Better Business Use Case and Role Selection in Software Provisioning UI

Our users continually get confused on how to enter a business use case. Hoping that this UI can be improved for a better user experience. Often times they get confused since they just see a CANCEL button when queried by our bot. They will escalate these tickets to IT Agents since they do not know how to interact with this prompt, even when I type up instructions. 

Another idea would be to have an easy to read way with explanations on role selection. We currently have this in the Business Use case with tldr role descriptions and links to KBs but it comes up looking like a giant block of text. Would be great if we could allow formatting here so the user has a better idea of which role they should pick.