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How might emotionally aware AI support urban navigation
context
What were we asked to look at?
What were we asked to look at?
Deutsche Telekom’s Magenta AI envisions a smartphone that replaces traditional apps with a conversational AI agent. The brief was to identify meaningful applications and everyday value for this technology, which we approached through a human-centred behavioural research lens, exploring urban navigation as the primary context.
🧭 Organisational goal
Enable inclusive and accessible digital experiences, while building trust through ethical and transparent AI
🧩 Problem space
The brief included no defined users, problem frame or system boundaries, requiring us to shape direction from ambiguity
📑 The task
The aim was to develop narratives for the technology’s use and translate them into a strategic roadmap
framing the opportunity
How might Magenta AI assist people in feeling safer (emotionally and physically) while navigating within urban cities in Europe?
How might Magenta AI assist people in feeling safer (emotionally and physically) while navigating within urban cities in Europe?
the deliverables
What we proposed
What we proposed
Archetypes & scenarios
Built 3 psychographic archetypes based on emotional and situational awareness, and developed speculative scenarios and storyboards to show how Magenta AI adapts its presence and personality across different moments of urban movement
Strategic Roadmap
Proposed a phased implementation roadmap mapping existing capabilities to future possibilities, outlining the resources needed to evolve toward emotionally intelligent AI and guide internal product and CX teams
The impact
What changed for the organisation
What changed for the organisation
01.
01.
Moving from navigation to a product vision
Moving from navigation to a product vision
What started as a navigation use case gradually expanded. The CX head at Deutsche Telekom saw emotional intelligence and contextual awareness, which we were exploring in the context of movement and navigation, as something that can be central to the holistic Magenta AI experience.
What started as a navigation use case gradually expanded. The CX head at Deutsche Telekom saw emotional intelligence and contextual awareness, which we were exploring in the context of movement and navigation, as something that can be central to the holistic Magenta AI experience.
02.
02.
A lens for thinking about AI companionship
A lens for thinking about AI companionship
The project gave the product and CX teams a way to think about AI beyond tasks and features. It grounded the idea of an AI companion in how people feel, not just what they ask for. The scenarios and roadmap helped open up conversations around trust, ethics, and emotional design in a more tangible way.
The project gave the product and CX teams a way to think about AI beyond tasks and features. It grounded the idea of an AI companion in how people feel, not just what they ask for. The scenarios and roadmap helped open up conversations around trust, ethics, and emotional design in a more tangible way.
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view the process
Let’s talk!
Available for full-time roles in india, US & Europe
Reema Gokhale | 2026
Reema Gokhale | 2026
Let’s talk!
Available for full-time roles in india, US & Europe
Reema Gokhale | 2026
Let’s talk!
Available for full-time roles in india, US & Europe