Design Better Podcast: Year in Review with Mark Wilson — Design’s Defining Moments in 2025

Episode Date: December 31, 2025
Hosts: Eli Woolery, Aarron Walter (The Curiosity Department)
Guest: Mark Wilson (Global Design Editor, Fast Company)
Main Theme:
A wide-ranging conversation looking back at the seismic shifts in the design world during 2025, featuring insights into AI’s acceleration, major business events (like Figma’s IPO), high-profile brand transformations, the resurgence of physical craft, and the pressures and possibilities for the future of designers.

1. Overview

This episode recaps 2025’s most defining moments and trends in the design industry, from big tech and branding pivots to the deepening intersection between design, AI, and culture. Mark Wilson brings his signature blend of journalistic rigor and playful critique, drawing connections across digital and physical domains, and challenging listeners to reconsider not only which problems design is trying to solve, but how design’s purpose might be evolving in a world racing forward on automation and mass acceleration.

2. Key Discussion Points & Insights

Mass Acceleration and End-of-Year Reflections

• Design in Overdrive: The year was marked by “mass acceleration,” with rapid-fire developments across products, technology, and culture. ([04:13])

  “For as rickety as this whole ship feels right now, it does feel like we're, you know, just increasing the Gs a little bit every day.” — Mark Wilson [05:14]

• Reflection as Survival: Amid overwhelming change, compiling end-of-year stories helps avoid the year becoming a blur. ([04:13])

AI’s Pervasive Influence & Industry Bubble Talk

• AI as the Architecture of Our Time: Data centers rose as icons, and AI touched nearly every product. Commitments to building AI infrastructure now span most design-related fields. ([04:13], [22:48])

• Bubble or Not?: Mark draws parallels to the 2000 dot-com crash, predicting any potential AI bubble would burst and regenerate faster. ([22:48])

  “It is absolutely disquieting to see the AI is basically the only part of the economy doing well...but as for a bubble or not, I am very bullish on AI, I think in the medium to long term.” — Mark Wilson [24:39]

• Consolidation vs. Interdependence: AI isn’t consolidating around big players as expected, but rather embedding everywhere via interoperable platforms. ([26:00])

  “There's this whole interdependent circle of AI services happening right now...I think it's good for developers and ultimately challenging for AI companies.” — Mark Wilson [26:00]

• The Agentic AI Letdown: Despite hype, AI “agents” have yet to prove game-changing for most users; broader impact is unfolding in how software platforms interoperate rather than true autonomous “personal agents.” ([27:27])

Big Brand Shifts and Corporate Shakeups

Figma’s IPO & the New Design Battleground

• Figma’s Big Moment: The largest design-focused IPO in years brought intense excitement, followed by a typical post-IPO stock market dip and ongoing rivalry with Canva and Adobe, each layering in more overlapping AI features. ([05:30])

  “It's been really actually like, as a popcorn eater, really fun to watch them duke it out... Nothing that happened this year gives me any signal that's slowing down.” — Mark Wilson [06:34]

Branding, Outrage, and Ragebait

• Cracker Barrel & Ragebait: Outcry over Cracker Barrel and American Eagle ad campaigns illustrates a tactical use of outrage as a modern marketing lever. Friend AI’s NYC subway campaign is highlighted as a calculated ploy for engagement, even at the cost of negative press. ([07:32])

  “Marketers kind of leaned into pissing us off...the more something pisses us off, sort of the better it works. And that maps right from brand right back to politics.” — Mark Wilson [09:03]

Nike: Innovate or Fade

• Turnaround Efforts: Nike returned to its roots with new innovations like exoskeleton shoes and neuro-stimulating footwear after losing market share to upstarts like Hoka and Brooks. ([10:07])

  “Nike lost touch with innovation and that was the criticism...They are back now to serving...sports you want to talk about. And yes, they are pushing these new innovations.” — Mark Wilson [10:07]

Apple’s Struggles with AI and Talent Drain

• Implementation Fumbles: Apple faces criticism for slow AI rollout ("missed opportunity"), high-profile talent departures, and a less-than-stellar Apple Glass debut with “core usability issues.” ([13:23])

  “Apple had a tough year... They have a chance for a fresh start here.” — Mark Wilson [14:14] "Apple's longer term strategy of saying we're not going to just invest hundreds of billions... I don't think that was necessarily the wrong move, but they should have cut some of these deals earlier." — Mark Wilson [15:57]

New York Times: Design Triumphs and Editorial Trade-Offs

• Platform Wins and Gameification: The NYT’s redesigned app and incorporation of games like Wordle are praised, but Mark is wary about increased in-app advertising and journalism’s shift to gaming for engagement. ([17:54])

  “They've baked it all in really well together and they're making a lot of money. What makes me nervous... is journalism leaning on games as a platform overall.” — Mark Wilson [19:21]

The Problems We Choose to Solve

• Missed Opportunities: AI continues to be applied to efficiency tools and shallow user pain points (e.g., splitting dinner bills), rather than deeply human problems like healthcare or legal advice – ironically, areas now specifically blocked by platforms like OpenAI. ([32:52])

