20Product: How AI Changes Product Design | Does the Design Phase Become Irrelevant in a World of Vibe Coding | The Five Pillars of Truly Great Product Design with Carl Rivera, Chief Design Officer at Shopify - The Twenty Minute VC (20VC) | Ryan Randels | Mobile & SaaS Strategy | Agentic AI

Full Title

20Product: How AI Changes Product Design | Does the Design Phase Become Irrelevant in a World of Vibe Coding | The Five Pillars of Truly Great Product Design with Carl Rivera, Chief Design Officer at Shopify

Summary

This episode explores how AI is transforming product design and the overall company structure. Carl Rivera of Shopify discusses the evolution of design, the impact of AI on creation and organizational roles, and the importance of long-term vision and craftsmanship in product development.

Key Points

The founding of Ticktail involved a bold, unconventional launch strategy, which taught the founders to trust their instincts and take risks, contrasting with modern lean startup methodologies.
There are differing philosophies on product development, with some advocating for rapid iteration and others for more considered, high-quality builds, especially for foundational e-commerce primitives.
In the AI era, the focus is shifting from marketing-first approaches to building products with high conviction and end-to-end cared-for experiences.
Shopify operates as a collection of many businesses, allowing for diverse approaches to product development ranging from lean iteration to long-term foundational builds.
Deliberate design friction can be beneficial, but poorly implemented design can hinder utility and user experience.
AI is expected to bifurcate product quality, leading to both more "shit products" and more magical, ambitious experiences.
Incumbents are generally favored in the AI landscape due to existing distribution channels and consumer network effects, though their ability to leverage these assets varies.
The future organizational structure will be more fluid, with designers taking on broader roles that span across user journeys and multiple teams.
AI is enabling "vibe coding," where design is increasingly constructed and iterated upon using code and AI tools, potentially shifting Figma's role from the initial step to a final refinement stage.
Productivity gains from AI tools like Cursor are significant, particularly in the richness of conversations and explorations, which is expected to translate into more ambitious products.
Future product development will likely see a shift towards generalists rather than specialists, with job compression leading to fewer, broader roles.
Product managers will continue to exist, likely acting more as orchestrators, focusing on aligning teams and ensuring collaboration rather than being the sole "CEO of the product."
The most impactful AI revenue streams are likely to come from core foundation models that offer broad capabilities and own distribution, potentially displacing niche AI startups.
Long-term thinking and a commitment to craftsmanship are crucial for building impactful products and companies, a principle exemplified by Shopify's approach.
The transition from managed environments to platforms requires a willingness to relinquish some design control and embrace a more decentralized creation process.
The future of design may involve designers focusing more on foundational design systems and components rather than individual surface elements, enabling broader creation.
Centralized design teams can be more effective by focusing on cross-functional user journeys rather than being siloed within specific product areas.
The trend of "closing doors" by making firm decisions, like choosing a permanent home, can be valuable for focus and reduces background noise.
Building strong relationships requires sustained effort and work, a concept often overlooked in the pursuit of finding a "special someone."
Rigorous phone deprivation before sleep is identified as a key life hack for improving sleep quality.
The concept of "Law of Jante" (Jantelagen) in Scandinavian culture, which discourages individual exceptionalism, is contrasted with the value of deep craftsmanship.

Conclusion

The integration of AI into product design and development is not making the design phase irrelevant but is fundamentally changing its execution and focus.

Companies and individuals should embrace continuous learning, adapt to new tools, and focus on the quality of their work amidst rapid technological change.

Embracing long-term vision, craftsmanship, and a willingness to take calculated risks are crucial for building impactful and sustainable products and organizations.