Don't "Trust the Process" (via) Jenny Wen, Design Lead at Anthropic (and previously Director of Design at Figma) gave a provocative keynote at Hatch Conference in Berlin last September.
Jenny argues that the Design Process - user research leading to personas leading to user journeys leading to wireframes... all before anything gets built - may be outdated for today's world.
Hypothesis: In a world where anyone can make anything — what matters is your ability to choose and curate what you make.
In place of the Process, designers should lean into prototypes. AI makes these much more accessible and less time-consuming than they used to be.
Watching this talk made me think about how AI-assisted programming significantly reduces the cost of building the wrong thing. Previously if the design wasn't right you could waste months of development time building in the wrong direction, which was a very expensive mistake. If a wrong direction wastes just a few days instead we can take more risks and be much more proactive in exploring the problem space.
I've always been a compulsive prototyper though, so this is very much playing into my own existing biases!
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