Artificial Intelligence

Artificial intelligence that solves real product problems.

Find practical AI opportunities, improve workflows, and shape AI features that are useful, trustworthy, and grounded in real product needs.

HOW I WORK

My approach

Find what is happening, understand where things break down, make the right improvements, then keep refining over time.

Identify

Find where AI can add real value, not just where it sounds impressive.

Design

Shape how AI fits into the experience so it feels useful, natural, and trustworthy.

Implement

Integrate AI into products and glossaryWorkflowA workflow is a defined sequence of tasks or steps required to complete a process.Open glossary term in a way that actually supports users and teams.

Refine

Monitor glossaryPerformancePerformance refers to how quickly and efficiently a system responds to user actions and processes tasks.Open glossary term, improve outputs, and evolve the glossarySystemA system is a collection of interconnected components that work together to achieve a specific function or outcome.Open glossary term based on real usage.

Sound familiar?

HYPE WITHOUT DIRECTION

AI sounds great, but unclear how to use it

Lots of noise, no clear direction

WORKFLOW MISFIT

Tools don’t fit your workflow

They create more work, not less

INCONSISTENT OUTPUTS

Outputs are inconsistent

You can’t rely on what it gives you

FORCED USE CASES

No clear use case

Feels forced, not valuable

LOW TRUST

You don’t trust the results

Everything needs checking

SCALING ISSUES

It’s not scalable

Doesn’t integrate or hold up over time

DISCONNECTED DATA

Your data is all over the place

Nothing connects or gives a full picture

MANUAL WORKAROUNDS

Too much is still done manually

AI adds steps instead of removing them

View work Get in touch

Can this be fixed? Yes.

Artificial Intelligence

Apply AI where it actually adds value

AI sounds useful, but it’s not clear where to start.

Identify the use cases that genuinely improve experience and performance.

Use case mappingOpportunity assessmentFeasibility analysisAI strategy

Artificial Intelligence

Personalise experiences at scale

Every user gets the same experience.

Use data to tailor content, journeys, and interactions.

Personalisation strategyDynamic contentBehavioural targetingSegmentation

Artificial Intelligence

Automate repetitive work

Teams are doing manual tasks that don’t scale.

Use AI to reduce effort and free up time.

Process automationWorkflow designTask automationEfficiency optimisation

Artificial Intelligence

Improve content with AI

Content is slow to produce or inconsistent.

Generate and optimise content that actually performs.

AI content generationSEO optimisationContent automationPrompt design

Artificial Intelligence

Enhance search and discovery

Users struggle to find relevant results.

Improve search using AI-driven relevance and intent.

Search optimisationSemantic searchRecommendation systemsQuery understanding

Artificial Intelligence

Turn data into actionable insight

You’ve got data, but it’s not being used properly.

Use AI to surface patterns and opportunities.

Data analysisPattern recognitionPredictive insightInsight generation

Artificial Intelligence

Support better decision making

Teams rely on instinct or incomplete data.

Use AI to guide smarter, faster decisions.

Decision support systemsPredictive modellingScenario analysisData-driven decisions

Artificial Intelligence

Improve customer interactions

Support and engagement feel slow or inconsistent.

Use AI to enhance how users interact with your product.

Conversational designChat interfacesResponse automationInteraction optimisation

Artificial Intelligence

Integrate AI into existing products

You want to use AI, but don’t know how it fits.

Embed it into your product in a way that feels natural.

AI integrationFeature designSystem architectureAPI integration

Artificial Intelligence

Test and validate AI features

AI outputs can be unpredictable or unreliable.

Ensure what you build actually works for users.

AI testingOutput validationHuman-in-the-loopQuality control

Artificial Intelligence

Balance automation with human control

Too much automation creates risk or poor experience.

Keep humans in the loop where it matters.

Human oversightReview workflowsFallback designRisk management

Artificial Intelligence

Make AI feel useful, not gimmicky

AI features exist, but don’t add real value.

Focus on practical improvements users actually notice.

Value-driven designUX for AIFeature validationAdoption optimisation

Artificial Intelligence

Apply AI where it actually adds value

AI sounds useful, but it’s not clear where to start.

Identify the use cases that genuinely improve experience and performance.

Use case mappingOpportunity assessmentFeasibility analysisAI strategy

Artificial Intelligence

Personalise experiences at scale

Every user gets the same experience.

Use data to tailor content, journeys, and interactions.

Personalisation strategyDynamic contentBehavioural targetingSegmentation

Artificial Intelligence

Automate repetitive work

Teams are doing manual tasks that don’t scale.

Use AI to reduce effort and free up time.

Process automationWorkflow designTask automationEfficiency optimisation

Artificial Intelligence

Improve content with AI

Content is slow to produce or inconsistent.

Generate and optimise content that actually performs.

AI content generationSEO optimisationContent automationPrompt design

Artificial Intelligence

Enhance search and discovery

Users struggle to find relevant results.

Improve search using AI-driven relevance and intent.

Search optimisationSemantic searchRecommendation systemsQuery understanding

Artificial Intelligence

Turn data into actionable insight

You’ve got data, but it’s not being used properly.

Use AI to surface patterns and opportunities.

Data analysisPattern recognitionPredictive insightInsight generation

Artificial Intelligence

Support better decision making

Teams rely on instinct or incomplete data.

Use AI to guide smarter, faster decisions.

Decision support systemsPredictive modellingScenario analysisData-driven decisions

Artificial Intelligence

Improve customer interactions

Support and engagement feel slow or inconsistent.

Use AI to enhance how users interact with your product.

Conversational designChat interfacesResponse automationInteraction optimisation

Artificial Intelligence

Integrate AI into existing products

You want to use AI, but don’t know how it fits.

Embed it into your product in a way that feels natural.

AI integrationFeature designSystem architectureAPI integration

Artificial Intelligence

Test and validate AI features

AI outputs can be unpredictable or unreliable.

Ensure what you build actually works for users.

AI testingOutput validationHuman-in-the-loopQuality control

Artificial Intelligence

Balance automation with human control

Too much automation creates risk or poor experience.

Keep humans in the loop where it matters.

Human oversightReview workflowsFallback designRisk management

Artificial Intelligence

Make AI feel useful, not gimmicky

AI features exist, but don’t add real value.

Focus on practical improvements users actually notice.

Value-driven designUX for AIFeature validationAdoption optimisation

01/12

Proof. Pudding.

Not theory. Already delivered.

Case study

Problem

Large-scale services needed scalable solutions

Process

Explored AI for content and systems

Outcomes

Improved efficiency and direction

View full case study

Related resources

Related guides and glossary terms for this service.

Related glossary terms

AI Ethics AI Governance AI Output AI Reliability AI Trust Algorithm

LET'S WORK TOGETHER

Ready to improve your product?

UX, research and product leadership for teams tackling complex digital services. The work usually starts where things have become harder than they need to be: unclear journeys, inconsistent products, competing priorities, or teams trying to move forward without a clear direction. I help simplify the problem, shape the right next step, and turn complexity into something people can actually use.

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Previous feedback

I had a fantastic experience working with Andy. One of his most impressive achievements during our time at NHS HEE was masterminding a deeply complex information architecture for a new platform that brought together a large number of legacy websites.

Will Parkhouse

Senior Content Designer

01/20