https://simplecast.com Intent & Craft: A Product Design Podcast Intent & Craft is a product design podcast from the team at Headway, a digital product agency. We talk design systems, AI in the design process, and what it actually takes to scale design for B2B SaaS products. From enterprise-level component libraries to the tools and workflows shaping modern product design teams, each episode breaks down the intent behind the decisions and the craft behind the execution. Built for design leaders, product leaders, and the people who work alongside them. 2026 en Thu, 2 Apr 2026 11:00:00 +0000 Thu, 2 Apr 2026 11:00:13 +0000 http://intentandcraft.com/ Intent & Craft: A Product Design Podcast https://image.simplecastcdn.com/images/96f7ddca-ab7d-40d2-8550-e4b18e16657a/b734b339-a4b0-4635-b3f5-03439fd0834c/3000x3000/intent_and_craft_podcast_cover_artjpg.jpg?aid=rss_feed http://intentandcraft.com/ episodic Intent & Craft is a product design podcast from the team at Headway, a digital product agency. We talk design systems, AI in the design process, and what it actually takes to scale design for B2B SaaS products. From enterprise-level component libraries to the tools and workflows shaping modern product design teams, each episode breaks down the intent behind the decisions and the craft behind the execution. Built for design leaders, product leaders, and the people who work alongside them. Headway false https://feeds.simplecast.com/LfvxXaDg design tools, design systems, ai design, billy sweetman, design strategy, ai in design, enterprise design, design process, user experience, design system governance, product thinking, component libraries, design leadership, design ops, product design, ux design, design at scale, software design, ui design, design, user interface, figma Headway jacob@headway.io 76781ec3-0938-45fd-94ee-b8c1d69105b3 Design Systems in the Age of AI Agents "Design is about creating cohesive, functional systems that adapt to both human and technological needs."

In this episode, we explore the key components that make design systems effective in real-world production environments with the Headway Design Team. Billy Sweetman, Breanna Shappy, Melissa Gallagher, and Sam Pecard discuss the nuances of building a design system that works seamlessly across teams and tools, from Figma files to development environments. They dig into the complexities of bridging design and development with a focus on token drift, code parity, and the critical role of proper documentation.

The team also addresses how AI is shaping the design process, including tools like Figma Make that are enhancing collaboration and speeding up prototyping. They share insights into the evolving landscape where the lines between design and development are increasingly blurred, and how these changes are fostering more collaborative, faster workflows.

Tune in to learn

  • How design systems come to life in production
  • The role of AI in automating tasks and improving efficiency
  • Why proper documentation and governance are key to a scalable design system

Jump into the conversation

(00:00) Intro

(00:23) Red flags when receiving Figma systems

(02:10) Token drift issues in design systems

(03:05) Figma and code parity challenges

(04:15) Designing systems for AI agents

(06:34) Documentation built for AI consumption

(08:10) Prompting AI for better documentation

(13:46) What actually works in production systems

(16:19) Risks without a dedicated design system owner

(18:40) Scaling design system governance and contributions

(23:40) Automating design system checks and linting

(25:00) Enterprise design system onboarding strategies

(27:01) Rolling out systems to new designers

(29:27) Using AI tools for rapid prototyping

(35:10) Designers working directly in codebases

About Intent & Craft

Intent & Craft is a product design podcast from the team at Headway. We dig into design systems, AI in the design process, and what it really takes to scale design for software. Made for design leaders, product leaders, and the teams building alongside them.

Hosts

Billy Sweetman, Head of Design at Headway
Breanna Shappy, Design Lead at Headway

Connect with the Team

Billy Sweetman: https://www.linkedin.com/in/sweetman/
Breanna Shappy: https://www.linkedin.com/in/breanna-shappy/
Melissa Gallagher: https://www.linkedin.com/in/melissacgallagher/
Sam Pecard: https://www.linkedin.com/in/samuelpecard/

Related Links

Headway Website: https://www.headway.io

Intent & Craft Website: http://intentandcraft.com/

Headway on LinkedIn: https://www.linkedin.com/company/headwayio/

Newsletter: https://www.headway.io/the-manifest

Got a topic idea or want to be a guest?

Reach out to us on LinkedIn or email Billy Sweetman at billy@headway.io

]]> Thu, 2 Apr 2026 11:00:00 +0000 jacob@headway.io (Headway) http://intentandcraft.com/ "Design is about creating cohesive, functional systems that adapt to both human and technological needs."

