The Problem with Fast Design Thinking
- jerico.natad
- 5 days ago
- 2 min read
The demand for speed in creative work is nothing new but it’s reached a new level over the past 18 months. Campaigns launch faster, content refreshes weekly, clients expect same-day turnarounds. It’s fair to say that speed has become a competitive differentiator. Fast design often prioritises aesthetics over clarity, delivery over strategy, and volume over value. In Adobe’s 2023 Digital Trends report, 62% of creatives said their biggest challenge is maintaining quality while increasing output.¹ That tension is at the heart of what I am calling ‘the fast design problem’.
When teams consistently operate in “urgent mode,” they rely on surface-level thinking. Briefs are rushed and creative risks are avoided because timelines don’t allow for iteration. The result? Work that’s on time, but off-mark forgettable, inconsistent, or misaligned with business goals.High-performing teams aren’t necessarily slower, they're more intentional. They use systems to streamline execution so that thinking isn’t compromised. They build time for strategy into the process. They simplify decision-making and they separate “fast” workstreams from brand-critical ones, so not every project gets treated the same way.
Teams that invest in foundational design systems from templates to design tokens to asset libraries are able to move faster without reinventing the wheel. They protect creative quality by clarifying which projects require conceptual thinking, and which can be scaled efficiently. Walt Disney are renowned for using a technique which enables them to repurpose previously used animations.
Creative leadership plays a role too. When creative teams are guided by outcomes, not just deadlines, they can push for better ideas without slowing delivery. This means training teams to prioritise the right kind of speed, one that supports focus, clarity, and business impact. Because ultimately, fast isn’t enough. Work still needs to land, resonate, and perform. If your fastest work is also your most forgettable, it’s time to rethink what “fast” really means.
Footnote
Adobe. 2023 Digital Trends Report
Comments