How I work
AI accelerates exploration, not judgment.
I use Claude and Figma AI to explore concepts, refine content, prototype interactions, and move ideas into testable experiences faster.
Abi Williams
Product design leadership for complex, high-stakes digital experiences.
Leading at the intersection of design, product, and technology. Combining research, systems thinking, and AI-enabled innovation to simplify complex experiences and redefine how teams build better products.
Brands worked on or supported
Flagship case studies
Ongoing opportunities to influence a core e-commerce experience through research, experimentation, and design strategy
Designing with AI
AI is part of how I work, what I ship, and how I help my team adopt it.
What I ship
From prototypes to practical solutions.
I refine AI-generated workflows, work directly with HTML, and translate rapid experiments into reusable, design-system-aligned experiences.
How I lead
Helping teams adapt to what’s next.
I contribute to cross-functional AI adoption, connect research with experimentation, and help teams explore faster ways of designing, building, and learning.
AI works best with guardrails, and right now a designer in the room is one of them.
Design leadership in an AI-powered world
AI can accelerate what we build. Design leadership determines whether we build the right thing.
When an AI-generated purchase flow struggled with checkout abandonment and brand consistency, I applied our design system to reimagine the experience. In moderated testing, participants preferred the redesigned flow—reinforcing the value of human judgment alongside emerging technology.
I believe modern design leadership comes down to three principles:
- Systems — Creating scalable foundations through design tokens, shared components, and consistent experiences across teams and technologies.
- Judgment — Challenging assumptions, defining meaningful MVPs, and validating solutions with real customers before scaling.
- Evolution — Embracing emerging tools, establishing thoughtful guardrails, and helping cross-functional teams continuously learn, adapt, and build better products.
Let’s talk
Open to Principal, Staff and design leadership roles.