Optimize your AI Customer Experience with a Holistic Design Thinking Approach

As more and more organizations are looking to adopt Artificial Intelligence (AI) within their organizations, Design Thinking’s role in implementing it plays a pivotal part. According to a McKinsey global report, AI is poised to add 16% to the global economy and is expected to boost global GDP by $15.7 billion by 2030. This re-instates the importance of AI and its seamless implementation across organizations globally.

The organizations that promote design thinking can accelerate Artificial Intelligence (AI) adoption, assist in organizational alignment, and quickly adapt to the changing market conditions. It captures much of the innovation that will potentially occur in the AI space so that the problem can be solved using this approach. Often aligned with agile development practices, design thinking provides a much-structured process for implementing the ever-changing AI industry.

How Design Thinking Helps in AI Implementation

  • Re-aligns Technology and Innovation: Design thinking asserts that responsibility for innovation runs across an organization and is best accomplished by interdisciplinary teams with an end-to-end view of organizational impact.
  • Nurture inter-functional teams: Design thinking brings inter-company and inter-business unit ecosystems together. For example, technologists, executives, analysts, risk management, compliance, audit, operations, sales, and customer-facing advisors come together in a forum that drives new ideas and customer centricity. These teams become inter-company and inter-business unit ecosystems that share learning across the enterprise, along with costs and risks.
  • Normalize enterprise re-invention: Reinvention and change adoption helps a company scale its existing AI offerings and solutions, rather than always looking ahead to the next big thing.
  • Partner smart employees with smart technology: The next-generation hybrid digital workforce – humans and robots empowered by AI combine myriad work environment applications with real-time data analytics. 
  • Emphasizes on user needs and customer satisfaction: Clients become a vital part of the design-thinking process as they form advisory panels, pilot programs or surveys to elicit feedback from end users. 

How Organizations Implement AI Applications through Design Thinking:

  • Empathy: The first step in design thinking involves Empathy- which provides both cognitive as well as affective dimensions. This helps organization look at customers’ problems from a third person’s perspective while being able to relate and develop an emotional bond with them.
  • Define: This stage involves crafting a problem statement and involves asking a lot of questions to reach a possible solution.
  • Ideate: This stage entails shifting of focus from problem identification to solution generation. For ex: How can I craft an offering that is uniquely suited to my customer?
  • Prototype: This stage involves developing more fleshed-out and scaled solutions. This gives an opportunity to have more directed conversation with your customers after the discovery calls.
  • Test: The final stage involves the testing stage. This necessarily involves unveiling the fully fleshed-out pitch to all the key stakeholders.

Embarking on a Design Thinking Journey- Few pre-requisites

A good design thinking plan needs deep and collaborative user research and testing, which can help the team to come up with new creative ideas and solutions, and divergent thinking.

The foundation of such an approach is curiosity in terms of identifying and solving complex problems with a creative mindset.

Experts from diverse disciplines such as Artificial Intelligence (AI), application developers, software engineering and design need to collaborate and solve their most complex business problems quickly and with high accuracy.

Design Thinking encourages employees to ask questions and probe deeper into the problem statement and its possible solutions. It also diminishes hierarchy, creates an environment that challenges the status quo, and encourages smart risk-taking.

Follow the Design Rule of 3: The success of design thinking depends on how well the approach is blended with design execution and the design culture. Businesses need to consider the desirability, viability, and feasibility of their solutions. Similarly, in the design execution phase, business improvement, customer experience, and change implementation need to be prioritized.

Bring in a Senior Design Leader: A strong design leader will ensure that design factors such as customer implications are part of the business strategy.

Review your Metrics: Design metrics should be measured against strong Key Performance Indicators (KPIs).

Customer Delight: Use human-centered design research techniques to interact with customers and uncover pain points and the opportunities to delight them.

Accelerate Your Processes with Challenging Timelines: Implement a user experience that delights most of the target audience and is delivered when needed the most.

Design Thinking and Customer-Centricity

Design thinking truly puts customers in the center of its business. It’s essentially asking customers what they want and then designing around it, helping organizations solve some of their most complex and biggest challenges. The process for design thinking involves following seven steps:

  • Defining goals
  • Identifying the problem
  • Generating new ideas
  • Assessing alternatives
  • Choosing a solution
  • Prototype the solution chosen
  • Evaluating the results

Challenges Galore

With the advent of Artificial Intelligence, most of the problems have been transferred to algorithms, which are constantly innovating and searching for better solutions, thanks to their learning loops. These algorithms take a different approach than a designer as they ‘think’ in terms of small operations, which, when scaled up and iterated can address complex problems.

Few of the challenges posed:

  • Absence of a universally accepted approach: The industry lacks a universally accepted approach that draws the process outline for AI.
  • Strategy Gaps: Gaps at the strategy-level to form a holistic approach towards AI adoption.
  • Computing Power: The amount of power these power-hungry algorithms use is a factor keeping most developers away.
  • Absence of strong systems of intelligence within organizations: The ‘systems of intelligence,’ bring together various data sets and systems of record that create intelligent new products and services. The challenge for many companies is that the data that will inform these new systems, is held in various databases throughout the company.
  • Non-Scalable and Non-Measurable: The design phase of creating a new product, involves design thinking and customer journey mapping approaches which are evolutionary and human-centered perspectives. These approaches may be difficult to scale and measure.



Since design thinking is critical to redefining the user experience, businesses need to increasingly invest in resources, time, and efforts to focus on user goals from multiple viewpoints – emotional, psychological, and behavioral.

AI should be looked at from a design perspective. The journey from empathy to the solution is a complex one, but with design thinking developers can accomplish the end-goal. While the goal is not to be restricted to design thinking, it remains a valuable approach in charting out a road for the development process.

InfoVision experts work collaboratively with the customers to identify the pain areas in implementing AI. We help business leaders re-imagine possibilities to amplify automation efforts and deliver valuable insights that help maximize customer satisfaction.

Looking to deliver impactful customer experience at the moments of truth with AI and Design Thinking? Talk to our AI experts today.