Why AI & automation is good for web designers


Artificial intelligence. Just hearing the phrase has been a trigger for many in the technology world since that creepy Haley Joel Osment film circa 2001. But fast forward to 2020, artificial intelligence and machine learning strike fear into the hearts of skilled workers for an entirely different reason: job security, or lack thereof.

Smart-home devices, streaming services, self-checkouts (soon pay-in-aisle), even Google searches are ways that artificial intelligence has seeped into everyday life, exemplifying the abilities of computers and machines to master both simple and complex tasks. In some instances, these technological advancements make our lives easier, but for some people, their presence has meant job loss and skill replacement. There’s no wonder that when artificial intelligence starts being mentioned along with web design and site creation, the spidey senses of designers all over the world start tingling.

Designers think outside the box, something that AI just can’t do (yet). But let’s get real about what AI and automation really mean for designers. Talented designers with busy schedules should view these advancements as virtual assistants. 

For some small businesses on a limited budget, the websites that artificial intelligence can pump out might be fine…for a while. However, as businesses grow, change, require updating and customisation to adapt to their customer base, the expertise of creative and talented designers will always be needed. Even the best AI that we see today is limited by evaluating, replicating, and revising what already exists. It may be able to mix 1,000 different colour schemes into 10 million potential combinations, but great designers think outside the box, something that AI just can’t do.

In fact, rather than being scared of automation, designers ought to embrace automation and artificial intelligence as a way to unleash their creative thinking. Delegate repetitive, straightforward tasks to the right software, and suddenly you have time to bring your best ideas to the table and push the boundaries of your own innovation. 

Where AI has failed in design

The ultimate goal of artificial intelligence and automation in design work is a grand vision that has yet to be realised.

For the AI capabilities that exist now, most small business owners, or those looking to put together a simple website, are better off using drag and drop site builders (Wix, Squarespace, Weebly, etc) that have been around for ages. Even so, there are plenty of businesses still willing to hire designers to take this simple task off their plate due to a lack of technical expertise or lack of time. And let’s be honest, are there even enough talented (keyword here!) designers out there to keep up with the millions of websites created every year, without each one working themselves to death? 

Where automation shines for designers

Fortunately for good designers, it appears for now that the days of artificial intelligence completely taking over their jobs is a fantasy. However, what AI and automation do offer designers is a solid starting point for success, eliminating much of the lower-level grunt work that most designers would rather skip anyway.

Even well-received AI website builders like Firedrop still require a basic eye for design and specialised knowledge to produce truly unique, high-converting, and user-friendly websites. Tools and practices that designers should adopt are the artificial intelligence and automation resources that will help them do their jobs better, faster, and leave them with more time to focus on project elements that AI cannot accomplish on its own.

Bringing the gap between designers and developers

Well-established brands are likely to already have design systems in place that guide the creation of new elements across their digital profiles whether on social media, various mobile apps, or different sections of a website. But even in large corporations – excepting those who have perfected the process – there’s often a breakdown between a designer’s vision and resulting product from the developers. It stems from the basic difference in how they each approach their work and the limitations of the systems they use.

While component libraries – or even full design systems for that matter – won’t reconcile every question, they provide both developers and designers a source of truth to work from that both parties can understand. Design collaboration tools like Invision and Visme, specifically, keep designers and developers on the same page with automated version saving and code-friendly workflows.  

Understanding the consumer

I don’t suggest using artificial intelligence to produce content for your site,digging into and understanding the behaviours and habits of site users is a relatively new component of site design, but offers invaluable insights. Tools like HotJar, Mouseflow, or Smartlook make it simple to see holes or leaks in your conversion funnels, detect which page elements users are interacting with, and which they’re not interested in to refine the look and feel of a page for maximum conversions. Even though these tools provide the data, it still takes a keen eye and understanding of design to implement the right changes to improve site performance.

Site content is another way that artificial intelligence has the potential to improve our understanding of customer behaviour and improve site performance for individual users. I don’t suggest using artificial intelligence to produce content for your site, no matter how much the results have improved. However, static landing pages or a single set of further reading recommendations are unlikely to appeal to the majority of site visitors. 

Artificial intelligence tools like CliClap and Personyze instantly collect and analyse consumer data to provide dynamic, personalised experiences that drive more leads and encourage conversions. Creative designers will also learn from this data to improve customer experience with other pages or elements throughout the site.

Removing time-sucking administrative tasks

Because “artificial intelligence” has become a term with such negative connotations, we often overlook the simple way that AI actually makes our work lives better and easier. Machine learning in email filtering is a great example of this. Consider a simple interface like a Gmail inbox. We have the option to mark certain senders as spam or as important, and our inbox learns that type of communication is and isn’t useful to the user. 

YouTube, Spotify, Apple Music, and more all take cues from the user behaviour of liking a certain song, artists, genre, category to build customised playlists. There are a myriad of ways that artificial intelligence and its branches of disciplines merge with our everyday lives. Some of the most useful automations for businesses, and especially for designers, are related to the administrative tasks that frequently take time away or distract from more pressing projects. A perfect example of automation that can relieve stress and cut down on mindless work is an email autoresponder. I’ve always found that having time blocked off in my calendar to tackle complex or important projects helps me to focus on the task at hand and be more efficient. In order to more effectively block out my time, closing my email and setting an autoresponder to reply to all incoming emails serves two purposes: 

  • Lets those trying to get in touch with me know that I only check my email at certain times of the day and that my response may not be immediate – tempering their expectations of when they might hear from me.
  • Relieves my personal stress of being tethered to my inbox, splitting my focus, and also saves the time of having to initially respond to each email individually. 

This is just one simple way to use automation in your email, although there are many others to explore.

While Zapier isn’t the only workflow automation service on the market, it’s probably the most well known. Workflow automation reduces time spent on mind-numbing, repetitive tasks and helps designers connect apps that might not natively work together. Do you keep a task list in Todoist? Set up a Zap, then create a task in To-do-list anytime someone mentions you on Asana or assigns you a task in Trello?

This is especially helpful for freelance designers who work with multiple clients across various project management platforms. The potential for automation to relieve unnecessary mental overhead for designers is nearly limitless.

Don’t be afraid of AI, embrace it

The bottom line of this brief overview of artificial intelligence and automation in design is that this emerging technology isn’t something designers should be scared of. In fact, it’s something to welcome with open arms because ultimately it can make our jobs, and our lives, better. Leave the monotonous tasks of collecting and analysing huge amounts of data or administrative tasks to the machines; they can handle it.

Save the interesting, creative, abstract work for the talented designers who can turn AI recommendations into unique and intuitive digital experiences. Making the relationship between artificial intelligence and design symbiotic will yield the best results for every entity involved: the business, the AI, and yes, even the designer.

 

Nazrul Hoque – 01 October 2020