Thoughts on design, technology, and the things in between.

Some thoughts should not disappear

This journal is a place to give ideas a little more room. What you find here is not just commentary, but perspective. Ongoing reflections shaped by practice, observation, and a bit of curiosity.

↓ Articles

More Use, More Anger: The Mood on AI Is Turning

More use. More anger. The mood on AI is turning, and it's not because the technology got worse. It comes down to what happens once the demo ends and a business has to make the thing actually hold. I wrote about where the anger is coming from, and what it's revealing about companies who thought a tool would fix a structural problem it never touched.

The real cost of replacing humans with AI

Klarna fired 700 people to prove AI could do the job. A year later they were hiring for the same roles. That's the part every "replace to save money" pitch skips. It counts the salary you remove. It never counts what you have to add back in: oversight, review cycles, the person catching the edge case nobody wrote a policy for.

Built for AI. Broken by Drift.

You built the foundation right. Clean tokens. Precise documentation. Brand logic translated into rules an AI can actually use. And the output still drifted. Not obviously. Not all at once. Just close enough to pass review, repeated enough times to quietly shift everything. That's the failure mode nobody talks about. And it has nothing to do with your foundation.

Adjusting on the Go – Digital Production Reality These Days

Five teams. One product. Five different directions, and nobody planned it that way. That's digital production right now. Design first, code second stopped being the rule a while ago, it just took longer for anyone to say it out loud. Teams prototype in code before design opens a file. 

Keep up with tech – The Relevance Window Is Shrinking Faster Than We Are

The time it takes to study a new technology now exceeds that technology's relevance window. That's not a motivation problem. That's just the math. New article on why chasing the pace is the wrong game, and what to do instead.

Designer's Tool Stack – a staffing exercise, not a shopping list

Design Track and Code Track on my team never share a single tool. I stopped starting with tools and started with the workflow instead. Drew it out, broke it into the activities it's actually made of, then assigned one tool to each. Not the other way round. Worth running this exercise on your own workflow before the next tool renewal lands on your desk!

From Human-Readable to Machine-Parseable

" Bold but approachable. Premium, but not distant. Human-first." Beautiful. Completely useless for execution at scale. There's a translation layer missing between brand strategy and the systems that execute it. New article on what that looks like — and why nobody owns it yet. 

Designed by Humans. For Humans.

Most agencies call it transformation. Faster pipelines, AI-powered workflows, new platform, big stage moment. Under the hood, it's the same business logic at higher speed. The question nobody asks first: how is human behavior actually changing, and what does that mean for what we build? Knowing what not to build is a human judgment call. So is knowing what your customers actually need before you reach for the tool.

Human-Led Design, Systemised for AI.

Most AI workflow conversations start with the toolchain. Which tool, which pipeline, which model. Wrong starting point! The bet worth making: human-led design, systemised for AI. Taste embedded in the system before generation begins. Not as a principle – as a production architecture.

Before the System, Fix the Brand

A design system won't fix an unclear brand. It will scale the confusion faster. Before tokens, before components, before governance, there's a question that has to be answered: what does this brand actually stand for? If nobody in the room can answer that clearly, execution is the wrong next step.

One Step Ahead. One Layer Behind. The UX knowledge gap.

UX has always encoded knowledge for humans. Designers can read between the lines. Agents can't do that. They only know what you've codified. And most design systems, brand assets, and product documentation were never built to be codified. They were built to be read. That's the gap. 

Faster output to Bigger mess: AI will not fix your design system

AI will not fix your design system. It will expose it. Design-to-code sounds exciting: Figma to code, tokens to components, Storybook, GitHub, faster production. But automation only scales what is already there. 

The future of the Internet

Nobody is coming to your website! Not because your design is bad. Because the audience has changed. AI agents now research, compare, and buy. That's not a future scenario. The traffic numbers are already moving. New article on what this means for channels, advertising, digital products, and the designer's role.

AI vs. Design – Don't fight the wrong fight!

Everyone's debating whether AI will replace designers. Meanwhile, the real cost is happening somewhere else entirely. The firms that win are not racing to generate assets fastest. They're the ones who understood what mattered before they started designing.

Design Systems: From UI Libraries to Product Infrastructure

Design systems are not the pretty screens They are the wires behind them. The hidden logic. The shared memory. The thing that keeps products, brands, teams, and interfaces from slowly drifting apart. At some point, a design system stops being a library of reusable parts and becomes the infrastructure that holds the whole product together.

Why making still matters

Most teams move fast once a brief is written. The problem is not speed. It is what you are moving toward. Many products are well designed and still miss the point. They solved the brief, not the real problem. Great designers question that first.

Good Designers Solve. Great Designers Question.

