The document discusses designing AI experiences that get progressively smarter. It describes Astrid Chow, a senior UX designer and researcher at IBM, presenting on this topic. The presentation covers challenges with big data, how humans and AI have different strengths, and a model for human-machine communication. The model includes intent, understanding, decision making, response, expression, feedback, and impact. The document also shares mind mapping exercises for discovery scenarios that identify key questions and map them to supporting data assets.

1. @astridpie
Astrid Chow MS, MBA
Designing AI Experiences
That Get Progressively Smarter
Providence, RI
UXSTRAT USA 2018
September 18, 2018

2. Hi, I’m Astrid.
Senior UX Designer
& Researcher

3. Jackson: An IBM data story. (2018). YouTube https://www.youtube.com/watch?v=ND2HfNnss3M

4. How do we keep people engaged
throughout an AI development
process?
Watson Health © IBM Corporation 2018
AI takes a long time…

5. Take-aways
Tools and exercises to gain buy-in and find opportunities to show value
to stakeholders (e.g., partners and end-users) throughout the long process
of AI development.
Watson Health © IBM Corporation 2018
Service BlueprintEarly Value Alignment
@astridpie
Designing AI Experiences
That Get Progressively Smarter
Astrid Chow
Our roleData Mapping

6. The Data Explosion
Watson Health © IBM Corporation 2018

7. Growing data volume and complexity demands a
new approach
2010 2020
We are Here
44 zettabytes
IDC, Digital Universe Study, 2014
Sensors
& Devices
Natural
Language
Enterprise
Data
Medical
Images
Images/
Multimedia
Watson Health © IBM Corporation 2018

8. Challenge
This Data is dark, diverse,
disconnected, inaccessible,
& difficult to comprehend.
Watson Health © IBM Corporation 2018

9. What do we mean by “smarter”?
Watson Health © IBM Corporation 2018

10. Humans excel at: AI excels at:
common sense
morals
compassion
imagination
abstraction
generalization
natural language
pattern identification
locating knowledge
machine learning
reducing bias
repetition and consistency
Humans + AI = augmented intelligence
Watson Health © IBM Corporation 2018

11. Watson Health © IBM Corporation 2018 @astridpie
Designing AI Experiences
That Get Progressively Smarter
Astrid Chow
AI Communication Model
Intent provides the
solution’s purpose
The goals, wants,
needs, and values
of users and
businesses.
Sukis, J., & Lawrence, L. (2018, January 29). Design for cognitive experiences, Part 1: The human- to-machine communication model. Retrieved from IBM Developer Works:
https://www.ibm.com/developerworks/library/cc-design-cognitive-models-machine-learning/cc-design-cognitive-models-machine-learning-pdf.pdf
Sukis, J., & Lawrence, L. (2018). United States Patent No. IBM Patent Application 15843302.
All of the significant
raw data a machine
can collect from the
user and the world.
The process of
putting incoming
structured and
unstructured data
context.
How is it structured?
What does it tell?
This is what the
system knows.
This is all past data,
insights, and
learned attributes
measured up
against the overall
intent of the system.
The system’s
application of logic
to decide on the
best course(s)
of action.
Using what has
been determined
through Intent and
Understanding, the
system designs
a response.
The choreography
of how the system
delivers it’s
response based on
the content of the
message and it’s
understanding of
the user.
In order for an AI
system to amplify
human cognition, it
must be able to
affect user at an
emotional and
psychological level.
The system’s
application of the
user’s feedback
and reaction to
the expression
of the output.
Through direct and
indirect reactions
from the user, the
system adjusts it’s
knowledge to
improve future
interactions.
The consequences
of an actualized
system used in the
real world to solve
real users’ real
problems.
(working model)

