Product Complexity Is Usually Organizational First
I've worked with plenty of teams where everyone was doing good work, but the decisions being made didn't always come together as a consistent customer experience.
One team changes a pattern to meet a deadline. Another approaches something similar a little differently. Both decisions might make sense on their own, but over time those differences start adding up. Eventually, customers are left navigating inconsistencies they shouldn't have to think about.
I've learned that consistency doesn't mean every team has to do everything exactly the same way. Sometimes there's a good reason to do something differently. The challenge is understanding when that makes sense, what it means for the larger experience, and who's responsible for making that decision.
A big part of my role as a design leader is helping teams work through those questions. Where do we need to be consistent? Where should we allow flexibility? And are we making decisions that will still make sense as the product evolves?
Process can help, but adding more steps or approvals isn't always the answer. Sometimes it's simply a matter of getting the right people involved, establishing clearer expectations, and making sure everyone understands what we're trying to accomplish.
I think some of the best improvements to a customer experience happen well before anyone starts designing a screen.
Technology Evolves Faster Than Human Behavior
AI is changing how quickly teams can design, build, and deliver digital experiences. That's exciting, and I think there's a lot of opportunity in what we're starting to see.
But just because we can generate an interface or automate a workflow doesn't mean we've figured out the best experience for the person using it.
Think about someone trying to understand why their account balance changed. A conversation might be the easiest way to help them. But if they're making a payment or moving money, they probably want to see the details, make their selections, and confirm what's happening.
Both experiences could be supported by AI, but they shouldn't necessarily work the same way.
This is something I've been spending a lot of time thinking about in my current work. When should technology provide guidance? When should it take action? When does someone need more control? And what happens when the system doesn't understand what they're asking?
As AI becomes more capable, I think these decisions become even more important. We have to be intentional about what we're creating and make sure the experience actually works for the person using it.
Technology is going to keep changing, and the way we design and build products will change with it. But people still want to understand what's happening, feel confident in their decisions, and know they're in control.
I don't see those expectations changing anytime soon.