AI Video Design’s Rise in the AI Era
“Designers need to be founders. We need to have folks that are designers step into the founder role and start companies.” This statement from Dylan Field, co-founder and CEO of Figma, captures a key shift in how design is shaping the future of technology. Speaking at Y Combinator’s AI Startup School, Field emphasized the growing importance of design in an AI-driven landscape and the need for designers to lead innovation.
Field compared the current state of AI interfaces to the early days of computing. He said, “It feels intuitively like we’re in the MS-DOS era of AI right now,” predicting a future where chatbots and AI tools become everyday, almost unremarkable features. This phase presents a huge opportunity for designers: creating interfaces that go beyond simple commands and make AI accessible and effective for everyone.
As AI takes on more development tasks, the human skill of crafting user-friendly, engaging experiences will stand out. The role of design is becoming the key factor that sets products apart in the AI age.
Figma’s Approach to AI and Design
Figma has actively integrated AI into its toolset, introducing features like Figma Make, which turns prompts into apps, alongside tools for slide creation and brainstorming. Although Figma started before the AI surge, its development journey offers valuable lessons for founders working with emerging technologies.
The company’s early days involved experimenting with different ideas, including drones, before focusing on WebGL-based design tools. This phase of exploration allowed them to refine their vision and product. Field described this approach as “buying time,” which helped the team gather insights and adjust their direction based on real user needs.
User Feedback and Product Growth
The road to product-market fit for Figma was gradual, fueled by active engagement with users. Early on, the team reached out directly to potential users through cold emails, gathering honest and often blunt feedback. According to Field, “Designers give great feedback.”
He also highlighted a key concept: product market pull. Instead of just focusing on fitting a product to a market, it’s crucial to recognize when the market actively demands the product, even if it’s not perfect yet. This demand and feedback loop helped Figma refine its offering and grow steadily.
The Future Role of Designers in AI
Looking ahead, Field sees a future where the boundaries between design, development, and product management become less distinct. Designers will take on more responsibility, leading projects and founding companies. This shift requires designers to develop broader skills, including critical thinking and problem-solving, alongside a deep focus on user needs.
As AI advances, the ability to design, test, and improve interactions between humans and machines will become a defining skill. Designers will increasingly drive innovation and shape how AI tools serve users.
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