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156					<a href="https://goltermann.design/blog/2025/01/06/the-gatekeepers-we-never-meant-to-create-rethinking-ux-in-ai-systems/">The Gatekeepers We Never Meant to Create: Rethinking UX in AI Systems</a>
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159					<a href="https://goltermann.design/blog/2024/12/21/beyond-the-double-diamond-ais-challenge-to-design-thinking/">Beyond the Double Diamond: AI&#8217;s Challenge to Design Thinking</a>
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181products/">December 4, 2024</a></li>
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186								<div class="post-title">5 Learnings from Designing AI-powered Products</div>                                
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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>
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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">
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208					
209					
210<p id="68cd">As part of my New Year’s resolutions, I’ve decided to share more about the AI work I’ve been doing 🚀</p>
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213
214<p id="3813">As a design leader working on the world’s largest travel website, I’ve 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>
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218<p id="a614">But here’s the challenge: AI often feels complex, even overwhelming, and it’s not always clear how it delivers real value. Too many products are designed around AI — 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>
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222<p id="f765">Through my journey of leading AI-powered design projects, I’ve come away with some key insights that have shaped my approach to UX and AI. Here are five of the most important lessons I’ve learned along the way:</p>
223
224
225
226<h4 class="wp-block-heading" id="79ac">1. Keep it simple, stupid</h4>
227
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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 “prompt engineers,” 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>
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234<p id="461a">Great design integrates AI invisibly. Users shouldn’t 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 I’ve 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, it’s 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 “do something with AI” often lack the clarity and purpose that make them truly useful.</p>
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246<p id="a249">The key is to start with a deep understanding of the problem. What pain points do users face? What needs aren’t 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 user’s experience in ways that feel intuitive and valuable.</p>
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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. It’s not just about ensuring functionality; it’s 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 “teammate” moments build trust and make users feel supported rather than burdened by the technology.</p>
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281
282<p id="b30f">Designing AI to behave like a helpful teammate requires a shift in perspective. It’s not about showing off what the AI can do; it’s 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>
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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 — 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
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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 — how a search result anticipates a user’s 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 isn’t to build impressive technology — it’s 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>
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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>				
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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
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344
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349			
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351		
352	</div>
353	
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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>&ensp;&ensp;&bull;&ensp;&ensp;<a href="/privacy">Privacy Policy</a></div>
