The first prototype is no longer the hard part
Figma argues that product quality now depends on speed, direction and differentiation after the first prototype.
The design challenge is moving beyond the first plausible answer.
The Story
Figma’s product lead makes a useful distinction: AI has made the clickable prototype cheap, but not the decision about what deserves to ship. The harder work is sustaining momentum, choosing among directions and making the result feel specific rather than merely polished. ([figma.com](https://www.figma.com/blog/what-it-takes-to-build-great-products-now/))
That reframes creative direction as product work. Designers are not just improving surfaces; they are helping teams decide which idea has enough value, character and strategic fit to survive contact with reality.
A good Studio Wensday process might therefore include a deliberate “many before one” phase: explore several directions quickly, name the trade-offs, then invest in the route with the clearest point of view. Speed is most useful when it protects judgement.
Studio Wensday Angle
Use AI to widen the decision space before narrowing it with taste.