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181products/">December 4, 2024</a></li> 182 </ul> 183 </div> 184 185 <div class="article-content"> 186 <div class="post-title">5 Learnings from Designing AI-powered Products</div> 187 <div class="entry-meta entry-categories"> 188 <ul class="post-categories"> 189 <li class="link"><a class="ajax-link" data-type="page-transition" href="https://goltermann.design/blog/category/ai/" rel="category tag"><span data-hover="AI">AI</span></a></li> </ul> 190 </div> 191 </div> 192 </div> 193 </div> 194 </div> 195 </div> 196 197 198 199 <div id="main-content" > 200 201 <div id="post" class="post-content post-3049 post type-post status-publish format-standard has-post-thumbnail hentry category-ai tag-ai tag-learnings"> 202 203 <div class="post-image"> 204 <img src="https://goltermann.design/media/2025/01/leadership-scaled.webp" alt="Post Image"> 205 </div> 206 207 <div id="post-content"> 208 209 210<p id="68cd">As part of my New Yearâs resolutions, Iâve decided to share more about the AI work Iâve been doing ð</p> 211 212 213 214<p id="3813">As a design leader working on the worldâs largest travel website, Iâve spent the past few years immersed in the fascinating and ever-evolving world of AI. Working at the intersection of UX and AI has offered countless opportunities to rethink how we approach design, shifting the focus from building flashy new features to creating meaningful, intuitive user experiences powered by this cutting-edge technology.</p> 215 216 217 218<p id="a614">But hereâs the challenge: AI often feels complex, even overwhelming, and itâs not always clear how it delivers real value. Too many products are designed around AI â emphasising the technology rather than integrating AI seamlessly into the features users already rely on. This has led to some impressive innovations but also plenty of missed opportunities to make AI feel simple, natural, and human.</p> 219 220 221 222<p id="f765">Through my journey of leading AI-powered design projects, Iâve come away with some key insights that have shaped my approach to UX and AI. Here are five of the most important lessons Iâve learned along the way:</p> 223 224 225 226<h4 class="wp-block-heading" id="79ac">1. Keep it simple, stupid</h4> 227 228 229 230<p id="fc2b">The primary goal of AI in user experience should be to enhance, not complicate. Too often, users are expected to become âprompt engineers,â learning how to interact with AI systems through trial and error. This places an unnecessary burden on the user and risks alienating them from the experience altogether.</p> 231 232 233 234<p id="461a">Great design integrates AI invisibly. Users shouldnât need to know that AI is working behind the scenes; they should simply notice that the experience is smoother, faster, and more personalised. For example, in projects Iâve worked on like Smart Filters at Booking.com, the AI operates quietly in the background, translating user requests into actionable filters. The result is a seamless, intuitive search process where users feel empowered to express their needs naturally, without navigating a steep learning curve.</p> 235 236 237 238<h4 class="wp-block-heading" id="3a82">2. Ask why, why, why, why, why</h4> 239 240 241 242<p id="dff8">In the race to innovate, itâs tempting to start with the technology and try to build something impressive around it. However, this approach often leads to solutions that feel disconnected from real user needs. AI features that exist just to âdo something with AIâ often lack the clarity and purpose that make them truly useful.</p> 243 244 245 246<p id="a249">The key is to start with a deep understanding of the problem. What pain points do users face? What needs arenât being met? Once these questions are answered, AI can become a tool to address those specific needs. In my experience, this approach ensures that AI serves a clear purpose, enhancing the userâs experience in ways that feel intuitive and valuable.</p> 247 248 249 250<p id="8fa9">For example, when designing the AI Trip Planner, we focused on simplifying the often-overwhelming task of travel planning. By understanding how users search and explore options, we were able to de
250sign an AI-driven experience that felt more like a personal travel assistant than just another search tool.</p> 251 252 253 254<h3 class="wp-block-heading" id="cbf5">3. Test it like you mean it</h3> 255 256 257 258<p id="f19d">AI introduces a layer of unpredictability that makes user testing more important than ever. Unlike static designs, AI systems can produce different results for different users, meaning the potential for blind spots is much greater.</p> 259 260 261 262<p id="cb5d">User testing is crucial to uncovering these blind spots and understanding how AI features perform in real-world scenarios. Itâs not just about ensuring functionality; itâs about observing how users interact with the system and identifying areas for improvement. Iteration based on these insights is essential to refining the experience and making it feel polished and intuitive.