Jörg Schmitt, Head of Design at Serviceplan: “New technology should enhance creativity, not dictate it”

Here are two indisputable facts: technology has massively changed our lives for the better… and massively changed our lives for the worse. Remember the days when you didn’t spend six hours per day looking at a small oblong of glass? And those facts also hold for the impact of technology on design, as became abundantly clear from our interview with Jörg Schmitt. Head of Design at Serviceplan in Munich.

“Tools like Figma, Adobe XD and AI-powered design platforms have made real-time collaboration much easier, allowing teams to work together seamlessly, regardless of location,” he told us. Adding later that, thanks to Midjourney and the like, designers can now “explore an endless array of design options, iterate more quickly and test ideas without being bogged down by technical details”.

But there is a downside: clients now want more. “Because these tools allow for faster design iterations and near-instant changes, clients often expect quicker turnaround times and a higher volume of options to choose from,” Jörg explained.

“The ability to see real-time changes can sometimes lead to more frequent requests for revisions or adjustments, as clients feel more involved in the process than ever before. This can occasionally lead to creative differences, as the immediacy of feedback can blur the lines between client and designer roles.”

There’s also the small battle of making sure that the AI tools are supporting designers rather than leading them. “While AI can generate countless design options in seconds, it lacks the human understanding of storytelling, emotional connection and cultural relevance,” said Jörg. “This is where the role of the designer as a curator becomes essential.”

Fortunately, Jörg has the experience to lead his team during this challenging – and exciting – time. He’s worked with brands such as Bayer, Borealis, Munich Airport and SEAT, while Serviceplan has won numerous awards – including the prestigious “Agency of the Year” by the German Brand Award in 2019.

Read on to discover more details of how he ensures the team at Interplan continues to use technology where it makes the biggest impact.

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How has technology changed the way you collaborate at work? And in your view, has it improved or worsened navigating creative differences with clients or team members?

Technology has dramatically transformed how we collaborate at work, especially in the creative field. Tools like Figma, Adobe XD and AI-powered design platforms have made real-time collaboration much easier, allowing teams to work together seamlessly, regardless of location. These technologies enable instant feedback, faster iterations and better visibility into the design process for everyone involved, which has generally improved the efficiency of collaboration.

However, with these advancements, client expectations have also risen. Because these tools allow for faster design iterations and near-instant changes, clients often expect quicker turnaround times and a higher volume of options to choose from. The ability to see real-time changes can sometimes lead to more frequent requests for revisions or adjustments, as clients feel more involved in the process than ever before. This can occasionally lead to creative differences, as the immediacy of feedback can blur the lines between client and designer roles.

That said, technology has also provided a way to navigate these differences more effectively. Collaborative platforms allow for greater transparency, helping clients and team members understand the design rationale behind choices and align more quickly on decisions. Overall, while expectations may be higher, the tools have improved communication and made resolving creative differences more streamlined and efficient.

What trends in graphic design are you most excited about right now, and where do you see the industry heading?

One of the most exciting trends in graphic design right now is the integration of AI-powered tools into the creative process. AI tools like Midjourney and Adobe’s Firefly are changing how designers approach their work, providing powerful new ways to generate ideas, create visual elements, and automate repetitive tasks. These tools can assist in everything from generating design concepts to experimenting with variations in layouts and colour schemes in a fraction of the time it would take manually.

What excites me most is how these AI tools are expanding the possibilities for creativity. Designers now can explore an endless array of design options, iterate more quickly and test ideas without being bogged down by technical details. This allows them to focus more on the strategic and conceptual aspects of design, guiding the overall creative direction rather than spending excessive time on execution.

I see the industry heading toward a more collaborative relationship between AI and human creativity, where designers act as curators, directing AI-generated content and refining it to match their vision. As AI tools become more sophisticated, they will serve as invaluable assistants, freeing designers to push the boundaries of what’s possible and elevate the quality of their work.

Related reading: Cassidy Wolfenson, Creative Director at Labster: “Let data and intention inform your designs”

Generative AI art has taken the graphic design space by storm – what are your views on the use of tools like Stable Diffusion, Leonardo, Midjourney and others?

