With FW.D, your design and product
needs are in expert hands.

Let’s create somthing extraordinary together.

© Foundry Works Design Ltd 2025. Registered Company (UK): 15748173

With FW.D, your design and product needs are in expert hands

Let’s create somthing extraordinary together.

© Foundry Works Design Ltd 2025. Registered Company (UK): 15748173

With FW.D, your design and product
needs are in expert hands.

Let’s create somthing extraordinary together.

© Foundry Works Design Ltd 2025. Registered Company (UK): 15748173

FW.D Thinks

Designers' Secret Weapon in an AI-Driven Future

As AI continues to revolutionise web design, the future role of designers is a hot topic. Picture this: AI algorithms reconfiguring site designs for every visitor, creating highly personalised experiences. Sounds futuristic, right? But here's the kicker—designers aren't becoming obsolete. They’ve got a secret weapon up their sleeve, one that was brilliantly coined by Beryl McAlhone and David Stuart in their 1998 book, "A Smile in the Mind." This "smile in the mind," a touch of human creativity and wit, will ensure designers remain indispensable even in an AI-dominated landscape.

AI

Design

Interaction Design

Elliott Holman

29 Apr 2025

AI: The Game-Changer in Web Design

AI's impact on web design isn't just a minor tweak; it's a game-changer. AI tools can now generate layouts, choose colour schemes, and even personalise content in real-time based on user behaviour. Websites are becoming more intuitive, adapting on the fly to meet individual needs. This level of automation begs the question: What’s left for human designers to do?

The Smile in the Mind: Designers' Secret Weapon

The concept of the "smile in the mind" captures the essence of human creativity. It's that unexpected twist, a clever idea, or a subtle touch that resonates on an emotional level with users. Here’s why this will be crucial in the next five years:


Human Touch in a Digital World: AI can handle the mechanics, but it’s the human touch that adds warmth and personality. Designers will use their creativity to infuse digital interfaces with elements that delight and surprise users—those little nuances that AI just can't replicate.


Emotional Connection: The smile in the mind fosters an emotional connection. Designers will craft experiences that resonate on a personal level, creating loyalty and engagement that algorithms alone can’t achieve.


Innovative Storytelling: Great design tells a story. Designers will continue to weave narratives through visual elements and user experiences, making sites not just functional but also memorable.

The Evolving Role of Designers

As AI takes on more tasks, designers’ roles will evolve. Here’s how:


Curators of Creativity: Designers will focus on curating and enhancing AI-generated content. They’ll add that essential human touch, ensuring designs are not just efficient but also engaging and thought-provoking.


Ethical Stewards: With great power comes great responsibility. Designers will guide AI systems to ensure ethical standards are maintained, promoting inclusivity, accessibility, and user privacy.


Strategic Thinkers: Designers will step into more strategic roles, shaping the overall vision and direction of projects. They’ll align design efforts with broader business goals and user needs.

Designers and AI: A Collaborative Future

Instead of seeing AI as a threat, designers should embrace it as a powerful ally. Here’s how this collaboration will pan out:


Enhanced Efficiency: AI can take over repetitive tasks, allowing designers to focus on more complex and creative challenges. This partnership will lead to higher efficiency and more innovative outcomes.


Data-Driven Creativity: AI can provide valuable insights into user behaviour and preferences. Designers can leverage this data to create more targeted and effective designs, enhancing user satisfaction.


Continuous Innovation: The dynamic nature of AI will push designers to stay ahead of the curve, fostering a culture of continuous learning and innovation.

Skills for the Future

To thrive in this AI-augmented world, designers will need to:


Master Technology: A solid understanding of AI, machine learning, and data analytics will be essential. Designers who can seamlessly integrate these technologies into their workflow will be highly sought after.


Hone Soft Skills: Communication, empathy, and ethical judgement will be critical. Designers must articulate their vision clearly and ensure their designs align with ethical standards.


Embrace Lifelong Learning: The design landscape will keep evolving. Staying curious and adaptable will be key to maintaining relevance and expertise.

Embracing the Future

The next five years will see AI dominate the technical side of web design, but designers won’t be left behind. Their secret weapon, the "smile in the mind," will keep them at the heart of the creative process. By blending human creativity with AI efficiency, designers will continue to craft experiences that are not just personalised but also profoundly human.

