Design Engineering at Joyce: Why Building Changes the Design Process

Why Designers Are Now Building the Product

Simon Dziukiewicz, CEO and Creative Director at Joyce Global, argues that handing mockups across a wall no longer serves product teams well. His studio now works as design engineers, so the people shaping an experience also prototype it, test it and refine it in one connected loop. The piece gives a clear picture of how that changes tools, roles and decisions, from working in Figma to working directly in code.

For brand builders, the useful part is the logic. Behaviour such as motion, transitions and response to input is hard to judge in a static file, and it often decides whether people come back. Founders, product leads and in-house designers weighing how to run a build should read it, especially if they are deciding where budget should go before launch.