This Is Big Design
Big Medium helps complex organizations design for what’s next—and do it at scale.
We build design systems, craft exceptional online experiences, and transform digital organizations.
design
2025: The Year Ahead
AI shifts from tool to design material. Product design moves from consolidation to innovation. Generative AI loses its sparkle. Sentient Design comes to the fore. Josh Clark unpacks the signals reshaping design, strategy, and creativity in 2025.
life
New Adventures for Old Friends
Brad Frost, Ian Frost, and Jessi Hall are moving on to exciting new chapters. We’re so grateful and proud of everything we’ve done together.
sentient design
Say Hello to Sentient Design
Sentient Design is the already-here future of intelligent interfaces and AI-mediated experiences. Discover this framework and philosophy for working with AI as a design material.
events & workshops
Workshop: Craft AI-Powered Experiences with Sentient Design
Reserve a private workshop to teach your product and design teams to imagine, design, and deliver AI-powered features and products.
course
Subatomic: All About Design Tokens
In this eight-part course, Brad and Ian Frost teach you everything you need to know about creating an effective design token system.
What we’re reading
TikTok Will Never Die
TikTok might not be chit-chatting generative AI, writes Damon Beres, but it’s the most widely and deeply impactful AI application we’ve seen so far.
MS Copilot Flying Straight Into the Mountain
Vaclav Vincalek ponders what happens when anyone can casually create agents and set them loose.
When Combinations of Humans and A.I. are Useful
A research study raises challenging questions about collaborative AI interfaces, including the value of “human in the loop” interfaces and explanations of AI logic and confidence scores.
This AI Pioneer Thinks AI Is Dumber Than a Cat
AI pioneer Yann LeCun reminds us that just because LLMs are good at language doesn’t mean that they’re smart.
Beware of Botshit
Botshit is hallucinated content that makes its way into human communications or screws up decision making.
A Radically Adaptive World Model
A research project generates a world based on Counter-Strike, frame by frame in response to your actions. What happens when you apply the same thinking to the design of websites, dashboards, or canvas apps?
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Big Talk
sentient design
Sentient Design: AI and the Next Chapter of UX
Josh Clark introduces Sentient Design, the already-here future of intelligent interfaces and AI-mediated experiences. Learn to design radically adaptive experiences that feel almost self-aware in their response to user needs.
podcast
Design of AI: Sentient Design
Josh Clark and Veronika Kindred share the importance of design in shaping AI-powered experiences in this podcast conversation about Sentient Design, their new book, moving beyond the chatbot, generational views of technology, and much more.
ai
Online Event: AI and Design Systems
The Big Medium team shares the many ways that we use AI to build and maintain design systems. (You can totally do it, too.)
ai
When will AI Replace Us?
Kevin Coyle addresses and subdues fears about AI taking out jobs. (Spoiler: This isn’t a new problem.) Instead, he shows how your new robot colleagues can help you do your job even better—right now, today.
sentient design
A.I. Is Your New Design Material
Discover the opportunities to use machine-generated content, insight, and interaction as design material in your everyday work.
podcast
Scaling Digital Strategy in Complex Organizations
On The Design Systems Podcast, Big Medium’s Josh Clark shares why complex organizations struggle to scale digital design and delivery—and why solving that is more important than ever in a period of economic uncertainty.
Big Medium is a digital agency specializing in big design. We help the world’s biggest companies level up their digital operations by building design systems, creating exceptional online experiences, and guiding the creative embrace of emerging technologies. Our team is led by digital luminaries Josh Clark and Brad Frost, who created the Atomic Design methodology.
We love an audacious challenge. If you’ve got one, let’s talk.