S&I Digital Platform GTM Strategy & Concept Design
Client
S&I: Digital Platform Strategy
Year
2025
Axiom approached me to create a distinctive e-commerce experience that would set them apart in the crowded streetwear market. They needed a platform that would showcase their architectural-inspired menswear while providing a seamless shopping experience that reflected their brand philosophy of "structured minimalism."
Scope of Work
Context
When AI is inevitable in design work, What are we losing and gaining? We want to know how we could build AI-native teams without losing humanistic values for creativity and collaboration.
Recent organizations and design teams are rapidly adopting AI to maximize efficiency, with its applications extending beyond routine automation into more creative and strategic domains such as design, innovation, and collaboration. Within this shift, designers are integrating AI into their work under diverse motivations, including expectations of performance gains, reduced effort, social influence, and enabling conditions, thus forming new kinds of Hybrid Intelligence (HI) teams in which humans and machines collaborate.
Research at a Glance
We explored the visible changes in teamwork, examined the systems driving them, and defined new collaboration principles for AI-native teams.
WHAT we found
AI-first, Human-react patterns
Mapped shifts in design workflows, roles, collaboration patterns, and risks and opportunities.
WHY it matters
Co-creation to Co-evaluation
Identified key drivers at the expert level, org systems and culture, and systemic assumptions.
WHAT we built
Team-centered AI ideation system
Developed design concept for AI systems that strengthen human collaboration and creativity.
Research Planning
How we defined what was worth investigating
We broke down a broad context about AI and design teamwork into a focused research direction, a framework for data collection, and a research plan for gathering evidence.
So, WHAT is changing?
Design work becomes AI-first & Human-react, and that created 3 key shifts in how we work, think, and feel as a team.
Key drivers : What shapes these shifts
We identified key drivers accelerating these shifts in individuals and organizational level.
Even with the same AI tools, organizations integrate AI in distinct ways shaped by their culture, risk tolerance, governance norms, and efficiency pressures. Efficiency-oriented teams push AI deep into ideation and synthesis to increase speed. Research and strategy-focused teams apply AI selectively to support reflection without displacing human judgment. Regulated organizations restrict AI to high-stakes tasks and high-stakes human-led tasks. These patterns show that AI’s impact is never universal. It is mediated by the social and institutional conditions in which design work takes place, which determine which forms of design value are strengthened or diminished.
Experience level shapes how AI influences design cognition. Senior designers use AI to speed up tasks while keeping control of framing, interpretation, and judgment. Junior designers often lean on AI for structure, ideation, and early synthesis before their own critical, creative, and craft abilities are fully developed. This creates a risk that their design habits and identity form around AI generated logic rather than sustained, self driven exploration and interpretation.
Why "AI-first Human-react" feels inevitable?
Three systemic forces are accelerating these changes.
AI is accerlating creative work by addressing common challenges such as starting with a blank page and managing time pressure. However, many AI tools are designed to maximize user engagement, offering direct answers and continuous suggestions, which can foster dependency. This shift towards productivity often overlooks the importance of collaboration and exploration, as current AI systems prioritize individual efficiency over collective insight, suggesting a need for a more balanced approach in their design and implementation.
Why it matters?
From Co-creation to
Co-evaluation
AI is not simply changing how quickly teams work.
It is shifting collaboration from thinking and creating together
toward individually generating and collectively evaluating outputs.
We created a map to show the evolution of design collaboration. This change goes beyond new tools; it transforms roles, alters collaboration methods, and impacts team members' emotional and cognitive experiences. Explore more by clicking the nodes on the left side of the map.
Discover
From collective framing to individual + AI framing
Select a card to explore research observations. Arrows organize the story; they do not represent measured causal effects.
Collective framing → Individual + AI framing
Changes to the workflow captured in the research synthesis.
Design Opportunity
How might we help teams feel they are discovering solutions together, not separately through AI?
We reorient core design values for collaboration to build team-centered AI.
What we built
explAIn : Team-AI Ideation Engine for Shared Reasoning
As AI takes on more activities across the design process, our research surfaced four values that become increasingly important for collaborative creative work.
Establish
Start with shared foundation Upload materials, define goals, and set AI collaboration rules so everyone works from the same page.
Explore
Expand
Behind the research
How we conducted our primary research
Thematic analysis based on cross-layer framework
How we find WHERE we intervene
To identify intervention areas, we mapped 20 specific design actions onto a 2x2 matrix based on cognitive and affective mechanisms. We designated the design actions in Quadrant 1 as the primary focus of our intervention.
PRIORITY CRITERIA
Team Brain
Does this action build shared understanding?
Team Heart
Does this action build trust and bonding?
