which coffee you want Starbucks even recommended Mutual location based on what my current location is in the past so you don't have to have a conversation. Do you want to pick up the coffee?
So don't you know who knows your name and knows what drink you want when you walk into the local Starbucks sizes in is very important to drive use a trust to drive user delight and loyalty on assistant. The second thing I ever talk about is a famous piece to the flow in the first couple of conversations Starbucks knows of what coffee. I want to know what location I'm picking it up for at most users. That's it. That's all information Starbucks needs to have a great coffee waiting for you when you actually until the Starbucks, but I've been to a not-so-happy far to the
point that when it comes to payment when it comes to transactions seamless transactions are important but equally important is clear transparency to the user on what they're buying how much they are getting charged for and what does the transaction look like? Sassy go to some of the experiences you will see that resonating. Summarize your opening up transactions over twice this week devices will support our Google home the third party speakers and the smart screens when they launched us over the next week. We are opening up
UK Canada Germany, France, Japan and Australia. So you think he has a developer? What does it mean for me? Do I have to start from scratch? Do I have to build a whole experience again? What the new APS look like what the cost of doing that says and every time when it launched a new service do I have to bury my actions again? The short answer is no change. If you already had an action that was using transactions working on phones. It will work out of the box for the Google home devices to for the smart screens to when it launches. So there is no work
needed on your side to light up new surfaces V do the heavy lifting to measure voltage across all surfaces. Something you might want to have a different experience on versus when you screen does not have a launch free with any of these transactions. The previous screen talked about when you bring your own transaction method. There is no incremental work to kind of light up the transaction on The Voice surfaces. Statue of the things I talk about which I think they're demo.
The first thing is built in intense the last building intense this week. What does it mean when a user says order me? My coffee bar get flowers for Mother's Day by there is Mother's Day this weekend in case you drop the ball, but when you say this is our sister knows which action can fulfill one intend to use for matching and ranking is very important for you to sign up for the right intense. The second Seaside highlight is the conversation design reflected in the conversation.
Make sure you use the blind to reality users without seeing you. They should know that there's a brand that they are having a conversation with. Tonight is account linking and if a user starts on phone for today most part, we will send the user reward charts on Google home to phone to account link and the drop of rain percentage is very very high. I know we don't like that number. We have a 90% plus drop off a new find a user over from a Google home device over to the phone to do account linking. Saturday of this week. We are starting a developer preview for account linking overwise.
So what does that mean? What that means is users can sign in into an existing account using voice. They don't have to be sent over to a screen or a phone a user can create a full new account all in itself over wise without having to go to any other surface and if a user is already signed into an existing surface modeling sign in when they come to any of the voice devices sounds magical, right? So the flu is fairly straightforward for sign in the user give their consent. Once I can send us there. We share with you a Google talk in which has
lot of details about the use a Gmail address and some additional information you look for that user in your user TV. If you find that user you can link the account. You can create the session. You can create a token for the user and send us that okay, and we use if you do not find that user you can create that you was over the information that will give you and send us a token airdrop the 90s and drop-off number that you can come down as low as 0 with some of these experiences. It's it's a it's a straightforward integration. I
think I'll walk walk through some of the rewarding APS look like on the console. There is a separate setting that you have to sign up for do you want do you want to sign and you can choose both depending on different surfaces and what experiences you want to build for? The signing 88 straightforward speaks for itself from the user to go to the flow. Value token I think is the most important piece. So when a permission is in the use of Grants the permission to share all of this information about the user with you which includes a email
which includes the very far is this a verified e-mail or not? We send you the name the given name the last name and much more so that you can create an account on your side if you want to. Now that you're rethinking why isn't the beautiful experiences Weiss offers. Let's talk to some of the more things. so here's a summary of the building blocks are talked about on how to create a great as actual experience Google sign in and the voice experience or talked about building intense injection automotive place at traffic violation, like needless to say, it's very important Drive
usertrust conversation and then the actions Thanks for the friends were visiting us from all the different parts of the world. We are opening up for the next few months in Mexico Brazil, Spain Italy and India to moccasin only grow grow to the last part of the year. Lot of exciting stuff happening. Otherwise, I'm sure you guys would want to see what does ABS look like. We share the link to another talk really can go and see all of this in a lot more detail, but let's continue the journey. So we talked
about the morning routine next song on the go. You said she already other coffee in her hand on the go on the golden track with many more Google services assistant there on search there on Google Maps and much more and we want to provide a consistent experience when they move from one surface to another transaction primitive. I mean identity which has the Google sign in Pisa talked about payments received and lot more help like delivery addresses and locations
and so on. Saudis are now able to cross multiple surfaces. So let me show you guys a quick demo on how this works on search and we will going to a lot more details with that. So other talk about they sent your tasks and it talked about the coffee hit another one of missing shut off switches getting movie tickets to movies near me Avengers. Everyone knows exactly breaking every possible. They're doing fairly good. Let me try to book a movie ticket at 11 p.m. Show after the event sounds good boss check
out. Let me try that do the Fandango experience on what we have build is all on AMP fan if you know if a plant is all about how to deliver content fast in to am even a transaction experiences will get very fast. But what I'm showing is all production is not a user see when we when we take it live tickets. Next-gen admission sounds good to me. Next. This is very showed me share the payment information or you don't have to give in your payment information your email and so on August in none of this is shared with Fandango