12. Watson Health © IBM Corporation 2018 @astridpie
Designing AI Experiences
That Get Progressively Smarter
Astrid Chow
AI Communication Model
Intent provides the
solution’s purpose
The goals, wants,
needs, and values
of users and
businesses.
Sukis, J., & Lawrence, L. (2018, January 29). Design for cognitive experiences, Part 1: The human- to-machine communication model. Retrieved from IBM Developer Works:
https://www.ibm.com/developerworks/library/cc-design-cognitive-models-machine-learning/cc-design-cognitive-models-machine-learning-pdf.pdf
Sukis, J., & Lawrence, L. (2018). United States Patent No. IBM Patent Application 15843302.
All of the significant
raw data a machine
can collect from the
user and the world.
The process of
putting incoming
structured and
unstructured data
context.
How is it structured?
What does it tell?
This is what the
system knows.
This is all past data,
insights, and
learned attributes
measured up
against the overall
intent of the system.
The system’s
application of logic
to decide on the
best course(s)
of action.
Using what has
been determined
through Intent and
Understanding, the
system designs
a response.
The choreography
of how the system
delivers it’s
response based on
the content of the
message and it’s
understanding of
the user.
In order for an AI
system to amplify
human cognition, it
must be able to
affect user at an
emotional and
psychological level.
The system’s
application of the
user’s feedback
and reaction to
the expression
of the output.
Through direct and
indirect reactions
from the user, the
system adjusts it’s
knowledge to
improve future
interactions.
The consequences
of an actualized
system used in the
real world to solve
real users’ real
problems.
(working model)

13. Watson Health © IBM Corporation 2018 @astridpie
Designing AI Experiences
That Get Progressively Smarter
Astrid Chow
AI Communication Model
Intent provides the
solution’s purpose
The goals, wants,
needs, and values
of users and
businesses.
Sukis, J., & Lawrence, L. (2018, January 29). Design for cognitive experiences, Part 1: The human- to-machine communication model. Retrieved from IBM Developer Works:
https://www.ibm.com/developerworks/library/cc-design-cognitive-models-machine-learning/cc-design-cognitive-models-machine-learning-pdf.pdf
Sukis, J., & Lawrence, L. (2018). United States Patent No. IBM Patent Application 15843302.
All of the significant
raw data a machine
can collect from the
user and the world.
The process of
putting incoming
structured and
unstructured data
context.
How is it structured?
What does it tell?
This is what the
system knows.
This is all past data,
insights, and
learned attributes
measured up
against the overall
intent of the system.
The system’s
application of logic
to decide on the
best course(s)
of action.
Using what has
been determined
through Intent and
Understanding, the
system designs
a response.
The choreography
of how the system
delivers it’s
response based on
the content of the
message and it’s
understanding of
the user.
In order for an AI
system to amplify
human cognition, it
must be able to
affect user at an
emotional and
psychological level.
The system’s
application of the
user’s feedback
and reaction to
the expression
of the output.
Through direct and
indirect reactions
from the user, the
system adjusts it’s
knowledge to
improve future
interactions.
The consequences
of an actualized
system used in the
real world to solve
real users’ real
problems.
(working model)

14. Watson Health © IBM Corporation 2018 @astridpie
Designing AI Experiences
That Get Progressively Smarter
Astrid Chow
AI Communication Model
Intent provides the
solution’s purpose
The goals, wants,
needs, and values
of users and
businesses.
Sukis, J., & Lawrence, L. (2018, January 29). Design for cognitive experiences, Part 1: The human- to-machine communication model. Retrieved from IBM Developer Works:
https://www.ibm.com/developerworks/library/cc-design-cognitive-models-machine-learning/cc-design-cognitive-models-machine-learning-pdf.pdf
Sukis, J., & Lawrence, L. (2018). United States Patent No. IBM Patent Application 15843302.
All of the significant
raw data a machine
can collect from the
user and the world.
The process of
putting incoming
structured and
unstructured data
context.
How is it structured?
What does it tell?
This is what the
system knows.
This is all past data,
insights, and
learned attributes
measured up
against the overall
intent of the system.
The system’s
application of logic
to decide on the
best course(s)
of action.
Using what has
been determined
through Intent and
Understanding, the
system designs
a response.
The choreography
of how the system
delivers it’s
response based on
the content of the
message and it’s
understanding of
the user.
In order for an AI
system to amplify
human cognition, it
must be able to
affect user at an
emotional and
psychological level.
The system’s
application of the
user’s feedback
and reaction to
the expression
of the output.
Through direct and
indirect reactions
from the user, the
system adjusts it’s
knowledge to
improve future
interactions.
The consequences
of an actualized
system used in the
real world to solve
real users’ real
problems.
(working model)

