Karl Rivera, Shopify’s Chief Design Officer who led this change, explained the background through X. He said, “The term UX makes design closer to science than art, and limits the role of designers to being too functional.” He went on to argue that, “With the advancement of AI, we have entered an era where anyone can create useful things, and designers must now lead differentiation through aesthetics, taste, and storytelling.”
These statements and changes immediately sparked heated debate in the community, with opinions clearly divided on both sides of the coin on X and Reddit.
The proponents They emphasize the emotional value and creativity of design. They say that now that AI can create products that are simply 'usable', designers must design memorable and emotionally resonant experiences. They believe that design based on taste and imagination has become more important, moving away from excessive reliance on UX heuristics. There has also been criticism that it is difficult to create excellent designs in a system that pursues results verified by experiments and data, and that designers are easily buried in the system.
The opposing side There is concern that clear roles and responsibilities may become blurred. The title “UX designer” clearly indicates usability and user-centered problem solving, while the blanket term “designer” can obscure what is being designed. It also emphasizes that the assumption that AI will absorb all practices is overly optimistic, and that real work still requires rigorous logic and technology. One critic said, “It’s like a chef saying he will ignore food hygiene and only create ‘unforgettable dishes’.”
Some also analyze this change as a measure for the convenience of organizational operation, as simplifying job definitions makes it easier to change personnel and reduce administrative burdens such as seniority and wage systems.
