A new book by Hamilton Jones
Designing for Humans, Machines, and the Line Between Them
Stay close to this projectDesigning for Humans, Machines,
and the Line Between Them
Your customers are no longer the only ones evaluating your brand.
AI agents are browsing, comparing, shortlisting, and transacting on behalf of human customers. Right now, most organisations are designing for one audience and completely invisible to the other.
This is not a distant scenario. It is happening in insurance, banking, retail, government services, and professional services today. The organisations that recognise this first and act on it will have a durable advantage that compounds over time.
The ones that don't will find themselves shortlisted out before a human ever gets involved.
The Dual Experience is the first book to name this challenge, define the discipline for addressing it, and give leaders the frameworks to act.
As machines handle routine interactions, the remaining human-led moments become disproportionately valuable. The rise of the machine audience makes human experience more important, not less.
AI agents browse, evaluate, compare, shortlist, transact, and service on behalf of human customers. Designing for this audience is a distinct skill with its own principles, tools, and success metrics.
It is not human experience or machine experience in isolation. It is knowing when each matters and designing the transitions between them. This is the core of Human Machine Experience — HMX.
Strategist. Author. HMX practitioner.
Hamilton Jones has spent 25 years at the intersection of strategy, technology, and customer experience. He has led transformation programmes for organisations across financial services, health and insurance, government, infrastructure, and transport.
His strategic frameworks — including ACES and the Visibility Engine — have been applied across some of Australia's most complex organisations. The Dual Experience is his first book.
A small group of senior leaders will receive early chapters and shape the final manuscript. If you work in customer experience, digital strategy, or organisational leadership, we would like to hear from you.
No spam. No noise. Occasional updates as the book takes shape.