Reflecting on UX+ 2025

After the UX+ Conference, and even now, I’ve been asking myself a lot of questions. But maybe that’s the point.

It was my first time attending UX+, and I was genuinely excited to see Branding Design included in the program. Before becoming a UI/UX and Product Designer, I started out as a Brand Designer. When Jon asked if there were any brand designers in the room, I raised my hand. My seatmate Nielle even tapped me and pointed at me, giggling. In a room that big, only a handful of hands went up. Or maybe others were just shy.

A week later, I’ve been seeing people share their takeaways on LinkedIn, often as quotes. Each speaker brought a unique perspective, but I found myself drawn to one thing in particular: the convergence of AI and systems thinking. Maybe that’s the brand designer in me, or maybe it’s simply where the industry is heading. I was especially excited to see more designers leaning into AI, areas I’ve also been exploring through my work and training at Accenture.

But when the excitement settled, the real work started. I found myself sitting with more questions than answers. Why does this matter? What if we get this wrong? What does this mean for how we design today? What else should we be paying attention to? Before I knew it, I was deep into research, revisiting concepts, and trying to connect the dots.

Somewhere between all those “whys” and “what ifs,” something clicked. The value of the conference wasn’t just in the ideas shared, but in how it pushed me to think more critically about my role as a designer. When I stripped everything down, one thing became clear:

AI cannot replace designers, not because it isn’t powerful, but because of how we design.

• We design to feel and shape emotions. Great design goes beyond aesthetics. It shapes how people think, feel, and interact, influencing how we relate to everyday experiences.

• We design with intention, by understanding stakeholders, developers, and users, and recognizing who holds the influence and decision-making power so we can design with purpose.

• We design with the right mindset. Bold ideas matter, but they only come to life with clarity and focus. It made me pause and ask myself whether I’m in the right frame of mind to challenge norms, take risks, and push boundaries responsibly.

That realization brought me back to a question I’ve often asked my colleagues: how do you earn a seat at the table? One speaker answered it simply: “Speak their language, and you can earn that seat.” If you already have one, sit beside people who recognize the value of design and help make that table more inclusive. If you don’t have one yet, build one.

That idea stayed with me, especially in moments when people say designers might soon be replaced by AI. But after everything I’ve reflected on, I see it differently. It’s not about replacement, it’s about transformation. Our role is not just to design interfaces, but to shape how AI fits into human experiences. That means showing up in the right conversations, with the right people, at the right time.

So maybe the question is no longer just how we earn a seat at the table, but whether we’re ready to shape what’s being discussed there.

Special thanks to Accenture in the Philippines for sponsoring the tickets, and to the XD Studio for raffling them off through the duck race. Yes, that was fun.

UX+ Conference 2025 with the amazing XD Studio colleagues of Accenture in the Philippines