Por que seu protótipo vai morrer? A resposta do Head de Design do The Times

AJ (Apparicio Junior), Head of Design at The Times of London, came to Product Guru’s to talk about what most designers and PMs don’t want to hear. Process is not product. A pretty prototype is not a deliverable. And the profession that’s trendy today might be the next to hear “why are you here if you don’t put anything out there?” In this episode, AJ and Paulo Chiodi discuss why large companies like The Times use AI in a completely different way than Twitter describes, how synthetic personas with 97% accuracy are changing research, why design and product are in a “rat race” cycle, and who will really be able to popularize AI for the general public. AJ’s LinkedIn:   / appariciojunior   AJ’s Twitter: https://x.com/appariciojunior If you listen on Spotify or Apple Podcasts, click follow and leave 5 stars. If you’re on YouTube, subscribe and comment on what you thought. 🛠️ This episode is sponsored by UserGuiding: the no-code product adoption platform used by PMs who want to create in-app experiences without relying on engineering. Try it for free with an exclusive 20% discount using coupon PRODUCTGURUS: https://productgurus.short.gy/Au9oVX 🛠️ Build a future-proof career by leading smarter and more efficient products with AI. Access: https://productgurus.short.gy/HBiSmt 10% discount coupon: PRODUCTGURUS 00:00 Intro 01:53 From chipset engineering to design — how the change happened 03:41 Brazil vs. London: what really changes in the teams 06:16 Are design processes dead? The response from someone who works at The Times 09:24 AI in large companies is a risk, not a solution 11:01 Design has become a process — and that's the problem 13:21 Speed ​​without testing is shooting yourself in the foot 14:41 MetaPrompt: how any PM already generates a clickable prototype with the company's brand 17:52 How The Times uses (and doesn't use) AI — the rules of a 240-year-old newspaper 21:43 [SPONSORSHIP] PM3 + UserGuide 23:11 Synthetic personas with 97% accuracy — what is Electric Twin 28:08 Design sat at the strategy table — or is it just a rat race? 33:26 Why CPOs rarely become CEOs 34:16 PM turned blocker — and design is on the same path 38:13 The events page that never went live: a warning for designers 41:37 Engineers, get your underwear ready 42:20 The future: product, design and engineering all in the same repository 44:30 Startup vs. Scale Up vs. Big Corp — speed, risk and PMF 53:18 AI is still a tech bubble — who will really popularize it 56:36 Workforce replacement: the fear no one wants to name 1:02:24 Closing