15. Watson Health © IBM Corporation 2018 @astridpie
Designing AI Experiences
That Get Progressively Smarter
Astrid Chow
AI Communication Model
Intent provides the
solution’s purpose
The goals, wants,
needs, and values
of users and
businesses.
Sukis, J., & Lawrence, L. (2018, January 29). Design for cognitive experiences, Part 1: The human- to-machine communication model. Retrieved from IBM Developer Works:
https://www.ibm.com/developerworks/library/cc-design-cognitive-models-machine-learning/cc-design-cognitive-models-machine-learning-pdf.pdf
Sukis, J., & Lawrence, L. (2018). United States Patent No. IBM Patent Application 15843302.
All of the significant
raw data a machine
can collect from the
user and the world.
The process of
putting incoming
structured and
unstructured data
context.
How is it structured?
What does it tell?
This is what the
system knows.
This is all past data,
insights, and
learned attributes
measured up
against the overall
intent of the system.
The system’s
application of logic
to decide on the
best course(s)
of action.
Using what has
been determined
through Intent and
Understanding, the
system designs
a response.
The choreography
of how the system
delivers it’s
response based on
the content of the
message and it’s
understanding of
the user.
In order for an AI
system to amplify
human cognition, it
must be able to
affect user at an
emotional and
psychological level.
The system’s
application of the
user’s feedback
and reaction to
the expression
of the output.
Through direct and
indirect reactions
from the user, the
system adjusts it’s
knowledge to
improve future
interactions.
The consequences
of an actualized
system used in the
real world to solve
real users’ real
problems.
(working model)

16. Watson Health © IBM Corporation 2018 @astridpie
Designing AI Experiences
That Get Progressively Smarter
Astrid Chow
AI Communication Model
Intent provides the
solution’s purpose
The goals, wants,
needs, and values
of users and
businesses.
Sukis, J., & Lawrence, L. (2018, January 29). Design for cognitive experiences, Part 1: The human- to-machine communication model. Retrieved from IBM Developer Works:
https://www.ibm.com/developerworks/library/cc-design-cognitive-models-machine-learning/cc-design-cognitive-models-machine-learning-pdf.pdf
Sukis, J., & Lawrence, L. (2018). United States Patent No. IBM Patent Application 15843302.
All of the significant
raw data a machine
can collect from the
user and the world.
The process of
putting incoming
structured and
unstructured data
context.
How is it structured?
What does it tell?
This is what the
system knows.
This is all past data,
insights, and
learned attributes
measured up
against the overall
intent of the system.
The system’s
application of logic
to decide on the
best course(s)
of action.
Using what has
been determined
through Intent and
Understanding, the
system designs
a response.
The choreography
of how the system
delivers it’s
response based on
the content of the
message and it’s
understanding of
the user.
In order for an AI
system to amplify
human cognition, it
must be able to
affect user at an
emotional and
psychological level.
The system’s
application of the
user’s feedback
and reaction to
the expression
of the output.
Through direct and
indirect reactions
from the user, the
system adjusts it’s
knowledge to
improve future
interactions.
The consequences
of an actualized
system used in the
real world to solve
real users’ real
problems.
(working model)

17. Watson Health © IBM Corporation 2018 @astridpie
Designing AI Experiences
That Get Progressively Smarter
Astrid Chow
AI Communication Model
Intent provides the
solution’s purpose
The goals, wants,
needs, and values
of users and
businesses.
Sukis, J., & Lawrence, L. (2018, January 29). Design for cognitive experiences, Part 1: The human- to-machine communication model. Retrieved from IBM Developer Works:
https://www.ibm.com/developerworks/library/cc-design-cognitive-models-machine-learning/cc-design-cognitive-models-machine-learning-pdf.pdf
Sukis, J., & Lawrence, L. (2018). United States Patent No. IBM Patent Application 15843302.
All of the significant
raw data a machine
can collect from the
user and the world.
The process of
putting incoming
structured and
unstructured data
context.
How is it structured?
What does it tell?
This is what the
system knows.
This is all past data,
insights, and
learned attributes
measured up
against the overall
intent of the system.
The system’s
application of logic
to decide on the
best course(s)
of action.
Using what has
been determined
through Intent and
Understanding, the
system designs
a response.
The choreography
of how the system
delivers it’s
response based on
the content of the
message and it’s
understanding of
the user.
In order for an AI
system to amplify
human cognition, it
must be able to
affect user at an
emotional and
psychological level.
The system’s
application of the
user’s feedback
and reaction to
the expression
of the output.
Through direct and
indirect reactions
from the user, the
system adjusts it’s
knowledge to
improve future
interactions.
The consequences
of an actualized
system used in the
real world to solve
real users’ real
problems.
(working model)

