Understand people.Design experiences.Use AI with purpose.

People, their goals, capabilities, experiences and real-world contexts are the starting point. Their perspectives inform both the design and its evaluation.

Where PANIC helps

• Explore needs and contexts of use
• Translate insights into testable requirements
• Develop information and interaction concepts
• Test possible solutions with the people they are designed for
• Implement suitable solutions incrementally and refine them based on real-world use

Understanding people and their contexts shapes both customer experience design and the effective use of technology.

Customer experience takes a holistic view across stages, channels and touchpoints. Expectations, friction and unnecessary effort are considered alongside internal operations and business goals.

Where PANIC helps

• Examine customer journeys and touchpoints to build a shared understanding of the experience
• Identify expectations, friction, unnecessary effort and untapped opportunities
• Align customer experiences, services and internal operations
• Test improvements and implement them incrementally
• Refine customer experiences based on real-world use

Looking at customer experience, services and internal operations together reveals where design and technology can make a meaningful difference.

The fact that something is technically possible is not, by itself, a reason to use AI. What matters is clear value for people and the business, a considered approach to data and limitations, and appropriate human judgment and oversight.

Where PANIC helps

• Assess potential applications, value and limitations
• Support research and ideation with AI
• Design and prototype AI-supported interactions and workflows
• Implement suitable solutions and integrate them into workflows
• Evaluate and improve their effectiveness and efficiency in real-world use

AI opens up new and sometimes unfamiliar possibilities. Unlocking its potential means understanding it and continuing to learn how to use it well.