In an age where artificial intelligence and machine learning are reshaping industries, the true challenge lies in bridging the gap between complex algorithms and practical, everyday applications.
The technology we create has the power to transform lives, not just through its capabilities, but in how it is used to solve meaningful problems and empower users.
This philosophy drives the work of Phuong Ngo, a software engineer and creative technologist who has made it her mission to bring AI and machine learning innovations out of the lab and into the real world. With a focus on rapid prototyping and a product-oriented approach, Phuong transforms abstract concepts into tools that are not only functional but impactful.
“Technology is ultimately about people,” Phuong shares. “It’s about the systems or tools we build and how those tools empower others. I focus on making technology simple, intuitive, and, most importantly, impactful in everyday life.”
There is no doubt Phuong has the expertise- she has worked on projects for Vistaprint at the prestigious app development company Work & Co, which has developed for business juggernauts IKEA, Disney, Vistaprint and Gatorade.
She has also been highly-regarded by her peers at Adobe, the company behind Creative Cloud, where she was part of an important development project which saved millions of dollars.
With a dedication to creating meaningful solutions, Phuong brings a unique perspective to the field. She collaborates with diverse teams, blending technical precision with strategic insight to ensure that every project meets user needs and practical feasibility.
“I always ask the big question: Who is this for? What problem are we solving? And how can we make it better than today?” she says.
The Challenge of Complexity in AI
AI and machine learning have become ubiquitous buzzwords, but their application is often hindered by a gap in understanding between engineers and end-users. Many AI tools are developed without a clear picture of who will use them or how they will fit into existing workflows. Phuong recognizes this gap as both a challenge and an opportunity.
“Too often, we build technology because we can, not because we should,” she explains. “Engineers may get excited about a particular model or feature without considering how it solves a real problem. My job is to start with the problem and work backwards, ensuring that the technology serves a specific purpose.”
Phuong has carved a niche for herself by bridging the divide between advanced AI technologies and the needs of everyday users. As a software engineer and creative technologist at Adobe, she specializes in rapid prototyping, working to ensure that cutting-edge machine learning models translate into tools that solve real-world problems.
This philosophy has been a cornerstone of Phuong’s career. A standout example of her impact was a project focused on a machine-learning tool. While the tool showcased technical brilliance, Phuong identified a critical gap: it lacked clarity in its usability and purpose. She took the lead in assessing its value, redesigning workflows, and conducting extensive user interviews to determine how, or if, it could serve end users effectively.
“It was a fascinating challenge,” Phuong reflects. “Sometimes, the most valuable contribution isn’t building something new but recognizing when a solution isn’t solving a problem. By asking the right questions and listening to user feedback, we can pivot early and focus resources where they’ll make a difference.”
Through extensive user interviews and workflow analysis, Phuong identified critical shortcomings in the tool’s design. Her insights led to significant changes that aligned the tool more closely with user needs—or, in some cases, resulted in shelving the project altogether.
“Sometimes the best decision is to say no,” she says. “If a tool doesn’t serve a clear purpose, it’s better to redirect resources elsewhere.”
The Role of Rapid Prototyping
Rapid prototyping is at the heart of Phuong’s approach. This method involves quickly creating functional prototypes to test ideas, gather feedback, and iterate on designs. It’s a process that allows teams to experiment without committing to costly or time-consuming development cycles.
“Rapid prototyping isn’t just about speed; it’s about figuring out what works and what doesn’t,” Phuong says. “When you make a prototype, it’s really about starting a conversation, getting feedback from users and stakeholders to make something better together.”
Phuong’s expertise in rapid prototyping has made her a key player in cross-functional collaborations. Her ability to turn abstract concepts into tangible solutions helps bridge the gap between technical teams and business stakeholders: “I think of myself as a translator,” she says.
“I take the language of AI—models, algorithms, data pipelines—and translate it into something that product managers, designers, and end-users can understand and engage with.”
A Product-Oriented Mindset
What sets Phuong apart is her unwavering focus on the end user. As a product-oriented software engineer, she prioritizes usability and impact over technical novelty. This mindset often requires challenging assumptions and pushing back against traditional engineering practices.
“What makes a tool truly valuable isn’t just how advanced it is, but how well it serves the people using it,” Phuong explains. “I’m always asking questions, challenging assumptions, and ensuring that what we build has a real purpose and a meaningful impact.”
