Design of AI | Build Products that Customers & Businesses Value

Design of AI

We provide a pragmatic and practical deep dive into what AI can do and how it is transforming industries. We help designers, researchers, and product managers excel in a rapidly changing future. Hosted by: Arpy Dragffy Guerrero (Founder & Principal Strategist, PH1 Research) https://www.linkedin.com/in/adragffy/ Brittany Hobbs (VP Insights, Huge) https://www.linkedin.com/in/brittanyhobbs/ Please make sure to subscribe to our Substack to never miss an episode. On the Design of AI substack you’ll also receive more strategic insights and recommended products. https://designofai.substack.com/

  1. 39. The Intelligence Layer That Unlocks Your Business' Biggest Problems [Jochem van der Veer, TheyDo]

    11 JUL

    39. The Intelligence Layer That Unlocks Your Business' Biggest Problems [Jochem van der Veer, TheyDo]

    Your biggest business problems are hiding in plain sight—scattered across customer service calls, survey responses, app store reviews, and sales conversations. Our guest is Jochem van der Veer, CEO of TheyDo, reveals how organizations can unlock their biggest problems by using AI to connect data sources that were previously unimaginable.  In this episode you’ll learn how to: ➤ Unlock the power of your customer data and insights ➤ Use journey maps in innovative ways ➤ Create an intelligence layer to make product decisions Timestamps:01:20 Guest Introduction02:04 The Journey Mapping Evolution02:47 Building the CX Tool03:37 Challenges in Journey Mapping05:04 AI-Powered Journey Management07:08 Real-World Applications and Insights08:46 The Future of Journey Management13:23 Data Quality and AI Decision Making20:06 Practical Examples and Use Cases21:58 Identifying Customer Pain Points22:28 Evaluating Data Sources and Relevance24:51 Addressing Silos in Organizations27:23 Future of User Research and Insights32:15 Dynamic Personas and Adaptive Campaigns36:39 Quantifying Qualitative Insights40:01 Exciting AI Platforms and Tools Jochem van der Veer is the Co-Founder and CEO of TheyDo, a leading platform for journey management that helps organisations build seamless customer experiences by aligning teams around the customer journey. With a background in design thinking and innovation, Jochem has dedicated his career to helping businesses scale customer-centric strategies. Under his leadership, TheyDo has empowered global brands to move from siloed operations to collaborative, journey-driven workflows that drive better decision-making and growth. Passionate about design, systems thinking, and the future of work, Jochem is a frequent speaker on the intersection of customer experience and business strategy. He’s also the host of the Experience Edge Podcast, a great resource to learn about how to improve product & customer experience. This episode was hosted by: Arpy Dragffy Guerrero (Founder & Principal Strategist PH1 Research) ⁠https://www.linkedin.com/in/adragffy/⁠  Brittany Hobbs (VP Insights, Huge)  ⁠https://www.linkedin.com/in/brittanyhobbs/⁠ And if you want more AI strategy & research content, subscribe to our substack newsletter at ⁠https://designofai.substack.com/⁠  This episode is brought to you by PH1 Research, a research & strategy consultancy specialized in AI product strategy & concept testing. Get more info at ⁠PH1.ca⁠  Follow us here: ⁠⁠Spotify⁠ https://open.spotify.com/show/3O11vQKPpKI5ZlJhdRGwnf⁠⁠⁠⁠Apple Podcasts⁠⁠ ⁠https://podcasts.apple.com/us/podcast/design-of-ai-product-strategy-innovation-career-growth/id1734499859⁠  ⁠ YouTube⁠⁠ ⁠https://www.youtube.com/@DesignofAI⁠

    42 min
  2. 38. Co-Designing the Future of AI Products [Savannah Kunovsky, IDEO]