In this episode, we explore the key components that make design systems effective in real-world production environments with the Headway Design Team. Billy Sweetman, Breanna Shappy, Melissa Gallagher, and Sam Pecard discuss the nuances of building a design system that works seamlessly across teams and tools, from Figma files to development environments. They dig into the complexities of bridging design and development with a focus on token drift, code parity, and the critical role of proper documentation.

The team also addresses how AI is shaping the design process, including tools like Figma Make that are enhancing collaboration and speeding up prototyping. They share insights into the evolving landscape where the lines between design and development are increasingly blurred, and how these changes are fostering more collaborative, faster workflows.

Tune in to learn

  • How design systems come to life in production
  • The role of AI in automating tasks and improving efficiency
  • Why proper documentation and governance are key to a scalable design system

Jump into the conversation

(00:00) Intro

(00:23) Red flags when receiving Figma systems

(02:10) Token drift issues in design systems

(03:05) Figma and code parity challenges

(04:15) Designing systems for AI agents

(06:34) Documentation built for AI consumption

(08:10) Prompting AI for better documentation

(13:46) What actually works in production systems

(16:19) Risks without a dedicated design system owner

(18:40) Scaling design system governance and contributions

(23:40) Automating design system checks and linting

(25:00) Enterprise design system onboarding strategies

(27:01) Rolling out systems to new designers

(29:27) Using AI tools for rapid prototyping

(35:10) Designers working directly in codebases

About Intent & Craft

Intent & Craft is a product design podcast from the team at Headway. We dig into design systems, AI in the design process, and what it really takes to scale design for software. Made for design leaders, product leaders, and the teams building alongside them.

Hosts

Billy Sweetman, Head of Design at Headway
Breanna Shappy, Design Lead at Headway

Connect with the Team

Billy Sweetman: https://www.linkedin.com/in/sweetman/
Breanna Shappy: https://www.linkedin.com/in/breanna-shappy/
Melissa Gallagher: https://www.linkedin.com/in/melissacgallagher/
Sam Pecard: https://www.linkedin.com/in/samuelpecard/

Related Links

Headway Website: https://www.headway.io

Intent & Craft Website: http://intentandcraft.com/

Headway on LinkedIn: https://www.linkedin.com/company/headwayio/

Newsletter: https://www.headway.io/the-manifest

Got a topic idea or want to be a guest?

Reach out to us on LinkedIn or email Billy Sweetman at billy@headway.io

]]> Design Systems in the Age of AI Agents Headway 00:37:54 Most design systems look complete in Figma but fall apart when they hit production or an AI agent. The Headway design team covers token drift, Figma-to-Storybook parity, AI-ready documentation, contribution models for teams of all sizes, and why the design-to-development handoff is starting to look very different. Most design systems look complete in Figma but fall apart when they hit production or an AI agent. The Headway design team covers token drift, Figma-to-Storybook parity, AI-ready documentation, contribution models for teams of all sizes, and why the design-to-development handoff is starting to look very different. false full 2 b69f859c-c4e0-4158-a0a6-8502f8afe894 Why Intent Matters More Than Ever for AI and Product Design “Design is a series of thoughtful decisions that come together.”

In this episode, we talk about the core principles of intentional design and craftsmanship with the Headway Design Team. Billy Sweetman, Jacob Miller, Breanna Shappy, Melissa Gallagher, and Sam Pecard discuss the meaning behind "Intent & Craft" and explore the key differences between design decisions and their execution. They tackle what business leaders get wrong about investing in design and the gap between what clients think they need versus what they actually need when bringing in design teams.

The team also addresses how AI is saving valuable time in their design process, and where tools still fall short. With the evolving landscape of design tools, they explore how the line between design and development is becoming increasingly blurred, enabling quicker, more effective design executions.

### Tune in to learn:

  • How thoughtful decisions shape good design
  • Balancing creativity with the constraints of business
  • The role of AI in automating design tasks

### Jump into the conversation:
(00:00) Intro
(01:39) Billy discusses AI's role in design
(03:28) Breanna on micro decisions in design
(04:57) Balancing taste and constraints in design
(06:34) Sam talks startup vs. enterprise design
(12:49) Design as a silent discipline explained
(17:47) Reality check: research in design process
(21:42) AI speed vs. understanding in design
(23:09) Design systems as essential guardrails
(28:01) Rapid plugin proofs and design innovation
(31:54) Tools and collaboration gaps in design
(36:53) Prompting and creativity in design work

About Intent & Craft

Intent & Craft is a product design podcast from the team at Headway. We dig into design systems, AI in the design process, and what it really takes to scale design for software. Made for design leaders, product leaders, and the teams building alongside them.

