How AI/ML are helping products to improve their user experience

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To start with, have you ever wondered when you search a phrase in search engines like bing and google many suggestions pop-up even before we hit the search button?

You must have even seen the same content that you searched for appearing on different channels, following you till the time you click, read or buy it?

When you stream movies/random videos on YouTube, Netflix, prime, or other OTT platforms, you must have noticed phrases like “you might like,” and “because you watched this”, you keep pondering on how this guy knows so much of me?

Do the machines that are designed by humans have emotional intelligence?

Basically, they are algorithms that take data and enhance the user experience. They learn your activity over time by considering behavioral attributes and enhances the information by predicting and suggesting to you the exact information you would like to see and consume, at times it can go wrong but it learns quickly.

Some companies using AI/ML to enhance the user experience.

There are many examples of how ML is enhancing the experience of a normal user without him noticing it.

Airbnb: They use AI for pricing that gives prices that are calculated on the demand and supply model. It does analyze multiple factors to automate price making it transparent and intuitive. It also has an in-built AI system with machine learning to turn sketches of design into product source code, how cool is that. 😀

And also as Google does, Airbnb has a machine learning tool that translates all the user reviews and ratings into the user’s native language.

Airbnb logo running a marathon
Designed by

Netflix: Which has been building incredible ML in enhancing the experience. which can predict the user behavior on shows or movies that will keep the user hooked or engaged to binge-watch. It’s basically targeted to individual subscribers with an ever-growing personalized experience using something called consumer science, which is called near to Real-Time recommendations. The recommendations generated by the system are 80% that users like to watch on. Also, they use machine learning in creating artwork, that scans shows, and picks out images to show to their subscribers.

Netflix logo on a TV
Netflix logo

Amazon Prime Music/Spotify: User is recommended with the music that you may like depending on the pattern or the style of music you have been listening to, although it goes wrong in most of the cases, that’s how the system is learning by your interaction with the product, every time when we interact with it on liking, disliking or skipping a song.

Spotify ad explaining how many users heard a song on Spotify.
Spotify ad

Learning of the user

This is the age where products and brands are trying to learn as much as possible about the user and their needs to deliver the best possible experience. There are many companies that are adapting UX in every stage from website design to in-store customer experience, also there are many reports that suggested that a badly designed website will make users leave the website without exploring it further.

With the help of AI & ML products and brands have more control and power on giving a better experience to the users from the moment they land on the website to guiding them on what they want to see and consume.

UX has a major role in enhancing the experience of the user, with the brands adapting ML to grow with the extreme competition, with the data the brands/products have and especially the level of customer understanding, they are focused on giving a better experience time and again with a high success rate, and when there is a failure the system learns from it as said earlier and makes it even better for the users next time when the same problem occurs.

We as designers have to understand and gather some skills in AI or data-driven design to keep the overall experience of managing huge data seamless for the users and machine. With the considerable increase in the users and data, there is a huge data, I think most of the analysis will be done by machines in near future.

AI/ML makes great progress in every spectrum, we just need to keep an eye on adapting to innovations and learning from them. We should make sure we are designing with purpose and considering different users with accessibility in mind.

I’m working as a product designer working on a mission to create accessible AI for everyone at PI.EXCHANGE. Connect with me here on LinkedIn.

How AI/ML are helping products to improve their user experience was originally published in Muzli – Design Inspiration on Medium, where people are continuing the conversation by highlighting and responding to this story.