How to design an AI product like Perplexity - Henry Modisett (Dive Club S7 | E8)

Introduction

In the realm of product design, striving for perfection can sometimes stifle innovation. Designers must embrace imperfection while understanding that different challenges demand unique approaches. In a recent episode of Dive Club, Henry Modisett, who leads the design team at Perplexity, shared his insights about the design process, team dynamics, and building a compelling AI product. Here’s a deep dive into his experience while shaping Perplexity from its inception.

The Beginning at Perplexity

Henry was brought in as a design consultant to assist with Perplexity's initial tech demos. When co-founders with backgrounds in machine learning reached out, they were still exploring their technology, specifically with large language models (LLMs). Acknowledging the need for a designer, they turned to Henry, who previously worked with them at Quora. Without a clear understanding of what the product would become, he focused on building a component library that could expedite their development process. By creating reusable components in React, Henry laid the foundation for rapid product evolution.

The first product iteration involved exploring natural language to SQL generation. However, it was in testing the combination of LLMs with a search engine API that they found significant potential. The early, "crappy" version of the product fascinated Henry, who realized the implications of instant responses, regardless of accuracy. The goal became to ensure a seamless user experience, which would require relentless refinement and improvement over time.

Crafting the Identity of Perplexity

Transforming an idea into a beloved product took strategic creative direction. Henry emphasized that simplicity and speed are vital to user experience. The design had to feel streamlined and familiar to resonate with a broad demographic—from high school students to investment bankers. He encouraged prioritizing customer needs over overly complex technological framing and designed the product to work as a tool that empowers users without them needing to think about AI.

Developing a distinctive brand identity was also crucial. Existing competitors often showcased techno-centric branding that didn’t resonate with consumers. By engaging a brand agency outside of tech, Perplexity positioned itself differently in the market. Cultivating a strong brand was also about attracting talent; those designers wanted to work for a company they believed in. Ultimately, early investments in brand equity paid dividends as the company gained traction.

Establishing a Strong Design Culture

Given that Henry was the sole designer initially, he had to take on multiple roles. This required a “whatever it takes” attitude to build a compelling product experience rapidly. His work involved everything from product strategy and design to engineering. This unique blend of skills allowed for agile product development that prioritized speed without compromising on quality.

Recognizing the challenges of formalized design processes, he rejected rigid frameworks in favor of a decentralized, empowerment-oriented culture. Each designer in his team was encouraged to take ownership of various projects, which fostered creativity and rapid iteration. Henry advocated for a minimal critique process focused on product mechanics rather than visual perfection, allowing designers to iterate quickly and effectively.

Navigating the Landscape of AI

As AI technology continues to evolve, product design must adapt. Henry discussed how designers need to familiarize themselves with AI capabilities while also understanding user needs. With fewer barriers to entry in the AI space, designers have the opportunity to innovate and disrupt large, established companies.

The potential to leverage AI means designers can simplify complex interactions, making products more useful through dynamic interface adaptations. To create seamless experiences, the design process should remain collaborative, allowing designers and engineering teams to work together to bring ideas to fruition.

Embracing Change and Future Predictions

Henry also shared a captivating prediction about the future of AI hardware. He foresees an era where design will be a primary differentiator in hardware, similar to the radio era before the 2000s. As manufacturing becomes more accessible and the interaction models of AI become standardized, innovative designs will thrive as essential competitive advantages.

Conclusion

The insights from Henry Modisett highlight the importance of fostering a flexible and empowering design culture at companies like Perplexity. With a commitment to simplicity and a focus on user needs, designers can navigate the complexities of AI and create products that truly resonate with consumers.

Keyword

• Design Process
• AI Product
• Component Library
• User Experience
• Brand Identity
• Team Culture
• Innovation
• Rapid Iteration

FAQ

1. What was Henry Modisett's primary focus at the beginning of Perplexity?
Henry focused on building a component library that allowed the development team to iterate rapidly without knowing the final product direction.

2. How did Henry define the user experience for Perplexity?
Henry emphasized that the user experience should be streamlined and familiar, ensuring that users could achieve their goals quickly and efficiently.

3. What approach did Henry take towards design culture at Perplexity?
He rejected rigid processes in favor of a decentralized approach that encouraged designers to take ownership of their projects, promoting creativity and quick iterations.

4. What is the future of AI product design according to Henry?
Henry believes there will be an emerging competition in AI hardware that focuses on design as the key differentiator, presenting opportunities for designers in emerging markets.