These tools have shaken up the graphic design world, offering exciting new ways to explore creativity and streamline the design process. These tools can quickly generate visuals, concepts, and variations, making it easier for designers to experiment and iterate on ideas. However, as impressive as they are, I firmly believe that these tools are best when used to support creativity, not replace it.

The key is maintaining an “ideas first” approach. While AI can generate countless design options in seconds, it lacks the human understanding of storytelling, emotional connection, and cultural relevance. This is where the role of the designer as a curator becomes essential. Designers are needed to guide AI-generated content, ensuring that it aligns with the creative vision, the brand’s identity, and the project’s goals. Rather than allowing AI to dictate the design, designers can leverage these tools to explore more possibilities, refine their choices, and save time on repetitive tasks.

On the flip side, the rise of generative AI has also increased client expectations. Since these tools can produce visuals rapidly, clients may expect faster results and more options, which can put additional pressure on designers. It’s crucial to manage these expectations and emphasize that while AI accelerates parts of the process, thoughtful design and curation still take time.

With the rise of AI and automation in design, how do you see the role of a graphic designer evolving in the next few years?

The role of the graphic designer is shifting from one of manual creation to that of a curator and strategic thinker. Instead of spending time on repetitive or technical tasks, designers will increasingly focus on the conceptual and creative direction of projects. AI can generate layouts, suggest color palettes, or even create logos, but it lacks the human ability to understand nuance, emotion, and cultural context. This is where designers will shine.

Graphic designers will curate and guide AI-generated content, ensuring that it aligns with brand identity and resonates with the target audience. Their role will involve making decisions about which AI-generated elements work best, tweaking outputs, and integrating them into cohesive, impactful designs. In this sense, designers become curators of the vast possibilities AI offers, selecting and refining ideas rather than starting from scratch.

Additionally, the rise of automation will push designers to expand their skillsets. The ability to manage AI tools, understand data-driven insights, and collaborate across disciplines will become essential. Designers will become more strategic, focusing on user experience, storytelling, and the emotional connection between brands and audiences. In this evolving landscape, graphic designers will not be replaced by AI; they will become more like creative directors, steering the creative vision rather than executing every detail themselves.

Related reading: Adam Sobocinski, Development Director at Communisis: “My hope is that AI frees up designers to concentrate on adding creativity to the process”

Over the course of your career, what is one technological shift you’ve witnessed in graphic design that really stuck with you?

One of the most significant technological shifts I’ve witnessed in graphic design is the rise of collaborative design tools like Figma and Adobe XD. These platforms have transformed the creative process by enabling real-time collaboration, similar to how everyone is now accustomed to working together in PowerPoint. In the past, design work was often siloed, with designers working independently on files and passing them around through email or cloud storage for feedback. This was slow and disconnected, leading to inefficiencies and miscommunication.

With tools like Figma, multiple designers, developers, and stakeholders can work on the same project simultaneously, offering instant feedback, making revisions, and seeing changes in real time. This shift has not only sped up the workflow but also fostered a more inclusive creative process, where ideas can evolve through immediate collaboration and iteration. Everyone involved, from the design team to clients, can have a clear view of the project’s progress, leading to better alignment and faster decision-making.

These collaborative tools have created a more integrated design environment, allowing teams to work across borders, time zones, and disciplines seamlessly. It’s a fundamental change in how design is approached, much like how working together in PowerPoint has become the norm for presentations.

How do you stay updated on the latest design technologies and software advancements, and how do you decide when to integrate new tools into your workflow?

For me it’s always “ideas first.” New tools and technology are only valuable if they help bring creative ideas to life more effectively. I keep track of industry trends by following design blogs, participating in online communities, and attending webinars or conferences focused on emerging technologies. However, I’m cautious about jumping on every new tool—it’s about finding what truly enhances the creative process.

When deciding whether to integrate new tools into my workflow, I focus on whether they can improve efficiency or elevate the quality of the work without compromising the core creative vision. For example, if a tool offers faster prototyping or better collaboration features, I might test it on smaller projects first. But the ultimate decision comes down to whether it helps support the ideas I’m working on. If a tool feels like it’s driving the design instead of supporting it, then it’s not the right fit.

In the end, new technology should enhance creativity, not dictate it. Staying updated is important, but the focus will always remain on the strength of the ideas, and tools are simply there to help execute them better.