teller transaction is done complete for Chase. Find the transaction goes through I have two tickets booked for me for today evening. Find the other thing with this is if you see at the bottom the screen there is a my order the experience where I can go I can find I can track and I can manage all my orders. So if I want to find where this visit receipt for this I want to look for the tickets a single place with any user can go and get the information. They can even ask assistant. What time is the movie
tonight? And this is Sandra and set it for them. One more thing. I wanted to show her hair was None of you guys might be Fandango VIP exclusive customers looks like I'm not let me try to sign up because I don't want to lose this Sharon sign in looks good verifying. And I'm on this is account linked to my Google profile. So next time when I go in and try to get Fandango tickets, I don't have to go to school at all. It's all linked to my Google profile. So nice and angle on this is not
the stork movie ticketing too much with these experiences coming from search on maps are from other thing. You just get a frost the beauty is that you don't get a fast check out because of these experiences. These flaws are what we call convenience optimized uses almost never had to fill out a form and show you a much more complicated experience in a bed for all our users to track all the receipts. So they don't have to think of what much of it from what is a receipt look like. Let me dig through my email address and sore. Pendulum motion perspective think of yourself you have full control
over the UI and therefore giving you the ability to create different shared experiences for your users. So there's a customer coming to your website does a visitor is coming to your amp experience you convert that can visitor to a customer to a loyal customer. So I think that's that's one Big O tire conversion rates with Google Play We have partners with 2x height conversion rates what they had earlier with Google sign-in we have seen conversion rates go up by 20% So that's a big lift for a lot of our partners and developers. Last time planning on the transaction primitive switches
you focus on what makes sense for your business and what I showed with Fandango, you'll see something like that coming soon with AMC husband. Sophia Green Bay activities When you order food with no answers, that is Masa menu browsing. If you go to a new restaurant menus, these are like 10 pages long. It takes you like 20 minutes to see what all is being offered Resort menu browsing on top of that does not have customisation. You want to see as a user you are something gluten-free. I want extra spicy dressing on the side. So after you actually have the 41 to order figured out the
nearest delivery instructions. I want to leave it at this time. I want to leave it in the van. 325 or delivery instructions like three knocks on the door and you can leave the food at the door or something like that. Right? And then after that is the famous of seats the mother tape you want for their Dasher and so on and then lastly the more pieces track your order. When you get hungry you want to know real time and you want that experience with the boss. So let's look like Penis looks like a short quick video.
Order delivery from Cucina venti with doordash. So this is your doordash experience. It comes up an assistant. This is the menu browsing fees I was talking about. This is a customisation all super fast been using App transaction experiences to find a good desserts by the way around the street. So check out the same thing with the selector delivery address and you can do the transaction for our users even without signing in and actually complete transactions coming from
different entry points. I never talk about food or drink and so on so that users last bit of the customers have a relaxing evening at home. Could I get an ounce in the developer preview for digital Goods what that means is our users can now Buy digital codes on a sister and we want to support this an assistant on phones and on voice devices when we start Army launched this this will be across multiple markets us UK, Canada, Australia, France Germany and Japan are the seven markets are talked
about earlier. So it's been a tiring day a week for all of us and then you go back to your hotel room at your house based on where you are from you might want to unwind and relax. I prefer meditating select experience package from his face. You want to measure for a little bit more days in a row and that's all headspace offers a free sub. Do you want to subscribe to headspace now subscribe to headspace the three products headspace offers $4 monthly a $95 annual fee and a $400 lifetime
package about you have to hike to the user what product are buying what credit card has been used and what the price point is. Proposed after the user before they say subscribe. Are you just say subscribe you are on your way to you you have this experience enable. Another beauty of this solution is that users can consume their digital Goods across Google services. If a Google something on their Android Android app, you can access their digital goat on assistant and if a user buy something using besan assistant, they are able to access the same experience on Android to so user's
perspective. No matter how different devices across assistant across the Google services that experiences they have seamlessly flow. I'm from a given point perspective assistant is an assistant play integration. So if you already transactions on assistant to our district as action assistant to you're going to be using a play console you use your play console to manage inventory and so on high-level the flow of something like this a user request access to a human experience, or you can have set up an experience to the user. We checked as a user access to ask you if yes, you can deliver
it Up remix Plies to the user. If not you call the Google apis. We tell you what are skus. Can you save this user based on any filtering criteria that you might have to the user forms? Yes, we process the transaction and we send you the funniest joke on saying here is a transaction confirmation. Here's a purchase token and you delivered the premium experience from there on to the user. So this is a great opportunity for developers to monetize space for premium content and experiences. So experiences Premier experiences
you stream content to in the gaming space. If you guys might be a bit of coins are extra lives extra turns what have not and I think whatever you can sell from beginning for spectate Works beautiful in this experience digital media purchases. But just to recap residential doors are opening up there better to sell the show goes on all assistants surfaces that says in-app purchases and subscriptions. Can you plant light up all the assistance offices in all the markets transactions live in and over the last few months since we've
launched so many great brands have developed apps to reach their users on the assistant and enable that user to transact with them wherever they are. So you can buy your pizza from Dominos. You can order flowers for Mother's Day from 1-800 Flowers and pretty soon. You'll be able to get your favorite cup of Starbucks coffee from the assistant as well. And as we launched these new features and continuously develop additional functionality. We're so excited excited to see what you develop for your users and what we can all build together. So, thank you so much for joining us on this third day of
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