370													                    </div>
371										
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373                </div>
374            </footer>
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378						
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382			
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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>
393			Guess what, this site uses cookies!
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405            <div 
406                class="elfsight-widget-contact-form elfsight-widget" 
407                data-elfsight-contact-form-options="%7B%22ei%22%3A%22%22%2C%22fields%22%3A%5B%7B%22type%22%3A%22text%22%2C%22placeholder%22%3A%22Jane%20Doe%22%2C%22description%22%3A%22%22%2C%22label%22%3A%22Your%20name%22%2C%22required%22%3Atrue%2C%22columnWidth%22%3A50%2C%22id%22%3A%22%5Byour-name%5D%22%7D%2C%7B%22type%22%3A%22email%22%2C%22label%22%3A%22Email%20address%22%2C%22description%22%3A%22%22%2C%22placeholder%22%3A%22example%40domain.com%22%2C%22required%22%3Atrue%2C%22columnWidth%22%3A50%7D%2C%7B%22type%22%3A%22phone%22%2C%22label%22%3A%22Phone%22%2C%22placeholder%22%3A%22%2B1-999-999-9999%22%2C%22description%22%3A%22%22%2C%22required%22%3Afalse%2C%22columnWidth%22%3A50%7D%2C%7B%22type%22%3A%22url%22%2C%22label%22%3A%22Website%20URL%22%2C%22description%22%3A%22%22%2C%22placeholder%22%3A%22https%3A%5C%2F%5C%2Fexample.com%22%2C%22required%22%3Afalse%2C%22columnWidth%22%3A50%2C%22id%22%3A%22%5Bwebsite-url%5D%22%7D%2C%7B%22type%22%3A%22textarea%22%2C%22label%22%3A%22Message%22%2C%22description%22%3A%22%22%2C%22placeholder%22%3A%22Tell%20me%20anything%20and%20everything%22%2C%22required%22%3Atrue%2C%22columnWidth%22%3A100%2C%22id%22%3A%22%5Bmessage%5D%22%7D%5D%2C%22headerActive%22%3Atrue%2C%22headerTitle%22%3A%22Say%20Hi%22%2C%22headerText%22%3A%22Get%20in%20touch%20to%20inquire%20about%20my%20availability%20or%20just%20say%20something%20nice.%20Or%20both.%20Preferably%20both.%22%2C%22headerPictureUrl%22%3A%22%22%2C%22footerText%22%3A%22%22%2C%22actionAfterSubmit%22%3A%22message%22%2C%22successMessage%22%3A%22Your%20message%20was%20successfully%20sent%21%20I%20will%20reply%20to%20you%20shortly.%22%2C%22successContinueText%22%3A%22Great%22%2C%22redirectUrl%22%3A%22https%3A%5C%2F%5C%2Fexample.com%22%2C%22submitText%22%3A%22Submit%22%2C%22stepsMessagesDivider%22%3Anull%2C%22stepsMessagesTitle%22%3Anull%2C%22stepsText%22%3A%22step%20%251%20of%20%252%22%2C%22stepBackText%22%3A%22Back%22%2C%22stepNextText%22%3A%22Next%22%2C%22errorMessageAllRequired%22%3A%22Please%2C%20fill%20all%20the%20required%20fields%22%2C%22errorMessageAllIncorrect%22%3A%22Please%2C%20fill%20all%20the%20fields%20correctly%22%2C%22errorMessageSetMailTo%22%3A%22Please%2C%20set%20the%20email%20to%20send%20messages%20to%22%2C%22errorMessageRequiredCaptcha%22%3A%22Please%2C%20enter%20the%20captcha%22%2C%22errorMessageFileSizeLimit%22%3A%22File%20size%20limit%20exceeded%22%2C%22errorMessageFileNotAllowed%22%3A%22File%20extension%20not%20allowed%22%2C%22errorMessageUnknown%22%3A%22Unknown%20error%22%2C%22errorMessageRequired%22%3A%22Required%20field%22%2C%22errorMessageInvalid%22%3A%22Invalid%22%2C%22errorMessageInvalidEmail%22%3A%22Invalid%20email%22%2C%22errorMessageInvalidPhone%22%3A%22Invalid%20phone%20number%22%2C%22errorMessageInvalidUrl%22%3A%22Invalid%20URL%22%2C%22calendarWeekdaysShorthand%22%3A%22Sun%5CnMon%5CnTue%5CnWed%5CnThu%5CnFri%5CnSat%22%2C%22calendarMonthsLonghand%22%3A%22January%5CnFebruary%5CnMarch%5CnApril%5CnMay%5CnJune%5CnJuly%5CnAugust%5CnSeptember%5CnOctober%5CnNovember%5CnDecember%22%2C%22showProgress%22%3Atrue%2C%22recaptchaType%22%3A%22invisible%22%2C%22integrationsGoogleToken%22%3A%22%22%2C%22integrationsGoogleSheetId%22%3A%22%22%2C%22layout%22%3A%22floating%22%2C%22floatingIcon%22%3A%22message%22%2C%22floatingText%22%3A%22Contact%22%2C%22floatingPosition%22%3A%22right%22%2C%22width%22%3A%22100%25%22%2C%22style%22%3A%22flat%22%2C%22mainColor%22%3A%22rgb%28255%2C%2051%2C%20102%29%22%2C%22apiUrl%22%3A%22https%3A%5C%2F%5C%2Fgoltermann.design%5C%2Fwp-json%5C%2Felfsight-contact-form%5C%2Fapi%22%2C%22recaptchaKeyCheckbox%22%3A%226LfXGHgUAAAAAHNIE_EH7kEI1l4xvf_ynIlg5bfo%22%2C%22recaptchaKeyInvisible%22%3A%226Ld1CXgUAAAAAFTHmixC1Eo-NP7_3ddB1YOj9AfX%22%2C%22widgetId%22%3A%221%22%7D" 
408                data-elfsight-contact-form-version="2.3.0"
409                data-elfsight-widget-id="elfsight-contact-form-1">
410            </div>
411                                
