How to Design Products in the AI Age
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How to Design Products in the AI Age

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15 min

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How to design products in the AI age

In a world where AI is everywhere, design is what sets your product apart. Learn how to build for speed, resonance, and execution in the AI era.

In the AI age, everyone gets the same jetpack. The difference is in how you fly.

AI has leveled the playing field. What once required deep technical skill is now accessible via API. From image generation to full-stack code scaffolding, building functionality is easier than ever. But here’s the catch: your competitors can do the same.

That means your product’s real value no longer lies in what it can do—but in how it does it. Welcome to the new battleground: design.

1. AI Is the New Baseline. Design Is the Differentiator.

When every app can auto-complete, summarize, or generate, those features lose their edge. The AI wave is flooding every category. So what makes one product stand out?

  • Not features.
  • Not speed.
  • Not AI.

Instead, it’s the experience: How your product feels, how it behaves, and how well it understands its users.

"Design isn't about making products work better — it's about making them matter more." — Dylan Field

Design is what makes a product memorable. It's how users build emotional connection. In the AI era, design is the moat.

2. Functionality Is Commodity. Resonance Is Currency.

You can build a tool that works. But will anyone care?

The best products today win by creating emotional resonance:

  • They feel like they were made just for their users.
  • They respect the user’s voice, style, and culture.
  • They get the job done and make you feel understood.

Take Granola, for example. It's an AI note-taking app, but unlike others, it doesn't try to replace the user. Instead, it enhances the user's own notes. This subtle choice resonated deeply with its audience (especially founders and VPs), leading to organic, team-by-team growth.

The lesson? Don't just automate. Empower.

3. Execution > Ideas (Always)

The TikTok founding story is a great reminder: sometimes, the breakthrough isn't in the tech—it's in the framing. TikTok didn’t invent short videos. It simply asked, "What if every piece of content got a chance to be seen?"

Ideas are everywhere. But very few teams execute them well. In fact, most:

  • Wait until things feel "ready."
  • Overbuild in isolation.
  • Quit after one setback.

Execution is a war of attrition. Products that win are:

  • Shipped fast.
  • Iterated in public.
  • Refined through real-world feedback.

Figma didn’t launch with multiplayer. They added it after users demanded it. That’s what great execution looks like.

4. Lower the Floor, Raise the Ceiling

AI makes creation accessible. It lowers the floor for non-designers and non-coders. That’s powerful. But the best products don’t stop there.

They also raise the ceiling:

  • More power for pros.
  • More control for those who want it.
  • Depth that scales with skill.

Think Minecraft. Or Figma. Or Lovable for that matter. Simple to start, infinite to master. That’s the bar.

Design your product to be:

  • Approachable for beginners.
  • Extensible for experts.

And always optimize for flow. Dylan Field calls it “vibe coding.” When users get fast feedback and enter a loop of creation, they stick around.

5. Design for Human + AI Collaboration

You’re no longer just designing a UI. You’re designing a relationship:

  • Between the user.
  • And the AI assistant.

That means:

  • Transparency: Show what the AI is doing.
  • Control: Let users guide, tweak, and override.
  • Trust: Make failure graceful and recovery easy.
  • Personality: Tune the AI to match your audience.

Gumloop nails this. It lets users drag modules onto a canvas and delegate complex logic to an AI agent under the hood. The user stays in control, but the AI does the heavy lifting.

Designing for this hybrid dynamic is a new discipline. But it's where the magic happens.

6. Start with One Niche. Go Deep.

In the AI era, features will be copied overnight. What won’t be copied?

  • Community trust.
  • Deep understanding of a user base.
  • Cultural fluency.

This is where niche resonance becomes your superpower.

Winning a niche lets you:

  • Ship features others don’t even see.
  • Tune AI models with better data.
  • Build strong feedback loops.

This is the Niche Flywheel:

  1. Nail one niche.
  2. Get high-signal data.
  3. Build better models/features.
  4. Deepen lock-in.
  5. Expand sideways into adjacent segments.
Being loved by a few is more powerful than being somewhat liked by many.

