We sit down with Shyamala Prayaga, founder of the Digital Assistant Academy and product owner of digital assistants for Ford Motor Company. In this conversation, we focus on the Digital Assistant Academy, which brings a use-case and craft orientation to conversational design for chatbots, virtual assistants and many other combinations. Which skills do people need to become successful designers in this exciting new space? How are organizations responding to the demand for conversational design? We unpack these questions and more.