Chatbot design challenges and tips for 2025

Chatbots have evolved from simple rule-based programs into advanced AI systems capable of handling a wide range of user queries. 

Effective chatbot design involves structuring its flow, interface, and personality to ensure meaningful, natural, and efficient interactions — whether for customer support, sales, onboarding, or other use cases.

Why does chatbot design matter? 

Today’s users expect fast, personalized responses. A well-designed chatbot meets these expectations while enhancing brand perception. When users feel heard and valued, they trust your business more, are likely to recommend your services and keep coming back. Additionally, a well-optimized chatbot reduces manual workload, saving both time and resources.

According to a 2024 Tidio report, nearly 60 percent of customers interact with chatbots when prompted. This makes chatbot design a critical factor in user experience and business success. Every design choice — tone of voice, error handling, or response flow — directly impacts user satisfaction and engagement.

In the following sections, we’ll cover 

• The key principles of chatbot user interface (UI) and user experience (UX)
• Some best chatbot design practices
• The common design pitfalls to avoid 

Plus, how Jotform’s AI Chatbot Builder simplifies the process, helping you create user-friendly chatbots tailored to your business needs. Whether you’re an entrepreneur seeking to improve your customer service or a product manager hoping to enhance user engagement, this guide will help you build a chatbot that truly works.

Understanding chatbot UI/UX

UI and UX are often mentioned together — and for good reason. UI focuses on the chatbot’s visual and interactive elements, like buttons, text fields, and conversation bubbles. UX, on the other hand, is about how smooth and intuitive the interaction feels. A chatbot with a clean, well-designed UI makes it easy for users to navigate, while a strong UX ensures conversations flow logically and efficiently.

A polished UI should be clear, visually appealing, and aligned with your brand identity. Many businesses match chatbot design with their website’s color scheme and branding, using familiar icons or illustrations to maintain consistency. Even small details, like the placement of buttons, can affect how quickly users engage with the chatbot. Think of UI like a storefront window — people may be put off before they even enter if it’s cluttered or confusing.

UX ensures users get the responses they need without frustration. A well-structured chatbot anticipates their questions, provides helpful prompts, and adapts to how people phrase their requests differently. 

Use case: An airline chatbot with good UX should instantly retrieve flight details and offer upgrades in a smooth, efficient conversation. In contrast, a poorly designed chatbot might bombard users with unnecessary text, repeat questions, or struggle to understand simple requests like “What’s my flight status?”

The bottom line? Your UI and UX should work together to create an effortless chatbot — from the first “Hello” to the final “Thanks for your inquiry.”

Best 10 tips for chatbot design

Designing a high-performing chatbot involves a series of strategic decisions that range from defining a clear purpose to refining tiny conversational details. Below are 10 essential tips, each backed by practical examples and reasoning.

1. Design with a clear purpose

Before diving into colors, fonts, and dialogue scripts, pinpoint precisely why you’re building the chatbot. Is it for lead generation, customer support, or question handling? The bot’s flow can become muddled if you try to do everything at once. Instead, define a clear, singular goal. For instance, if your primary objective is to provide quick customer support, focus on guiding users through troubleshooting steps or frequently asked questions.

Having clarity in purpose also helps in deciding the chatbot architecture — whether you use a rule-based approach (with defined triggers and responses) or a more advanced AI-driven model. A targeted design ensures users find exactly what they need without needing to sift through irrelevant or confusing conversation branches.

2. Keep responses concise and natural

Nobody wants to read a novel when chatting with a bot. Short, direct responses that mimic natural conversation are more likely to keep users engaged. A well-designed chatbot should answer questions in a tone that’s aligned with your brand — whether that’s casual and fun, or professional and formal — while still getting to the point quickly.

For example, if a user asks, “Do you have any discounts?” a concise response could be: “Yes! We’re offering 10 percent off your first order this month. Want to learn more?” This type of response is direct, user-friendly, and invites further engagement.

3. Provide guided conversation options

One of the most effective ways to improve chatbot UX is by offering clickable reply options or quick-choice buttons. This reduces typing for users and clearly shows what the chatbot is capable of doing. For instance, after greeting a user, you might display options like “Check Order Status,” “View New Arrivals,” or “Contact Support.”

Guided options are beneficial for complex queries. The user sees potential conversation paths and can pick the one that best fits their needs. It also keeps your chatbot’s language processing manageable by funneling users through defined routes, minimizing misunderstandings.

4. Use a friendly and relatable tone

Algorithms might power chatbots, but they don’t have to sound robotic. A friendly tone helps humanize the experience and puts users at ease. Inject some personality, but make sure it matches your brand — you might use lighthearted greetings or emojis if you’re a playful e-commerce store, while a more formal, polite tone would be appropriate for a law firm.

