“AIXD (AI Experience Design) is to design an AI assisted, AI enabled, AI led user journey (or customer journey) based on, and for the convenience and satisfaction of human end-users. It is the human user centered design of AI models, applications, workflows, products, and services. Ultimately, it is the be-all and end-all of human user experience.” – Joanne Z. Tan, user experience designer, thought leader (who coined the term AIXD).
AIXD plays an indispensable role in defining and refining the scope of AI models and applications. It’s laser focused on the outcome – the human user journey and the targeted user experience, avoiding over spending or under investment in AI tools. Whether you are leveraging LLM (large language model), or SLM (small language model) for specific tasks, genAI, AI Agents, or robots, your solutions will be like Goldilocks’s Porridge: not too hot, not too cold, just right.
AI developers who are out of touch from the real world needs of human users create AI “white elephants” that run amok. What the techy people think of as “cool” may end up as nothing more than a convoluted and resented AI dictatorship, imposed on human will and frustrating user experience.
We at 10 Plus Brand are proud to be on the cutting edge of creating end-user journey with AI Experience Design for both B2B and B2C companies.
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© Joanne Z. Tan, November, 2025. All rights reserved.
