Birth of Aimee (AI)

Brand Designer

UX Designer

Product Designer

Figma

Jira

Mural

Introducing artificial intelligence into the digital channels of a prominent global enterprise can significantly enhance revenue generation, customer satisfaction levels, operational efficiency, and competitive advantage, thereby fostering sustained growth and success over the long term.

Opportunity

The introduction of the inaugural AI initiative within BT, EE, and Plusnet presents a remarkable opportunity. This initiative aims to foster a resilient community, leveraging User-Centred Design (UCD) principles and AI innovation to drive forward-thinking endeavors. By focusing on growing the Tribe and embracing AI-driven Channel Shift strategies, there's a clear pathway to mitigate reliance on traditional customer support approaches and propel the self-service experience towards managing diverse user intents effectively.

Challenges

Navigating the early stages of our project presented formidable challenges, exacerbated by our lean team and the constraints of limited resources and tight schedules. Meeting deliverables became a paramount mission, prompting meticulous budget planning to align capabilities with our overarching vision. Additionally, the absence of adherence to User-Centred Design (UCD) principles posed a significant hurdle. Initially, my role was misperceived as solely a validation resource. Recognising the imperative for corrective action, I spearheaded efforts to guide the team toward embracing UCD methodologies, fostering collaboration to establish more effective workflows. Throughout this process, I emphasised the tangible value of design and championed the adoption of design thinking as a means to unlock untapped opportunities.