Center Centre – UIE

Center Centre UX School

Co-CEO at Center Centre and CEO/Founding Principal of UIE.

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To get real measurable UX results, we need to focus on our customers’ and users’ real needs.


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This course teaches you how to adapt your UX research and design practices to deliver AI-based functionality.


World-renowned Leader in UX and Design

Jared Spool

Guides UX professionals on delivering well-designed products and services.


UX & Design for Today's AI Functionality

Product Designer

Senior Product Designer

Director of Product Design

Sr. Manager, UX/UI

Pirincipal Content Designer & Practice Lead

Principal UX Designer

Design director

UX Architect

Senior UX Designer

Tech Lead

Ensure that every new AI capability your organization delivers improves the lives of your users and customers. AI is changing everything, and it’s currently impossible to imagine a world without it. The romantic viewpoint speaks to all the new things we’ll do with it — how it’ll make all our lives so much better.Yet you'll need to invest significant effort to realize the full potential of your AI functionality. UX and Design can (and should) play a substantial strategic role in how AI is infused into your organization’s products and services.How do you ensure that every new AI capability your organization delivers improves the lives of our users and customers?You can’t let AI be something that just happens to your products. You must intentionally design your AI capabilities to respect AI’s limitations while delivering exceptional experiences to the people you design for.

Section 1: Delivering Strategic UX & Design into the AI World (Lecture: 2 hours)

Section 2: Bringing AI Value through Intelligent UX & Design (Lecture: 1 hour)

Section 3: The Strategic UX & Design Process in an AI World (Lecture: 3 hours)

Learn how to adapt UX and design practices to deliver AI-based functionality.

For UX professionals seeking a user-centered approach to implementing AI.

Experienced Product and UX leaders who are now building and designing AI capabilities into their products and services.

Senior UX and Individual Contributors who want to take a leadership role in their org to ensure that UX is given attention with AI efforts.

Professionals ready to drive strategic thinking throughout their org on how to implement and deliver innovative, high-quality AI-infused UX.

UX and Today’s Reality of Delivering AI Functionality

Center Centre’s Maker of Awesomeness and expert in UX Strategy.

Guarantee that any AI enhancements to your products and services improve your customers’ and users’ lives.

Identify AI functionality that matches your users’ needs

Design AI experiences users can trust by effectively handling uncertainty, variability, and system limitations.

Adapt your UX skills to handle AI’s unpredictability

Ensure AI reduces user burden without breaking outcomes, so users achieve their goals without added frustration.

Avoid AI pitfalls that reduce value and trust

Use proven UX frameworks to decide what to build so your AI delivers real value within today’s constraints.

Bridge the gap between AI hype and real capability

Discovering Where AI Functionality Adds Product Value Today

AI’s value depends on whether you start with a solution in mind or you’re solving an identified user problem.

Is your process solution-first or problem-first?

Too many teams start with the AI they’re building, then get stuck when they don’t know why anyone would use it.

Shift your mindset to start with your users’ experiences

Today’s LLMs do some things well and others poorly. It’s critical that UX folks know AI’s capabilities and limitations.

The 3 dimensions where AI delivers value today

Designing Intuitive AI Functionality 

A chatbot isn’t a perfectly natural UI for your users. Discover what makes it hard to use. Learn what to do about it.

Why AI isn’t intuitive to use by default.

Learn when to provide your users with training and when to simplify the underlying concepts.

Framework: The Magic Escalator of Acquired Knowledge

Natural language relies on “functionality recall,” which is not intuitive to most users. What’s the alternative?

How much AI machinery should you expose to your users?

UX Research Practices You’ll Need to Discover AI’s Value

Identify how to deliver AI functionality that exceeds customer expectations, anticipates needs, and eliminates burdens.

How UX research best uncovers where AI is most valuable.

You want to deliver only what’s necessary to avoid the pitfalls of experience rot. Identify what users don’t need.

How limiting AI’s functional scope avoids complexity.

Use advanced user research techniques to identify needs that users may not be aware would improve their lives.

How the user’s latent needs contribute to innovative AI.

Usability testing, interviews, and surveys won’t identify AI’s actual value. You’ll need a strategic research upgrade.

Why AI demands a more mature UX research practice.

Designing Valued AI Functionality

Delivering AI alone won’t lead to success. UX professionals have an opportunity in this “AI-all-the-things” world.

Why is there immense pressure to deliver AI capabilities?

People equate current-day AI with innovation. This allows us to focus on value instead of the product’s inner workings.

How the amorphous nature of AI works to our advantage.

Poor UX is when we fail to deliver what our users need. Great UX is when we exceed expectations and anticipate needs.

How to ensure your AI functionality is a great experience.

Building an effective and valued app layered on LLM functionality to reduce the burden of clinical practitioners.

Case Study: Building an ambient clinical scribe.

Shifting away from what happens when stakeholders present AI functionality as an already-chosen solution.

Why we need a problem-first approach.

Why Designing for GenAI is Different

Today’s Large Language Models are limited in what they can do well. Our UX work needs to bring out their best.

Optimize your designs for what GenAI is best at.

Designing a prompt-based user interface presents special challenges that require a sophisticated, nuanced approach.

GenAI design is a conversation between users and the LLM.

How do you deliver innovative, groundbreaking solutions when working within the limitations of today’s AI capabilities?

Center Centre UX School Empowers UX pros to deliver exceptional UX.