The Problem with Design Engineering on Twitter

Design engineering has become a spectacle of visual pizzazz, but we're losing sight of what truly matters. Twitter has transformed our discipline into a highlight reel of slick animations and dopamine-driven interactions, obscuring the nuanced, problem-solving nature of real design engineering work.

The platform has created a dangerous narrative: design engineering is about creating eye-catching, scroll-stopping moments rather than solving complex user problems. We've reduced our craft to 15-second clips that prioritise visual delight over substantive design thinking.

What gets lost in these viral animations is the actual intellectual rigour of design engineering. A smooth micro-interaction looks impressive, but it means nothing if it doesn't fundamentally improve user experience or solve a meaningful problem. We're essentially creating digital fireworks—spectacular, momentary, but ultimately inconsequential.

The Twitter ecosystem rewards performative design. Developers and designers craft intricate animations not because they solve user needs, but because they'll generate likes and retweets. This "build for engagement" mentality directly contradicts the core principles of user-centred design.

In my day-to-day work, design engineering involves:

• Rigorous problem decomposition
• Architectural decision-making
• Performance optimization
• Thoughtful component design
• Bridging complex interactions between design and engineering teams

None of these critically important tasks translate into a viral Twitter clip. They're the unglamorous, foundational work that actually delivers user value.

To reclaim our discipline's integrity, we need to:

• Showcase process, not just polished outcomes
• Highlight problem-solving over visual spectacle
• Discuss trade-offs and design decisions
• Demonstrate the intellectual depth of design engineering

Design engineering isn't a magic trick—it's a sophisticated, nuanced discipline that requires deep technical understanding, creative problem-solving, and a commitment to user-centred design.

The next time you see a flashy animation dominating your timeline, ask yourself: Does this genuinely improve user experience, or is it just digital sleight of hand?

Eventually design engineering will go away, and when it does, it’ll just be a part of being a Product Designer. But until then our craft deserves more than shallow visual performances. It demands thoughtful, intentional design that transforms how people interact with technology.