    25 JUN

    38. Co-Designing the Future of AI Products [Savannah Kunovsky, IDEO]

    Product teams are under pressure to deliver value from AI immediately and most are failing to achieve monetization. But when large enterprises want to deliver industry-changing products, they go to IDEO, the most prestigious design consultancy in the world.  Our guest is Savannah Kunovsky, Managing Director of IDEO’s Emerging Technology Lab. Savannah brings businesses from today’s realities to the worlds we’ll live in next. In this episode you’ll learn: ➤ IDEO’s approach to leading the most challenging innovation projects ➤ How to increase the likelihood of your AI product’s success ➤ The power of identifying audiences for your product ➤ Importance of unlocking AI’s intelligence AND human potential ➤ How artists are leading our envisioning about the future of AI This episode is the perfect inspiration for designers, product managers, researchers, and founders who want to deliver transformative experiences.  ------- Thank you for listening to the Design of AI podcast. We provide secrets for building AI products that customers value. If you have guests you want to recommend or need help with your product, contact us ⁠info@designof.ai⁠  Remember to follow us on your fave podcasting app. It also really helps us if you leave reviews. —---------- If you value his type of product & career advice follow our Substack newsletter This episode was brought to you by PH1 Research specialized in rapid research to improve product decisions about your next AI release. Validate use cases, test concepts, prove monetization opportunities. Email info@ph1.ca and mention the Design of AI podcast to get a 15% discount. ------- This episode was hosted by: Arpy Dragffy Guerrero (Founder & Principal Strategist PH1 Research) ⁠https://www.linkedin.com/in/adragffy/⁠  And if you want more AI strategy & research content, subscribe to our substack newsletter at ⁠https://designofai.substack.com/⁠  Follow us here: ⁠⁠Spotify⁠ https://open.spotify.com/show/3O11vQKPpKI5ZlJhdRGwnf ⁠⁠⁠⁠Apple Podcasts⁠⁠ ⁠https://podcasts.apple.com/us/podcast/design-of-ai-product-strategy-innovation-career-growth/id1734499859⁠  ⁠YouTube⁠⁠ ⁠https://www.youtube.com/@DesignofAI⁠

    34 min
  3. 37. Emotional AI will Transform Sales, Support & Training [Paula Petcu, Interhuman AI]

    17 JUN

    37. Emotional AI will Transform Sales, Support & Training [Paula Petcu, Interhuman AI]

    What if AI had emotional intelligence? What if it could interpret our non-verbal cues? Try to use a chat bot and all of this sounds far-fetched right now, but there are startups and researchers developing specialized models that add emotional intelligence to AI-powered products. In this episode we had a discussion with the founder of Interhuman AI about use cases and possibilities of this new intelligence layer. She believes that it will transform every business’ ability to deliver sales and support products that are finally impactful. Also, that emotional intelligence capabilities will transform how employees are trained and get ongoing feedback. In this episode, you'll learn:  ➤ Why the next frontier of AI will be interpreting human behaviour ➤ The possibilities & use cases of emotional AI technologies ➤ The importance of building specialized models in a world dominated by OpenAI, Google, Meta, and Anthropic  Our guest is Paula Petcu, CEO and co-founder of Interhuman AI. Interhuman AI develops the social intelligence layer for AI applications. She has been working at the intersection of health and technology for the past 10 years. https://www.linkedin.com/in/paulapetcu/    Thank you for listening to the Design of AI podcast. We provide secrets for how to build AI products that customers value.  Please follow us on your favorite podcasting apps and make sure to leave a review if you like this type of product & career advice.  This episode was brought to you by PH1 Research, specialized in rapid research to improve product decisions about your next AI release. Validate use cases, test concepts, prove monetization opportunities. This episode was hosted by  Brittany Hobbs https://www.linkedin.com/in/brittanyhobbs/ Arpy Dragffy Guerrero https://www.linkedin.com/in/adragffy/

    50 min
  4. 36. Apple's Intelligence Shocks AI and How to Harness Power of Deep Research

    10 JUN

    36. Apple's Intelligence Shocks AI and How to Harness Power of Deep Research

    What does it mean when the largest consumer tech company in the world says AI isn't so intelligent after all? Over the last week Apple has dominated AI headlines and not for the reason you'd expect. Their research team released a paper called "The Illusion of Thinking." (Authors: Parshin Shojaee, Iman Mirzadeh, Keivan Alizadeh, Maxwell Horton, Samy Bengio, Mehrdad Farajtabar) This quote from Gary Marcus' newsletter sums it best: "What the Apple paper shows, most fundamentally, regardless of how you define AGI, is that LLMs are no substitute for good well-specified conventional algorithms. (They also can’t play chess as well as conventional algorithms, can’t fold proteins like special-purpose neurosymbolic hybrids, can’t run databases as well as conventional databases, etc.) In the best case (not always reached) they can write python code, supplementing their own weaknesses with outside symbolic code, but even this is not reliable. What this means for business and society is that you can’t simply drop o3 or Claude into some complex problem and expect it to work reliably." This was then followed by Apple's developer event this week where Apple continued to under-deliver on market expectations of AI releases in iOS and beyond. In this episode we explore what it means for builders and business users of AI that Apple is playing the spoiler role compared to OpenAI and Google's role as hypers of GAI. We present a path forward for leveraging the increasing task accuracy and task accuracy of the latest LLMs. And we discuss the risk of the illusion of reasoning within LLMs as it relates to employers looking to reduce headcount. ------- Thank you for listening to the Design of AI podcast. We provide secrets for building AI products that customers value. If you have guests you want to recommend or need help with your product, contact us info@designof.ai  Remember to follow us on your fave podcasting app. It also really helps us if you leave reviews. —---------- This episode was hosted by: Arpy Dragffy Guerrero (Founder & Principal Strategist PH1 Research) https://www.linkedin.com/in/adragffy/  Brittany Hobbs (VP Insights, Huge)  https://www.linkedin.com/in/brittanyhobbs/ And if you want more AI strategy & research content, subscribe to our substack newsletter at https://designofai.substack.com/  This episode is brought to you by PH1 Research, a research & strategy consultancy specialized in mapping the future of your business & product. Get more info at PH1.ca  Follow us here: ⁠Spotify https://open.spotify.com/show/3O11vQKPpKI5ZlJhdRGwnf ⁠Apple Podcasts⁠ https://podcasts.apple.com/us/podcast/design-of-ai-product-strategy-innovation-career-growth/id1734499859 YouTube⁠ https://www.youtube.com/@DesignofAI

