Really enjoyed Conversational Design by Erika Hall, it illustrated very clearly how digital design, in order to be truly personal, has to be relatable. It’s also the new frontier. If you’re still focused on optimizing keywords and navigation, it might pay to step back and look at the holisitic picture of the journey and how you’re having a conversation with your customer, and what you’re saying.

Here’s a good Google video talking through conversational design in 90 seconds.