So, fellow designers, don’t fear the rise of AI. Embrace it, wield your secret weapon, and prepare to redefine what it means to design in the digital age. The future of web design is not just about technology; it’s about the perfect harmony between human creativity and artificial intelligence.

AI

Design

Interaction Design

Elliott Holman

29 Apr 2025

Sell the Story, Not Just the Stuff: Why Narrative is the New Engine of DTC E‑Commerce

In a world of endless choice and frictionless checkouts, what makes someone choose one brand over another? Increasingly, it’s not just the product. It’s the story. For direct-to-consumer (DTC) brands, storytelling isn’t a nice-to-have. It’s the foundation. It shapes perception, builds trust, and creates context that turns casual browsers into loyal customers. In short, it makes the sale feel like a decision — not just a click.

Fashion & Lifestyle

Content & Storytelling

From Tracksuit to Checkout: How Sports Casual is Redefining DTC E‑Commerce

As sports casual continues to blur the lines between fashion, function and identity, it’s not just the clothes that are evolving. It’s the way brands sell them. In this thought piece, we explore how the rise of sports casual is influencing direct-to-consumer design, and what brands need to consider when building digital experiences that convert.

Fashion & Lifestyle

Content & Storytelling

Rethinking AI: A Future Beyond Apps and Boundaries

In today's tech-driven world, our interactions with Artificial Intelligence (AI) are largely funnelled through familiar applications like PowerPoint, Word, Excel, and Outlook. These productivity tools have become staples in our professional lives, making AI’s initial integration into our routines through these platforms a natural progression. But let's challenge this status quo. What if AI could redefine our work processes, eliminating the need for individual apps altogether? Let's dive into this visionary concept.

AI

The Human Dilemma in an AI-Pervaded World: Balancing Efficiency and Cognitive Limits

As Artificial Intelligence (AI) continues its relentless advance into various aspects of our lives, it offers unparalleled efficiency and productivity. However, this newfound efficiency has given rise to a significant challenge: humans are increasingly becoming the weak link in this AI-driven ecosystem, struggling to cope with the ever-expanding volume of generated content. The question that looms large is, how can we navigate this brave new world without succumbing to information overload, burnout, or relinquishing control?

Design

AI

Psychology

Embracing the Future of AI Interaction: Gesture, Emotion, Brain-Computer Interfaces, and Holography

In the grand arc of technological progress, our interactions with machines have evolved dramatically. From the early days of command-line prompts to the introduction of the computer mouse, these shifts have fundamentally transformed how we engage with technology. Today, we stand at the precipice of another momentous change, where the way we interact with Artificial Intelligence (AI) is on the verge of a profound evolution. In this article, we'll dive into how gesture and touch interfaces, emotionally intelligent AI, brain-computer interfaces, and holographic computing are set to revolutionise our digital experiences.

UX & Interface Design

Interaction Design

Sell the Story, Not Just the Stuff: Why Narrative is the New Engine of DTC E‑Commerce

In a world of endless choice and frictionless checkouts, what makes someone choose one brand over another? Increasingly, it’s not just the product. It’s the story. For direct-to-consumer (DTC) brands, storytelling isn’t a nice-to-have. It’s the foundation. It shapes perception, builds trust, and creates context that turns casual browsers into loyal customers. In short, it makes the sale feel like a decision — not just a click.

Fashion & Lifestyle

Content & Storytelling

From Tracksuit to Checkout: How Sports Casual is Redefining DTC E‑Commerce

As sports casual continues to blur the lines between fashion, function and identity, it’s not just the clothes that are evolving. It’s the way brands sell them. In this thought piece, we explore how the rise of sports casual is influencing direct-to-consumer design, and what brands need to consider when building digital experiences that convert.

Fashion & Lifestyle

Content & Storytelling

Rethinking AI: A Future Beyond Apps and Boundaries

In today's tech-driven world, our interactions with Artificial Intelligence (AI) are largely funnelled through familiar applications like PowerPoint, Word, Excel, and Outlook. These productivity tools have become staples in our professional lives, making AI’s initial integration into our routines through these platforms a natural progression. But let's challenge this status quo. What if AI could redefine our work processes, eliminating the need for individual apps altogether? Let's dive into this visionary concept.