    20 min
  5. 35. How AI Expands Creativity & Innovates Design [Tuhin Kumar, Luma, ex Apple Airbnb, Facebook]

    29 MAY

    35. How AI Expands Creativity & Innovates Design [Tuhin Kumar, Luma, ex Apple Airbnb, Facebook]

    There’s no doubt, AI will be able to automate product, marketing, and sales workflows. But GenAI’s greatest achievement could be expanding our creative potential.  In this episode you’ll learn about: ➤ How AI’s ability to understand context and intent will change everything ➤ That communicating via visuals instead of words will innovate decision-making ➤ The differences in working in a design-led culture vs. production line orgs ➤ Preparing for a world of AI as a creative partner & provocateur  ➤ What creative AI products can do today and in the near future Our guest, Tuhin Kumar, has worked on the bleeding edge of user experience design his entire career, creating some of the most memorable interactions on Facebook, Airbnb, and Apple’s platforms.  In this conversation we explore why he decided to lead design at Luma, a GenAI platform challenging our perspectives on the creative potential of video and images. As we enter an era where anyone can create average assets, we must find new ways of pushing the boundaries of creativity. Pioneers, like Tuhin, are building a future that equips product teams and creatives across all industries with new capabilities to innovate how we design. Thank you for listening to the Design of AI podcast. We provide secrets for building AI products that customers love. If you have guests you want to recommend or need help with your product, contact us info@designof.ai  Remember to follow us on your fave podcasting app. It also really helps us if you leave reviews. —---------- Tuhin Kumar has shaped everything from Apple’s macOS features to Airbnb’s global design system and was the first designer at LinkedIn Pulse.  At NVIDIA-backed Luma an AI video generator with 25M+ users that many find better than Sora, he’s at the forefront of AI's impact on reshaping design—not just as a tool, but as a creative collaborator—crafting modular systems that can adapt to rapid research breakthroughs. Tuhin’s work blurs the line between art and utility and how creative vision can thrive alongside tech. —---------- This episode was hosted by: Arpy Dragffy Guerrero (Founder & Principal Strategist PH1 Research) https://www.linkedin.com/in/adragffy/  And if you want more AI strategy & research content, subscribe to our substack newsletter at https://designofai.substack.com/  This episode is brought to you by PH1 Research, a research & strategy consultancy specialized in mapping the future of your business & product. Get more info at PH1.ca Follow us here: ⁠Spotify https://open.spotify.com/show/3O11vQKPpKI5ZlJhdRGwnf ⁠Apple Podcasts⁠ https://podcasts.apple.com/us/podcast/design-of-ai-product-strategy-innovation-career-growth/id1734499859  YouTube⁠ https://www.youtube.com/@DesignofAI

    34 min
  6. 34. Bullshit Mountain: Unmasking AI's Empty Promises w/ The AI Con authors Emily M. Bender & Alex Hanna