Most teams move fast once a brief is written. The problem is not speed. It is what you are moving toward. Many products are well designed and still miss the point. They solved the brief, not the real problem. Great designers question that first.

Another Claude in My Life? – The Case for Leaving ChatGPT

I did not plan to switch AI tools. But after spending serious time with ChatGPT, I started to realize what I actually need – and where it falls short. So I tested Claude. Not to find out which tool is better, but to understand which one fits my workflow, my thinking, and the kind of work I want to do next.

A design system will not take off without governance

Everyone wants liftoff. Nobody wants governance. But design systems do not take off on momentum alone. They need structure, clear ownership, and a shared way to make decisions as they grow. Without that, even the strongest system can start to drift before it ever really scales.

Big Fish, Bigger Fish, Monster Fish: Keep Up With AI

Every week, a bigger fish shows up. A small tool gets replaced by a bigger platform. Then the monster fish arrives and promises to do everything at once. At some point, it stops feeling like progress and starts feeling like noise. The real issue is not the tools. It is the pace, the pressure, and the constant sense of being one step behind.

From prompts to pipelines: AI in Design Systems

Most people still use AI like a plugin: Open it. Prompt it. Copy the output. Move on. But that is not where this is going. AI is shifting from isolated interaction to workflow integration. And in design systems, that changes everything. This article is about why prompting is not the skill, why pipelines matter more than single outputs, and why control will become the real advantage.

Shit in, shit out: Designing with vibe coding

I see a lot of teams jumping into vibe coding right now. Fast results. Quick screens. Instant output. But the moment you look closer, everything feels generic. That is not an AI problem. That is a direction problem. Shit in, shit out.

The fear is real. And the agency world feels it first.

AI is not just changing workflows. It is putting pressure on the logic many agencies were built on. That is why so much of the current conversation is driven by fear. Not because people resist technology, but because they can feel the market shifting underneath them. 

From Silos to Systems: Why Bridge Skills Matter

Bridge skills are becoming one of the most valuable capabilities in design and product work. Not because they sound impressive, but because real progress rarely happens inside silos. This is about: why the ability to connect worlds is becoming more important than ever.

Build a future where humans matter

Sounds obvious. But look at the systems we are building right now. This article is about: on where human value is shifting – and why control needs to be designed, not assumed.

Handmade is the new cool

Everyone can produce now. But not everything resonates. That is why I have been thinking about 'handmade' work again. Not only in the literal sense, but as a quality. Work shaped by taste, judgment, restraint, and a clear point of view.

From UX to AX – Designing Intelligence at Scale

Interfaces are no longer the product. Systems are. We spent years designing screens. Now we need to design systems that act.

Feed the monster – Tech industry burns through everything

The tech industry moves faster than ever. But it starts to feel like it is burning through everything:  Roles. Skills. Stability. Meaning... At some point you have to ask: Is this still progress – or just acceleration without direction?

The future of Design Systems

Most design systems are not future-ready. They may look mature on the surface – components, tokens, documentation, governance – but that is no longer the real test. What matters now is whether a system can hold up when scale increases, workflows speed up, and AI starts changing how output is created.

Business Transformation in the Age of AI

AI is changing more than just tools. It is changing how work gets done – and who does it. So what is the role of business transformation now? Not replacing people. Not chasing efficiency. But designing how humans and machines actually work together. I wrote down a few thoughts on this shift.

It's not 'Design vs. AI' – It's 'Creativity vs. Repetition'

The new article is about why taste and judgment matter even more in a world of infinite generation.

Prompt to Design to Code: Rethinking How Digital Products Get Made

I look at the emerging shift from prompt to design to code and why workflows like Claude and Figma feel bigger than just another AI demo. For me, this points to a new digital design value chain that is worth paying attention to.

It’s Not About the Tool. It’s About the Outcome.

There are hundreds of tools out there. New ones every week. And still, many people feel like they are falling behind. Maybe the problem is not the tools. Maybe it is what we focus on. Sharing a perspective on why direction matters more than tools.

Burnout or Backbone? The Real Value of Experience in Digital

There is a narrative that experienced people in digital are burning out. But what if we are looking at it the wrong way? After 20+ years in the industry, I see something else: experience is not fading — it is becoming more valuable.

From UI Library to Operating Model: Rethinking Design Systems

Design systems are often reduced to what they contain: tokens, components, patterns, documentation. But in complex, multi-brand environments, their real value sits elsewhere.

Where human judgment meets machine output

AI is everywhere right now, but adoption stalls because the most important layer is missing: the moment where human judgment meets machine output. This article is about why this “in-between” is where things actually break – and why designing it is key to making AI work in real organizations.

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