07 Nov Case Study: Guiding the AI Experience at a Fortune 50 Company

At A Glance:

The outcomes we created will help us drive the dialogue on why human-first AI design matters.”

Customer Experience Strategist

The Challenge:

Despite being a global leader in the healthcare innovation space, our client was not immune to the AI hype. Excitement around the transformative potential of AI unintentionally created a hammer in search of nails. Our client’s Customer Experience team was being tasked with making AI more usable for customers in situations where it maybe shouldn’t have been used at all. In need of a reset, they brought us in to help develop a set of principles and resources to ensure that the needs and experiences of the humans using the technology were not an afterthought.

The Solution:

Phase 1: Establish Human-Centric AI Principles

Discovery

We started by aligning the Core Team around a brief that served as our “North Star.” We revisited the brief over the course of the sprint whenever we learned new insights or it felt like we were drifting off course. Then, we conducted interviews with 7 stakeholders from different parts of the organization to better understand when and how these principles could be applied. We also engaged stakeholders in gathering both internal and external inspiration to create a collective mental image of what was possible, what the team liked (or not), and why. 

Design

To increase speed, efficiency, and buy-in we enlisted a Co-Creation Team pf cross-functional stakeholders to generate a range of options and, later, provide feedback on drafts. In between these larger sessions, we worked with the smaller Core Team to prioritize and copy edit the principles. With both groups, we aimed to keep the human at the center of each workshop and tap into a spirit of curiosity and play. These more engaging and creative experiences resulted in a set of principles that better reflected the culture of the team.

Delivery

Once we had a first draft of the principles, we hosted feedback sessions with stakeholders from across the organization, as well as with the full team during their off site. This invaluable input informed our final iterations of the principles and their framing content. To ensure the momentum continued, we closed this first sprint with an Action Planning workshop to define tangible next steps for socializing the principles within the organization.

Phase 2: Support Partners in Developing More Human-Centric AI Solutions

Discovery + Design

One of the success criteria for the principles identified in the original brief was that they didn’t “die” in a deck. So, shortly after developing the principles, we set out to activate them through a set of DIY resources to be used by partners across the organization. Since we were building on our earlier insights, we expedited the Discovery process. This allowed us to begin co-creating drafts of the content much sooner. Over the course of three weeks, we worked closely with a small group of internal collaborators to develop a set of tools with the goal of enabling those working on AI projects to infuse customer experience design perspectives into their solutions. 

Delivery

Co-creating with a smaller group allowed us to iterate quickly and responsively. However, we also brought in the perspectives of broader stakeholders—including those who would be using these tools—during a series of feedback sessions. Based on their input, we made final iterations. Then, we worked with the Core Team to align on tangible next steps for sharing the resource.

The Results: 

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