External links – what are they and what are they for?

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7 steps to create a website with Adobe XD

7 steps to create a website with Adobe XD

Customer experience is at the heart of any successful business. Yet the question that arises is: how can you improve this experience in a meaningful and effective way? An increasingly popular answer to this question is the use of conversational artificial intelligence (AI). In this article, we’ll explore how conversational AI can transform your relationship with customers, improve customer satisfaction, and drive business growth.

What is conversational AI?

Conversational AI is a technology that allows machines to communicate naturally with humans. It uses advanced algorithms, such as natural language processing (NLP) and voice recognition, to understand and respond to customer requests like a human would. This means that chatbots and virtual assistants can have realistic conversations with customers, using natural language and understanding the context of the conversation.

What is Conversational Design or Conversational UX?

Conversational Design, also called Conversational UX , is a design approach focused on creating fluid, efficient and natural interactions between users and computer systems, particularly through conversation-based interfaces, such as chatbots, voice assistants and messaging apps.

The main goal of Conversational Design is to improve the user experience (UX) by making exchanges between humans and machines more intuitive, engaging and satisfying. This approach takes into account the following aspects:

  • Natural language understanding: Conversation systems are designed to understand and interpret human language accurately, in order to respond appropriately to user questions and needs.

  • Interaction design: Conversational designers create conversation scenarios that guide interactions, defining how systems respond to user queries and how they handle different stages of the conversation.

  • Personalization: Interactions are tailored to users’ individual needs and preferences, which may require the use of artificial intelligence and data to personalise responses.

  • Feedback and improvement: Conversational systems allow users to provide feedback, ask questions, and report issues, helping to continually improve the experience.

  • Testing and iterations: The conversational design process often involves iterative testing to refine the system’s performance and ensure it meets user expectations.

Conversational Design is particularly used in areas such as customer service, e-commerce, healthcare, education and other industries where interaction with automated systems is common. The ultimate goal is to create enjoyable and productive user experiences while facilitating communication between humans and machines.

The benefits of conversational AI for customer experience

  • 24/7 Availability : One of the main benefits of conversational AI is that it is available 24/7. This means your customers can get help and information at any time, even outside office hours.

  • Fast and accurate responses : AI-powered chatbots can answer customer questions instantly and accurately. This reduces waiting time and improves customer satisfaction.

  • Personalization : Conversational AI can collect customer data and personalise interactions based on their preferences and purchasing history. This creates a more relevant and engaging experience.

  • Reduction in human workload : Repetitive and simple tasks can be handled by AI ( chatbots ), freeing up time for human agents to focus on more complex matters and provide higher quality service.

How to integrate conversational AI into your business

Integrating conversational AI into your business may seem intimidating, but it can be done gradually and efficiently. Here are some steps to get started:

Step 1: Needs assessment

Start by assessing the needs of your business and your customers. Identify areas where conversational AI could have the most impact, such as customer support, order management, or common problem solving.

Step 2: Selecting a solution

There are many conversational AI solutions on the market. Find the one that best suits your needs and budget. Make sure it offers customization and integration features with your existing systems.

Step 3: Training and customization

Once you’ve chosen a solution, be sure to train your team and customise the AI ​​to match your business voice. The more adapted it is, the more authentic the customer experience will be.

Step 4: Monitoring and continuous improvement

Monitor conversational AI performance and collect customer feedback. Use this information to make constant improvements and refine the experience.

Example of the contributions of conversational AI in the hotel industry:

Conversational AI: state of the art and perspectives

Conversational artificial intelligence is one of the most exciting and promising applications of AI. It has evolved significantly in recent years, providing more natural interactions between humans and machines. In this article, we’ll explore the current state of conversational AI, review recent advances, and discuss the challenges that remain.

The foundations of conversational AI

To understand where conversational AI is, it’s essential to go back to its basics. At the heart of this technology are artificial neural networks and deep learning algorithms. These allow systems to learn from large data sets of text and voice, allowing them to understand and generate human language.

Language models

Language models, such as GPT-3 (Generative Pre-trained Transformer 3), have marked a major turning point in the field of conversational AI. These models, pre-trained on large text corpora, are capable of generating coherent, high-quality text in response to questions or comments.


Chatbots are conversational AI applications widely used in customer service, problem solving, and marketing. They can offer automated and personalised responses to users, thereby improving the customer experience.

Recent advances in conversational AI

In recent years, conversational AI has seen major advances that have revolutionised many fields.

Smarter Chatbots

Modern chatbots have become smarter through the use of advanced language models. They can understand complex instructions, interact more naturally with users and adapt to the specifics of human language.

Virtual assistants

Virtual assistants such as Siri, Google Assistant and Alexa have dramatically improved their understanding and ability to complete practical tasks, from scheduling appointments to ordering products online.