This focus has led to breakthroughs in designing and implementing AI tools. For example, in one project, for tech giant Adobe, Phuong noticed that an AI-powered feature was designed with engineers in mind rather than the actual users.
By revisiting the user journey and conducting interviews, she identified pain points and adjusted the design to make the feature more intuitive: “The goal is to make the technology invisible,” she says. “When a tool is truly user-centric, people don’t think about the AI behind it—they just see a solution that works.”
Phuong also discovered there was no practical way yet to analyze the user data and understand the niche users. She spoke with key stakeholders and suggested that using machine learning clustering algorithms would help gain insight and identify content gaps. The idea was met with excitement and a request to come up with a POC (Proof of Concept) as soon as possible.
“Stakeholders are not always aware of a problem andt need help from a technical perspective to suggest a suitable solution: “By enabling engineers to be more creative it can make the entire product development process as efficient as possible,” Phuong says.
Collaboration Across Disciplines
Phuong’s ability to bridge technical and non-technical worlds sets her apart. She excels at collaborating with designers, product managers, and other stakeholders to ensure that AI solutions meet the needs of all parties involved.
“Collaboration is a two-way street,” she says. “Engineers need to listen to non-technical teams and understand their perspectives. At the same time, we have to help them understand the constraints and possibilities of the technology. When that balance is right, amazing things can happen.”
The Intersection of Creativity and Engineering
Phuong’s creative background significantly influences her ability to think outside the box.
She started her studies with a bachelor’s degree in Computer Science from the Kyiv Polytechnic Institute, which is part of the National Technical University of Ukraine, the country’s leading establishment in the field.
Phuong also gained several years of experience working as both a designer and a software engineer, which made her realize she wanted to do more than just tell people how to execute; she wanted to innovate.
On discovering the School of Machines, a highly selective creative technology program based in Berlin, she was selected as one of only six winners worldwide from a highly competitive pool of nearly 200 applicants representing 43 countries.
With an acceptance rate of just 3%, attending the program is considered an honor. It is only given to those who have made outstanding contributions to creative technology, artistic innovation, and human-centered design.
This experience ignited a passion for creative tech, ultimately inspiring her to pursue a Master’s degree at New York University (NYU) as part of its prestigious Interactive Telecommunications Program.
During her time there, she led sessions on innovative applications and integrating machine learning into web technologies as part of the ITP Camp: “It was great to inspire students and professionals outside of the university, and it also changed my approach,” she recalls.
It is Phuong’s multi-facted perspective in engineering and creative technology that allows her to approach AI development with a fresh lens.
“Engineering and creativity aren’t opposites—they’re complements,” she says. “When you combine technical expertise with a creative mindset, you can develop innovative and practical solutions.”
One area where this combination shines is in generative AI, a field Phuong has explored extensively. She has worked on tools that help artists and designers integrate AI into their workflows, opening up new possibilities for creative expression. “Generative AI isn’t about replacing creativity—it’s about enhancing it,” she explains. “It’s a tool that can help people push boundaries and explore new ideas.”
Charting the Path Ahead
As technology continues to reshape industries, Phuong remains steadfast in her mission to ensure that innovation serves a meaningful purpose.
She is a mentor at Startup Bootcamp, the premier accelerator in its field in Europe.
Phuong was awarded the coveted role after being selected as one of just six winners in 2019 at the globally recognized exhibition that honors forward-thinking work in open source software, creative coding, digital art, and media.
She is also involved with mentorship programs with the Society of Women Engineers (SWE) and AnitaB.org: “I want to support women engineers and professionals in tech as often it is difficult to feel a sense of community and collaboration.
Phuong believes that helping others see the purpose behind their work can inspire more impactful results, which includes judging the 2024 HackDavis with over 900 people taking part.
She says advanced tools are not only powerful but also accessible and empowering for all. By simplifying complex concepts, she believes technology can reach and benefit a broader audience.
“The future of technology is about making tools people can actually use and benefit from,” Phuong explains. “It’s not just about being innovative, it’s about making a real difference in how people live and work.”
“True progress happens when we prioritize usability, inclusivity, and purpose. That’s when technology stops being intimidating and starts being transformative.”
Written By Gemma Scotman
