a. Overview of the case "Bus Uncle Chatbot" and analysis of why chatbots often fail to deliver expected outcomes.

b. Analysis of what was unique about Bus Uncle chatbot, and what led to the popularity of Bus Uncle chatbot.

c. Discussion of the relevance and value of applying the Digital Project Management (DPM) framework to digital product development.

d. Discussion of the process that Abhilash followed to develop and enhance the Bus Uncle chatbot.

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BUS UNCLE CHATBOT - CREATING A SUCCESSFUL DIGITAL BUSINESS (A) Is the bus here yet? Oh, I wish I could just ask someone so that I know how much longer I have to wait! September 2016 - The idea to create Bus Uncle sparked while Abhilash Murthy was waiting for Bus 65 along Singapore's Orchard Road. After putting in a long day at work, Abhilash was tired and hungry. He simply wanted to go home. But his bus was nowhere in sight despite him waiting for 25 minutes. "When is the bus coming?" was the simple problem that he wanted to solve. Despite the availability of several bus apps, he did not want to use any of them, as "there was too much information". Neither did he want to walk to a bus stop where there was an electronic bus board that displayed the bus arrival times. Like the bus apps, the electronic bus boards also displayed too much information. He simply wanted to ask someone when the bus was coming. Since Facebook Messenger had just launched chatbots on its platform, Abhilash decided to jump on the bandwagon and create a chatbot to solve the problem. Trained as a software engineer, he took just one weekend to hack out a chatbot prototype that he could ping to ask when the bus was coming. The chatbot prototype was later renamed Bus Uncle and given a persona that typified a Singaporean bus captain grumpy, snarky but helpful. Abhilash launched Bus Uncle to the public on October 23, 2016 on his Facebook page. Despite little interest in the first four days, by the fifth day, the Singapore public took Bus Uncle by storm when Mothership, a popular local media, featured the chatbot on its platform. In just one day, Bus Uncle went from having 100 users to more than 8,000 users. What were the reasons why Bus Uncle was so popular? What could Abhilash do to enhance the chatbot? Abhilash's Background Originally from India, Abhilash moved with his family to Jakarta when he was three years old, living there for 15 years before moving to Singapore in 2010. Abhilash developed an interest in coding from a very young age, and was often seen tinkering with BUS UNCLE CHATBOT - CREATING A SUCCESSFUL DIGITAL BUSINESS (A) Is the bus here yet? Oh, I wish I could just ask someone so that I know how much longer I have to wait! September 2016 - The idea to create Bus Uncle sparked while Abhilash Murthy was waiting for Bus 65 along Singapore's Orchard Road. After putting in a long day at work, Abhilash was tired and hungry. He simply wanted to go home. But his bus was nowhere in sight despite him waiting for 25 minutes. "When is the bus coming?" was the simple problem that he wanted to solve. Despite the availability of several bus apps, he did not want to use any of them, as "there was too much information". Neither did he want to walk to a bus stop where there was an electronic bus board that displayed the bus arrival times. Like the bus apps, the electronic bus boards also displayed too much information. He simply wanted to ask someone when the bus was coming. Since Facebook Messenger had just launched chatbots on its platform, Abhilash decided to jump on the bandwagon and create a chatbot to solve the problem. Trained as a software engineer, he took just one weekend to hack out a chatbot prototype that he could ping to ask when the bus was coming. The chatbot prototype was later renamed Bus Uncle and given a persona that typified a Singaporean bus captain grumpy, snarky but helpful. Abhilash launched Bus Uncle to the public on October 23, 2016 on his Facebook page. Despite little interest in the first four days, by the fifth day, the Singapore public took Bus Uncle by storm when Mothership, a popular local media, featured the chatbot on its platform. In just one day, Bus Uncle went from having 100 users to more than 8,000 users. What were the reasons why Bus Uncle was so popular? What could Abhilash do to enhance the chatbot? Abhilash's Background Originally from India, Abhilash moved with his family to Jakarta when he was three years old, living there for 15 years before moving to Singapore in 2010. Abhilash developed an interest in coding from a very young age, and was often seen tinkering with