Practical AI Applications for SMBs: Enhancing User Experience
What does value mean in your context?
Introduction
I recently spoke with Dr Awais Hameed Khan, an expert in participatory design and automated decision-making systems, after he gave a lecture at the Global Change Scholar program I am part of at The University of Queensland. In the program, he shared several tools and key elements for how we can better communicate our research and results. Translating research into actionable and insightful information for practice remains a key issue for us academics - we are often so into the details and papers that feed through our research that we forget the ultimate beneficiaries. Keeping the use of research in mind I was happy to hear that Awais offered his time to share several key insights that are particularly valuable for small and medium businesses (SMBs) and his experience in participatory design. This blog post distills his journey and expertise into actionable insights that can help SMBs leverage design principles and technology effectively.
Awais' Journey into Design
Awais' journey from Unilever to Telenor fueled his passion for user experience and participatory design.
Source: linkedin.com, 2024
Awais started his career working in Brand Building at Unilever, where he gained first-hand exposure to the fast-moving consumer goods (FMCG) sector, and how large-scale, customer-centric, multinational businesses work towards developing sustainable brands. Here he learned about the importance of understanding user needs through ethnographic fieldwork, approaches like design thinking, and concepts like emotional ergonomics — which sparked his interest in user experience design. Thereafter, Awais transitioned into a role in the telecommunications sector, working in Service Design and Customer Experience Management at Telenor. Awais joined Telenor amidst a global organisational transformation, that aimed to make the organisation more customer-centric and service design-focused. During his time at Telenor, Awais learned how technology products were developed and rolled out, understood the importance of advocacy for customer-centric approaches, and experienced challenges that emerge when technology is created without user inputs — this further fuelled his passion for genuine participatory design of technology.
Awais holds a PhD in Human-Centred Computing and Design; a Master of Interaction Design and a Bachelor of Business Administration (Hons.).
Key Insights for SMBs
1. Understanding Participatory Design
Defining Participatory Design: Participatory design is a democratic approach to design where users are actively involved in the design process. Unlike other design approaches, it ensures that the user's voice is integral to creating solutions.
True Participation vs. Tokenism: SMBS must differentiate between genuine participatory design and merely tick the box of user consultation. Authentic participatory design involves real user input and influence over the design outcomes.
Don’t just “tick” the box of getting user feedback. Involve users - if you can - for superior results.
Source: gihpy.com, 2023
2. Value Creation Through Design
Negotiating Value: Value in design is not a one-size-fits-all metric. SMBs should engage with stakeholders to co-determine what value means for their specific context. This could range from cost savings to enhanced user satisfaction.
Transparency and Rationale: Adopting principles such as transparency in decision-making and explaining the rationale behind design choices can help build trust and ensure that all stakeholders are aligned.
3. Integrating Technology Thoughtfully
Purpose-Driven Technology Use: SMBs should critically evaluate why they are adopting a particular technology. The goal should be to enhance user experience or operational efficiency, not just following trends.
Human in the Loop: Even with advanced technologies like AI, maintaining human oversight is crucial. This ensures that technology serves its intended purpose and aligns with the business's values and goals.
4. Practical Applications of AI
AI in Customer Service: SMBs looking to improve customer service with AI should focus on how AI can genuinely add value. This includes understanding the specific needs of their users and ensuring that AI solutions complement human efforts rather than replace them.
Scenarios and Bottlenecks: Use AI tools like GPT to simulate scenarios and identify potential bottlenecks in customer interactions. This proactive approach can help in designing more resilient and user-friendly systems.
5. Ethical Considerations and Accountability
Responsibility and Accountability: Implementing technology comes with the responsibility of ensuring ethical use. SMBs must have measures in place for accountability and addressing any issues that arise from technology implementation.
Avoiding Unnecessary Complexity: Not all solutions require complex technology. SMBs should focus on practical, user-centric approaches that solve real problems without overcomplicating processes.
Conclusion
Thanks so much, Awais for sharing your experiences that underscore the importance of a user-centered approach in both design and technology adoption. For SMBs, embracing genuine participatory design, thoughtfully integrating technology, and maintaining ethical standards can lead to meaningful value creation and sustained growth. By focusing on the needs of their users and stakeholders, SMBs can navigate the challenges of modern technology landscapes effectively and responsibly.
If you want to reach out directly to Awais or learn more about his work, explore his research portfolio or connect with him via LinkedIn.
Note: Some of the editing for this content has been assisted by AI technology to enhance efficiency. Rest assured that all information provided remains thoroughly vetted and accurate.
