UX STRAT USA 2018 Presentation: Joe Meersman, IBM

Strategic Experience Design
Using Artiﬁcial Intelligence
—
© 2018 IBM Hybrid Cloud

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Joe’s disclaimer
5
These is Joe Meersman’s Point Of View.
This presentation does not represent the perspective of a
100+ year old Global Corporation with 79.1 bn in revenue.
It does, however reflect my experiences in delivering over a
dozen experiences involving artificial intelligence and/or big
data.

Design
for AI

Design
for with AI

Case Study
Summary
Deﬁnition
Project Types
Process
Takeaways
Agenda
—

Stop me if
you have
heard this
one before

Case Study

What made this project truly
successful was the story that
I didn’t tell.

Design for
with AI

Envisioned the learning loop
With a curated highly collaborative team…
Started with available data
Aligned around value to the user
Created a data wish list, capability wish list

Summary

Designing
with AI is
designing
with intent

Avoid Assumptions, ask questions
Identify constraints, dream big
Solve collaboratively, mind the details
Anticipate challenges, plan for iteration

AI is
powerful
technology
that design
nurtures© 2018 IBM Hybrid Cloud

Definition

What is
emerging
technology?

deﬁnition of
AI varies by
your
exposure
UX STRAT 2018

Applied in Focused or Exploratory manner
Focused : goal oriented, remarkable results
Exploratory : yields unexpected results
UX STRAT 2018

Commercial
AI tends to
be focused.

AI is only as good as the data you provide it
Poor data quality yields poor results
To learn it needs to be taught

Effective AI
requires
maintenance

AI is not new, but it’s commercial availability is
It is not a monolithic product
It is not just another algorithm to apply to
big data problems.
It is not limited to chatbots

AI is a series
of inputs and
outputs in
an equation

Technology has it’s limitations
It is a tool to provide an experience
It can manifest itself in many different ways
Effective AI requires humans

AI is a how

AI is not a
why

Deﬁnition is critical to success
Deﬁnition guides alignment
Multiple misconceptions inflate expectations
Scope capabilities and identify impact

Project Type

how to staff
for success
on AI
projects

Three types of implementations
AI is core to the solution
AI is embedded in the experience
AI is bolted on to a product

AI is
core

The value proposition is facilitating AI
These are platforms or building blocks
AI is enabled via these experiences

Core AI Design Team
Design
Team Lead
Content
Writer
Front-End
Developer
Assumption:
Your user is a Developer, Data Engineer, or Data Scientist
UX
Designer
User
Researcher
Eager to increase
domain knowledge
of AI.
Is comfortable in
advocating for
design in places ‘it
doesn’t matter.’
Able to balance
both the needs of
the user and the
user’s user.
Has experience in
writing voice
prompts or
instructional content.
Back end
development
experience is
necessary.
Data
Scientist
+
Ensures that the
correct inputs are
available to deliver
outcomes.

AI is
embedded

The purposeful integration of AI into workflow
Typically data intensive environments
AI may or may not be visible

Embedded AI Design Team
Design
Team Lead
Assumptions:
Your user is an Analyst, Specialist, or Consumer.
UX
Designer
User
Researcher
Comfortable
asking nuanced
implementation
questions.
Strong grasp of
where AI can make
the largest impact.
Expertise in
generative research
and design
methodology.
Visual
Designer
Intellectual curiosity
about AI and how it
is presented to
users.
Content
Writer
Front-End
Developer
Strong empathy with
end user, ability to
use their language.
Track record of
working closely with
back end
development teams.
Data
Scientist
+
Available to iterate
and monitor delivery
to guide learning.

AI is
bolted on

The forceful integration of AI into experience
Delivery feels like a checklist item
Tend to seem disjointed
Does the chatbot need to live in an iframe?

delivery of
AI projects

Process

Have the team, know the project type?
Who is the user and what is their goal?
What does the market look like?
What can AI deliver in this space?

Know
your
user

Ever preach to a choir?
If you are at UX Strat you ‘get’ UCD
How will users feel when they know it’s AI?
Can AI deliver on value to the user?

Take a
market
view

Is a concept car of value?
Establish a common vernacular
Frame conversations via the competition
Drive differentiation with domain knowledge
Talk about your KPIs and business goals.

Embrace
limitations

Avoid the temptation to over-deliver
Be ok with simple yet effective
Introduce complexity over time
Focus on reliable delivery of value

Takeaways

AI is still emerging technology
Start with available data
Create a data wish list, capability wish list
Envision your learning loop

Create value
by unlocking
new
potential

How to design with, not for AI.
Extend and curate your design team
Plan for continuous delivery
Monitor usage and maintain your data model

Let your user
and your
data guide
you

UX STRAT USA 2018 Presentation: Joe Meersman, IBM

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UX STRAT USA 2018 Presentation: Joe Meersman, IBM