Collision Chronicles: Design, AI and User Empowerment

By: Liam McLean

I just returned from this year’s Collision Conference in Toronto, where I was immersed in cutting-edge innovations, thought-provoking discussions, and meeting some great new connections. This year’s keynote events were particularly impactful, and speakers shared many insights relevant to our mission and the practices we follow at TTT Studios . Namely, they resonated with our mission to create exceptional digital products that transform industries and empower users. In this blog, I want to highlight some of my favourite quotes, themes, and topics from my time walking the conference floor and listening to experts.?

One of the first sessions I attended, which left a lasting impression on me throughout the conference, was led by Robert Brunner, founder of the renowned design studio Ammunition . His emphasis on the religion of building great (physical) products and the commitment required to go from good to great aligns closely with the processes and impact we strive to achieve here at TTT Studios when developing (digital) products. Brunner’s design philosophy revolves around building simple, meaningful things that evoke transformative and emotional responses from their users.

Brunner notably referred to the design of a product as a process rather than a singular event. I was happy to hear this, as it provides validation that an ongoing and consistent design process, incorporating user feedback and understanding, is crucial to building delightful products. In my time working at TTT Studios, I’ve learned to operate with the mentality that design is not just the responsibility of our designers. Design thinking must be integrated throughout the entire software development and consulting process. Working under a similar model as Brunner suggests allows our team to ensure we build the right product in the most efficient way possible – designed and developed with the user in mind.

"Having amazing technology does not matter if nobody gets it, needs it, or wants it"

Many speakers at Collision delved into the role of artificial intelligence (#AI) in enhancing the customer experience. Insights from global customer experience executives shed light on the accelerating trend of AI-enabled experiences. Hyper-personalization emerged as a critical theme, emphasizing the importance of placing the customer at the center of everything we do. As Scott Ernst ( Drift, a Salesloft company ) highlights, AI is not replacing humans but augmenting human capabilities and creating more personalized, efficient customer experiences.?

On this note, mass personalization through AI was a key talking point for many speakers I listened to. Shea Weckesser ( Uniphore ) shared that AI can help us understand customer behaviour and preferences at scale. Products of the future must harness the information they collect from their customers and user bases, leveraging AI to provide customized experiences and interactions across the board. As this practice becomes more prevalent, customers will begin to expect this level of personalization in all of their digital interactions. Successful companies must adapt and react accordingly to meet these needs head-on.

An important topic consistent throughout many of the keynotes I listened to was the uneven distribution of AI knowledge and its impact on society. This uneven distribution creates dramatic differences in people's experiences with and perceptions of AI. This distribution will profoundly impact how much you reap the benefits of AI in your personal and professional lives, how much value your company extracts from the technology, and the trajectory of your AI journey.

With this understanding in mind, when ideating and designing a solution for a client here at TTT Studios, I think our team must be committed to bridging this gap by using software to make AI more accessible and human-centric. As Harvard Business Review put it, AI Should Augment Human Intelligence, Not Replace It. I was happy to see that our belief in harnessing the power of AI to empower individuals and businesses aligns with the vision shared by many during the conference.?

This year’s Collision Conf experience was fantastic overall. It reinforced my belief in the work we are doing here at TTT Studios, harnessing the power of user-led design and software development coupled with the efficiencies created through AI to empower users and transform industries. The insights and discussions surrounding best practices, the role of AI in customer experiences, and the need for accessible and human-centric AI solutions have left a lasting impact on me. They will directly inform our approach at TTT Studios.?

??? In the comments below, I’d love to hear about your experiences and insights during this year’s Collision events. If you’re in the software development space, how do you approach user insight in the design and development process? And as a software user, what qualities do you value most when interacting with digital products??