Today, while idly browsing LinkedIn, a post attached to the image below caught my eye. So, the clickbait-style title isn't about me personally.
The image posted on LinkedIn
The person who made this post is Soudy Khan, who lives in Idaho, USA, and has over 20 years of experience in UX design. Through this post, he detailed "Why a design leader with 22 years of leading UX is leaving the industry."
His reasons for feeling overwhelmed as a designer, particularly as a UX Director, were quite insightful. I felt that designers around the world probably sense this vaguely too, so I have translated his post into Japanese below.
"Just cut designers in half with AI" — That mindset is destroying the essence of design.
After working as a UX Director for 22 years, I have finally decided to step away from this world.
About two weeks ago, I announced my intention to resign, and last Wednesday was my final day as VP of UX & Design at HungerRush.
First, I am deeply grateful to HungerRush.
For about three and a half years, I worked with some of the most talented people I've ever collaborated with. The company always supported me and my team. I truly appreciate it.
So, why am I quitting?
It's not because there's a problem with that specific company or its design philosophy.
It's because I question the direction the entire industry is heading.
The design industry has become too efficient at "making things"
In recent years, what the entire design industry has prioritized is "increasing output."
In the digital UX world, this generally means mass-producing designs in Figma.
Design tools have adapted to this trend of efficiency, sometimes even accelerating it.
Shared libraries, auto-layout, systems where changing one button updates all screens.
Sure, it's convenient.
However, here lies a critical problem.
Just because production speed increases doesn't mean user experience improves.
We've gotten faster at making screens.
But our ability to understand humans hasn't improved.
Cutting designers in half with AI. Is that the right choice?
And now, the next wave is crashing in.
AI.
Here's the common narrative:
"If you have 10 designers, reduce them to 5 and give them AI. You can achieve the same output at a lower cost."
In a mass-production world, this calculation might hold up.
But the premise itself is wrong.
The truly smart choice is to maintain the team of 10 and use the time saved by AI to work on actually improving the user experience.
For example,
Diary studies
Ethnography (field observation/studies)
Customer interviews
Surveys using Prolific
Spending time in the actual environments where customers work
Experiencing the jobs we are designing for firsthand
If you worked in a fast-food restaurant for a week, you'd gain insights no workshop could provide.
Of course, you won't become an expert in a week.
But it helps grasp the field reality and question assumptions you previously took for granted.
Unfortunately, very few design teams are given these opportunities.
Why do companies prioritize "output" over "user understanding"?
The reason is simple.
Much of our industry is built on the premise of an "EXIT" (acquisition/IPO).
Grow fast.
Show numbers.
Sell the company or go public.
Move on to the next business.
Truly understanding customers takes time.
On the other hand, increasing output is easy to measure and explain to investors and executives.
As a result, we keep measuring "how much designers produced," rather than "did that design actually make people's lives or work easier?"
Designers are busier, but essential work is decreasing
Tools that increase production speed.
AI for cost reduction.
Management philosophies that prioritize EXIT above all.
Combined, these factors leave designers constantly busy.
Ironically, however, the time available for work that makes design truly valuable is shrinking.
We succeeded in optimizing design production. But we failed in enhancing design value.
Design isn't broken. Our usage of it is wrong.
Even after 22 years leading UX teams, I still believe in the potential of design.
But I feel it's time to reconsider where and how I can create the greatest value.
That's why I've decided to step back from this world for now.
And to designers currently on the verge of burnout, I want to say:
Your discomfort is valid.
