Podcast Summary: Insights Unlocked

Episode: Why the Evolving Role of Designers Changes Everything with Lacey Fabrizio

Date: December 22, 2025
Host: Nathan Isaacs
Guest: Lacey Fabrizio, Principal Solution Marketing Manager, UserTesting

Episode Overview

This episode explores how the role of designers is rapidly changing as we approach 2026. Host Nathan Isaacs and guest Lacey Fabrizio dive into three pivotal trends reshaping the design profession: designers moving upstream into strategy, the expanding presence of AI as a creative partner, and an intensified focus on direct, continuous customer insights. The conversation reveals how these shifts empower designers to influence outcomes significantly, stay aligned with dynamic customer needs, and leverage new tools and mindsets for maximum impact.

Key Discussion Points and Insights

1. Designers Are Moving Upstream ([02:36])

• Traditional Role: Designers were formerly brought in after many decisions were made, mainly to “make it look good.”

• Current Shift: Designers now enter the process earlier, helping to define problems, connect user needs with business priorities, and shape direction.

• Impact: This involvement leads to faster team alignment, more intentional building, fewer unnecessary iterations, and more confidence in results.

  “So they're being asked to bring more clarity, to connect customer needs with real business priorities and then really help shape the direction.”
  — Lacey Fabrizio ([03:05])

• Practical Example: Teams now say, “Here’s the problem we think we need to solve. Does this actually matter to users?” Instead of, “Here’s what we’re building.”

  “It's a really big jump in influence. And honestly, it's leading to better outcomes.”
  — Lacey Fabrizio ([04:11])

2. AI as a Creative Partner, Not a Replacement ([04:19])

• Early AI Use: Focused on speed, automation, and reducing repetitive work.

• Now: AI is a brainstorming partner, helping designers generate directions, surface new ideas, and challenge assumptions.

• Mindset Shift: Designers who view AI as a collaborator—not a threat—gain more from the technology.

• Example: Some designers use ChatGPT as a “brainstorming buddy” for feedback and fresh angles on half-formed ideas.

  “When designers embrace that mindset, instead of being kind of scared ... and start thinking about AI as a collaborator rather than a replacement, those are the designers that are going to get the most out of it.”
  — Lacey Fabrizio ([05:43])

• Tools Involved:

  • Chat-based AIs like ChatGPT for ideation
  • Tools capable of generating full websites without code
  • Figma's AI features

• Community Adoption: Designers are cautious with prototyping tools, preferring to keep ownership of craft but are open to AI for optimization and clearing repetitive tasks.

  “I think they're absolutely using AI to help with workflow optimization ... to take care of the stuff that was maybe keeping them away from working on their craft, which actually is design.”
  — Lacey Fabrizio ([07:43])

3. Customer Insights Are More Vital Than Ever ([08:26])

• Why It Matters: As products and experiences become more personalized and omnichannel, understanding real people is critical.

• From Big Studies to Quick Pulse Checks:

  • Large research projects are insufficient for the pace of change.
  • Designers now seek continuous, lightweight feedback (“pulse checks”) throughout design—not just at the end.

• Benefits:

  • Saves time by catching misalignments early.
  • Enables rapid course-correction, boosting designer confidence.

• New Standard: Even quick, five-minute reactions from users can prevent wasted hours or days.

  “Even a five minute reaction from a real person can save them hours or days of revisions. ... That kind of continuous insight really lets designers move faster, lets them move with more confidence.”
  — Lacey Fabrizio ([10:11])

4. Designers’ Influence and Opportunity in 2026 ([11:03])

• Big Picture: Strategy, AI, and customer insights are giving designers a bigger seat at the decision-making table—a shift the community has pushed for.

• Advice: This is the time for designers to step forward, influence more decisions, and design with intention.

  “They're becoming more strategic. They're getting new creative superpowers through AI, and they're working on ways that are more connected to real people.”
  — Lacey Fabrizio ([11:16])

• Looking Ahead: 2026 promises to be “a really exciting year for the field.”

Notable Quotes & Memorable Moments

• On Evolving Designer Roles:
  "More teams really want designers involved before those final decisions get made ... they're helping reframe that conversation instead of just reacting to it."
  — Lacey Fabrizio ([03:05])

• On AI & Creative Expansion:
  "AI is becoming a brainstorming partner ... it helps her break out of her usual patterns and explore concepts that really might have ... not even considered them on her own."
  — Lacey Fabrizio ([05:11])

• On Continuous Customer Feedback:
  "It's really not adequate or enough to do one big research study and then call it a day ... as these expectations from your customer base are shifting, teams are then trying to validate the direction that they're going in even sooner."
  — Lacey Fabrizio ([09:10])

Timestamps for Key Segments

• [02:04] Three Trends Shaping Design’s Future
• [02:36] Designers Moving Upstream into Strategy
• [04:19] AI as Creative Partner
• [07:01] Real-World AI Tools and Use Cases
• [08:26] Deeper Customer Connection and Continuous Feedback
• [11:03] Designers’ Seat at the Table & 2026 Outlook

Additional Resources

• UserTesting Guides & Blog:
  Lacey’s recommendation for further learning:
  "We’ve got a ton of resources. If you head over to usertesting.com, we have blog posts, we have guides, podcasts, webinars, and we actually just came out with a new guide that I helped author." ([12:00])

Summary

This episode painted a picture of a design profession on the cusp of tremendous opportunity. The evolving role of designers—marked by early strategic involvement, collaborative AI tools, and constant connection to real users—is amplifying their influence and the impact they can have. For those in product, UX, or CX roles, embracing these shifts means not only keeping pace but also innovating in ways that set new standards for customer-first experiences.