CRAFT IN PRODUCT DESIGN: A FRAMEWORK FOR EVALUATION

Summary from the TLDR Design newsletter

A five-part framework evaluates visual craft in product design: technique (tool mastery), intentionality (thoughtful UI choices with clear rationale), voice (brand expression), attention to detail (polished execution), and visual communication (compelling presentation skills). Craft has gained importance because AI tools and design systems have commoditized basic competency, making exceptional execution a key differentiator. Design leaders should assess craft across these specific criteria, rather than generalizing, and match evaluation to role requirements while supporting designer growth toward well-rounded "product designer" capabilities in both UX and visual design.