Summary
Digital products and services are experiencing another challenging inflection point, with cautious and shrinking product organisations offset by the as-yet undefined promise and potential of AI augmentation. Design practitioners are right to be nervous, as components of our core craft become increasingly commodified by automated solutions. At the same time, the current AI goldrush risks driving us towards a series of potential negative outcomes: a flooded marketplace, customer fatigue, and potentially serious long-term harms. In a concise and rousing talk, I hope to highlight how designers are already well placed to shape the future of digital experiences, and can be empowered further by a handful of intentional shifts in where we apply our ‘pressure points of design’ within our teams, organisations and client relationships. Far from being sidelined, I believe by challenging some of our assumed ways of working and changing the conversation, design practice can emerge stronger and more crucial than ever.
Key Insights
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The design role is evolving from craft to strategic leadership, requiring a shift in how designers view their impact.
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Formalizing design operations can enhance credibility with other departments and build a resilient foundation for future work.
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A service-oriented approach helps designers connect their work to broader organizational objectives, facilitating cross-team collaboration.
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Clustering design operations around business and workflow helps demystify design processes within organizations.
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Organizations often confuse quantity of outputs with success, neglecting the quality and impact of design work.
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Service design can serve as a stealth strategy to align teams around shared customer experiences and priorities.
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Design pressure points can be identified and leveraged to create high-value impact across different business functions.
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Establishing a common narrative can bridge the gap between different teams and a unified vision for the organization.
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Proactive engagement with stakeholders is crucial for elevating the role of design within the organization.
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Embedding ethical considerations and user-centric values into operations can position design as a change agent.
Notable Quotes
"Design has always responded to trends and moved beyond platforms."
"We cannot ignore the threats, risks, and uncertainties across our industry."
"We need to elevate everybody's ownership of the direction of the portfolio."
"We are perfectly optimized for where we're at, but where do we want to go?"
"The seat at the table is not the final destination for design."
"Design can help stabilize our teams, clients, and organizations amidst uncertainty."
"A true product mindset brings potential blind spots and limitations."
"Intentional interventions can create conditions for forward-looking discussions."
"Success requires visible action and outcomes, not simply evangelism."
"Service design is a powerful way to show team dependencies transparently."
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