The Death of the Deliverable: Where Is a Designer’s Value Moving?
1. As making gets easier, “why” matters more
As AI rapidly generates screens and prototypes, the judgment behind a deliverable becomes more important than the deliverable itself.
- A convincing screen is not proof that the problem has been solved well.
- Beyond describing what you made, you need to explain whose problem it addresses and why you chose this approach.
2. Context is the new deliverable
Having a person review AI outputs is not enough. The context that provides the basis for review needs to be carried through the entire process.
- Accumulate and update the underlying problem, constraints, and reasons for choosing or rejecting options.
- Context should not remain in the initial prompt; it needs to inform subsequent mockups and decisions.
3. A designer’s value lies in judging direction
As making becomes automated, the ability to judge which of several possible options fits the product becomes more important.
- Taste goes beyond aesthetic preference: it is the ability to recognize an appropriate solution and explain why it works.
- Vision provides a basis for each choice by establishing a shared understanding of the product’s direction and what it will not do.
