PROJECT

LastPass

Creative Strategy / UX / UI

Overview

I helped create the chatbot persona Rueben for LastPass, developing a friendly, trustworthy character that aligned with the brand’s tone and values. I shaped Rueben’s voice, personality, and dialogue style to improve customer interactions and support experiences. This included designing conversational flows and guiding behavior that made the bot feel helpful, efficient, and human.

Challenge

LastPass needed a chatbot that could assist users efficiently while maintaining the brand’s friendly and secure image. The challenge was to design a digital assistant that felt approachable and human, not robotic, while also streamlining support interactions and reducing load on human agents. We had to strike a balance between functionality, personality, and trust.

Approach

I developed Reuben as a persona-first chatbot, focusing on tone, language, and visual behavior. I crafted scripts that adapted to user states, frustrated, curious, or just in a hurry, and designed interactions that made users feel seen and supported. Reuben was programmed to triage issues, solve problems, and escalate when needed, all while maintaining a helpful, grounded tone.

Key Features

  • Clear, jargon-free copy with tone shifts based on context

  • Trust-building prompts and confirmations

  • Escalation-ready fail states with empathy

  • Designed for integration across browser, desktop, and mobile interfaces

Result

Reuben contributed to a smoother customer experience and faster resolution for high-volume issues. The chatbot’s success was measured through improved support feedback scores, reduced ticket escalations, and high user satisfaction ratings. Internally, Reuben became a model for how tone and design can shape bot-driven support.

Let’s Work Together.

With a highly collaborative approach and a passion for creating exceptional user experiences, I'm here to bring your vision to life.