    20 MAY

    34. Bullshit Mountain: Unmasking AI's Empty Promises w/ The AI Con authors Emily M. Bender & Alex Hanna

    We have two special guests. Dr. Emily M. Bender & Dr. Alex Hanna, the authors of The AI Con: How to Fight Big Tech’s Hype and Create the Future We Want. This review best captures why you should read this book: A smart, incisive look at the technologies sold as artificial intelligence, the drawbacks and pitfalls of technology sold under this banner, and why it’s crucial to recognize the many ways in which AI hype covers for a small set of power-hungry actors at work and in the world. Get more info about the book at https://thecon.ai This episode challenges the hype around AI and is a critical conversation for anyone working in technology or planning to leverage AI. In this episode we cover: ➤ Exaggerations and limitations of AI & LLMs ➤ Until we know how LLMs are trained, we can’t trust them ➤ Focussing on assisting users, not replacing workers ➤ Workers must stand up and  resist AI automation ➤ The damage caused by AI hype boosters & doomers Dr. Emily M. Bender is a Professor of Linguistics at the University of Washington where she is also the Faculty Director of the Computational Linguistics Master of Science program and affiliate faculty in the School of Computer Science and Engineering and the Information School. In 2023, she was included in the inaugural Time 100 list of the most influential people in AI. She is frequently consulted by policymakers, from municipal officials to the federal government to the United Nations, for insight into how to understand so-called AI technologies. Dr. Alex Hanna is Director of Research at the Distributed AI Research Institute (DAIR) and a Lecturer in the School of Information at the University of California Berkeley. She is an outspoken critic of the tech industry, a proponent of community-based uses of technology, and a highly sought-after speaker and expert who has been featured across the media, including articles in the Washington Post, Financial Times, The Atlantic, and Time. Dr Bender & Dr. Hanna are also the hosts of the Mystery AI Hype Theater 3000 podcast, where they take on the latest news from AI and technology. —------- Thank you for listening to the Design of AI podcast.  We provide a pragmatic and practical deep dive into what AI can do and how it is transforming industries. We help designers, researchers, and strategists excel in a rapidly changing future. Remember to follow us on your fave podcasting app. It also really helps us if you leave reviews. This episode was hosted by: Arpy Dragffy Guerrero (Founder & Principal Strategist PH1 Research) https://www.linkedin.com/in/adragffy/  And if you want more AI strategy & research content, subscribe to our substack newsletter at https://designofai.substack.com/  Thanks for listening to the Design of AI podcast If you like this episode please follow us on your podcast app and leave us a review. This episode is brought to you by PH1 Research, a research & strategy consultancy specialized in mapping the future of your business & product. Get more info at ph1.ca Follow us here: ⁠Spotify https://open.spotify.com/show/3O11vQKPpKI5ZlJhdRGwnf ⁠Apple Podcasts⁠ https://podcasts.apple.com/us/podcast/design-of-ai-product-strategy-innovation-career-growth/id1734499859  YouTube⁠ https://www.youtube.com/@DesignofAI

    54 min
  7. 33. Rating AI Design to Code Products + Hacks for ChatGPT & Claude [Roger Wong]

    14 MAY

    33. Rating AI Design to Code Products + Hacks for ChatGPT & Claude [Roger Wong]

    Designers are overwhelmed with too many AI products that promise to help them simplify workflows and solve the last mile of design-to-code. With the announcements of Figma Site and Figma Make at the the Config conference, the amount of options to consider has increased even more.  In this episode you’ll discover: 1. Ranking of which AI design-to-code products are recommended by a UX expert 2. Assessment of whether designers should rely on these tools 3. Learn more hacks on how to get better results from ChatGPT, Claude, and Manus, including deep research versions This episode will help designers, product managers, developers, and anyone working with tech to elevate their design and production capabilities by leveraging the latest AI capabilities and the "Vibe-coding" trend. Our special guest is Roger Wong. He is a forward-thinking design leader with extensive experience in cultivating brand loyalty and enhancing customer experiences for prominent tech companies like Apple, Microsoft, Cisco, and Intel. His career spans over two decades during which he founded Wong.Digital, led design at two startups, and managed significant creative teams, notably for Samsung Mobile. His passion for innovation is demonstrated through his cofounding of Transported VR, a pioneering venture in virtual reality real estate, and his side project of developing an AI tool to assist designers in crafting brand strategies. His contributions to the design field have been recognized by Communication Arts, Graphis, One Show, Clio Awards, and Cannes Lions. Holding a BFA in graphic design from the California College of the Arts, he has also contributed to academics as a professor and advisory board member at San Diego City College. He writes about design, AI, UX, and technology on his blog: https://rogerwong.me Read his full analysis of the design-to-code AI products: https://rogerwong.me/2025/04/beyond-the-prompt  What you need to know about this evaluation: “If you're wanting to close the design-to-code gap, consider Subframe. While AI is part of its feature set, it is not the only selling point. In my opinion, its strength is in being able to design with and manipulate React components visually. Finally, for quick ideas and prototypes, check out v0. Because the output is mostly unstyled, it makes for great wireframe-like prototypes that are shareable. By playing with working prototypes, it's very quickly apparent what you should incorporate into your designs.“ This episode was hosted by: Brittany Hobbs is VP of Insights at Huge, a global design and technology consultancy. I lead research initiatives to build the next generation of consumer and business applications for the world’s biggest brands. My focus is on humanizing technology at scale, often leveraging AI to discover breakthroughs in human-computer interaction. https://www.linkedin.com/in/brittanyhobbs/  Arpy Dragffy Guerrero is the Founder & Principal Strategist at PH1 Research. He researches and maps how organizations should leverage emerging technologies to improve products and services. By combining behavioral science and service design methods with UX strategy, he won clients such as Spotify, Microsoft, Mozilla, the National Football League, and dozens more across the private and public sectors. https://www.linkedin.com/in/adragffy/  —------- Thank you for listening to the Design of AI podcast.  We provide a pragmatic and practical deep dive into what AI can do and how it is transforming industries. We help designers, researchers, and product managers excel in a rapidly changing future. If you find this strategic content helpful, make sure to follow us on your fave podcasting app. It really helps us if you leave reviews. Follow us here: ⁠Spotify https://open.spotify.com/show/3O11vQKPpKI5ZlJhdRGwnf ⁠Apple Podcasts⁠ https://podcasts.apple.com/us/podcast/design-of-ai-product-strategy-innovation-career-growth/id1734499859 YouTube⁠ https://www.youtube.com/@DesignofAI

