We're pleased to present the inaugural update from the Design at Scale™ team.

Focus on Research and Upcoming Book

The first quarter of 2024 was dedicated to research for our forthcoming book, which delves into design challenges faced by businesses of various sizes.

Scaling and Transparency

Our research revealed that 80% of companies struggle with scalability, often accompanied by internal transparency issues. We observed instances where companies touted AI adoption, but core planning remained reliant on outdated spreadsheets, hindering effective workflows. These examples highlight the need for business leaders to move beyond superficial technology implementation and embrace a deeper understanding of design practices.

Emerging Trends in Design

We observed a trend where small businesses and startups rely heavily on AI tools such as GPT chat for core strategy and client acquisition. This focus on short-term "wow" effects can hinder long-term customer loyalty, leading to subscriber churn. Our research, based on interviews with over 270 design professionals (strategists, operations specialists, researchers, branding experts, and product developers) conducted since January 2024, underscores the importance of retaining a distinct design voice, irrespective of AI implementation.

The New Design Landscape

While AI and automation have their place, the ability to manage large design systems efficiently is a critical differentiator. This translates to the capability of updating complex systems quickly. Additionally, middle management roles are evolving towards increased transparency facilitated by data-driven tools and dashboards, replacing reliance on manual processes and spreadsheets. We anticipate increased automation of routine tasks and a shift towards task-based approaches to achieve measurable outcomes. Leadership styles are also adapting, with a move towards shorter, impactful communication becoming the new norm.

Audience Focus

Design at Scale caters to design teams of varying sizes: one person, ten people, and one hundred people. This audience segmentation will guide the content focus of future updates.

My thanks go to all contributors, students and design directors for their insight and comments shaping this very article.

Jiri Mocicka is a London-based Designer, Design Coach and writer passionate about Design at Scale — A flexible method that allows design professionals to integrate the value of design within their organisation through transparency and well-communicated product design development.

Design at Scale™ Method: Offering Articles on Grid, an Online Academy, Designers Supply. Visual stories @designatscaletm, for direct messages and questions, please reach us: @designatscaletm.

Stay tuned; thanks for reading!