</p> 263 264 265 266<p id="9cd0">For instance, during the development of Smart Filters, we discovered that while the AI was excellent at understanding specific queries, users sometimes struggled with phrasing their requests. This insight led us to refine the user interface and provide subtle guidance, improving the overall experience without sacrificing its simplicity.</p> 267 268 269 270<h3 class="wp-block-heading" id="6232">4. AI is a teammate, not a tool</h3> 271 272 273 274<p id="369c">When done right, AI feels less like a tool you have to operate and more like a teammate quietly supporting you in the background. This distinction is critical for designing experiences that feel natural and human.</p> 275 276 277 278<p id="2e77">A great example of this is in how AI-powered assistants suggest relevant content, streamline workflows, or proactively offer solutions before the user even realises they need them. These âteammateâ moments build trust and make users feel supported rather than burdened by the technology.</p> 279 280 281 282<p id="b30f">Designing AI to behave like a helpful teammate requires a shift in perspective. Itâs not about showing off what the AI can do; itâs about meeting users where they are and helping them achieve their goals effortlessly. In every project, I aim to design interactions where users feel the AI is working for them, not demanding their attention.</p> 283 284 285 286<h3 class="wp-block-heading" id="2260">5. It takes a village to build good AI</h3> 287 288 289 290<p id="f86c">Designing AI features is an inherently collaborative process, often more so than traditional product development. It requires input from a wide range of disciplines â from UX writers and researchers to data scientists and machine learning engineers. Each team brings a unique perspective that shapes the final experience.</p> 291 292 293 294<p id="0994">This cross-disciplinary collaboration is essential because AI systems are rarely linear. The back-and-forth nature of refining algorithms, testing designs, and balancing technical feasibility means that communication and alignment are critical.</p> 295 296 297 298<h3 class="wp-block-heading" id="22dc">Where we go from here</h3> 299 300 301 302<p id="cfa1">Building AI products has taught me that the most impactful innovation often happens in quiet ways. While the tech world buzzes about the latest AI capabilities, the real work is in the subtle details â how a search result anticipates a userâs next question, how a recommendation feels personally relevant rather than algorithmic, how complex technology fades into the background of a natural user experience.</p> 303 304 305 306<p id="dee3">The travel industry gives us a unique lens on this challenge, but it applies to any industry. Users come to your platform not to experience AI, but to achieve a certain goal. Our job isnât to build impressive technology â itâs to understand the needs of our users deeply enough that we can make technology truly helpful. Sometimes, the smartest solution is the simplest one, and the best AI can be the one users never notice.</p> 307 308 <div class="page-links"> 309 </div> 310 311 </div> 312 313 314 315 <div class="post-meta-data"> 316 <div class="container"> 317 <ul class="entry-meta entry-tags"><li>Tags:</li><li class="link"><a class="ajax-link" data-type="page-transition" href="https://goltermann.design/blog/tag/ai/" rel="category tag"><span data-hover="AI">AI</span></a></li><li class="link"><a class="ajax-link" data-type="page-transition" href="https://goltermann.design/blog/tag/learnings/" rel="category tag"><span data-hover="Learnings">Learnings</span></a></li></ul> </div> 318 </div> 319 320 321 322 <div class="post-navigation"><div class="container"><div class="post-next">Next<div class="post-next-title"><a href="https://goltermann.design/blog/2024/11/18/the-impact-of-ai-on-ux-design/" class="ajax-link hide-ball" data-type="page-transition"><span>Hatch Conference: The Impact of AI on UX Design</span></a></div></div></div></div> 323 324 325 326 327 328 329<div id="comments" class="post-comments"> 330 331 <div class="article-head"> 332 <ul class="entry-meta"> 333 <li>No Comments</li> 334 </ul> 335 </div> 336 337 338 339 <h5>Comments are closed.</h5> 340 341</div> 342 343 344 345 346 347 348 </div> 349 350 </div> 351 352 </div> 353 354 355 <footer class="hidden"> 356 <div id="footer-container"> 357 358 <div id="backtotop" class="button-wrap left"> 359 <div class="icon-wrap parallax-wrap"> 360 <div class="button-icon parallax-element"> 361 <i class="fa fa-angle-up"></i> 362 </div> 363 </div> 364 <div class="button-text"><span data-hover="Back to Top">Back to Top</span></div> 365 </div> 366 367 368 <div class="footer-middle"> 369 <div class="copyright"><a href="/legal">Legal Notice</a>  •  <a href="/privacy">Privacy Policy</a></div> 370 </div> 371 372 373 </div> 374 </footer> 375 376 377 </div> 378 379 380 381 </div> 382 383 </div> 384 385 </main> 386 387 <div class="cd-cover-layer"></div> 388 389 <div id="clone-image"></div> 390 <div id="rotate-device"></div> 391 <div id="cookie-notice"> 392 <span>
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