    34 min
  8. 32. Overreliance on AI is a Problem that only Expertise can Solve [Brittany Hobbs & Arpy Dragffy]

    1 MAY

    32. Overreliance on AI is a Problem that only Expertise can Solve [Brittany Hobbs & Arpy Dragffy]

    Employers and the media are pressuring us to adopt AI quickly. But overreliance on large language models poses huge risks. Not only is GenAI highly likely to make mistakes, we’re putting the entire data set of our businesses at risk if we take AI results as immediate truth. In this episode we discuss and debate the risks and remedies for businesses rushing to adopt AI for core work flows and services. Listen to this episode to learn about: ➤ The impact of time pressure on teams on production & quality ➤ Risks of over reliance on technology that’s frequently incorrect ➤ Importance of focused use cases and training data ➤ Recognizing the importance of expertise & critical analysis ➤ Pinpointing how to best leverage AI to improve workflows Today we’re trying out a new format which we plan to include between quest episodes from time to time. This allows us to share our own experience as consultants and practitioners, and to bring together learnings across multiple interviews. If you want to see more episodes like this,please reach out and let us know. Brittany Hobbs is VP of Insights at Huge, a global design and technology consultancy. I lead research initiatives to build the next generation of consumer and business applications for the world’s biggest brands. My focus is on humanizing technology at scale, often leveraging AI to discover breakthroughs in human-computer interaction. https://www.linkedin.com/in/brittanyhobbs/  My co-host is Arpy Dragffy Guerrero. He is the Founder & Principal Strategist at PH1 Research. He researches and maps how organizations should leverage emerging technologies to improve products and services. By combining behavioral science and service design methods with UX strategy, he won clients such as Spotify, Microsoft, Mozilla, the National Football League, and dozens more across the private and public sectors. https://www.linkedin.com/in/adragffy/  —------- Thank you for listening to the Design of AI podcast.  We provide a pragmatic and practical deep dive into what AI can do and how it is transforming industries. We help designers, researchers, and product managers excel in a rapidly changing future. If you find this strategic content helpful, make sure to follow us on your fave podcasting app. It really helps us if you leave reviews. Follow us here: Spotify | Apple Podcasts | YouTube Tell us about your AI product experiences: Go to https://designof.ai to share your AI product recommendations and product ratings. Please make sure to subscribe to our Substack to never miss an episode. On the Design of AI substack you’ll also receive more strategic insights and recommended products.  https://designofai.substack.com/

    39 min

Acerca de

We provide a pragmatic and practical deep dive into what AI can do and how it is transforming industries. We help designers, researchers, and product managers excel in a rapidly changing future. Hosted by: Arpy Dragffy Guerrero (Founder & Principal Strategist, PH1 Research) https://www.linkedin.com/in/adragffy/ Brittany Hobbs (VP Insights, Huge) https://www.linkedin.com/in/brittanyhobbs/ Please make sure to subscribe to our Substack to never miss an episode. On the Design of AI substack you’ll also receive more strategic insights and recommended products. https://designofai.substack.com/

También te podría interesar