18. Mind Mapping
13
Purpose
Identify Discovery Scenario questions and supported
assets.
Objective
Explore what do people need to know and and map to
Data/Info assets.
Deliverable
A map that outlines what do people need to know
(key questions) and what decision support/information
assets will help them achieve their goals.
Activities
What are the first questions that the Human needs
to answer in order to be successful in the scenario?
Once the Human has answered X question, what
subsequent questions would emerge next?
What data/info/insights would help the Human answer
each question?
Map the assets relevant/needed for each question.
Watson Health © IBM Corporation 2018 *Source: d school
Question
Data/Info/
Insight
Asset
@astridpie
Designing AI Experiences
That Get Progressively Smarter
Astrid Chow
?
?
!
!
!
!
?
?
?
?
! !
!
?
!
!
?
?
?
!
?
?
!
!
?
Early Value Alignment

19. Mind Mapping
14
Purpose
Identify Discovery Scenario questions and supported
assets.
Objective
Explore what do people need to know and and map to
Data/Info assets.
Deliverable
A map that outlines what do people need to know
(key questions) and what decision support/information
assets will help them achieve their goals.
Activities
What are the first questions that the Human needs
to answer in order to be successful in the scenario?
Once the Human has answered X question, what
subsequent questions would emerge next?
What data/info/insights would help the Human answer
each question?
Map the assets relevant/needed for each question.
Watson Health © IBM Corporation 2018 *Source: d school@astridpie
Designing AI Experiences
That Get Progressively Smarter
Astrid Chow
Early Value Alignment
What are the
major risk/casual
factors for X
disease?
How can we
promote healthier
behavior?
Can we find newuses for existing
drugs?
ClinicalCharacteristics
Drug Resistance
Rate
Adherence What are the
main causes of
poor outcomes?
Patient
Demographics
How
can we
improve
treatment
efficacy?
Example

20. Map AI Assets
Watson Health © IBM Corporation 2018 15*Source: d school
Purpose
Understand how people need to interact with information
assets to achieve their goals.
Objective
A quick way to map needs to assets, and tools.
Deliverable
Assets map that outlines people’s needs, info assets,
collaborators, and tools.
Activities
What data/info/insights are needed? Write info assets
or extract assets from previous Mind Mapping activity.
Map info assets to tools/platforms/services. Where do
users find the information? Explore the as-is scenario.
How do people need to interact?
Mapping Value Prop to Data
Insight
Value Prop
AI Services Tools
natural
language
Insight!
Insight!
Wishlist
Data
machine
learning
AI Assistant
Data
(Current)
@astridpie
Designing AI Experiences
That Get Progressively Smarter
Astrid Chow
Insight!

21. Watson Health © IBM Corporation 2018 @astridpie
Designing AI Experiences
That Get Progressively Smarter
Astrid Chow
Service Design Blueprint
Chenault, A., Chow, A., & Wu, J. (2017). The potential ick factor: Ethical considerations for designing for healthcare". O'Reilly AI Conference 2017.
San Francisco Slideshare: https://www.ibm.com/watson/assets/duo/pdf/everydayethics.pdf
BackstageFrontstage
Support
Line of Visibility
Touchpoints
USER
Activity
Thinking /
Feeling
Line of Interaction
Data

22. With AIService Design Blueprint
Line of Visibility
Backstage
Line of Interaction
Current State
User
Activity
Data
Support
Touchpts
AI
System
Line of Visibility
Touchpoints
USER
Activity
Thinking /
Feeling
Line of Interaction
Frontstage

