This Is Big Design
Big Medium helps big companies design for what’s next.
We craft future-friendly interfaces, AI-powered experiences, and modern design systems. We make big ideas real through product design, strategy, and organizational change.
strategy
Look Up from Your Tools: AI for Product over Production
Today’s focus on AI production efficiencies is only the first stage of a far more exciting arc.
agents
What Happens When Agents Meet?
Designing agent experiences means thinking beyond individual users—to swarms of agents colliding in shared systems. What could go wrong?
sentient design
When Interfaces Design Themselves
Radically adaptive experiences change content, structure, style, or behavior—sometimes all at once—to provide the right experience for the moment.
sentient design
Wiring Interface to Intent
Create radically adaptive interfaces by telling large language models how to choose the right design pattern for the moment. A primer.
events & workshops
Sentient Design Workshop Courses
Learn to create intelligent interfaces in this two-day online workshop course. The next offering is May 2026.
What we’re reading
What does AI do to software?
Benedict Evans considers what intelligent interfaces will look like and concludes there’s “an enormous white space” to invent what’s next.
AI is the Closest Thing to a Genie Lamp
The “magic” might be remarkable, Alberto Romero writes, but it shifts the effort to the wish. And most people (and organizations) aren’t very good at that part.
An Anti-AI Moral Stance?
What do you do if you find the whole AI enterprise so immoral that you find its very use to be ethically unacceptable?
This Is Running
If you’re a runner (or just running-curious), you’ll love this beautiful, thoughtful new book by Raziq Rauf.
When Using AI Leads to ‘Brain Fry’
A BCG study of US-based workers found that intensive oversight of AI agents can cause cognitive exhaustion that the researchers call “AI brain fry.”
How Many Products Does Microsoft Have Named ‘Copilot’?
“There are now Copilots inside Copilots, Copilots for other Copilots, and a physical Copilot key on your keyboard for summoning them,” writes Tey Bannerman.
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Big Talk
podcast
Lean Stories: AI as Design Material
Josh Clark and Veronika Kindred join Jonathan Bertfield to explore how the Lean methodology supports Sentient Design and other innovation work, digging into the messy realities of innovation in complex organizations.
sentient design
Sentient Design @ SXSW
Josh Clark and Veronika Kindred explore Sentient Design—and the AI opportunities for designers to create new, radically adaptive experiences.
podcast
UX Fika: Josh Clark and Veronika Kindred
Don’t settle for an interview that “only” talks about the future of design when you can also get life advice about the Beastie Boys, embarrassing childhood stories, practical magic, and what it’s like for this father-daughter duo to work together.
podcast
Commit & Push: Josh Clark and Veronika Kindred
This podcast conversation with Damien Filiatrault gets concrete about how Sentient Design actually works: the patterns, the architecture, and the design decisions behind intelligent interfaces.
sentient design
Sentient Design: AI and the Next Chapter of UX
Josh Clark introduces Sentient Design, the already-here future of intelligent interfaces and AI-mediated experiences. Learn to design radically adaptive experiences that feel almost self-aware in their response to user needs.
sentient design
Video Series: Foundations of Sentient Design
Josh Clark and Veronika Kindred lead a three-part video series to introduce the principles and practice of Sentient Design and AI-mediated experiences.
Big Medium is a design agency specializing in design for what’s next. We help the world’s biggest companies level up their digital operations by creating exceptional online experiences, building design systems, and guiding the creative embrace of emerging technologies. Our team is led by UX trailblazer Josh Clark.
We love an audacious challenge. If you’ve got one, let’s talk.