Human vs. AI: Who’s Better at UX Design? You Know the Answer

Empty state screens, like when nothing is found or a cart is empty, are common in apps. However, our best practice is to never leave these screens truly empty; instead, we add a unique touch where relevant.

For a super app we developed for a sporting goods retailer, we wanted the empty states to feature illustrations that aligned with the client’s brand.

AI’s result. To see what AI would do in this situation, we asked ChatGPT to suggest illustrations for an empty cart. The AI came up with ideas like a basketball hoop with a ball “just missing,” a cyclist on a road, and an “adventurous” backpack.

Interestingly, it also suggested copy, such as “Score big with our gear!” for the basketball hoop. We visualized these ideas using Microsoft Designer:

Sometimes, an app needs more than just themed illustrations—it needs a mascot. If the client doesn’t already have one, it’s our job to create it. That’s what we did when designing an app for a milk and dairy producer.

We aimed to create a character that would guide users throughout the app, introducing features and sections during onboarding and through on-screen prompts.

AI’s result. We asked ChatGPT for mascot ideas and suggestions on where it would incorporate the mascot in an app. It provided us with four concepts:

1. Cool Cream the Ice Cream Cone,
2. Sprinkle the Ice Cream Fairy,
3. Scoopy the Penguin,
4. Moo the Cow.

According to AI, these mascots could be used in various places within the app—onboarding, tutorials, prompts, loading screens, notifications, error screens, reward screens, and settings. To visualize the ideas, we used DALL-E to help us imagine what a mascot might look like:

E-commerce apps are designed to help users make decisions. This can be tricky with products like perfume, where physical characteristics are key. Our designers faced this challenge when building an app for a perfume subscription service.

Since users couldn’t try the perfumes in person, our task was to convey each scent through UX/UI elements. We wanted to make the online perfume shopping experience as easy and clear as testing scents in a store.

AI’s result. In our view, AI can help generate ideas for solving such tasks. We’ve checked that, and ChatGPT suggested some standard approaches, such as visual representations, preference surveys, and scent storytelling. However, it also proposed a fresh idea: using the sound of ocean waves to evoke the feel of an aquatic fragrance.

We often work on super apps, which are mobile apps that combine a core service with additional ones. One such project was for a large bank, where we needed to implement cross-selling to enhance in-app sales and support the app’s ecosystem.

For example, we had to understand what additional services we could offer users who purchase movie tickets through the app.

AI’s result. We asked AI for ideas on services to add to the post-purchase screen. ChatGPT provided an extensive list, including ride-share booking, restaurant reservations, social media sharing, and calendar integration.

Sometimes, clients come to us with a mobile app that isn’t performing as expected, and we need to figure out why. This is why we conduct a digital audit first and then design a new app.

For instance, a sporting goods retailer we worked with had low app conversions, but the reasons were unclear. We first audited their app and then created a new mobile app design.

AI’s result. Can AI audit a mobile app? Turns out it can, but only to a limited extent. We uploaded a screen from the app to ChatGPT, and it identified nine UI issues. It also suggested some improvements, like enhancing visual hierarchy and text alignment.

Designing a digital ecosystem is one of our most complex tasks. It involves integrating various services across different platforms and requires not just a UX design process but also strategic thinking and a deep understanding of the client’s business.

For example, we had to create a wellness ecosystem for a fitness studio chain. The goal was to help young women stay fit, eat healthily, connect with others, and track their progress. The client wanted to support women beyond the studio and grow business with additional services.

AI’s result. ChatGPT suggested 10 services for the ecosystem, such as a calorie tracker and live fitness classes. It also advised how to prioritize launching the services, but without any specifics.