How They Build Products People Actually Love.
Edition 2 – Maxwell on AI
Cool AI doesn’t win. Useful AI does. Everyone’s building AI — but most of it? It’s not built for humans. That’s why it fails.
Let’s dive in!
Why Human-Centered AI Matters
Most AI startups fail not because their models are weak — but because their products aren’t designed for humans. The tech works. The experience doesn’t.
Human-centered AI flips that script. It asks:
- What do users actually need?
- How do they think, feel, trust, or get frustrated?
- How can AI collaborate with them — not just replace or confuse them?
This mindset isn’t just ethical — it’s strategic. The best AI startups today don’t just build smarter models. They build better relationships between humans and machines.
Here’s how a Human-Centered approach shapes your product
- Design & UX: Interfaces become intuitive, not intimidating. AI is explained, not mystified
- Trust & Transparency: Users understand what the AI is doing — and why. That builds confidence
- Adoption & Retention: When people enjoy using something, they stick around.
- Differentiation: In a crowded market, human-centered design becomes your unfair advantage
- Real-World Impact: It’s not just about a model’s benchmark — it’s about changing someone’s day, workflow, or business outcome.
Human-centered AI isn’t soft — it’s smart. And if you’re building in this space, it might just be your most powerful lever.
Avoiding Common AI Mistakes
Let’s be honest: some of the flashiest AI products out there look impressive in demos… and completely flop in the real world.
Why? Because too many teams focus on the model — and forget the human.
In my work as a consultant helping AI startups adopt and integrate AI into their products, I’ve seen a few patterns repeat themselves — even among the most talented teams.
Here are the most common mistakes to avoid**
🚩 Over-optimizing for performance metrics Benchmarks aren’t everything. A model can hit 99% accuracy and still frustrate users if the UX is clunky or unclear.
🚩 Skipping UX research Too many teams ship first and assume what users want. That’s a recipe for churn. Talk to your users early. Watch how they actually use the product.
🚩 Confusing interfaces If users don’t understand what the AI is doing — or how to correct it — they’ll stop trusting it.
🚩 Designing for the demo, not the workflow A flashy moment might look great in a pitch deck… but if it adds friction to a user’s day-to-day, it’s dead weight.
🚩 Ethical blind spots Bias, hallucinations, or unpredictable behavior don’t just create user frustration — they can create legal and brand risks, too.
So what’s the fix?
Build with human trust, clarity, and usability as your north stars.
Here’s a simple gut check:
Would I trust this product enough to let it help me do my job? Would I recommend it to someone I care about?
If the answer isn’t a confident “yes,” it’s time to revisit your design.
The Competitive Edge of Human-Centered AI
Human-centered AI isn’t just a design philosophy — it’s a growth strategy.
When your product is built with empathy, clarity, and usability from the start, you gain something no model alone can give you: trust, loyalty, and real traction.
Here’s what sets human-centered AI startups apart:
- Faster Adoption: Users onboard faster when the product makes sense. They understand how to use it — and why they should.
- Higher Retention: People stick with products that feel like they were designed for them. That’s how you turn first-time users into long-term advocates.
- Better Feedback Loops: A more intuitive product leads to better user feedback. That leads to smarter iterations — and stronger outcomes
- Increased Differentiation: In a sea of lookalike AI features, human-centered design becomes your unfair advantage.
- Stronger Word of Mouth: When users feel seen by your product, they talk about it. They recommend it. They come back.
I’ve seen this firsthand working with AI startups that prioritize the human experience early. These teams don’t just build impressive demos — they build real momentum.
And in a space moving this fast, momentum is everything.
What You Can Do Right Now?
Your Actionable Takeaway
If you’re building an AI product — or planning to — here’s how to bake in a human-centered mindset from Day 1:
1. Design for Uncertainty, Not Just Answers
AI isn’t deterministic. Users need to know what to do when the system is unsure — or when it makes a mistake. Design graceful failure states. Show confidence levels. Let users co-steer. This is something most AI startups overlook — especially early on. Designing for uncertainty adds a layer of maturity that separates serious products from flashy demos.
2. Show the Human Behind the Machine
Your users don’t trust the model — they trust you. Explain your approach, your values, your limits. Give your product a voice that feels human, even when it’s not. This covers more than just “explainability.” It helps you build a real relationship with your users — one based on transparency, empathy, and trust.
3. Start with your users, not your model.
Before you fine-tune a single parameter, make sure you understand what problem you’re solving for the human on the other end. User needs should define your product — not just what your model is capable of.
4. Involve UX and design from the beginning.
AI isn’t magic. It’s a tool. And tools need handles. Design is product. Great UX doesn’t just “wrap” your AI — it’s what makes it usable, learnable, and lovable.
5. Build trust through clarity.
Make it easy for users to understand what the AI is doing — and what it isn’t doing. Explainability builds loyalty. People don’t need perfect predictions — they need to know what to expect, and what to do next.
6. Focus on real-world outcomes.
Don’t just aim for “smart.” Aim for useful, usable, and impactful. Adoption isn’t driven by performance scores — it’s driven by how well the product fits into real lives and workflows of the users.
7. Close the loop.
Listen to your users. Watch how they actually interact with the product. Use that feedback to iterate — fast. The best AI products are built with users, not just for them.
This isn’t fluff. It’s strategy.
The AI products that win are the ones that feel like they were made for humans — because they were. Feel free to revisit this list as you build.
Wrapping It Up
AI is evolving fast — but the startups that will thrive long-term aren’t the ones chasing hype.
They’re the ones building products that actually serve people. Products that feel intuitive, trustworthy, and irreplaceable. Products that put humans at the center — not just algorithms.
In my work as a consultant helping startups adopt and integrate AI, I’ve seen firsthand that human-centered design isn’t a nice-to-have — it’s a competitive edge. And it’s one that’s becoming more important by the day.
If you’re building AI, leading an AI-focused team, offering AI solutions, or simply trying to understand where this technology is headed — this newsletter is for you.
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- Maxwell O.