23. To be “smarter” is to be
ethical.
Watson Health © IBM Corporation 2018

24. Ethics & AI Design
19
Trust &
Transparency
Control
Safety
Steps
RISK
Ethics
Standards
Watson Health © IBM Corporation 2018 *Source: d school@astridpie
Designing AI Experiences
That Get Progressively Smarter
Astrid Chow
Purpose
Cognitive solution designed to enhance and extend
human capability, expertise and potential. AI solution
creators should ensure that humans retain control.
Objective
Consider ethical aspects of innovative AI solutions.
Deliverable
User scenario map that outlines potential risks
throughout the end-to-end experience.
Activities
Outline key steps and milestones of the user experience.
Call out potential risks, following: Transparency & Trust,
Control, and Safety.
Carefully review and outline must-haves and standards
for your solution/design.
Journey Map
+
-
+
-
+
-
Chenault, A., Chow, A., & Wu, J. (2017). The potential ick factor: Ethical considerations for designing for healthcare".
O'Reilly AI Conference San Francisco Slideshare: https://www.ibm.com/watson/assets/duo/pdf/everydayethics.pdf

25. Codes of Ethics for AI
Watson Health © IBM Corporation 2018Watson Health © IBM Corporation 2018 @astridpie
Designing AI Experiences
That Get Progressively Smarter
Astrid Chow
Cutler, A., Pribić, M., & Humphrey, L. (2018, September). Everyday Ethics for Artificial Intelligence.
Retrieved from https://www.ibm.com/watson/assets/duo/pdf/everydayethics.pdf
…and more every day!
Fairness, Accountability, and Transparency
Conferences
Partnerships & Crowdsourcing

26. We as UX Strategists, have the
unique opportunity to help shape
and inform AI experiences.
Watson Health © IBM Corporation 2018

27. Watson Health © IBM Corporation 2018
Keep these in mind:
• Is the technology serving the value prop
or is it the other way around?

28. Watson Health © IBM Corporation 2018
Keep these in mind:
• Is the technology serving the value prop
or is it the other way around?
• How are you communicating that your
solution/service is learning?

29. Watson Health © IBM Corporation 2018
Keep these in mind:
• Is the technology serving the value prop
or is it the other way around?
• How are you communicating that your
solution/service is learning?
• Create a strategy for adaptive feedback loops
(more than just )

30. Watson Health © IBM Corporation 2018
Most importantly,

31. Watson Health © IBM Corporation 2018
Most importantly,
• Remain vigilant, keep watch over
your AI, and learn along with it!

32. Watson Health © IBM Corporation 2018
Thank You!
Let’s keep the
conversation going…
Astrid Chow
@Astridpie
astridchow

33. Join the discussion…
ethicaltechnology.slack.com
ethicsofdesign.org

34. Thank You!
Watson Health © IBM Corporation 2018
Andrea Barbarin
Charlyne Lefebvre-Paillé
Siri Betts-Sonstegard
Yael Alkalay
Ingrid Lange
Jennifer Sukis
Pravin Pant
Joe Meersman Randy Gregory II
Mark Burrell
Jeff Sokolov
Jodi Cutler
Adam Cutler
Milena Pribic
Lawrence Humphrey
Frances DiMare
Amy Chenault
Joel Wu
Laura Lee
Gabriel M. Santibanez
Juhan Sonin
Michael Muller
Dan Zollman

35. Appendix
Watson Health © IBM Corporation 2018

36. Works Cited
26
•Chenault, A., Chow, A., & Wu, J. (2017). The potential ick factor: Ethical considerations for designing for healthcare".
O'Reilly AI Conference 2017. San Francisco Slideshare: https://www.ibm.com/watson/assets/duo/pdf/
everydayethics.pdf
•Cutler, A., Pribić, M., & Humphrey, L. (2018, September). Everyday Ethics for Artificial Intelligence.
Retrieved from https://www.ibm.com/watson/assets/duo/pdf/everydayethics.pdf
•IDC, Digital Universe Study, (2014)
•Jackson: An IBM data story. (2018). YouTube. Retrieved 12 September 2018, from https://www.youtube.com/watch?
v=ND2HfNnss3M
•Sukis, J., & Lawrence, L. (2018). United States Patent No. IBM Patent Application 15843302.
•Sukis, J., & Lawrence, L. (2018, January 29). Design for cognitive experiences, Part 1: The human- to-machine
communication model. Retrieved from IBM Developer Works:
https://www.ibm.com/developerworks/library/cc-design-cognitive-models-machine-learning/cc-design-cognitive-
models-machine-learning-pdf.pdf'
Watson Health © IBM Corporation 2018