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AI + UX Design Toolkit
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AI + UX Design Tenets

🤝 AI design at Qualtrics builds trust.

Trust is the ultimate currency, hard to earn but easy to lose. Our AI-powered tools build trust with users by setting clear expectations and learning from their interactions to provide relevant, accurate insights.
✏️ How to design with it
Design for an ongoing feedback loop between users and the UI to get signal on the accuracy of AI-generated content. This will help strengthen the quality and relevancy of the insights.
AI is a new, third actor in the user/tool paradigm — introduce it by name or other identifying details, like an icon. This layer of attribution helps set-expectations and build trust.

🗣️ AI design at Qualtrics preserves user agency.

Users must have a sense of agency over their AI-powered tools and always feel they are in the driver’s seat.
✏️ How to design with it
Design solutions to support agency by providing alternate routes — ways to exit, verify or override the AI powered system. AI is there to help support their jobs-to-be-done, but the system should not overpower the user’s flow.

👥 AI design at Qualtrics is persona-centered.

Good design makes a product useful, good AI design makes a product personal. Our AI-powered tools are purpose-built for XM and designed to emphasize their usefulness while removing unnecessary interactions to support each persona type.
✏️ How to design with it
Begin with persona-based “I need” statements when designing flows — so we’re not leveraging AI at the wrong stages, for the wrong personas.
AI is in service of the user, not the other way around — ask for only as much input from the user as needed to provide the best experience.

🧠 AI design at Qualtrics makes the complex simple.


We use AI to solve real, difficult problems for our customers. Our AI-powered tools make simple, programmatic tasks more efficient and complex problems more approachable so users can focus on what’s most important.
✏️ How to design with it
Make programmatic tasks more efficient and complex problems more approachable by automating steps and removing unnecessary interactions — focusing users on what’s most important.
Build intuition and equity around AI-powered tools by leveraging them early in the flow to help users connect the dots between actions and outcomes.

🌎 AI design at Qualtrics fosters inclusivity.

Our AI-powered tools are designed to support all users regardless of their skill level, background or ability. We are transparent in the scope, reach, and impact of the data being used to provide insights so users can effectively evaluate the results.
✏️ How to design with it
Design solutions to support all users and relevant use cases — regardless of their skill level, background, or ability. Use inclusive, understandable language to explain the solution so users know what it does and what to expect from it.

♻️ AI design at Qualtrics is iterative.

Good AI design is dynamic, evolving with changing user needs and technology. Driven by user research and data, our AI-powered tools are iterated on to support shifting needs and improve outcomes over time.
✏️ How to design with it
Design for errors. Make it clear who is providing the solution or next step (is it Qualtrics? the AI? the user?) and where the next-step occurs.

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