411<script type="50b8c54bc471151ac049b85f-text/javascript">
412                                            
413                                            </script>
413
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415			<div class="modal-cacsp-backdrop"></div>
416			<div class="modal-cacsp-position">
417								<div class="modal-cacsp-box modal-cacsp-box-info modal-cacsp-box-bottom">
418					<div class="modal-cacsp-box-header">
419						Cookies					</div>
420					<div class="modal-cacsp-box-content">
421						Guess what, this site uses cookies!													<a href="https://goltermann.design/privacy/">
422								Privacy policy							</a>
423											</div>
424					<div class="modal-cacsp-btns">
425						<a href="#" class="modal-cacsp-btn modal-cacsp-btn-settings">
426							Settings						</a>
427												<a href="#" class="modal-cacsp-btn modal-cacsp-btn-accept">
428							Accept all						</a>
429					</div>
430				</div>
431				<div class="modal-cacsp-box modal-cacsp-box-settings">
432					<div class="modal-cacsp-box-header">
433						Cookies					</div>
434					<div class="modal-cacsp-box-content">
435						Choose what kind of cookies to accept. Your choice will be saved for one year.													<a href="https://goltermann.design/privacy/">
436								Privacy policy							</a>
437											</div>
438					<div class="modal-cacsp-box-settings-list">
439												<ul>
440							<li>
441								<span class="modal-cacsp-toggle-switch modal-cacsp-toggle-switch-active disabled" data-accepted-cookie="necessary">
442									<span>Necessary<br>
443										<span>These cookies are not optional. They are needed for the website to function.</span>
444									</span>
445									<span>
446										<span class="modal-cacsp-toggle">
447											<span class="modal-cacsp-toggle-switch-handle"></span>
448										</span>
449									</span>
450								</span>
451							</li>
452														<li>
453								<a href="#statistics" class="modal-cacsp-toggle-switch" data-accepted-cookie="statistics">
454									<span>Statistics<br>
455										<span>In order for us to improve the website's functionality and structure, based on how the website is used.</span>
456									</span>
457									<span>
458										<span class="modal-cacsp-toggle">
459											<span class="modal-cacsp-toggle-switch-handle"></span>
460										</span>
461									</span>
462								</a>
463							</li>
464														<li>
465								<a href="#experience" class="modal-cacsp-toggle-switch" data-accepted-cookie="experience">
466									<span>Experience<br>
467										<span>In order for our website to perform as well as possible during your visit. If you refuse these cookies, some functionality will disappear from the website.</span>
468									</span>
469									<span>
470										<span class="modal-cacsp-toggle">
471											<span class="modal-cacsp-toggle-switch-handle"></span>
472										</span>
473									</span>
474								</a>
475							</li>
476														<li>
477								<a href="#markerting" class="modal-cacsp-toggle-switch" data-accepted-cookie="markerting">
478									<span>Marketing<br>
479										<span>By sharing your interests and behavior as you visit our site, you increase the chance of seeing personalized content and offers.</span>
480									</span>
481									<span>
482										<span class="modal-cacsp-toggle">
483											<span class="modal-cacsp-toggle-switch-handle"></span>
484										</span>
485									</span>
486								</a>
487							</li>
488						</ul>
489					</div>
490					<div class="modal-cacsp-btns">
491						<a href="#" class="modal-cacsp-btn modal-cacsp-btn-save">
492							Save						</a>
493												<a href="#" class="modal-cacsp-btn modal-cacsp-btn-accept-all">
494							Accept all						</a>
495					</div>
496				</div>
497			</div>
498			
499			
499<script type="50b8c54bc471151ac049b85f-text/javascript" src="https://cdnjs.cloudflare.com/ajax/libs/slick-carousel/1.9.0/slick.min.js?ver=1.9.0" id="slick-js"></script>
vendor: 1 bytes, line 499
499
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571    
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573</script>
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598
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vendor: 1 bytes, line 606
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607
608
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609</body>
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