HGTV Has Created A Design Assistant For Facebook Messenger
'Hazel' helps users browse popular interior design trends by room, provides decorating tips and can also keep people up to date on HGTV programming
The number of helpful bots on Facebook‘s Messenger app continues to grow by the day, but one of the more interesting recent launches on the platform is ‘Hazel,’ a digital design assistant created by HGTV that provides users with design and decor inspiration in personalized, one-on-one conversations.
Users can interact with Hazel after opening the bot through Messenger or from the HGTV Facebook page. From there, they can browse design trends by style type, project or even by a specific room, as well as save galleries for easy access later. For users who want even more ideas, Hazel will also send curated daily tips and design inspiration based on their preferences, as well as provide information about HGTV programming and online sweepstakes, including the network’s popular “Dream Home” giveaway.
The launch of Hazel follows the debut of sister network Food Network’s bot for Messenger in late 2016. Scripps Networks Interactive, which owns both HGTV and Food Network, says it took what it learned from the Food Network bot, including user experiences and feedback, to build and improve Hazel. The new HGTV bot is of course not the first design-oriented bot to launch on Messenger (just last month Pinterest launched their own bot for Messenger), but it does feel like quite a natural brand extension that could come in handy for HGTV fans.
Liesel Kipp, SVP of Product and Design for Scripps Networks Interactive, discussed the relevance and potential impact of the bot in a press release posted on Adweek, “HGTV is the most trusted brand in home and lifestyle content, and we are always looking for ways to inspire consumers on every platform, wherever they are. This bot allows us to make the HGTV brand accessible to our social consumers and help guide them through their important and fun home improvement decisions.”
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Hayley Barna and Mollie Chen, Katia co-founded Birchbox to address their frustrations with having to sift through an endless online supply to find the right personalized beauty products. Aiming to help people find what they want and stumble across items they didn’t know they needed, Birchbox provides sample products to millions of subscribers every month. As co-CEO of Birchbox, Katia is responsible for building relationships with beauty and lifestyle brands and all outgoing promotion. Prior to Birchbox, Katia worked in the financial and real estate sector for Eurohype AG and M&T Bank. She has an MBA from Harvard Business School.