Designing for the World’s Leading LLM’s
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Surge AI has built the next-gen labeling infrastructure. With it, best AI and technology companies in the world double their machine learning performance in half the time. We’ve been involved since a pretty early stage collaborating closely as an integrated part of their team.
There's a big difference between James Bond being the bomb at the box office, and a bomb. That's why machines need human intelligence to train them. From detecting sarcasm in hate speech to understanding medical terminology in hospital transcripts.
For example, Delta means different things depending on who and when you asked. Language is nuanced, fluid and contextual. It’s in perpetual motion. And companies need great data to create their AI models.
Normally when companies set out to collect this data, they turn to offshore workforces using translation tools. But cultural nuances, context or irony can’t simply be translated.
Surge AI has built the next-gen labeling infrastructure. With it, best AI and technology companies in the world double their machine learning performance in half the time.
We’ve been involved since a pretty early stage collaborating closely as an integrated part of their team. We took ownership of the entire design spectrum, all the way from creating their very first visual identity to designing the software. We continue working closely with them.
Keep on Surgin’
There's a big difference between James Bond being the bomb at the box office, and a bomb. That's why machines need human intelligence to train them. From detecting sarcasm in hate speech to understanding medical terminology in hospital transcripts.
For example, Delta means different things depending on who and when you asked. Language is nuanced, fluid and contextual. It’s in perpetual motion. And companies need great data to create their AI models.
Normally when companies set out to collect this data, they turn to offshore workforces using translation tools. But cultural nuances, context or irony can’t simply be translated.
Surge AI has built the next-gen labeling infrastructure. With it, best AI and technology companies in the world double their machine learning performance in half the time.
We’ve been involved since a pretty early stage collaborating closely as an integrated part of their team. We took ownership of the entire design spectrum, all the way from creating their very first visual identity to designing the software. We continue working closely with them.
Keep on Surgin’
The Tesla to the Ford.
We wanted to appeal to the curious engineer that wants to try shiny new things and cool things. If there was one thing we wanted to avoid was a cold, corporate, generic look.
In an industry with no attention to branding, we wanted to stick out.
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Now the website.
We designed our identity around being weirdly different but we created ourselves a problem.
Our marketing site had to match that crazy identity we came up with. Generally, the deeper you go down into the design rabbit hole, the more you have to tone down some of the fun ideas that came up during the exploration process.
However, we managed to prove ourselves wrong and found a good balance between usability, marketing and brand aspirations
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Enterprise design can delight.
The brand identity and website turned out how we wanted: flashy, different and exciting. But designing for product takes a different, more sober approach. It's always a fine line between staying true to our newly-found design values and providing an experience where users can successfully and smoothly complete their goals.
We tried to find areas to delight users through cool empty states while sticking to common navigation patterns as to make it seem as it's an experience that is familiar to users.
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Crafting Surge AI's Distinctive Design System
We crafted a bespoke design system that seamlessly aligns with their cutting-edge expertise in collecting data for training large language models. This journey involved translating Surge AI's unique identity into a comprehensive visual language, ensuring a consistent and impactful brand representation across diverse applications and platforms.
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As a startup that moves quickly and often, they have been able to roll with the punches at a high standard. Whether for our marketing or product design needs, they are the design partner I wouldn't want to change.
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