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Take the user experience to the next level with AI

The user experience of the future is created in the interplay between human judgement and the speed and versatility of AI. AI can generate countless alternatives, but it is still people who determine what is relevant, authentic and truly useful. With AI as support, we can create experiences that genuinely make a difference.

Johan Magnusson

Art director and UX Lead

Personalised experiences in an AI-driven world

AI is rapidly changing how digital experiences are created, improved and refined. Automated processes free up time to develop ideas, test variations and iterate faster. This creates more room to focus on what users actually need. One area where AI both creates major opportunities and introduces new challenges for UX designers is personalised experiences. With the help of AI, interfaces can be adapted to each user’s needs, behaviour and context. This makes it possible to create solutions that feel more relevant and intuitive than ever before.

A new playing field for digital experiences

In much the same way as when responsive design emerged – when websites and digital services suddenly had to work just as well on mobile phones, tablets and TVs – the playing field is now being reshaped again. Today, we are facing new challenges where interfaces may be generated in real time based on factors such as user preferences, environment or specific conditions.

Just as responsive design once created new opportunities for more personalised experiences, it will also present significant challenges for those working with digital experiences. At Consid, this is an area we are actively exploring and developing new ideas around.

A strong example is the solution developed for the Regional Cancer Centres (RCC), where “Min vårdplan” has been enhanced with AI acting as a support tool – an assistant for healthcare professionals. AI helps generate individual care plans more quickly, while also streamlining workflows and enabling expertise to be used more effectively. The result is a more personalised experience for patients and a new standard for how AI can strengthen healthcare. Human review, however, remains essential.

AI should therefore not be seen as a magical button that solves everything. Used correctly, the technology enables rapid experimentation and testing of ideas, making it possible to quickly discard what doesn’t work and focus on what does. With AI, the role of UX increasingly shifts towards strategy and a deeper understanding of customer and user needs. AI does not replace UX designers – but it does transform the role. The focus moves further towards strategy, problem-solving, vision and meaning.

AI as an enhancer – not a replacement

AI frees up time to test more ideas and focus efforts on what truly creates value. This allows us to apply our UX expertise where it matters most: improving the experience for users. Human judgement, understanding and the ability to evaluate quality, strategy and aesthetics therefore become more important than ever. AI enhances rather than replaces human capability, and testing ideas and prototypes must still be carried out with real users to capture authentic experiences.

AI also carries an exciting democratic potential. Creators in industries such as film, who previously lacked the resources to produce at a high level, can now create on almost the same terms as major studios. In this way, AI opens the design landscape to more voices, perspectives and ideas.

Anyone can create something that looks good. But real value only emerges when a solution actually solves a genuine problem. At Consid, we use AI as an enhancer of our capabilities and our deliveries – in combination with our strong UX expertise. This enables us to develop solutions that are not only visually appealing, but that truly elevate the user experience.

Interested in how AI can enhance your UX?

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