For years, it’s been faster to create mockups and prototypes of software than to ship it to production. As a result, software design teams could stay “ahead” of engineering. Now AI coding agents make development 10x faster, flipping the traditional software development process on its head.
In my thirty years of working on software, the design teams I was part of were typically operating “out ahead” of our software development counterparts. Unburdened by existing codebases, technical debt, performance, and infrastructure limitations, designers could work quickly in mockups, wireframes, and even prototypes to help envision what we could or should build before time and effort was invested into actually building it.
While some software engineering teams could ship in days, in most (especially larger) organizations, building new features or redesigning apps could take months if not quarters or years. So there was plenty of time for designers to explore and iterate. This was also reflected in the ratio of designers to developers in most companies: an average of one designer for every twenty engineers.
When designs did move to the production engineering phase, there’d (hopefully) be a bunch of back and forth to resolve unanswered questions, new issues that came up, or changing requirements. A lot of this burden fell on engineering as they encountered edge cases, things missing in specs, cross-device capability differences, and more. What it added up to though, was that the process to build and launch something often took longer than the process to design it.
AI coding tools change this dynamic. Across several of our companies, software development teams are now “out ahead” of design. To be more specific, collaborating with AI agents (like Augment Code) allows software developers to move from concept to working code 10x faster. This means new features become code at a fast and furious pace.
When software is coded this way, however, it (currently at least) lacks UX refinement and thoughtful integration into the structure and purpose of a product. This is the work that designers used to do upfront but now need to “clean up” afterward. It’s like the development process got flipped around. Designers used to draw up features with mockups and prototypes, then engineers would have to clean them up to ship them. Now engineers can code features so fast that designers are ones going back and cleaning them up.
So scary time to be a designer? No. Awesome time to be a designer. Instead of waiting for months, you can start playing with working features and ideas within hours. This allows everyone, whether designer or engineer, an opportunity to learn what works and what doesn’t. At its core rapid iteration improves software and the build, use/test, learn, repeat loop just flipped, it didn’t go away.
In his Designing Perplexity talk at Sutter Hill Ventures, Henry Modisett described this new state as “prototype to productize” rather than “design to build”. Sounds right to me.
