The new design deliverable
As more people get the tools to build, and as the building itself gets faster (thanks to AI and code-first workflows), the center of gravity is shifting.
It's not just about shipping polished Figma files anymore.
It's about direction.
Where are we headed?
Why are we building this?
How do we make sure everyone's aligned?
That's becoming more important than almost anything else.
Designers are in a unique position to lead here. We can shape direction, create clarity, and help teams align around the right problem and the best solution.
The design file is still useful, but it's no longer the thing. It's more like a shared map, a conversation starter, and a snapshot of what we're trying to accomplish.
Our real value goes beyond what's on the screen:
Framing things from the user's perspective
Asking the right questions
Bringing research into the room
Deep expertise in experience
Strategic thinking about what to build and why
As execution compresses, clarity becomes the real deliverable.
And that's where designers can shine.