In a world where technology is rapidly evolving, the intersection of design, function, and emotion often becomes blurred. Gadi Amit, the innovative designer behind the iconic Fitbit, is one of the voices calling for a shift in how we think about design. Known for his unconventional approach, Amit has spent years critiquing what he perceives as the limitations of “design thinking”—a popular methodology that breaks down design into a step-by-step process to solve problems. His stance challenges the conventional wisdom that has dominated tech circles for decades, advocating for a more holistic and human-centered approach to technology.
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At the 2024 Fortune Brainstorm Design Conference in Macau, Amit was vocal about his critique of the mainstream design approaches that have taken the tech world by storm. He not only reiterated his skepticism towards “design thinking” but also called on his peers in the design industry to take a bolder stance against what he views as the dominance of “money and tech folks” in the decision-making processes of tech companies. He emphasized that designers must take responsibility for creating products that do not merely serve business interests but also contribute positively to society.
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Design Thinking and Its Criticisms
“Design thinking” is an approach that tries to break the design process into manageable, linear steps—empathy, ideation, prototyping, testing, and implementing. This approach has gained popularity among companies seeking to democratize design by encouraging non-designers to contribute to product development. The promise of this methodology lies in its simplicity and accessibility, enabling companies to rapidly ideate, test, and implement solutions. However, for Amit, this framework is far from perfect.
Amit’s criticism of design thinking is rooted in his belief that it oversimplifies the design process, reducing it to a formulaic, step-by-step structure that often neglects the creative, nonlinear thinking that true innovation requires. During his keynote speech at the Brainstorm Design conference in Macau, he remarked, “A six-week course at Stanford won’t make you a designer.” This pointed critique highlights the growing disconnect between the simplicity of design thinking and the complexity of real-world design challenges.
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As Amit sees it, the “linear” nature of design thinking fails to recognize the essential talents of designers—talents that extend far beyond structured processes. Designers, he argues, are uniquely gifted at nonlinear, multichannel thinking—abilities that allow them to craft innovative solutions that might not fit neatly into predefined steps. According to Amit, the industry is now beginning to recognize the limitations of this one-size-fits-all approach and is slowly moving toward an appreciation for the innate creativity and intuition that good design demands.
Challenging the Tech and Money Folks
One of the most striking elements of Amit’s speech was his call for designers to challenge the dominance of tech executives and business leaders who prioritize profit over purpose. According to Amit, designers should not just be passive participants in the product development process but should take on a leadership role in steering the direction of technology toward societal good. He urged his fellow designers to be “contrarian” and “no bullshit” in their approach, encouraging them to “keep being sharp” and challenge conventional thinking.
For Amit, this stance is not just about resisting corporate pressures but about recognizing the power that designers have to influence how technology impacts society. “Designers need to rise above the influence of money and tech folks,” he declared, emphasizing the importance of focusing on the human experience and long-term societal impacts of products and services, not just their short-term financial success.
This call to arms comes at a time when the tech industry is undergoing profound changes. As companies face increasing pressure to balance profit with social responsibility, designers like Amit have the opportunity to lead the charge in creating products that are both commercially successful and ethically sound. His approach, which focuses on human-centered design and emotional connection, represents a counterpoint to the often impersonal and utilitarian designs that dominate the tech landscape.
Designing for Emotions: A New Approach
Amit’s design philosophy extends beyond function to embrace emotion—an approach he believes is essential in a world where intelligent, autonomous technologies are increasingly interacting with humans. In his work with Serve Robotics, a company that develops autonomous delivery vehicles, Amit and his team sought to create designs that were not only functional but also emotionally engaging. Unlike many autonomous robots, which often appear boxy and impersonal, the vehicles designed by Amit’s team are equipped with “eyes” and even given names, creating a more approachable and human-like presence.
Amit explained this approach, saying, “Now that we have intelligent things running around us, we need to create designs that are a lot more interactive, emotive, and approachable to humans.” His team’s focus on “EQ over IQ” represents a significant departure from traditional product design, which often prioritizes functionality over emotional engagement. This shift acknowledges that as technology becomes increasingly ubiquitous, it is not enough for it to simply work; it must also connect with users on an emotional level.
The “eyes” on Serve Robotics’ delivery vehicles, for instance, are not just functional sensors but serve to humanize the technology. By giving these robots a personality, Amit and his team are attempting to bridge the gap between humans and machines, making the experience of interacting with technology more intuitive and less alienating. This approach reflects a broader trend in tech design, where emotional intelligence is increasingly seen as a crucial element in user experience.
The Future of Design: A Holistic Approach
Amit’s vision for the future of design is one that blends emotion, functionality, and social impact. His critique of design thinking, and his call for designers to take a more active role in shaping the tech industry’s direction, reflects a broader shift toward a more holistic approach to product development. For Amit, design is not just about creating products that work; it’s about designing experiences that resonate with users and contribute positively to society.
As tech continues to evolve and designers are given more influence over the products and services that shape our world, Amit’s challenge to his peers becomes all the more urgent. By encouraging designers to push back against the commercialization of design and to think beyond the immediate goals of business, he is advocating for a future where design is not just a tool for making money but a force for good.
In the coming years, we can expect to see more designers following in Amit’s footsteps, challenging the traditional norms of the tech industry and pushing for a more thoughtful, emotionally intelligent, and socially responsible approach to technology. Amit’s message is clear: designers have the power to shape the future, and it’s time to use that power for something greater than just profit.
A New Era for Design: Shaping Technology with Purpose and Emotion
Gadi Amit’s career and ideas represent a significant shift in the world of tech design. His critique of “design thinking” and his advocacy for emotionally intelligent, human-centered design offer a powerful alternative to the profit-driven, tech-dominated approaches that have long defined the industry. By urging designers to be more contrarian and less afraid to challenge the status quo, Amit is setting the stage for a new era of design—one that values creativity, emotional connection, and social impact as much as functionality and profitability.
As the tech world continues to evolve, the influence of designers like Gadi Amit will only grow. By pushing for designs that connect with users on a deeper level, and by advocating for a more holistic approach to technology, Amit is paving the way for a future where design is not just about making products but about making a difference.
