Design’s Influence Is Expanding, and Here’s Why That Feels Hard | Figma Blog (opens in new tab)
Design is expanding into more products, interactions, and strategic decisions, especially as AI introduces new software categories and interfaces. Although AI makes design work faster, it also increases output, expectations, and workload rather than reducing effort. This leaves designers divided: the field is growing, but many are unsure whether it is improving. ## Design’s Expanding Influence - Each technological shift—from graphical interfaces to the web and mobile apps—has increased design’s scope. - AI is creating new categories such as agent orchestration systems and answer engines. - Existing products are gaining generative, conversational, and predictive features. - Users now interact through prompts, speech, and image uploads, creating new design challenges: - Translating ambiguous input into clear intent - Making automated experiences understandable and human - Designing beyond traditional screen-by-screen navigation - Survey results show mixed sentiment: - 36% of designers think the profession has improved - 35% think it has worsened - 29% see no change - Meanwhile, 82% of hiring managers say demand for designers has increased or remained steady, though only 20% believe the industry itself is improving. ## AI Expands the Work - AI helps teams address new design problems more quickly, but it does not necessarily reduce the amount of work. - Product builders reported a 17.5% year-over-year increase in the number of tasks they perform. - Research from UC Berkeley found that AI users work faster while also taking on more tasks and working longer hours. - Workers often feel more productive without feeling less busy. ## The Jevons Paradox in Design - As AI makes creation cheaper and easier, teams produce more designs, explore more options, and iterate more deeply. - This follows the Jevons Paradox: efficiency increases can lead to greater overall consumption rather than reduced consumption. - Software development experienced a similar pattern when cloud infrastructure made releases easier, resulting in more frequent releases and redesigns. - AI has changed the rhythm and volume of design work rather than eliminating it. Designers should view AI as a force multiplier, not a shortcut to less work. Its benefits will depend on managing rising expectations and workload while developing clearer approaches to complex, automated interactions.