AI

The Human Dilemma in an AI-Pervaded World: Balancing Efficiency and Cognitive Limits

As Artificial Intelligence (AI) continues its relentless advance into various aspects of our lives, it offers unparalleled efficiency and productivity. However, this newfound efficiency has given rise to a significant challenge: humans are increasingly becoming the weak link in this AI-driven ecosystem, struggling to cope with the ever-expanding volume of generated content. The question that looms large is, how can we navigate this brave new world without succumbing to information overload, burnout, or relinquishing control?

Design

AI

Psychology

Embracing the Future of AI Interaction: Gesture, Emotion, Brain-Computer Interfaces, and Holography

In the grand arc of technological progress, our interactions with machines have evolved dramatically. From the early days of command-line prompts to the introduction of the computer mouse, these shifts have fundamentally transformed how we engage with technology. Today, we stand at the precipice of another momentous change, where the way we interact with Artificial Intelligence (AI) is on the verge of a profound evolution. In this article, we'll dive into how gesture and touch interfaces, emotionally intelligent AI, brain-computer interfaces, and holographic computing are set to revolutionise our digital experiences.

UX & Interface Design

Interaction Design

Sell the Story, Not Just the Stuff: Why Narrative is the New Engine of DTC E‑Commerce

In a world of endless choice and frictionless checkouts, what makes someone choose one brand over another? Increasingly, it’s not just the product. It’s the story. For direct-to-consumer (DTC) brands, storytelling isn’t a nice-to-have. It’s the foundation. It shapes perception, builds trust, and creates context that turns casual browsers into loyal customers. In short, it makes the sale feel like a decision — not just a click.

Fashion & Lifestyle

Content & Storytelling

From Tracksuit to Checkout: How Sports Casual is Redefining DTC E‑Commerce

As sports casual continues to blur the lines between fashion, function and identity, it’s not just the clothes that are evolving. It’s the way brands sell them. In this thought piece, we explore how the rise of sports casual is influencing direct-to-consumer design, and what brands need to consider when building digital experiences that convert.

Fashion & Lifestyle

Content & Storytelling

Rethinking AI: A Future Beyond Apps and Boundaries

In today's tech-driven world, our interactions with Artificial Intelligence (AI) are largely funnelled through familiar applications like PowerPoint, Word, Excel, and Outlook. These productivity tools have become staples in our professional lives, making AI’s initial integration into our routines through these platforms a natural progression. But let's challenge this status quo. What if AI could redefine our work processes, eliminating the need for individual apps altogether? Let's dive into this visionary concept.

AI

The Human Dilemma in an AI-Pervaded World: Balancing Efficiency and Cognitive Limits

As Artificial Intelligence (AI) continues its relentless advance into various aspects of our lives, it offers unparalleled efficiency and productivity. However, this newfound efficiency has given rise to a significant challenge: humans are increasingly becoming the weak link in this AI-driven ecosystem, struggling to cope with the ever-expanding volume of generated content. The question that looms large is, how can we navigate this brave new world without succumbing to information overload, burnout, or relinquishing control?

Design

AI

Psychology

Embracing the Future of AI Interaction: Gesture, Emotion, Brain-Computer Interfaces, and Holography

In the grand arc of technological progress, our interactions with machines have evolved dramatically. From the early days of command-line prompts to the introduction of the computer mouse, these shifts have fundamentally transformed how we engage with technology. Today, we stand at the precipice of another momentous change, where the way we interact with Artificial Intelligence (AI) is on the verge of a profound evolution. In this article, we'll dive into how gesture and touch interfaces, emotionally intelligent AI, brain-computer interfaces, and holographic computing are set to revolutionise our digital experiences.

UX & Interface Design

Interaction Design

Say hello!

Book an intro meeting with us

.

We can discuss, your project, our services, relevant past work, our rates, and how we can work together, or email us at

Say hello!

Book an intro
meeting with us.

We can discuss, your project, our services, relevant past work, our rates, and how we can work together, or email us at

Say hello!

Book an intro meeting with us

.

We can discuss, your project, our services, relevant past work, our rates, and how we can work together, or email us at