Design, AI, and You

Within the past year AI has changed the way most of us work. I’m still trying to puzzle out what that means, understand the tradeoffs, and define my own sense of how and when I’ll use it. In this article I’ll share how I’m using AI now, the downsides and tradeoffs that can happen, and how I believe designers can weather the chaotic reshuffle our industry is in.

First, how I’m using AI—specifically Claude & Claude Code.

My setup

I use Claude inside the terminal, which gives me a lot of flexibility and control over which folders it has access to on my machine. It allows me to give it access to specific applications and control them via the terminal (more on that later).

Automating production

Here are a few examples of busywork I’ve automated with AI. The time I save on these repetitive tasks is not measured in hours but weeks and months.

• Creating and filling in brand guidelines.
• Building out initial drafts of websites, product flows, web presentations, and other digital work from project requirements, research, moodboards, and designs I created myself.
• Applying multistep effects and actions in Photoshop.
• Converting files from Figma to print-ready Illustrator files.
• Creating reels and videos in After Effects based on templates I’ve created.
• Adapting designs and video to all formats needed.

Extending your reach

The magic happens when you give AI access to design software. When I’m exploring and iterating it’s usually an ebb and flow. I manually manipulate designs in Figma or Adobe apps, then prompt Claude to make tweaks and adjustments. Some are beyond my technical capabilities (motion work I’d spend hours learning how to do by watching YouTube videos). Others are machine tasks, like pulling client content into the design instead of copying and pasting it myself.

Products and software

I love the freedom AI gives designers to code the look, feel, and function of products and software. Here are a few examples of projects I’ve tackled so far.

• An archive of thousands of stories, from novels to film, connected by influence and shared themes.
• Design software for creating animated dot pattern illustrations for a brand.
• An agency portal where clients can access their projects as well as see analytics and make copy edits.
• A design system generator with a shareable link for developers and Figma plugin to automate building the design system and variables in Figma.
• A habit tracking app built on group accountability, where a day only counts when everyone in the group marks it done.

Fast or slow

AI makes it so you can move fast. Is speed a liability? Is there ever danger in moving too fast and skipping steps? Yes, of course there is. When you move that quickly the momentum can take you so far down a path. You feel so productive and efficient, and then you realize you built the wrong thing or wasted a huge amount of time.

I’m not saying you need to always go slow. I’m saying you need to know when to go slow and when to speed up. When to go analog and when to dive into tech and start building.

Instead of moving fast and breaking things you can explore ideas in a slower and lower-stakes format like pencil and paper, conversation with coworkers, and manual design work within your software of choice. Often this will start you on a better path. It helps you avoid confirmation bias and getting too invested in an idea before you’ve vetted it properly.

Listening to people takes time. Period. The most successful brands and products are deeply human and take great care to understand the people who interact with them. So, don’t be afraid to slow down and fix things. Later you can speed up and extend those solutions, once you know they work.

Where do I draw the line?

I don’t use AI for logos. I prefer to do my own illustration work whenever possible. I like to write my own copy, especially for brand and marketing work. Why? Because it’s fun. Let the machines automate and scale work. I want to make things that have a soul.

If you outsource everything you do to AI then your work won’t only feel hollow, it will blend into the noise of all the other people who over-rely on AI instead of using it to extend their own imagination, skill, and voice. Have an original opinion, read a book, and use your brain.

I think the lines are probably different for everyone, but I hope you have some. Things that are too important to speed your way through. Take your time. It’s yours.

Some parting thoughts

It comes down to taste. I hear that word all the time lately. I’ve heard it so much it’s starting to put a bad taste in my mouth. Here are some other words to use instead of taste: judgment, preference, discernment, appreciation, perspective, and wisdom.

AI is another tool in your kit. A tool that morphs and can take the shape of any tool you need, but it’s still a tool. What matters is the person using it.

If you want to weather the current moment, use AI as a way to extend your abilities, discernment, and perspective. It can allow you to do great work or it can deskill you and make you lazy. It’s up to you.