Human-centric interactions for Artificial Intelligence has developed the world’s first principled AI platform for generalised decision-making. Their world-class scientists take AI beyond black boxes to a platform that is interpretable & controllable. It learns autonomously and makes decisions in order to achieve goals in high-dimensional, dynamic systems like financial markets, smart cities, online games and logistics.


Through comprehensive user research, we have worked closely with the company to understand how humans might interact with future AI-based systems to achieve desirable outcomes. Of particular interest has been how to build trust in AI such that humans are comfortable acting on computer-driven instructions and how to motivate people to act in a way which may seem counter-intuitive. Our research and analysis of unmet needs has shaped a vision for AI user-experience design, still relatively unexplored in human-computer interaction (HCI).

“It’s been great to understand and identify what real world pain points our AI algorithms will be helping to solve in the near future”

Head of Group

User Research

Dovetailed conducted 1-1 interviews with 15 participants who were recruited

from five different industries, identified by as being of high strategic importance for the company. User questionnaires were developed in a highly collaborative manner with the internal development team to fully understand the operational demands of particular industries and uncover potential insights into how AI-based systems could add value. Discussion of existing workflows, daily routines and responsibilities helped to shape user personas and visionary user-journeys which in turn informed later UX design work and wireframes.

The UX of AI

The UX of AI is a work-in-progress and a vast new space to explore. We are researching, designing and running user studies to help to answer fundamental questions which will enable their vision.

  • Qualitative and quantitative user research

  • HCI research and design

  • Participant recruitment

  • Personas and user journeys


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