Consider personalizing messages with the user’s name when possible. Simple acknowledgments like “Great question, Alex!” can make an automated interaction feel more human. Studies have shown that personalized experiences boost user satisfaction and trust in digital platforms, which directly translates into higher retention and conversion rates.

5. Enable smooth error handling

No chatbot is perfect. Sometimes, it will fail to understand what the user wants. A critical best practice is to handle these errors gracefully. Instead of responding with a generic “I’m sorry, I don’t understand,” offer suggestions or rephrase the question. For instance: “I’m having trouble with that. Can you clarify what you mean by ‘shipment tracking’? You can also choose from these topics below.”

This approach saves the conversation and provides a path for the user to correct or refine their query. Error-handling strategies are central to a good chatbot interface because they maintain the conversational flow and reduce user frustration.

6. Incorporate Natural Language Processing (NLP)

Although many chatbots can be rule-based, leveraging NLP can significantly enhance the conversational AI aspect of your solution. NLP enables your bot to interpret user queries more flexibly, recognizing synonyms, slang, and varied sentence structures. This creates a more intuitive experience, particularly for users who may not phrase questions in a standard way.

For instance, if someone types, “Hey, I’m looking for that red shirt you guys had last week,” NLP could interpret the user’s intention and direct them to the correct product page. Without NLP, your chatbot might only recognize a more generic prompt like “Do you have a red shirt?” and miss the user’s reference to a past listing. More advanced NLP solutions can even analyze sentiment, helping you detect frustration or urgency.

7. Offer seamless human handoff

While automation is powerful, there are times when a user genuinely needs a human agent. It’s essential to implement a clear path for live handoff. This ensures that if the user’s question becomes too complex, they can quickly connect to a real person. A seamless handoff often involves capturing the context of the conversation and passing it along to the human support agent so the user doesn’t have to repeat themselves.

For example, a chatbot might say, “It looks like you need some specialized assistance. Let me connect you to our support agent, Sarah!” That readily available option builds trust and proves that you value your customers’ time. This best practice prevents your bot from becoming a dead end when users have unique or complicated needs.

8. Prioritize accessibility and inclusivity

Accessibility and inclusivity are increasingly vital in digital design. When creating a chatbot, consider how users with different abilities, languages, or backgrounds might interact with it. Can your chatbot integrate with screen readers? Does it offer language translation options to serve a global audience? Are the fonts and colors in the interface comfortable for users with visual impairments?

For instance, Slack’s built-in accessibility features allow visually impaired users to navigate conversations with screen-reading software. Applying similar principles to your chatbot ensures you’re not excluding anyone. By designing with accessibility in mind, you also broaden your potential user base, reflecting a business value that prioritizes everyone.

9. Continuously test and improve

A chatbot isn’t a “set it and forget it” tool. Regular testing and iteration are crucial for maintaining quality. Gather user feedback, analyze interaction logs, and track metrics like completion rate, average response time, and user satisfaction ratings. If users frequently abandon the chatbot at a specific query, investigate the cause. Maybe the bot’s answers are too vague, or the flow leads to a confusing loop.

Continuous improvement ensures that your chatbot remains relevant and practical. Adding a new feature or refining the existing conversation paths dramatically improves user experience. By adopting an iterative mindset, you keep evolving your chatbot user experience to meet changing customer needs and expectations.

10. Personalize interactions where possible

Whether it’s greeting a returning customer by name or offering tailored recommendations based on previous queries, personalization can be a game-changer in chatbot design. If a user recently asked about “office chair designs,” the next time they return, the bot could open with: “Welcome back! Are you still interested in office furniture deals?” Personalized interactions boost engagement and show that you’re paying attention to user preferences.

This goes beyond using a user’s name — it’s about context and memory. Effective personalization requires secure data handling and compliance with privacy regulations, so always maintain transparent policies. But done right, personalization can significantly raise satisfaction levels and encourage repeat interactions, ultimately benefiting both users and your business.

Common chatbot design mistakes to avoid

Even the best-planned chatbot can fall short if certain mistakes aren’t addressed. Below are some of the most common design flaws — and how to fix them.

Overcomplicated conversation flows

• Problem: When a chatbot tries to cover too many scenarios, it can devolve into a tangled web of conversation paths. Users may end up confused or stuck in a loop if the bot branches off into multiple unstructured directions. 
• Solution: To avoid this, map out your conversation flows carefully. Start with a few core functions and expand only when you’re confident in the bot’s ability to guide users without confusion.

Poor error handling

• Problem: A generic “I don’t understand” response frustrates users and halts the conversation. Bots that fail to provide suggestions or meaningful follow-ups risk alienating the very people they’re designed to serve. 
• Solution: Investing in thoughtful error prompts that rephrase questions or offer clickable options can keep the user journey moving forward.

