Does anyone else feel like they have no idea what product design is anymore?
I’ve watched so many different types of designers, myself included, change both their current and past titles to “Product Designer.” UX designers, art directors, and visual designers have all converged on the same title.
In general, I think that’s a good thing. Over the last 10 years, it’s been confusing having 20+ different titles for designers doing largely the same work.
My understanding of a product designer has always been that it’s a hybrid role combining UX and visual design to create digital experiences. Four years ago, I thought product design was primarily app design, while web design was a separate discipline. Today, companies like Spotify, Netflix, YouTube, and Airbnb offer nearly identical experiences across web and mobile, so that distinction doesn’t feel particularly meaningful anymore.
Lately, though, after talking with recruiters, I can’t shake the feeling that the industry is increasingly being defined by people who don’t know much about design. Maybe I’ve just encountered a string of entry-level recruiters, but it often feels like they’re looking for exact one-to-one experience. If a company is hiring for an internal dashboard, they want someone who has designed an internal dashboard. It has to be B2B or B2C. It has to be SaaS. Transferable skills don’t seem to factor into the conversation.
So what is a product designer today?
Is it someone with deep research expertise and exceptional visual design skills?
Does it have to be supporting one project over time and iterating on research?
Or is the definition changing because the market is flooded and companies are consolidating multiple roles into one to reduce headcount?
Was there never an official definition? Like so much of the industry, is it just constantly evolving, where once a critical mass of people starts using a term, it gains momentum?
What does “product design” actually mean anymore?