Section 01: The Brief & The Discovery
The Brief
Operating within the Design Foundations team, my mandate was to identify a systemic problem and ship a plug-in to solve it proving the value of "agentic design" by using AI to build real software.
The Discovery
I expected to hear complaints about layer naming or detached components. To validate the actual friction points, I engaged the broader design org:
- 40-Designer Survey: A wide-net assessment focused on daily Figma workflows, repetitive manual tasks, and tool friction.
- 8 Internal Interviews: Deep-dive conversations with product designers to uncover their most expensive bottlenecks.
The Insight: The Copy Blind Spot
Instead of component issues, the research revealed a massive organizational gap regarding product copy:
- Designers ≠ Writers: Designers were writing the UI text that ultimately shipped to production, despite not being content experts.
- Zero Quality Gates: With limited UX-writer capacity and no centralised glossary, brand consistency was checked manually, if at all.
- The Codebase Disconnect: The person qualified to judge the copy did not have the codebase open. Fixing a single string meant filing a Jira ticket and waiting weeks for an engineer to implement it.



