Unleash the interface: designing smarter digital experiences

For years, we’ve designed websites around fixed pages, journeys and interfaces, asking people to navigate towards the information they need. Now AI can understand what someone is trying to do and respond in real time. But most AI experiences are still built around one interface: chat. So how can brands use AI to make the experience meaningfully better, rather than simply adding another layer to it? In this session, Gemma Olds, Design Director at Planes (a London-based digital product studio), and Mark Boxall, Creative Director at Kraken, demo a generative web experience that turns a customer’s question into a curated, on-brand page. They share how they used AI to power an experience that better serves customers across multiple products, markets and audiences, where they pushed back on standard AI patterns, and how they kept the experience feeling unmistakably Kraken. TOPICS COVERED: → How is AI changing the way people search for information, and what does that mean for web experiences → How generative is too generative? Which parts of a website should you hand over to AI → Which AI patterns should you challenge to build a smarter experience → What design principles make a generative web experience work → How do you understand the intent behind customer questions and shape each response around it → How can a brand’s design system, illustrations and tone of voice flex across AI-generated pages → How do you test AI experiences and prevent misinformation → How do you take an AI experience from idea to launch in four weeks → What qualitative customer insight can a generative website unlock www.planes.studio | hey@planes.agency