The Anticipatory Design Playbook

The Anticipatory Design Playbook is a practical and thought-provoking guide to crafting anticipatory experiences in an age defined by artificial intelligence (AI). Grounded in years of PhD research and real-world design leadership, Joana Cerejo offers a comprehensive framework for designing AI-driven systems that align with user intent, respond to evolving behaviors, and remain transparent, adaptive, and human-centered.

Unlike most resources focused solely on the technical side of AI, this book bridges design, behavioral science, and machine learning to equip designers, product leaders, and technologists with the tools to shape intelligent systems (before those systems negatively shape us). From foundational concepts in AI, machine learning, and data science to behavioral theory, ethical design, and foresight methods, Cerejo introduces a new design language for systems that think ahead.

Readers will learn to identify key AI patterns, interpret mental models, and strike a balance between autonomy and automation across predictive, conversational, and agentic systems. The book introduces a structured process—anticipate, imagine, shape—that translates complex concepts into actionable UX strategies. Whether you’re designing AI assistants, hyperpersonalized services, or adaptive platforms, this playbook offers practical methods for designing systems that anticipate needs, reduce friction, and support long-term behavior change.

More than a framework, The Anticipatory Design Playbook urges us to reclaim our role in shaping the future of intelligent systems. It is a call to leave behind the illusion of certainty that forecasting provides. It invites us to design with foresight—to create systems that are not just efficient, but context-aware, participatory, and resilient to change.