Reinventing and designing a better user experience

Improving customer experience is more than just increasing the traffic and boosting sales. UX design is now considered essential in determining how brands interact with clients to drive more business. With more demands for customisation, UX has now become intelligence oriented. This is achieved with the use of tools like AI, adobe and data science.

The major challenge companies face today is the need to collaborate with various functionalities to improve their experience design across all touch points. This requires platforms and tools that are intelligent enough to build creative designs across the enterprise and the infrastructure to enable the design and technical teams to work efficiently to create user-centric experiences.

AI enabling intelligent experiences

AI has been ushering in a new era of intelligent experiences. It automates repetitive tasks, providing insights, and thus aiding the decision making process.

Creating personalized user experiences 

 Personalized UX Source: Google Images

AI can be immensely helpful in creating personalized user experiences. Some of the challenges of customized user experience are:

  • Design: Static imagery, videos, animations, and at times voice interfaces requires an intuitive tool to be combined.
  • Perspective: This is important for a complete view of everything the customer would do on their devices.
  • Interactions: User interactions are personalised based on user behavior, which is tracked on the basis of the devices they use in relation to the time, location, and shopping habits.
  • Content: Content should be user-centric based on real-time circumstances.
  • Data: Data helps in problem solving as well as decision making.
  • Digital workflows: All of these components must be combined to bring about collaboration and efficiency through workflows.

From a design point of view AI is yet to take the lead. With automation involving repetitive tasks , the design can get closer to much of user expectation.

Platforms like Invision and Adobe XD provide containers for all the ideation that are required to create this personalised user experience. Adobe XD-is a platform, where people can just come together and use to create and design experiences together.


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You can build design into every conversation with invision, preview your prototypes, work together on a whiteboard, with provisions to every design comment, without having to leave the collaboration tools that you are using.

Adobe XD, has more advanced AI driven responsive tools that can easily adapt designs to multiple screen sizes. It also provides for a more efficient prototyping process with features like auto-animate, that reduces the number of transitions to create less interactions.

The latest additions allow designers to export their prototypes into self-service portals to conduct video-driven user tests that show how users interact with prototypes. Other recent additions allow designers to integrate AI-generated avatars into their projects.

These are just a few examples of how AI-enhanced creativity is reshaping the future of design. However, building intelligent user experiences would also require human skills more into building collaborations.

Design intelligence

Design Intelligence

                                                        Source: Google Image

UX designer should inevitably know to use different tools to carry out designing through collaborations so as to create a better experience.

UX designing will involve designers, copy writers, creative directors, developers, strategists, animators and videographers, who take care of prototyping, editing, quality control and user-testing. They must be able to see through problems across devices and work on them.

It is the organising of these collaborations that poses a huge challenge that these platforms address, which would save the best part of your time.

Sharing prototypes and reaching a consensus on how the user experience should work will help identify frictions at the earliest, giving room for reworking and avoiding last minute surprises and corrections with the solutions.

Let’s leverage the experience business

Much of these tools are meant to address challenges of large scale productivity , design, customisation, efficiency and collaboration. This can help designers concentrate on the basic aspect of designing, letting them concentrate more on creativity without having to pull other departments in the development of innovative solutions.

The goal is to use intelligent assistants to help collaborate better and to come up with more creative and user centric designs.

Shaibana S Shaibana S on June 12, 2019

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