Artificial intelligence has rapidly permeated products across industries – from healthcare and finance to entertainment and everyday consumer apps. But amid the hype, one UX truth remains: an AI feature is only as valuable as the real user problem it solves. No matter how advanced the technology, if it doesn’t make users’ lives easier or better, it’s just a flashy gimmick.
At Rocket55, we’re developing AI marketing tools that provide greater insight into website performance that wasn’t possible before AI. But if users don’t need that insight, it won’t matter. The best AI-powered products subtly integrate AI into their service, removing friction or enabling possibilities that were too complex or time-consuming before. So how can UX professionals ensure their AI features are truly solving problems?
Listen to Users
Conduct user research—focus groups, interviews, usability tests—to confirm that a proposed AI feature addresses a real need. Ask probing questions and dig deep to find the heart of the problem.
Rocket55 Example: We asked users what insights they can’t currently find in Google Analytics as well as any current pain points. We also asked internal users what types of data clients typically ask for that we don’t provide currently. This research laid a solid foundation for us to build an AI product that users want, not just one that has AI.
Test the Concept
Build a simple prototype and evaluate how people respond. Do they find it genuinely helpful? Is there anything missing?
Rocket55 Example: We tested a design prototype with internal users. We learned that users wanted more transparency into how AI calculated forecasts and projections.
Offer Transparency
If appropriate, explain why the AI is suggesting something. A little clarity can build trust—especially for high-stakes tasks.
Rocket55 Example: We’ve added tooltips to explain how AI calculates various data projections. This builds trust with users and instills confidence in actions they might take from the data.
Iterate
AI systems evolve, so gather data and keep improving your design. Good AI UX is never “done.”
Rocket55 Example: Our team continuously iterates in all of our work, and that remains true for our AI product. Our UX and Design teams collaborate intensely in wireframes and design. We use insights from our user research and testing to make improvements. The UX process remains the same for AI products, with an extra emphasis on usefulness and value added to the end user.
Remember: Always Serve the User
Innovation in AI products must serve the user, not just the marketing team.
For UX teams, the golden rule stands: Focus on user needs, design for usability, then let AI’s power shine in the background. In an era overflowing with AI buzz, we stand out by delivering solutions that genuinely help people achieve their goals—and that is the real magic users care about.