Observations, reflections, and the occasional rant about design leadership and the tech zeitgeist.
Written by a seasoned design leader who isn’t a designer, and a former web agency owner who never wrote a single line of code.
That used to be a decent anecdote—before AI came along.

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Hi, I’m Niv Farchi. I’ve been working in and around design leadership for the past 20 years. Since 2019, I’ve been leading design at Wix - which means running a design org of hundreds of designers around the world, across multiple disciplines, in a company where design is fundamental to the product, the culture, and the brand.

It’s a big, challenging, exciting job. It involves building teams and studios, shaping how designers grow, driving creative culture, and trying to make sense of a profession that’s undergoing one of its most dramatic shifts in decades.

Looking at the field through that lens for quite a while has (hopefully) given me a unique perspective on how it’s evolving.