We've reached a turning point in how we gather customer data. For years, our efforts have been focused on inference: using clickstream data, browsing history, and demographics to guess at customer intent.
But let's be honest, that approach is 1) imprecise for experience designers and marketers, 2) invasive for customers, and 3) increasingly limited by privacy regulations.
One idea I’ve been thinking about is DECLARATION and the use of first-party data in LLM interactions to co-create context with customers.
Interfaces now increasingly have an AI layer, and LLMs make it possible for more two-way dialogue between brands and customers.
These conversational UIs can be designed to invite customers to declare their context in their own words. They can articulate their goals, constraints, and needs in natural language…it’s a kind of data that’s higher-signal and lower-noise than anything we can infer.
Declared data > inferred data.
My perspective is that the brands that build for this kind of trusted, two-way dialogue, and not just one-way data extraction will get far better data (+ quality) and build far deeper trust.
The key isn't just to ask for context in LLM experiences, it’s to show your work.
This idea is what I'm calling the "Context Ledger": a transparent, turn-by-turn narrative that proves the AI is remembering and acting on what the user shared.
Imagine a travel booking scenario:
🧑💼: "I'm looking for a weekend trip with my family. We have a toddler, so we need something stroller-friendly."
🤖 : "Got it. I'll prioritize options that are a short walk from amenities and have nap-friendly schedules. I'll also pre-filter for places with elevator access. How does that sound?"
🧑💼: "Perfect, thanks. And what about a tight budget?"
🤖: "I hear you. I’ve just updated the search to show the most cost-effective options, including some with free admission for kids. I used your toddler + stroller + budget preferences to narrow things down. Would one of these options work for you?"
This kind of “context receipt” converts a moment of user disclosure anxiety into voluntary sharing and trust. It shifts our CX from transactional to truly collaborative.
Dialogue can be the enabler of real strategic advantage - collecting customer data needs to follow quickly with proving you’ve understood and showing how you’re using that data to deliver value quickly.
#ExperienceDesign #DataStrategy #LLM #CX