Lack of human handoff options

• Problem: Without a clear way to reach a human, users might feel trapped. Complex or sensitive queries often require human intervention. 
• Solution: Make sure your chatbot includes an easy-to-access route for transferring to a live agent. Provide a simple button or typed command like “Speak to a human.” This fosters trust and prevents dead ends.

Ignoring user intent and preferences

• Problem: A one-size-fits-all approach rarely works in chatbot best practices. Overlooking user intent — the deeper meaning behind each query — is a surefire way to reduce satisfaction. 
• Solution: The chatbot should adapt accordingly if someone is browsing for product information versus needing immediate support. Track metrics and gather feedback to refine your chatbot’s responses to continually align with user needs.

Streamline chatbot creation with Jotform AI Chatbot Builder

Creating a custom, AI-driven chatbot may sound like a big task. Yet with Jotform AI Chatbot Builder, you can get started in just a few minutes — no advanced coding skills required. Jotform’s conversational agents empower businesses across diverse industries, from healthcare providers and nonprofits to e-commerce platforms and educational institutions.

With Jotform’s AI Chatbot Builder, you can 

• Customize your chatbot colors, fonts, and conversation elements, according to your brand’s needs. 
• Improve your bot’s knowledge base effortlessly by entering information manually, adding links, uploading documents, or entering predefined questions and answers.
• Start from scratch or choose from over 90 ready-to-use AI chatbot templates designed for various industries — from hospitality, to sales, to technology.
• Integrate these chatbot solutions into your existing workflows — for example, emailing you when a new lead is captured or updating your CRM automatically.
• Gather important data like names, email addresses, and project details by asking targeted questions. 

Not sure how your business can benefit? Let’s take a look at how you could deploy Jotform’s AI capabilities across two different industries: 

1. E-commerce: Jotform’s specialized e-commerce AI chatbots enhance the online chatting experience and help manage customer inquiries around the clock. Imagine having a virtual salesperson who never sleeps, offering personalized product recommendations, handling returns, and upselling without human intervention. A specialized e-commerce chatbot can do just that.
2. Real estate: Your Jotform real estate AI chatbots could ask prospective buyers about property preferences and budget ranges, streamlining the lead qualification process. Once collected, the data can instantly populate your chosen database or customer relationship management software, ensuring nothing falls through the cracks.

Overall, whether your focus is on chatbot architecture, UI/UX personalization, or advanced conversational flows, Jotform’s AI Chatbot Builder has you covered. With a user-friendly interface and robust customization tools, you can design, test, and refine your chatbot until it meets your specific requirements. This way, you’ll ensure a high-quality, humanized experience for your audience while also saving valuable time and resources.

Automate your success with good chatbot design

Chatbots are no longer a futuristic concept — they’re a present-day essential for businesses looking to streamline communication, boost user engagement, and provide round-the-clock support. 

By focusing on key design elements such as clear purpose, concise replies, guided conversation options, and chatbot UI/UX best practices, you’ll position your chatbot for success from day one. Remember, good design isn’t just about aesthetics — it’s about understanding user intent, maintaining a friendly tone, and offering quick resolutions.

And don’t overlook the importance of a well-structured fallback mechanism and seamless human handoff. When users sense they can trust your chatbot to either solve problems or quickly transfer them to a real person, their confidence in your brand soars.

Create better user experiences with Jotform

As you implement these strategies, consider leveraging specialized tools like Jotform’s AI Chatbot Builder to jumpstart the process. It offers built-in customization, large template libraries, and a user-friendly interface to transform your vision into a functional, customer-facing conversational agent. By streamlining everything, from design elements to data capture and CRM integration, Jotform helps you innovate without the usual technical hurdles.

Ready to take the next step? Start by drafting a simple conversation flow for your target use case. Think of how you’ll greet users, what guided options you’ll offer, and how you’ll handle any errors or unexpected questions. Then, pick the tools and platforms that fit your skill set and budget. Test your chatbot with colleagues or select customers, gather feedback, and refine it accordingly. If you’re eager to move quickly, explore Jotform’s AI Chatbot Templates for real-world examples of enhancing user engagement and managing customer inquiries.

In an era where digital interactions play such a huge role in brand perception, investing in solid chatbot design is more important than ever. Adopting chatbot best practices keeps your audience happy, reduces your team’s workload, and gives you a competitive edge. Whether you’re revamping an existing chatbot or launching one for the first time, the design principles we’ve covered offer a solid foundation for success. Make your chatbot an extension of your brand’s personality and commitment to service — and do it all for free with Jotform.

Photo by Anna Shvets