From Newton to AI: Rethinking Experience Design with Analysis & Synthesis

Summary: Greetings. In this month's episode of EXD, we will discuss how Isaac Newton’s Analysis & Synthesis method can be viewed from the lens of AI tools and how this perspective shapes Experience Design. Newton changed how we see the universe. As designers and strategists, we can aspire to do the same for experiences.

Sir Isaac Newton probably didn’t imagine his method of Analysis and Synthesis would have anything to do with today’s experience design. But history shows us that scientific breakthroughs often transcend their original intent – shaping how we think, solve problems, and innovate in ways previously unimagined.

Newton used the method for breaking complex phenomena into their simplest parts (analysis) and reconstructing them into a meaningful whole (synthesis) revolutionized science. Today it mirrors how we approach UX and AI-driven design. AI excels at breaking down data, spotting patterns, and predicting behaviours, but synthesis, the art of making sense of insights and crafting human-centered experiences, remains our competitive edge.

So, what can Newton teach us about designing in an AI-driven world?

Let’s dive in!

AI’s Role in Analysis, Our Role in Synthesis

AI is a great tool for analysis. It processes vast amounts of data, identifies micro-patterns, and predicts user behavior faster than any human can. But insights alone don’t create great experiences. We need understanding and meaning. This is where synthesis comes in.

Synthesis is more than connecting data points. It’s about interpreting them through the lens of human needs, emotions, and behaviours. AI might tell us what is happening, but it’s the Experience Strategist and Designer's role to ask why and translate that into meaningful, adaptive experiences.

The more refined UX professionals know how to orchestrate AI, by applying UX principles and making sure that data-driven insights result in frictionless and measurable experiences.

Applying Analysis & Synthesis to AI-Driven UX

Although AI is transforming into our analysis machine, but synthesis remains our superpower. The evolving Experience Designers orchestrates with AI to craft experiences that are sound, adaptive and measurable.

We can start framing UX design and strategy projects with these two questions:

?? Where can AI help break down market segments, analytics and data? (Analysis)

?? How do we put it all back together and use it meaningfully for next steps? (Synthesis)

1. Leverage AI for deep discovery and analysis

AI can crunch numbers, segment audiences, and detect patterns that humans might overlook. Consider using:

? Hotjar AI Insights for detecting hidden friction points in digital journeys.

? Adobe Sensei to analyze personalization opportunities and behavioural predictions.

? Figma’s AI-powered design suggestions to optimize layouts based on user engagement patterns.

?? Tip: Instead of relying on what users explicitly say, use AI tools to surface implicit behaviour. Those micro-actions that reveal pain points.

2. Drive a meaningful synthesis with human expertise

Data alone doesn’t create experiences, but stories do. AI can give us pieces of the puzzle, but it’s up to UX strategists and designers to make sense of them.

? Look beyond the patterns: why are they happening?

? Bridge AI insights (e.g. Claude, Perplexity) with cognitive psychology and emotional design principles.

? Use storytelling techniques to turn AI findings into human-centric solutions.

?? Tip: In workshops, share AI-driven insights but synthesize them with clients using theme clustering, journey maps, service blueprints, and high-level information flows.

3. Balance automation with human needs

AI can automate and accelerate tasks, but synthesis ensures those interactions remain human and intuitive rather than robotic. The key is designing automation that feels natural, not mechanical.

? Humanize AI-driven assistants – Assess their language and conversational UI are carefully designed, tested, and refined with real users.

? Keep design data-driven, but don’t lose sight of human emotion – AI can optimize for efficiency, but great experiences also require emotion, curiosity, and iteration. Make space for creative intervention as needed.

?? Tip: Run frequent user testing sessions and A/B tests, but don’t track conversions only–but also evaluate qualitative feedback, emotional responses, and user sentiment. Iterate based on what feels most natural, not just what performs best numerically.

?? Video of the month:

How did Newton conceive of analysis and synthesis?

?? XD Humour

?? Resolution

Newton’s method changed how we see the universe by deconstructing the unknown and reconstructing meaning. In the same way, Experience Design practitioners break down user behaviours, analyze pain points, and synthesize solutions that feel natural and intuitive.

AI is the microscope, but human insight is the lens that brings clarity.

The future of experience design isn’t about AI automation but thoughtful orchestration. By balancing AI-driven analysis with human-led synthesis, we continue to elevate them.

Great design is about understanding, deconstructing, and rebuilding experiences in a way that feels natural and validated at each step. It is how we can gradually move towards the higher dimensions of UX maturity levels in the new digital age.

Newton changed how we see the universe. As designers and strategists, we can aspire to the same for experiences – whether digital, physical (or somewhere in between).?

Please reach out if you would like to dig deeper. Stay tuned for next month’s EXD article, where we will aim to offer more insightful Experience Design & Strategy insights and tips. Until then, stay curious and remember, There is no “I” in “UX”.

About the Author: Noman Siddiqui is an Experience Design Leader, Adjunct Professor of Design and a self-professed Usability Geek. He serves as the Experience Design & Strategy Director at Nomans Land Creative.