Automatic translation

AI-based machine translation systems have achieved a high level of accuracy, facilitating instant multilingual communication.

Health care

Conversational AI is increasingly being used in healthcare to answer patient questions, provide medical information, and assist healthcare professionals with diagnoses.

Current challenges in conversational AI

Despite the impressive progress, conversational AI faces persistent challenges.

Algorithmic bias

Language models may reflect biases present in the training data, which may result in inappropriate or discriminatory responses. Mitigating these biases is a critical challenge.

Contextual understanding

Understanding the context of a conversation remains a challenge, as systems must be able to track complex discussions over long periods of time.

Security and Privacy

Data security and privacy protection are major concerns. Interactions with chatbots may involve the disclosure of sensitive information.


Conversational AI raises ethical questions, particularly regarding the creation of false content and the manipulation of public opinion.

Future prospects

The future of conversational AI is bright. Several trends should be monitored:

Even more powerful models

Language models will continue to improve, allowing for even more natural and precise interactions.

Voice Integration

Voice processing systems will improve, enabling smoother voice interactions and increased use in autonomous vehicles and home devices.

Advanced customization

Conversational AI will increasingly be able to provide highly personalised responses, drawing on user data.


Conversational AI has come a long way, but there is still much to explore. Recent advances show how beneficial this technology can be in many areas. However, it is imperative to address issues of bias, privacy, and ethics to ensure that conversational AI is a positive force in our society. With continued research and development efforts, the future of conversational AI looks bright.

How to create a logo with Figma?

Having a good logo has become essential for any business wishing to prosper. It is at the same time the major element of its graphic charter, the face of its brand and the first representative of its identity. All companies are, therefore, encouraged to allocate the effort and budget necessary to successfully complete this step. But, creating a unique and professional logo can seem intimidating. Fortunately, with Figma it becomes easy and fun.

Whether you are an entrepreneur looking to create the visual identity of your brand or a designer asked to design logos, Figma will be of great help to you. Additionally, it allows you to create a logo that is eye-catching and perfectly suited to a complete user interface developed by the same software. Let’s see together how to succeed, step by step, in such a project.

Figma for beginners

Before learning how to create a logo with Figma , it is important to understand the basics of this software. Figma is a primarily web-based vector design and prototyping tool. It is used by UX/UI designers to create ergonomic and interactive user interfaces and mockups for web, mobile and software media.

The first major advantage of Figma is its accessibility. The tool, being accessible via a web browser , allows designers to create designs that they can share in real time with their various collaborators on the cloud. This allows you to gain speed and efficiency. The tool is also easy to use, in particular thanks to the wealth of its different features and plugins to free you from futile tasks that waste your time.

We are devoting part of this article to the presentation of one of the flagship plugins to help you create your logo more independently and quickly.

Create a logo with Figma in 6 steps

While it is always recommended to take good training to master Figma correctly, creating a logo with this software is considered child’s play. Here are the steps to follow.

1/ Create a new Figma project

You need to start by launching Figma via your web browser and creating a new project. To do this, click on “File” then directly use the “Create a new project” command or the “Ctrl + N” shortcut from your keyboard. You can choose the size of your document according to your needs. For a logo, we recommend choosing a size of 1024 x 512 px in order to adapt your design to all platforms.

It is, however, a good idea to keep all the work for a project in a single file, as this will make it easier for you to move and duplicate elements between different frames.

2/ Create a background

In order to have the cleanest result, you must add a background which will allow you to define the edges of your design. Click “Add Frame” in the left toolbar, select “Rectangle” and draw a rectangle for your background.

You are then free to modify or not the colour of your background. To do this, select the “Fill” tool from the toolbar and choose your favourite colour.

3/ Add shapes

Most logos, especially those of companies, are designed using simple geometric shapes. On Figma, you can deliberately add different types of shapes (circles, squares, triangles, etc.). To do this, use the “Shape” tool in the left toolbar and draw the ones you want to include in your logo.

Use the “Fill” tool to colour your shapes and the “Contour” tool to have a better graphic projection. Don’t hesitate to take advantage of the colour gradients offered by Figma to add a more professional effect to your logo.

4/ Insert text

You are now starting to see the beginnings of your logo. It is therefore time to insert your text (if you plan it for your design).

Click the text tool in the toolbar and start typing your text. You can also choose the font, size and colour of your text.

5/ Add effects

Figma also offers interesting features to optimise the visual appearance of your design. We therefore recommend that you use the special effects options in the toolbar to add more nuances and gradients to your logo. You can insert shadows, highlights, outlines, etc. into it.

6/ Export your logo

Your design is now finished, you can export it as a PNG or SVG image. To do this, click “File” in the menu bar, then “Export”. Select the image format you want to use and choose where you want to save your logo.