Hosts

Billy Sweetman, Head of Design at Headway
Breanna Shappy, Design Lead at Headway

Connect with the Team

Billy Sweetman: https://www.linkedin.com/in/sweetman/
Breanna Shappy: https://www.linkedin.com/in/breanna-shappy/
Melissa Gallagher: https://www.linkedin.com/in/melissacgallagher/
Sam Pecard: https://www.linkedin.com/in/samuelpecard/

Related Links

Headway Website: https://www.headway.io

Intent & Craft Website: http://intentandcraft.com/

Headway on LinkedIn: https://www.linkedin.com/company/headwayio/

Newsletter: https://www.headway.io/the-manifest

Got a topic idea or want to be a guest?

Reach out to us on LinkedIn or email Billy Sweetman at billy@headway.io

]]> Wed, 18 Mar 2026 20:50:36 +0000 jacob@headway.io (Billy Sweetman, Breanna Shappy, Melissa Gallagher, Sam Pecard) http://intentandcraft.com/ “Design is a series of thoughtful decisions that come together.”

In this episode, we talk about the core principles of intentional design and craftsmanship with the Headway Design Team. Billy Sweetman, Jacob Miller, Breanna Shappy, Melissa Gallagher, and Sam Pecard discuss the meaning behind "Intent & Craft" and explore the key differences between design decisions and their execution. They tackle what business leaders get wrong about investing in design and the gap between what clients think they need versus what they actually need when bringing in design teams.

The team also addresses how AI is saving valuable time in their design process, and where tools still fall short. With the evolving landscape of design tools, they explore how the line between design and development is becoming increasingly blurred, enabling quicker, more effective design executions.

### Tune in to learn:

  • How thoughtful decisions shape good design
  • Balancing creativity with the constraints of business
  • The role of AI in automating design tasks

### Jump into the conversation:
(00:00) Intro
(01:39) Billy discusses AI's role in design
(03:28) Breanna on micro decisions in design
(04:57) Balancing taste and constraints in design
(06:34) Sam talks startup vs. enterprise design
(12:49) Design as a silent discipline explained
(17:47) Reality check: research in design process
(21:42) AI speed vs. understanding in design
(23:09) Design systems as essential guardrails
(28:01) Rapid plugin proofs and design innovation
(31:54) Tools and collaboration gaps in design
(36:53) Prompting and creativity in design work

About Intent & Craft

Intent & Craft is a product design podcast from the team at Headway. We dig into design systems, AI in the design process, and what it really takes to scale design for software. Made for design leaders, product leaders, and the teams building alongside them.

Hosts

Billy Sweetman, Head of Design at Headway
Breanna Shappy, Design Lead at Headway

Connect with the Team

Billy Sweetman: https://www.linkedin.com/in/sweetman/
Breanna Shappy: https://www.linkedin.com/in/breanna-shappy/
Melissa Gallagher: https://www.linkedin.com/in/melissacgallagher/
Sam Pecard: https://www.linkedin.com/in/samuelpecard/

Related Links

Headway Website: https://www.headway.io

Intent & Craft Website: http://intentandcraft.com/

Headway on LinkedIn: https://www.linkedin.com/company/headwayio/

Newsletter: https://www.headway.io/the-manifest

Got a topic idea or want to be a guest?

Reach out to us on LinkedIn or email Billy Sweetman at billy@headway.io

]]> Why Intent Matters More Than Ever for AI and Product Design Billy Sweetman, Breanna Shappy, Melissa Gallagher, Sam Pecard 00:45:34 "Just because it works doesn't mean it's good." In this first episode, the Headway design team talks about what Intent & Craft means, what business leaders consistently get wrong about investing in design, and the gap between what clients think they need versus what they actually need. The team also digs into where AI is saving real time in their design process, where the tools still fall short, and what happens as the line between design and development continues to blur. "Just because it works doesn't mean it's good." In this first episode, the Headway design team talks about what Intent & Craft means, what business leaders consistently get wrong about investing in design, and the gap between what clients think they need versus what they actually need. The team also digs into where AI is saving real time in their design process, where the tools still fall short, and what happens as the line between design and development continues to blur. b2b saas design, claude code, design and development, b2b design, intentional design, product design, ux design, enterprise design, design systems, design decisions, design at scale, scaling design, product design 2026, ai prototyping, prototyping, ai design tools, design process, figma, design strategy, product design podcast, ui design, ai in design, design leadership, figma make, design ops, cursor, design teams, user experience, design craft, design systems podcast false full 1