Less friction, more flow: How AI is changing the way we build experiences

I recently sat down with my friend Andy Vitale on the Building Great Experiences podcast. Andy is the former Chief Design Officer at Constant Contact and design leader at companies like Truist, Rocket Companies, and 3M and has seen it all. Startups, enterprise, product launches, AI disruption, and a few pro wrestling rings too (watch the episode to hear this story 😉).

Our conversation was wide-ranging, but one big theme kept coming up: the future of experience design is less about rigid processes and more about adaptability, speed, trust, and humanity.

Catch the full episode below:

Here were some key takeaways from the episode..

1. You don’t need permission to start building

Andy talked about the rise of the "full-stack builder." People who can move between product, design, and code, with the help of AI tools that accelerate every step. Whether you're an engineer sketching wireframes or a designer shipping code, it's about getting to a shared understanding faster.

Put it into action:

  • Try tools like Vercel v0, Cursor, Replit, and Claude to create prototypes quickly.

  • Don’t wait for detailed requirements or a ticket/task being assigned to you or your team. Build something and show it.

  • Experiment in real-time with cross-functional teams. The goal is clarity, not perfection.

2. The real magic is in personalization at scale

One of the most powerful things about AI isn’t what it can do for you. It’s what it can do for each individual customer. Andy pointed to the idea of products that feel uniquely tailored, even when two people use the same system.

Put it into action:

  • Use tools that allow content, messaging, and flows to adapt based on individual behavior.

  • Go beyond segmentation. Think about individualized experiences.

  • Start thinking about how your product could feel more local, more personal, more alive to the person using it.

3. Don’t play scared, build with curiosity

A big takeaway from Andy’s story.. play with the tools. Tinker. Explore. Andy’s design career started after pivoting out of pro wrestling (!), and much of his success has come from his willingness to learn, teach, and adapt fast.

Put it into action:

  • Block time each week to experiment with a new tool or workflow.

  • Pair up with a teammate to co-learn. Share what you’re learning.

  • Be curious. Nobody’s an expert in this stuff yet.

4. Automation isn’t the threat, it’s the unlock

We talked about the anxiety people have around AI and automation. Andy pointed out that when you use AI to free yourself from tedious, repetitive tasks, you gain time to do deeper, more human work like mentoring, collaborating, and innovating.

Put it into action:

  • Start using AI to help with meeting notes, transcription, and synthesis (Granola, Otter, Notion).

  • Use chatbots, copilots, and summarization tools to lighten your load.

  • Don’t worry about whether AI is "doing too much." Instead, ask “what can I now do because it handled the busywork?”

5. Trust still matters and it always will

As tech gets smarter and experiences get faster, the human element becomes even more critical. Andy reinforced how emotion, nuance, and discernment can’t be faked and that customers still remember how you make them feel.

Put it into action:

  • Revisit your service experience. Where is it cold, confusing, or generic?

  • Look for ways to add more delight, relevance, or responsiveness.

  • Don’t just measure what users do, ask how the experience made them feel.

Wrapping up

Andy nailed it when he said, “Everyone building experiences needs to show up differently.” We’re entering an era where you don’t need to be the best at everything, but you do need to understand how it all connects.

And AI? It’s not the enemy. It’s your co-pilot.

Whether you’re designing an app, leading a team, or just trying to work smarter, the tools are here to help. The future belongs to the curious, the creative, and the collaborative.

Onward,
Drew

P.s. If we haven’t met yet, hello. I’m Drew Burdick, Founder and Managing Partner at StealthX. We work with brands to design and build great customer experiences that win. I share ideas weekly through this newsletter and over on the Building Great Experiences podcast. Have a question? Feel free to contact us. I’d love to hear from you.