Why Air Canada utilized UX for digital transformation initiative
Innovative companies are leveraging the latest AI and machine learning technology for the ultimate user experience
The potential of artificial intelligence (AI) and machine learning might be immense, but introducing these powerful technologies needs to be done with user experience (UX) at the forefront, according to Keith Dugas, director of maintenance AI and connected operations, Air Canada.
Speaking at PEX Live: Digital Process Automation 2022, Dugas said that UX design must be the foundation of any project where AI and machine learning will be introduced. He said that everyone involved in this process needs to have “the lightbulb moment” where it is understood that the technology needed to be “customized to cater to the community”.
Dugas recommended starting the process with solutions workshops that involve journey mapping and determining what the organization needed from the tools. He said that examining “a day in the life” of the users was a good way to work out what the real needs were, what struggles needed to be overcome and what the friction points were in the process.
