The good designer

Redefining the "Good Designer" in the Age of AI

I run an agency of nearly 100 creative minds—ranging from service design and strategy to product design, motion, communications, marketing, and advertising. As the person ultimately responsible for our agency's value proposition and the professional growth of my team, I've been wrestling with a big question for a while now: what real impact will Artificial Intelligence have on who we are and what we do?

The speed at which AI is evolving and the uncertainty it brings pushed me to step out of the day-to-day grind. I decided to launch a deep research process to explore the shifts, trends, and transformations this technology is about to trigger in our industry.

The Journey: Voices, Experts, and Creative Naivety

In April, I launched a survey and started sitting down with professionals from every corner of the design world. I’ve spoken with highly experienced industry leaders with incredible track records, as well as young talent bringing fresh, disruptive ideas—often fueled by that wonderful naivety of believing they are the first ones to ever do it.

Crossing these two perspectives has been eye-opening.

The Documentary: A Catalyst, Not a Summary

My initial idea was simple: make a documentary that summarizes the insights from this research. But as I kept digging, exchanging viewpoints, and watching our profession deconstruct itself, the project morphed.

I decided to create an audiovisual piece that doesn't just collect data. Its goal is to provoke new ideas and perspectives. While no one has a crystal ball to know exactly what will happen, this documentary aims to help any designer break their inertia, challenge the status quo, and embrace a full transformation of what it means to be a "good designer" today.

Want to add your voice?The research is still alive. If you want to take the survey and leave your mark on this project, you can still do so here!

An Evolving Ecosystem

I started this as a side project, stealing hours from the clock while still running the agency. To ensure this doesn't just end up in a drawer of half-finished ideas, I promised myself absolute freedom to pivot and adapt its course based on my own judgment and the discoveries I make along the way.

Because of this, the documentary is only the beginning. In parallel, I’ve started developing a series of practical initiatives to get teams ready. (I will be updating the status of all this on a monthly basis).

Tools for Teams

AI will take care of the tactical execution, which means we need to train the skills that machines cannot replicate. I am developing a workshop, an app, and a card deck specifically designed to sharpen essential human capabilities and strategic thinking in design teams.

‍💌 Send us a message to bring these tools or a working session to your company.

Upcoming Presentations (On Tour)

I will be sharing these discoveries and reflections live at the following events:

• October 28–30: Service Design Global Conference (#Frankfurt)
• November 12–13: ‘Human after All’ by epda (European Brand & Packaging Design Association) (#Athens)

Early Insights: What We Are Discovering

Below, I'm sharing some of the visual reflections and revelations that are shaping this project.

Please, contact us if you want top join to the conversation.

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