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How might emotionally aware AI support urban navigation
context
What were we looking at?
What were we looking 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
🧭 Organisational goal
Enable inclusive and accessible digital experiences, while building trust through ethical and transparent AI
Enable inclusive and accessible digital experiences, while building trust through ethical and transparent AI
🧩 Problem space
🧩 Problem space
The brief included no defined users, problem frame or system boundaries, requiring us to shape direction from ambiguity
The brief included no defined users, problem frame or system boundaries, requiring us to shape direction from ambiguity
📑 The task
📑 The task
The aim was to develop narratives for the technology’s use and translate them into a strategic roadmap
The aim was to develop narratives for the technology’s use and translate them into a strategic roadmap
methods
What methods helped us frame the opportunity?
Digital Diaries
In-depth Interviews
Creative research
Trend research
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
Envisioned change
Envisioned change
01.
01.
Moving from navigation to a product vision
Moving from navigation to a product vision
The idea of an emotionally aware companion resonated with the CX Head at Deutsche Telekom, but she questioned why it should remain limited to navigation. Emotional intelligence and contextual awareness could instead become qualities that shape the overall personality of Magenta AI. What started as a navigation brief gradually became a conversation about the kind of AI agent the product should become.
The idea of an emotionally aware companion resonated with the CX Head at Deutsche Telekom, but she questioned why it should remain limited to navigation. Emotional intelligence and contextual awareness could instead become qualities that shape the overall personality of Magenta AI. What started as a navigation brief gradually became a conversation about the kind of AI agent the product should become.
02.
02.
Opening conversations around trust and emotional AI
Opening conversations around trust and emotional AI
The project also surfaced broader questions around trust, ethics, and what it means to design responsible AI around how people feel, not just to automate or streamline tasks. The scenarios we created helped make these conversations tangible for the product and CX teams to discuss concretely.
The project also surfaced broader questions around trust, ethics, and what it means to design responsible AI around how people feel, not just to automate or streamline tasks. The scenarios we created helped make these conversations tangible for the product and CX teams to discuss concretely.
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