Designing for generative AI: The UX evolution at Prudential with Alex Shin

Generative AI has changed everything - from how we build to how we design. In this episode, we’re joined by Alex Shin, Senior Product Designer at Prudential Financial, to talk about how UX is evolving in the age of LLMs.

Alex shares his journey from studying Social Policy to UX and conversation design, including how he helped launch Prudential’s first customer-facing chatbot in 2022.

We talk about how Prudential’s NLU-based chatbot is consistently getting customer satisfaction scores above industry standards and how the company is exploring generative AI solutions for both internal and customer-facing services.

We also dive into the collaboration between design and tech teams at Prudential, and how this partnership ensures solutions are technically feasible while prioritising user needs. This episode is for designers navigating the transition to generative AI, tech leaders trying to balance innovation with user experience and anyone interested in how big financial institutions are using AI to improve customer service.

This episode is brought to you by NLX.

NLX is a conversational AI platform enabling brands to build and manage chat, voice and multimodal applications. NLX’s patented Voice+ technology synchronizes voice with digital channels, making it possible to automate complex use cases typically handled by a human agent. When a customer calls, the voice AI guides them to resolve their inquiry through self-service using the brand’s digital asset, resulting in automation and CSAT scores well above industry average. Just ask United Airlines.

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