Moments of Decision

What machines are trying to learn.

Why Decision Experience?

Product, UX, and ops teams shape what gets built for customers— but not how decisions are made by teams and business areas. It seems obvious that the experience of making important decisions requires a human centric approach, but it’s often led by operational or commercial objectives alone.

  • As AI accelerates execution, unstructured choices and ways of working that aren’t synchronised with platforms will slow everything down.

  • Decision Experience Design creates the logic and structure that makes internal choices system-ready.

  • A Dx designer helps teams align, act faster, and keep product strategy on course — from inside the business, not just at the customer interface.

What they do.

Here’s a scenario.

A healthcare platform launches an AI tool that helps patients describe symptoms before booking a specialist. The interface is clean and helpful — but hidden beneath it are critical moments of decision:

  • Who handles incomplete or ambiguous symptom descriptions?

  • What triggers escalation for urgent symptoms?

  • How are these rules adjusted for different clinics or regional policies?

These decisions aren’t just operational — they shape trust, care quality, and safety. And while the customer never sees them, they define the experience.

That’s where Decision Experience Design comes in.

It designs the logic, coordination, and system understanding behind these hidden moments — so that what feels effortless to the patient is actually powered by deeply intentional design.

Let’s talk about Dx Designers.

Someone must design how decisions behind the scenes enhance customer experiences. Done well and backend solutions more accurately factor human intelligence.

    • Identify and map decisions triggered by patient symptom inputs (e.g. triage urgency, specialist routing).

    • Translate clinical, operational, and ethical considerations into structured logic.

    • Design how decision-makers (or systems) explore and act on symptom data.

    • Align automated decision paths with human workflows (e.g., call center, emergency routing).

    • Facilitate cross-functional understanding between medical, design, AI, and operations teams.

    • Decision maps for engineers and operations

    • Logic flows and rule trees for AI or platform teams

    • Choice modeling frameworks for leadership

    • Governance patterns to ensure future adaptability
      Delivered in formats like diagrams, JSON, or tagged workflows — depending on the audience.

    • Systems thinking

    • Journey mapping (with internal decisions highlighted)

    • Decision logic modelling

    • Collaborative workshops with cross-functional teams

    • Tools: Figma, Whimsical, Mermaid.js, GPT for logic-to-JSON transformation