Samenvatting

This paper is the documentation of a graduation internship at Digital Society School (DSS). DSS is a studio within Amsterdam University of Applied Sciences (HvA) which focuses to research the impact of technology on society. In this project, DSS teamed up with Ajax Fancare to solve their logistical problem and enhance the fan experience.
Ajax Fancare is facing a logistical problem in manually answering every fan’s question via calls, emails, social media, or live chat. They believe that chatbot is the solution to this problem. Chat-bot is a service powered by rules and sometimes artificial intelligence, that users interact withvia a chat interface (Ismail, 2018). It automates the communication process and is available 24/7.
The goal of this project is to research, design, and prototype a chatbot that could tackle the logistical problem and also enhance the fan experience. The expected deliverable is a chatbot prototype in which Ajax Fancare could build upon for their future customer service chatbot.
In this paper, the design process of the chatbot prototype is described. Research on fan experi-ence was first conducted to identify the current trends in sports entertainment industry. Guide- lines and frameworks in designing a chatbot were used and applied to the project. The outcome of the research are concepts of chatbot features that can be implemented to add new values and/or experience.
The main question of the research is answered by the final chatbot architecture: Jax the Archi- tecture, a conversational tree of all the possible interactions between a user and the chatbot.The final chatbot architecture answers the research question by mapping together the mainelements of the chatbot such as the information fans needed from Ajax Fancare and additional features that creates new and inclusive experience.
It is concluded that the project had reached its goal. The team had made chatbot prototypesand a final chatbot architecture to be delivered to Ajax Fancare. The prototypes and final chat- bot architecture are ready to be tested for further research and serve as a cornerstone for future development of the Ajax Fancare chatbot.