The Logoipsum plugin for express logos on Figma

As mentioned above, Figma offers several extensions that help you succeed in your designs. When it comes to logos, we recommend using the “ Logipsum ” plugin.

The latter simply assists you in creating your logo by providing you with a variety of free and ready-to-use models to replace or personalise your logo.

All the logos offered by this plugin are designed to be abstract and flexible enough to adapt to the graphic style you are looking for. They are, therefore, compatible with your own layout and easily integrated into any user interface designed with Figma.

Finally, whether you use this plugin or another or whether you want to create your logo from scratch, be sure to respect these basic rules:

  • Use simple colours and shapes to make your logo easily recognizable.
  • Avoid varying text fonts.
  • Make sure your logo is responsive design, i.e. easily readable and visible on web and mobile media.
  • Avoid using overly complex images or fine details

Figma logo creator plugin

If you’re looking for logo inspiration for your next project on Figma. You can use the Logo Creator plugin with pre-built logo collections.

You can create your own logo by choosing a variety of shapes or select the best logo from a collection of over 300 logos.

Good design!

The benefits of working with a local agency for your SEO strategy

In the increasingly competitive landscape of the online world, there is little doubt about the crucial importance of search engine optimization (SEO) to the success of a business. However, as businesses strive to perfect their SEO strategies, a fundamental question arises: is it better to work with a local agency or opt for one with an international reach? This article examines why working with a local agency can be a winning strategy for optimising your online presence.

A thorough understanding of the local market:
When it comes to creating an effective SEO strategy, there is no substitute for intimate knowledge of the local market. Local agencies have a significant advantage in this area because they are rooted in the region and have a deep understanding of the particularities that influence the online behaviours of local consumers. Here are some reasons why working with a local agency can be beneficial:

  • Adaptation to local trends;
  • Knowledge of local cultures;
  • Highlighting local events: Local events such as festivals, trade shows or sporting events can be unique opportunities to generate traffic. A local agency will know how to integrate these events into your strategy to maximise impact.

If your business operates in the Auvergne-Rhône-Alpes region, choosing an SEO agency in Lyon can offer you an unrivalled understanding of local trends to optimise your online visibility.

Adapting to cultural and linguistic trends

A local agency excels in the art of adapting to cultural and linguistic trends, which proves to be a major asset for a successful SEO strategy.

Indeed, its mastery of the linguistic nuances specific to the region allows it to identify relevant keywords and therefore adapt the content to use everyday language and colloquial expressions that resonate with the local audience.

Additionally, a local agency understands region-specific cultural sensitivities and taboos, allowing them to avoid embarrassing or offensive errors in content that can harm online reputation.

Knowledge of local competitors

Knowledge of local competitors is a cornerstone of any effective SEO strategy and a local agency provides a significant competitive advantage by identifying and analysing local competitors.

Indeed, the latter can identify not only national competitors, but also local competitors who could have a significant impact on your online visibility.

By identifying these local players, it paves the way for a more specialised SEO strategy and can direct you towards local market niches which are often under-exploited. This way, you can focus your resources and efforts on keywords and topics that have less competition, while still remaining relevant to your target audience.

Please note that knowledge of local competitors is not limited to simple identification, but also translates into precise adaptation of your strategy. This may involve adjustments in keyword choice, creation of region-specific content, or even optimizations in backlinking techniques. This way, your SEO strategy is shaped to align with best practices and tactics that work specifically in your region.

Local networking and relevant backlinks

Local networking and obtaining relevant backlinks play a vital role in an effective SEO strategy. The importance of local backlinks lies in their ability to build your authority in the eyes of search engines, signalling that your business is a trusted source of information for the local community. Plus, they improve your visibility in local search results, which is essential for businesses that primarily target local customers.
Additionally, these local backlinks, from local partners, chambers of commerce or community organisations, build trust in your business, increasing your chances of converting visitors into customers.

A local agency is your best option for getting relevant backlinks. Indeed, it has in-depth knowledge of the local economic fabric, allowing it to identify potential partners for backlink exchanges. Additionally, it can help you participate in local events, trade shows or community initiatives where you can build relationships with other local businesses to gain backlinks. Finally, a local agency can create content specific to your area, which encourages other local businesses to cite you and link to your website.

Are the measurement and monitoring of results made easier?

To start, a local agency is able to collect accurate information specific to your local market, and they are usually well versed in using local tracking and analytics tools, ensuring that the data collected is relevant to your region.

Additionally, a local agency can analyse specific metrics such as traffic from local searches, visibility in Google maps, and conversions associated with local searches. This ensures that your SEO strategy is aligned with your region-specific business goals.

By monitoring these local indicators, a local agency can adjust your strategy in real time to maximise results.

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