How Data Informed Loops changed The Future of Design with Sam Horodezky


Podcast: Play in new window | Download

Subscribe: Google Podcasts | Spotify | Stitcher | TuneIn | RSS

Sam Horodezky is the Founder of Strathearn Design. He has been dedicated to user experience (UX) for more than 20 years. During that time, he founded a company specializing in this field called Strathearn Design. With more than 15 years of management experience, he has worked with and overseen multiple teams of designers and developers, and created a wide variety of unique, focused strategies for companies that needed to improve their UX strategy.

At Strathearn Design, clients are pushed to think beyond the aesthetics of their UX. Their main goal is to educate and enlighten clients about their entire business and product suite. They put their expertise to practical use, advising clients about the skills their teams possess and the quality of their product. They can also manage and repair their entire UX from the ground up, studying every detail of their business and their market.

Episode Links:  

Sam Horodezky’s LinkedIn: 

Sam Horodezky’s Twitter:   @StrDesign

Sam Horodezky’s Website: 

Podcast Details: 

Podcast website:

Apple Podcasts:



YouTube Full Episodes:

YouTube Clips:

Support and Social Media:  

– Check out the sponsors above, it’s the best way to support this podcast

– Support on Patreon:  

– Twitter:

– Instagram:

– LinkedIn:

– Facebook:

– HumAIn Website Articles:


Here’s the timestamps for the episode: 

(00:00) – Introduction

(01:43) –  Some of the tools that are becoming available now are specifically meant to democratize design or bring design to the masses. Wix has this thing called the ADI (Artificial Design Intelligence), and it helps create a website that is very straightforward.

(04.27) –  Either machine learning or AI have to be able to generate as much as possible. We’re quite there yet when it comes to design. Not as far as I can tell, but that is definitely the idea, to reduce the amount of work required of the human.

(05:18) – Microsoft does do a lot of artificial intelligence, ML type stuff, whether they’re actually using that or not, you can never really tell. All they have to do is put in a graphic and then some texts that can have different groups of texts and different pieces of graphics and it’ll give you lots of options. I’m sure they’re developing all sorts of interesting techniques to make design so that non-designers essentially can get good results.

(07:32) – Logo Joy was centered around logos. It’s now called Looka and this one will generate a bespoke logo. You only pay once you decide you want a high resolution image. It’s not the same quality as if you were really to hire yourself a designer and get a bespoke logo. But at the same time for 50 bucks, this is giving you a lot.

(10:49) –  What really is AI and what is not? What is definitely true is that you’re able to take a photo or a video and then transform it into something that looks totally different than it actually can be, quite professional. It’s another example of increasing the ability to have tools for users that aren’t really designers.

(14:04) – There’s a lot of interesting tools out there, but they seem like they’re more kind of experiments than they are things that are genuinely going to change how we do work. Photoshop has a tool called Content Aware Crop. If you try to rotate something or change the dimensions, it fills in the background for you. Netflix has one thing related to user interface, a simple snapshot that shows you the video that you are actually about to watch or the movie. is able to process videos and use large amounts of data to basically output advertisements.

(19:37) – The de facto tool that everyone was using 10-15 years ago, was called OmniGraffle. Sketch is being displaced right now, but Sketch again was the de facto tool for UI and UX designers for a long time.It allowed you to do pixel level manipulation. Figma allows you to have a collaborative experience. Adobe used to have a tool called Fireworks and they adopted it to call it IXD. They’re essentially SAS solutions.

(24:22) – Those tools are just going to become increasingly joined with Slack but I’m not necessarily predicting that it will specifically have Slack integrations.

(26:02) – Sketch didn’t go to the cloud fast enough and they allowed other entrants to the market beat them to it.

(27:22) – There’s an entire industry now that’s building tools and what they do is they provide analytics that are input to product managers or to user experience designers. Some of these tools will eventually begin to pull all their data together and put AI on top of it and actually be able to suggest user interfaces based on all the data that it’s been looking at. 

(32:53) – There are absolutely low code options for people who either don’t know anything about coding. But we’re still really far away from the day where we don’t need developers because an AI will be doing it.

(36:22) – For people who all they’re doing is taking one thing and moving it to another set of colors or a different font, or basically doing some of that unpleasant work, that’s going to be mechanized within 10 years. Those people need to up-level their skills, so that they’re doing something more complex that a computer can’t do today and may not be able to do for some time.