The AI Eval Process for Figma's AI Product

There's this idea floating around that using AI means you're somehow cheating the creative process or making it too easy.

But that's NOT how I use AI at all.

When I work with AI, I'm not checking out of the creative process. I'm fully in it—throwing questions, bouncing ideas, asking for rephrasing, exploring different angles.

This is VERY different to... See more

Product success will largely be determined by intention and vision—before anything is built, before AI or humans begin creation. As engineering becomes focused on pushing the AI frontier, design's role shifts to making these powerful but complex tools intuitive, accessible, and desired. Just as users choose products for their value rather than thei... See more

While AI can generate endless “perfect” outputs, the crucial design decisions are innately human: which questions to ask, guided by feeling & relationships rather than pure logic, and aligning execution against context and strategy. AI might generate hundreds of landing page variants, but it takes design sensibility to know which will genuinely... See more