A conversation with Arnau Ortiz | Strategic Designer
I had the privilege of speaking with Arnau Ortiz about technology, design and critical thinking, around one of the most fascinating — and yet most challenging — topics we face today as design professionals: the role of artificial intelligence in strategic design. Far from extreme positions — neither naïve enthusiasm nor paralysing scepticism — Arnau offers a practical, critical and deeply human perspective on how AI can enhance our work and help us make better decisions.
Arnau is a strategic designer with a strong track record at the intersection of qualitative research, product design and organisational innovation. He has been part of teams at companies such as Glovo, Wallapop and Adevinta, and also shares his knowledge as a trainer at various design schools. His approach is rooted in Design Research, but goes further: connecting disciplines, challenging inertia and always asking what the real impact of design is on business, people and society.
1. AI and strategic design: a new common language
We discussed how artificial intelligence is redefining the place design occupies within organisations. Beyond automating tasks, AI is pushing design teams to position themselves strategically, connecting user experience, data and business decisions.
"Artificial intelligence is making us talk about design from a different place — more closely tied to business and less anchored to the purely visual. That gives us a different seat at the table."
AI doesn't just change tools, it changes conversations. It allows us to open new doors with business, technology and operations, positioning design as a bridge between data and decisions.
2. From data to product: AI as a translator of insights
One of the great challenges in strategic design is moving from deep user knowledge to decisions that transform products and services. AI, according to Arnau, can act as a powerful translator between the qualitative and the quantitative, helping teams iterate faster without losing depth.
"AI can help us connect qualitative insights with quantitative data in real time — something that used to be slow and manual."
AI tools are beginning to build that bridge with a speed and depth never seen before.
3. UX Research with generative AI: limits and possibilities
We explored how generative AI tools can be integrated into the day-to-day work of research teams. Classifying patterns, drafting summaries or even generating hypotheses are tasks where AI is already demonstrating value.
"It's not about replacing the researcher's perspective, but about amplifying it. AI can help you see patterns that, due to bias or volume, you might otherwise miss."____
But Arnau insists: AI can help with synthesis, generating hypotheses or detecting subtle connections. But judgement and critical thinking remain irreplaceable.
4. Education and cultural change in organisations
Many teams still have a superficial or fearful relationship with AI. Arnau emphasises that beyond learning tools, the key is a cultural shift. Integrating AI into design requires technological literacy, critical thinking and interdisciplinary collaboration.
"Traditional companies are still far from integrating AI in a strategic way. The change comes more from mindset than from technology."
From education to professional practice, we need to develop new competencies to engage with data and collaborate with artificial intelligence without losing the human focus.
5. Strategic design in the next five years
Finally, Arnau shared his vision of the future: a growing integration between design, data and automation, but always with a human anchor. AI will be part of the process, but the meaning of design will continue to come from people.
"We'll see greater convergence between design, data analysis and decision automation. But the focus will remain human — or it will lose all meaning."
The future of design is neither 100% automated nor 100% analogue. It is hybrid, adaptive and deeply conscious. Those who can work with AI without losing empathy will have a real advantage.
Key takeaways for design and innovation professionals
- AI can be an ally in elevating the strategic impact of design, not just for automating tasks.
- Translating insights into business decisions is more agile with AI tools… but it still requires human judgement.
- Real AI adoption in design requires new competencies and an open mindset, both in teams and in organisations.
Final reflection
This conversation with Arnau makes it clear that artificial intelligence is not here to replace us, but to challenge us. It forces us to rethink our methods, our limitations and our strengths as designers. And if we know how to integrate that technology with sensitivity, judgement and purpose, we can not only design better products… but also better ways of working and making decisions.
Discover more in the full interview on our Youtube channel
If you're interested in finding out which artificial intelligence tools Arnau recommends and how he applies them in strategic design, don't miss the full interview. Arnau shares his experience in industry, his approach as an educator and his vision for the future of design with AI. A conversation full of ideas, examples and reflections that can enrich your professional practice. Hit play and find out!
