Intent & Craft: A Product Design Podcast – Details, episodes & analysis

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Intent & Craft: A Product Design Podcast

Headway

Business

Technology

Arts

Frequency: 1 episode/62d. Total Eps: 4

Intent & Craft is a product design podcast from the team at Headway, a full-cycle product studio. 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.

Recent rankings

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Apple Podcasts

🇬🇧 Great Britain - Management
13/10/2026
#62

Spotify

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Shared links between episodes and podcasts

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https://www.linkedin.com/in/sweetman/
9 shares
https://www.linkedin.com/in/breanna-shappy/
9 shares
https://www.linkedin.com/in/melissacgallagher/
9 shares

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RSS feed quality

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Score global : 52%

Publication history

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Latest published episodes

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What DESIGN.md Actually Solves for Design Systems

Episode 4

Monday, September 21, 2026 • Duration 40:30

"I think with anything right now, it's moving quickly, so whatever tool that we adopt, I want to do so with a bit of an open hand that this might get replaced soon, very quickly."

In this episode, we sit down with Tim Gremore, Development Lead at Headway, to dig into DESIGN.md, Google's open spec for giving an agent context about your design system in a single file. Tim shares how Headway adopted DESIGN.md to drive agentic work with their design system, what actually belongs in the file, what can safely be left out, and why they point their design system MCPs at the file instead of generating it from a library.

The conversation also covers Atlassian's published test results on DESIGN.md and what to make of them, along with a new kind of design system user showing up across organizations, team members building slide decks, landing pages, internal tools, and dashboards without a designer or developer on their team, and how to keep governance and contribution healthy once they do.

Tune in to learn:

How to decide what belongs in a DESIGN.md file and what to leave out as your design system matures
The difference between using DESIGN.md as your source of truth versus generating it from a component library
How to build a healthy contribution and governance model as new types of users adopt your design system

Jump into the conversation:

(00:00) Intro
(01:11) Tim's background and DESIGN.md overview
(02:40) What DESIGN.md is trying to solve
(05:08) The shortest useful version of a DESIGN.md file
(08:26) New design system customers and generative UI
(10:39) DESIGN.md vs. MCP: source of truth approaches
(14:40) Where design philosophy instructions belong
(20:58) Atlassian's test results on DESIGN.md
(23:12) When DESIGN.md becomes the whole design system
(25:35) Evolving from DESIGN.md to MCP
(29:12) DESIGN.md for slide decks and newsletters
(29:58) Managing governance and contribution
(36:40) Where to start with DESIGN.md

Connect with Tim Gremore: https://www.linkedin.com/in/timgremore/

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.

Headway is a full-cycle product studio. We work in four areas: design systems, digital transformation, new products, and artificial intelligence. We partner with growth-stage B2B SaaS companies, mid-market teams, and enterprise innovation groups.

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/

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Teaching AI to Speak Your Design System's Language with Reony Tonneyck

Episode 3

Thursday, June 4, 2026 • Duration 54:55

“With design systems, it’s not just about the tools or what you provide and how others use them. There’s also a significant cultural aspect to consider.”

In this episode, we dive into the practical realities of building and maintaining a design system in a fast-moving startup environment with Reony Tonneyck, Senior Product Designer at Command Zero. Reony shares his journey from animation to web design and how his early exposure to Figma, open source frameworks, and design systems shaped his approach. He explores the challenges of working with inherited frameworks versus building custom components, and how proper documentation, token management, and parity between design and code are essential for scalable systems.

The conversation also highlights the impact of AI on design workflows, from using Claude and Raycast to automate tasks and generate assets, to integrating AI with Notion for automated release notes. Reony discusses the balance of adopting new tools while ensuring consistency and accuracy across both design and engineering teams.

Tune in to learn:

How to effectively build on open source frameworks while maintaining custom components
The role of AI in automating repetitive tasks and improving efficiency
Strategies for maintaining design system parity, documentation, and scalable workflows

Jump into the conversation:

(00:00) Intro
(05:02) Career shift into design systems
(09:07) Small team decentralized system model
(12:52) Working with Angular framework parity
(16:27) Transition from Token Studio variables
(19:14) Open source framework benefits and risks
(23:44) Patterns library and slot issues
(27:56) Custom components versus inherited framework
(33:02) AI integration in design workflow
(38:31) Skepticism toward UI generation tools
(44:16) Naming conflicts and AI context
(47:01) Claude skills for token management
(48:26) Automated release notes process
(52:45) AI hype and practical takeaways

Check out Command Zero: Connect with Reony Tonneyck:

About Intent & CraftHostsConnect with the TeamRelated LinksGot a topic idea or want to be a guest?

Design Systems in the Age of AI Agents

Episode 2

Thursday, April 2, 2026 • Duration 37:54

"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

About Intent & CraftHostsConnect with the TeamRelated LinksGot a topic idea or want to be a guest?

Why Intent Matters More Than Ever for AI and Product Design

Episode 1

Wednesday, March 18, 2026 • Duration 45:34

“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

HostsConnect with the TeamRelated LinksGot a topic idea or want to be a guest?

Intent & Craft: A Product Design Podcast – Details, episodes & analysis

Podcast details

Recent rankings

Apple Podcasts

Spotify

Shared links between episodes and podcasts

RSS feed quality and score

Publication history

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Apple Podcasts

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Intent & Craft: A Product Design Podcast – Details, episodes & analysis

Podcast details

Recent rankings

Apple Podcasts

Spotify

Shared links between episodes and podcasts

LinkedIn7

Other4

RSS feed quality and score

Publication history

Latest published episodes

Similar podcasts and content

Related Shows Based on Content Similarities

Apple Podcasts

Spotify

Related Shows Based on Content Similarities

LinkedIn7

Other4

Financial Times1