Design is taking an exciting left turn. We can see it in our work at Big Medium: new kinds of products, new models of interaction, new ways to design.
In the last decade of design, the real innovation was less innovation. Invention shifted to operations and process, not product. We consolidated best practices, codified design systems, streamlined teams—everything tuned for scale, consistency, and predictability. It was essential work as companies brought design in-house. But as product design got more organized, it also got less inventive.
Hooboy, that’s all changing now. Big forces are demanding big changes in what we make: the rise of AI, evolving audience habits, a shifting media and business landscape. It’s a frankly thrilling moment when perspectives, techniques, and strategies have to adapt fast.
We’re helping a lot of folks make those leaps. Big Medium helped PEOPLE reimagine what a media property should be to match Gen Z habits and expectations. We made Sentient Scenes, a playful interface that changes style, mood, and behavior on demand. We guided AI-powered product strategy to ease medical reporting and reduce burnout for radiologists. Right now, we’re working with one of the great universities to explore new kinds of digital storytelling—for a new generation and with new technologies.
AI is at the center of much of this work, but with a difference. We’re challenging the assumption that AI is only a tool for efficiency—to replace and reduce work (and workers). Instead of grinding out savings, we’re using AI to create value—applying it as a design material to create experiences that weren’t possible before. Invention and creativity are central to this. Design is central to this.
We call this approach Sentient Design, the focus of a SXSW talk by Veronika Kindred and me. The talk shows how to use AI to elevate and expand design by creating new kinds of intelligent interfaces. Sentient Design offers the form, framework, and philosophy for using machine intelligence to create radically adaptive experiences, conceived in real time. Veronika and I are teaching a two-day online workshop about Sentient Design on June 12–13. Come and get hands-on with us.
This edition of A Little Big Medium is all about finding this kind of inspiration, technique, and perspective for a new generation of product design. When the ground is shifting, the best thing you can do is move with it. We’d love to hear what you think—and also about the fresh invention you’re bringing to your work in this new era.
Drop us a line if you need help, and thanks for following along!
—Josh Clark and the Big Medium team