AI can generate endless options in seconds. But the real value of design isn’t in making more—it’s in knowing what to keep. That skill is taste. It’s not a gift. It’s trained, practiced, and earned. And in a world of infinite choice, taste is the value only designers bring.

At CIBC, we built DesignOps from the ground up through the Experience Council—a volunteer group where designers shaped how we worked. We replaced outdated PDFs with living sources of truth, anchored by the True North Design System, and introduced new rituals and principles that built confidence and impact across the team.

Designers grow in both skill and direction. The T-shape balances depth and breadth, but eventually it splits into a Y-shape: one path deepening craft, the other leading people. Coaching is about helping them see both paths clearly and choose the one that fits their strengths.