7. Iterate Fast. Design with the User in the Loop

AI enables faster prototyping, faster building, and faster shipping. So the best teams move quickly with their users:

  • Use feedback channels early and often.
  • Run lightweight experiments.
  • Refactor based on usage, not guesses.

Design is no longer a phase. It’s a continuous loop:

  1. Ship.
  2. Learn.
  3. Adjust.
  4. Repeat.

8. Design Is the New Execution

Everyone gets the same tools now. The difference is how you wield them.

AI may write your copy, your code, even your layout. But it can’t:

  • Understand your user’s worldview.
  • Build trust.
  • Create emotional connection.

That’s your job.

And that’s why in the AI age, design is the ultimate differentiator.

Final Takeaways:

  • AI is table stakes. Design is what makes you win.
  • Execution is everything. The best builders ship and learn in public.
  • Design for resonance. Emotional connection is the new moat.
  • Start with a niche. Nail one use case. Go deep. Build out.
  • Always include humans. Empower them. Respect them. Make them the hero.

In the end, it’s not about what your product does. It’s about how it feels to use.

So design boldly. And build with love.

Resources

GREG ISENBERG GREG ISENBERG on Twitter / XGREG ISENBERG GREG ISENBERG on Twitter / X

Felix Lee Felix Lee on Twitter / XFelix Lee Felix Lee on Twitter / X

Contrarian Crew Welcome to the Age of Execution - Contrarian ThinkingContrarian Crew Welcome to the Age of Execution - Contrarian Thinking

Y Combinator Dylan Field: Exploring the idea maze, vibe coding, and the power of “locking in”Y Combinator Dylan Field: Exploring the idea maze, vibe coding, and the power of “locking in”

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Design is the key differentiator in the AI-driven product landscape.

/tldr

- In the AI age, design is the key differentiator, as functionality becomes a commodity. - Successful products create emotional resonance with users by understanding their needs and experiences. - Fast execution, continuous iteration, and focusing on niche markets are essential for building impactful products.

