In this talk from Hatch Conference, Jenny Wen, Design Lead at Anthropic and former Director of Design at Figma, explains why the traditional design process is outdated and no longer works for today’s tools and tech: ​“With AI accelerating prototyping, smaller teams doing more, and craft becoming a key differentiator, rigid processes are failing designers. Jenny shares real examples from Figma and Anthropic that show how great work actually gets made today. Starting from solutions, caring deeply about details, building intuition, skipping steps, and designing for delight.”

Jenny’s talk really resonated with me. Quickly trying and discarding solutions, iterating on details, and relying on intuition is how I prefer to work. Still, without formal collateral such as personas or problem statements, it can feel like taking a shortcut. I went through a phase of producing these artifacts, but often found them more useful for justifying decisions than making them. It finally clicked when I read Alan Cooper’s interaction design bible, ​“About Face,” a decade ago: a lot of these processes came from design consultancies. They have to learn a client’s business, do product discovery, solve a problem, and sell it to stakeholders in a short time before moving to the next client. The longer you work on a product, explore the problem space, and listen to users, the stronger your intuition gets, which lets you fast-forward and compress discovery and design process.

Jenny Wen, previously a Director of Design at Figma and now a design lead at Anthropic: ​“The way I’ve seen great work made isn’t using any sort of design process. It’s skipping steps when we deem them unnecessary. It’s doing them out of order just for the heck of it. It’s backtracking when we’re unsatisfied. It’s changing things after we’ve handed off the design. It’s starting from the solution first. It’s operating on vibes and intuition. It’s making something just for the sake of making people smile. It’s a feeling that we nailed it. It’s knowing how to bend the process in your favor. It’s the sense to know how to keep making your work better. And it’s a clear, unwavering ideal of what good looks like.”

Ridd recorded an entire new video influenced by her article.

Jenny Wen on the design process: ​“The way I’ve seen great work made isn’t using any sort of design process. It’s skipping steps when we deem them unnecessary. It’s doing them out of order just for the heck of it. It’s backtracking when we’re unsatisfied. It’s changing things after we’ve handed off the design. It’s starting from the solution first. It’s operating on vibes and intuition. It’s making something just for the sake of making people smile. It’s a feeling that we nailed it. It’s knowing how to bend the process in your favor. It’s the sense to know how to keep making your work better. And it’s a clear, unwavering ideal of what good looks like.”

Jenny Wen is the founding designer at FigJam and the person who brought it to market. In this interview with Ridd, she shares invaluable insights about FigJam’s product strategy, adding delight to software, and attacking ambiguity early in the process.

Jenny Wen ​“templatized” some of the frameworks she’s been using over and over again in her role as a design manager and pillar lead of FigJam. There are 11 FigJam (no surprise!) templates for strategy, managing, and meetings.