SXC Retrospective: Humans + AI Shape the Future of UX

AI Is Transforming Design at Its Core – But Humans Remain the Directors 

André Fangueiro, Head of Design at TietoEvry, opened the conference by illustrating an industry in rapid transformation. He highlighted how AI is integrated across the entire design process, from research to prototyping, and described two parallel workflows: 

AI‑augmented workflows, where AI boosts efficiency and supports designers in their tasks. 

AI‑driven workflows, where AI itself produces concepts and solutions that humans evaluate, refine and guide. 

In the center is not technology, but our ability to stay open, critical and experimental. Just as digitalization once reshaped the design profession, AI is now becoming the next fundamental tool in the designer’s toolbox. 

When Knowledge Isn’t Enough – Design as Activation, Not Information 

Tessa Griffioen shared insights from Groningen in the Netherlands, where residents have lived with recurring earthquakes and cracking houses for decades. Despite being well informed about potential financial compensation, many never started their claims process. 

The reason? Not a lack of knowledge – but a lack of ability to act.

Her research highlighted stress, low self‑confidence and behavioral archetypes that demand different design strategies. Her message was clear: design must help people take action, not just understand. As digital interfaces grow increasingly complex, this insight becomes more crucial than ever. 

Typography as a Silent Killer 

With humor and precision, typographic consultant Oliver Schöndorfer demonstrated how “bad text” can quietly undermine conversion, accessibility and user experience. Companies such as IKEA and Apple served as examples of how small missteps in contrast, hierarchy and typeface choices can create major issues in global systems. 
A standout insight: Good typography is UX design’s secret superpower. 

Customer Insights in Weeks, Not Months  

Ville Österlund and Merituuli Kosonen showed how Nordea Life Finland revolutionized product development using a permanent customer community. With LeanLabs methodology, they now gather user insights in 24–48 hours instead of eight weeks. The results: faster product development, higher customer engagement and more effective innovation. 
A central takeaway: Guessing is the most expensive research method.

Relationships – The Real Source of AI’s Value

Josefin Schönebeck from Platform24 highlighted how relationships between humans and AI, within teams, and with users determine how well AI works in practice. In healthcare, trust is essential, so her team prioritizes transparency, continuous feedback and tight cross‑functional collaboration. 
Her message: Technology accelerates. Relationships determine the speed.

Break Rituals, Follow Principles  

Roberto Chaves, UX Designer at Tabi, encouraged participants to let go of rigid processes and outdated design rituals. Jargon, ceremonies and unnecessary complexity risk killing creativity. Teams should instead follow principles, communicate clearly and stay curious. 
As he put it: “Think as the wise man thinks, but speak as the simple people do.”