Persona

1. Product Designers 2. User Experience Researchers 3. Startup Founders

Evaluating Idea

📛 Title The "AI-Centric Design" product development framework 🏷️ Tags 👥 Team 🎓 Domain Expertise Required 📏 Scale 📊 Venture Scale 🌍 Market 🌐 Global Potential ⏱ Timing 🧾 Regulatory Tailwind 📈 Emerging Trend ✨ Highlights 🕒 Perfect Timing 🌍 Massive Market ⚡ Unfair Advantage 🚀 Potential ✅ Proven Market ⚙️ Emerging Technology ⚔️ Competition 🧱 High Barriers 💰 Monetization 💸 Multiple Revenue Streams 💎 High LTV Potential 📉 Risk Profile 🧯 Low Regulatory Risk 📦 Business Model 🔁 Recurring Revenue 💎 High Margins 🚀 Intro Paragraph In the AI era, product differentiation hinges on design. With AI democratizing functionality, the real battleground lies in creating emotional resonance and user experience. This framework helps startups leverage design as a strategic advantage to capture market share. 🔍 Search Trend Section Keyword: "AI product design" Volume: 40.2K Growth: +2800% 📊 Opportunity Scores Opportunity: 9/10 Problem: 8/10 Feasibility: 7/10 Why Now: 9/10 💵 Business Fit (Scorecard) Category Answer 💰 Revenue Potential $5M–$15M ARR 🔧 Execution Difficulty 6/10 – Moderate complexity 🚀 Go-To-Market 8/10 – Organic + inbound growth loops 🧬 Founder Fit Ideal for design-centric founders ⏱ Why Now? AI tools have become accessible, creating a need for products that not only work but resonate on an emotional level. Consumer expectations have shifted towards personalized experiences. ✅ Proof & Signals - Keyword trends indicate growing interest in AI product design. - Discussions around emotional design on platforms like Twitter are increasing. - Successful exits in design-centric startups validate the market. 🧩 The Market Gap Many products fail to connect emotionally with users. The current experience often lacks personalization and cultural fluency, leaving a gap for products that resonate deeply with specific user segments. 🎯 Target Persona Demographics: Tech-savvy users aged 25-45 Habits: Frequent users of productivity and design tools Pain: Frustration with generic user experiences Discovery: Online searches, design communities Emotional drivers: Desire for connection and empowerment 💡 Solution The Idea: Create a design framework that integrates AI capabilities to enhance user experience. How It Works: Users leverage AI tools to design products that resonate emotionally with their audience. Go-To-Market Strategy: Launch through design-focused communities, leveraging SEO and social media for awareness. Business Model: Subscription-based for ongoing updates and support. Startup Costs: Label: Medium Break down: Product development, team hiring, marketing costs. 🆚 Competition & Differentiation Competitors: Figma, Canva, Adobe XD Intensity: Medium Differentiators: Focus on emotional resonance, community-driven features, and AI integration. ⚠️ Execution & Risk Time to market: Medium Risk areas: Technical integration, user adoption, market saturation. Critical assumptions: Users will prioritize experience over functionality. 💰 Monetization Potential Rate: High Why: High user retention driven by emotional connection and ongoing feature enhancements. 🧠 Founder Fit The idea matches founders with a strong design background and a deep understanding of user experience. 🧭 Exit Strategy & Growth Vision Likely exits: Acquisition by larger design firms or tech companies. Potential acquirers: Adobe, Google, or any design-centric SaaS. 3–5 year vision: Expand into adjacent markets, develop a suite of design tools. 📈 Execution Plan (3–5 steps) 1. Launch a beta program with early adopters. 2. Utilize design communities for feedback and iteration. 3. Develop referral programs to drive organic growth. 4. Scale through partnerships with design schools and agencies. 5. Reach 1,000 active users within the first year. 🛍️ Offer Breakdown 🧪 Lead Magnet – Free design guide leveraging AI tools. 💬 Frontend Offer – Low-ticket introductory subscription. 📘 Core Offer – Full access to design framework and updates. 🧠 Backend Offer – Consulting services for tailored solutions. 📦 Categorization Field Value Type SaaS Market B2B / B2C Target Audience Designers, product managers Main Competitor Figma Trend Summary The rise of AI in design opens opportunities for personalized user experiences. 🧑‍🤝‍🧑 Community Signals Platform Detail Score Reddit 5 subs • 1M+ members 8/10 Facebook 4 groups • 200K+ members 7/10 YouTube 10 relevant creators 8/10 Other Design forums, Discord channels 9/10 🔎 Top Keywords Type Keyword Volume Competition Fastest Growing "AI design tools" 30K LOW Highest Volume "product design" 150K HIGH 🧠 Framework Fit (4 Models) The Value Equation Score: Excellent Market Matrix Quadrant: Category King A.C.P. Audience: 9/10 Community: 8/10 Product: 9/10 The Value Ladder Diagram: Bait → Frontend → Core → Backend ❓ Quick Answers (FAQ) What problem does this solve? It addresses the lack of emotional resonance in product design. How big is the market? The global design software market is projected to reach $12B by 2027. What’s the monetization plan? Subscription and consulting services. Who are the competitors? Figma, Adobe, Canva. How hard is this to build? Moderate complexity, with strong design and AI integration skills required. 📈 Idea Scorecard (Optional) Factor Score Market Size 8 Trendiness 9 Competitive Intensity 7 Time to Market 6 Monetization Potential 9 Founder Fit 8 Execution Feasibility 7 Differentiation 9 Total (out of 40) 63 🧾 Notes & Final Thoughts This is a “now or never” bet due to the rapid evolution of AI tools and consumer expectations. The fragile aspect lies in user adoption and differentiation in a crowded market. Focus on emotional design will be critical to success.