Designers are moving upstream in the product process

Traditionally, design teams were brought in at the tail end of a project. Their job? Make it pretty. But that mindset is changing rapidly.

“More teams really want designers involved before final decisions are made,” Lacey explained. “They want designers helping define the problem—not just polish the solution.”

This upstream shift reflects a growing understanding that design isn’t just about aesthetics—it’s about solving real problems in ways that resonate with users. By involving designers early, teams align faster, reduce wasted cycles, and build more intentionally.

Lacey shared that she's seen teams invite design in before a feature is even scoped, asking questions like:

• “Is this a real problem?”
• “Does this matter to users?”
• “What are we assuming—and should we be?”

It’s a move from reactive to proactive. And it’s helping companies connect the dots between product strategy and customer needs in a much more meaningful way.

AI in design is expanding creative possibilities

AI is no longer just a tool for speeding up repetitive tasks—it’s becoming a true creative collaborator.

“A lot of the early AI conversations were about speed,” Lacey noted. “But now, designers are using AI earlier in the process, almost like a brainstorming buddy.”

She gave an example of a designer who throws “half-formed ideas” into an AI prompt to spark unexpected directions. The result? Fresh thinking that breaks through creative ruts and surfaces concepts that might otherwise be overlooked.

This use of AI tools for designers isn’t about replacing human creativity. It’s about enhancing it. Designers still provide the judgment, the empathy, and the context. But AI can offer new perspectives, challenge assumptions, and help creatives think outside their usual patterns.

“When designers embrace AI as a collaborator rather than a replacement, those are the designers that are going to get the most out of it,” Lacey said.

That mindset shift—from fear to experimentation—is key for any team exploring AI in design workflows.

Real customer insight is the new design superpower

Great design doesn't happen in isolation. And it’s no longer enough to rely on one big research study every few months.

“There’s a renewed focus on understanding humans, real customer feedback,” Lacey emphasized. “Experiences are getting more personalized, more complex, and spread across more channels.”

To keep up, designers are turning to continuous user feedback. They're validating early concepts—even rough sketches—before going too far down the wrong path.

That might look like:

• Quick pulse checks on initial flows
• 5-minute reactions to early-stage prototypes
• Asking real users if something meets a real need

This shift to lightweight, fast feedback loops means designers aren’t designing in the dark. They’re grounding their decisions in real human reactions—not just internal assumptions.

And with UX research becoming more agile and accessible, it’s easier than ever to integrate these feedback moments throughout the design process.

Why these trends matter more than ever

The convergence of strategy, AI, and continuous feedback is giving designers a new kind of power and a bigger seat at the table.

“All of these shifts are giving designers a bigger voice,” Lacey said. “It’s something the design community has been advocating for, and now it’s really happening.”

Here’s how that shows up:

• Strategic design: Designers influencing roadmaps and aligning work with business goals.
• AI as a creative partner: Using technology to explore more ideas, faster.
• Customer-first design: Testing assumptions early and often with real people.

Together, these changes mean that designers are no longer being seen as the ones who just make things pretty. They’re becoming critical to building the right things in the first place.

How to empower design teams moving forward

To fully embrace this evolution, organizations should focus on enabling designers with the right environment and tools. That includes:

• Bringing designers into strategic conversations early. Avoid holding off until specs are finalized. Invite design in when shaping the problem space.
• Encouraging creative exploration with AI. Provide access to AI tools for designers like ChatGPT, Figma’s AI features, or prototyping assistants. Foster a culture of experimentation.
• Integrating continuous user testing. Make lightweight feedback easy and accessible. Move beyond one-time research projects to ongoing insights.
• Valuing human-centered design. Remind teams that every great product starts with understanding the people who use it. Put the “why” behind the “what” front and center.

As teams embrace these practices, they not only unlock better outcomes, they create a more empowered, resilient design culture that’s ready for the future.

Heading into 2026 and beyond

Looking ahead, Lacey sees 2026 as a breakout year for the design field.

“Designers are becoming more strategic. They’re getting new creative superpowers through AI. And they’re working in ways that are more connected to real people,” she said.

“It’s a huge opportunity to influence more decisions and design with more intention.”

Episode links

• Lacey on LinkedIn
• Nathan on Linkedin
• The 2026 Experience Survival Guide: scaling human insight across every team — This on-demand webinar explores how AI and connected workflows help teams gather and act on customer feedback faster, smarter, and at scale across UX, product, design, and marketing.
• How to enhance design efficiency through continuous user feedback — This guide shows how continuous user feedback helps designers move faster, make smarter decisions, and reduce rework by testing early and iterating often.
• How to transform your UX design process with continuous customer feedback — an Insights Unlocked episode about building continuous customer interview programs to support the product development life cycle.
• How design teams leverage user feedback in design to transform products — This blog post explains how user feedback bridges intention and real experience to elevate design outcomes and reduce costly revisions.