Why Shopify’s Chief Designer Says UX Is Dead, and What It Means for You

This week, Shopify's Chief Design Officer Carl Rivera announced on X that Shopify has eliminated "UX" as a job title, adding another challenge to designers' already complex titles.

His controversial tweet says this:

This is further evidence that there is a major shift happening in design, driven by the rapid advancement of AI.

So what does this tweet really mean for designers , and how can you prepare for this uncertain future?

Let’s unpack this tweet to better understand how this impacts our future as designers:

1. Elimination of Specialized Titles (UX, Content Design):

   1. Shopify has removed titles like “UX Designer” and “Content Designer,” replacing them with broader terms like “Designer” and “Writer.”

   2. This suggests a move away from siloed, technical specializations toward a more holistic view of design and writing as crafts.

   3. The intent is to simplify roles and emphasize the artistic, creative essence of design over rigid, process-driven labels.

2. Design as Art, Not Science:

   1. Rivera critiques terms like “UX” for framing design as a scientific, formulaic process.

   2. He argues that AI can now handle the functional aspects of design (e.g., usability, basic functionality), which were once the domain of UX designers.

   3. The designer’s role is shifting toward creating experiences that are “unforgettable” by focusing on emotional impact, aesthetics, and unique perspectives rather than just usability.

3. Hiring for Taste, Aesthetics, and Point of View:

   1. Shopify prioritizes hiring designers with a strong sense of taste, aesthetic sensibility, and a distinct creative voice.

   2. The distinction is between “utility” (functional, baseline design that AI can replicate) and “affinity” (designs that resonate emotionally and build brand loyalty).

   3. Designers are expected to go beyond the baseline, creating work that stands out and fosters a deeper connection with users.

4. AI’s Role in Design:

   1. AI tools can now generate “good baseline” designs, functional, usable interfaces that meet basic standards.

   2. This democratizes the technical aspects of design, reducing the need for designers to focus on repetitive, utilitarian tasks.

   3. The designer’s value lies in pushing beyond this baseline to create exceptional, memorable experiences.

What This Means for the Future of Design

Rivera’s perspective signals a transformative shift in the design industry, driven by AI and changing market demands:

• AI-Driven Commoditization of Usability: AI tools (e.g., design platforms like Figma with AI plugins, or generative AI for wireframes and layouts) can automate tasks like creating user flows, wireframes, or basic content. This reduces the demand for designers whose primary value is technical execution of usable interfaces.

• Elevated Expectations for Creativity: As AI handles functional design, designers must focus on creativity, emotional resonance, and brand differentiation. The future of design lies in crafting experiences that are visually stunning, culturally relevant, and emotionally compelling.

• Holistic Design Roles: The move away from specialized titles suggests companies may value versatile designers who can blend aesthetics, storytelling, and user insight rather than hyper-specialized roles like UX or UI designers.

• Taste as a Competitive Edge: Designers with a refined sense of aesthetics and a unique point of view will stand out in a market where AI can produce competent but generic work.

Impact on Designers Now

The tweet has immediate implications for designers working in 2025:

• Job Title and Role Shifts: Companies like Shopify may redefine roles, requiring designers to adapt to broader, less specialized job descriptions. Designers labeled as “UX Designer” may need to reframe their skills to align with a more general “Designer” title.

• Increased Competition from AI: Designers focused solely on usability or technical execution may face competition from AI tools that can perform these tasks faster and cheaper.

• Pressure to Differentiate: Designers must demonstrate unique creative value: taste, aesthetic judgment, and storytelling to justify their role in an AI-augmented workflow.

• Evolving Skill Expectations: Employers are prioritizing soft skills like taste and creative vision alongside technical skills, which may shift hiring criteria and portfolio expectations.

What Designers Should Do to Stay Relevant

Based on Rivera’s tweet, here are some actionable steps you can take to prepare for this future:

1. Cultivate a Distinct Point of View:

   1. Develop a unique design philosophy or aesthetic that sets you apart. This could be a signature style, a focus on specific cultural or emotional themes, or a knack for storytelling through design.

   2. Showcase your point of view in your portfolio, emphasizing projects that reflect your creative vision rather than just technical proficiency.

2. Hone Your Aesthetic Sensibility:

   1. Study art, photography, fashion, architecture, or other creative fields to refine your sense of aesthetics.

   2. Experiment with bold, expressive designs that prioritize beauty and emotional impact over mere functionality.

   3. Stay updated on visual trends, but aim to create timeless work that transcends fads.

3. Embrace AI as a Tool, Not a Threat:

   1. Learn to use AI-powered design tools (e.g., MidJourney for visuals, Figma’s AI features, or ChatGPT for content ideation) to handle repetitive tasks, freeing you to focus on creative differentiation.

   2. Experiment with AI to generate baselines, then refine them with your unique taste and perspective.

4. Focus on Emotional and Brand-Driven Design:

   1. Study branding, psychology, and storytelling to create designs that foster affinity and loyalty. For example, focus on how colors, typography, or layouts evoke specific emotions.

   2. Collaborate with writers, marketers, and product teams to integrate design into the broader narrative of a brand.

5. Build a Versatile Skill Set:

   1. Move beyond UX or UI silos by learning adjacent skills like persuasive writing to become a more holistic designer.

   2. Practice integrating aesthetics with functionality to create cohesive, memorable experiences.

6. Curate a Portfolio That Highlights “Unforgettable” Work:

   1. Include projects that demonstrate emotional impact, aesthetic excellence, and a clear point of view. Avoid generic, cookie-cutter designs.

   2. Use case studies to explain your creative process, emphasizing how your decisions went beyond usability to create affinity.

7. Stay Culturally and Socially Relevant:

   1. Engage with cultural trends, social movements, and user communities to ensure your designs resonate with contemporary audiences.

   2. Follow discussions on platforms like X to understand what users value in design and how tastes are evolving.

8. Network and Learn from Non-Design Fields:

   1. Connect with professionals in art, literature, or film to broaden your creative perspective.

   2. Attend interdisciplinary events or workshops to spark inspiration and develop a unique design voice.

Designers must shift from technical specialists back to design curators. Those who embrace these changes and adapt will have the best chance of survival. The key is to embrace AI, understanding both its capabilities and limitations. Rivera's tweet alludes to how AI is taking over once-specialized roles (utility), suggesting that designers must double down on what AI can't do: defining taste, aesthetics, and a strong point-of-view.

In my opinion, the new role of the designer will blend a solid understanding of user experience, visual design, art direction, and the clear articulation of unique opinions through writing.

How are you preparing for this new reality?