• Cloud computing
  • Virtual reality
  • Robots
  • Jetpacks

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.

Learn how we can help your team.

Big Clients

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Big Book

Sentient Design book cover

“What an epic book”—John Maeda

Create experiences that crackle with awareness and agency, adapting to your users in the moment. Sentient Design: Crafting Intelligent Interfaces with AI gives you the framework and creative perspective to deliver AI-powered experiences that go way beyond text-based agents and chat. By Big Medium's Josh Clark and Veronika Kindred.

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What readers are saying

“I f*cking love this book. A smart, generous exploration of how we'll engage with AI as humans and as designers.”

—Katja Forbes, author of Machine Customers

“AI is more than chat. Amen. A must-read.”

—Adam McClean, Chief Product Officer, People Inc.

“Sentient Design offers clear vocabulary and concrete examples to help designers better imagine what’s possible with machine intelligence as design material.”

—Randy Hunt, Head of Design, Notion

”Sentient Design is the ultimate guidebook to a world where the best interface is a thinking one.”

—Golden Krishna, author of The Best Interface Is No Interface

Big Ideas

Look up from your tools: spotlight illustration of a person holding a product aloft, standing on a pile of discarded tools
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.
Detail of an image of a community of robots interacting and performing various jobs
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?
Promo illustration of a self-drawing interface
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.
A promo illustration of a brain with an electrical cord, symbolizing the wiring of intent
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.
Four devices lighting up with Sentient Design and machine intelligence
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 News

Sign up for A Little Big Medium, our occasional email newsletter. Lots of big ideas, with none of the marketing hoo-ha.

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Big Talk

Veronika Kindred and Josh Clark on Lean Stories podcast
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.
Veronika Kindred at SXSW
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 cover image of Josh Clark and Veronika Kindred for UX Fika
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.
Veronika Kindred and Josh Clark on Commit & Push podcast: "Rethinking UX in the Era of UI"
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.
Photo of Josh Clark speaking in front of a screen with the text, "Get cozy with casual intelligence"
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.
Josh Clark and Veronika Kindred: Sentient Design video series
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.
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About Us

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.

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