  "It's really frustrating for me to hear companies like Microsoft talk about AI for just this reason...they used to talk about inclusive design and now what they're talking about is how one middle manager could write another middle manager a summary of questions that will be answered by another AI." — Mark Wilson [34:13]

• Exciting New Territories: Emerging “world models” of AI—systems capable of simulating real-world physics and solving previously unsolvable problems—hint at unique engineering and design opportunities ahead. ([32:52])

3. The Resurgence of Physical Craft & Handwork

• Physical Joy Amid Digital Overload: Amid the flood of screens and automation, there’s a powerful, almost nostalgic return to working with our hands—a theme echoed by students, brands, and product trends like the kid-friendly Chomp Saw. ([35:57])

  “If there's one silver lining to AI automation, it's that hopefully it does bring us back to the handcrafted world, which is just a joyful way to work.” — Mark Wilson [35:57]

• Embracing Imperfection: Mark cautions against AI “fixing” kids’ drawings, advocating for self-acceptance and satisfaction in creating physical things.

  “I want my son and daughter to look at what they draw on that piece of paper as the thing. Be pleased with your own hand. Learn that it's a part of self-acceptance. It's just part of us. And that's an ethos that I do hope survives.” — Mark Wilson [38:10]

• Return to Craft in Brand & Culture: Multiple experts forecast a continuing “return to physical, return to craft” trend for 2026.

4. The Designer’s Future: Skills and Mindset

• Avoid Becoming an ‘AI Manager’: Prompt engineering and micro-managing AI aren’t fulfilling creative pathways. Instead, designers should focus on learning how to turn AI’s sampled “noise” into genuinely new forms—echoing the creative spirit of hip hop sampling to create new meaning. ([30:12])

  “I don't think any creative dreams of being an AI manager...what is the unique thing you build from that sampling, from that new synthesizer?...None of that future has been written yet.” — Mark Wilson [31:41]

• Seek Joy, Not Drudgery: Leverage the technology to reduce repetitive tasks, but actively cling to the joyful, hands-on, and creative components of your role.

5. Memorable Quotes & Moments

| Timestamp | Speaker | Quote | |-----------|---------|-------| | 05:14 | Mark Wilson | “For as rickety as this whole ship feels right now, it does feel like we're, you know, just increasing the Gs a little bit every day.” | | 09:03 | Mark Wilson | “Marketers kind of leaned into pissing us off...the more something pisses us off, sort of the better it works. And that maps right from brand right back to politics.” | | 10:07 | Mark Wilson | “Nike lost touch with innovation...They are back now to serving...sports you want to talk about. And yes, they are pushing these new innovations.” | | 14:14 | Mark Wilson | “Apple had a tough year...They have a chance for a fresh start here.” | | 15:57 | Mark Wilson | "Apple's longer term strategy of saying we're not going to just invest hundreds of billions...I don't think that was necessarily the wrong move, but they should have cut some of these deals earlier." | | 24:39 | Mark Wilson | “AI is basically the only part of the economy doing well...but as for a bubble or not, I am very bullish on AI.” | | 26:00 | Mark Wilson | "There's this whole interdependent circle of AI services happening right now..." | | 31:41 | Mark Wilson | “I don't think any creative dreams of being an AI manager...what is the unique thing you build from that sampling, from that new synthesizer?...None of that future has been written yet.” | | 35:57 | Mark Wilson | “If there's one silver lining to AI automation, it's that hopefully it does bring us back to the handcrafted world, which is just a joyful way to work.” | | 38:10 | Mark Wilson | “I want my son and daughter to look at what they draw...as the thing. Be pleased with your own hand. Learn that it's a part of self-acceptance.” |

6. Recommendations & Wrapping Up

• Media & Hobbies: Mark is enjoying Pluribus, One Piece, building Gundam models (“Gunpla”), and the game Marvel Rivals, emphasizing finding “balance.” ([38:47])
• New Podcast: Mark’s new show By Design, co-hosted with Liz Stinson, offers a faster-paced, alternative look at design topics. ([39:51])
• Follow Mark: Find his writing at Fast Company, and follow him on Instagram and LinkedIn. ([40:30])

7. Timestamps for Key Segments

• [04:13] — Mass Acceleration: What defined 2025 in design
• [05:30] — Figma’s IPO and design tools industry shakeup
• [07:32] — Branding, rage marketing, and cultural backlash
• [10:07] — Nike’s innovation struggles and product comeback
• [13:23] — Apple’s stagnant AI approach and leadership exodus
• [17:54] — New York Times’ design leadership and business pivots
• [22:48] — AI boom, bubble discussion, systemic investments
• [26:00] — AI service market, agentic AI, and platform interoperability
• [32:52] — Which problems does design choose (or ignore) to solve?
• [35:57] — Resurgence of handcraft, physical design, and Chomp Saw
• [38:47] — Mark’s media picks and creative pursuits

8. Tone & Takeaways

Throughout the episode, the tone remains sharp yet affable, peppered with dry humor and tangible hope for designers seeking meaning in a world tilting between speed, screens, and substance. Mark Wilson encourages designers not to flee from technology, but to use it as a tool—while fiercely protecting the uniquely human joys of making, thinking, and collaborating.

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