The Rise of the UX Generalist (Again): Why Being a Swiss Army Knife is the Future
- Tianyu Koenig
- Apr 21
- 3 min read
Updated: May 28
It used to be simple: you were a UX researcher, a designer, a content strategist. You picked your lane and went deep. But in 2025, the lanes are merging fast — and if you've been feeling like your job title doesn’t quite fit what you actually do anymore, you’re not alone.
When the Labels Don’t Fit
Take me, for example. I do research, sure. But I also define and solve business problems, architect user experiences, edit prototypes, scale UX operations... and moonlight as a part-time content creator for my coaching business.
I started as a designer, pivoted to research, earned an MBA, and dabbled in entrepreneurship. These days, my vocabulary spans from "usability testing" to "go-to-market strategy," "growth loops," and "retention levers."
Even my recent experience with "vibe coding" my portfolio site using Loveable (as a non-engineer!) reinforced something: the way we design, build, and ship digital products is changing. Fast.
And so is the role of UX.
Partnering with AI at Every Step
I now partner with AI in nearly every aspect of my work: translating business context into research questions and structured plans, analyzing data, drafting reports, sketching concept wireframes, generating design ideas, co-writing blog posts and video scripts, even editing. It’s not an assistant; it’s a multiplier. I honestly can’t imagine working without it.
As AI boosts our productivity, organizations are bound to get leaner. That means the value shifts to those who can wear many hats and carry the transferable human skills that machines can't replace — like stakeholder alignment, strategic prioritization, and cross-functional orchestration.
Enter: The UX Generalist
Nielsen Norman Group recently published an article titled The Return of the UX Generalist, and it hit a nerve. Their core argument: as AI continues to take over repeatable tasks, *breadth* is becoming just as valuable as *depth*. UX pros who can flex across functions will be the ones who thrive.
Here are some of the key takeaways from the article, categorized by career level:
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Suitable for Entry-Level UX Professionals
1. Embrace Broader Skill Sets
Start with a T-shaped approach: go deep in one area but build working knowledge across others.
2. Use AI to Accelerate Learning
Treat AI like your scrappy teammate — it can help you prototype, summarize research, or brainstorm ideas beyond your core skill.
3. Cross-Pollinate Ideas
Apply insights from one discipline to another. Try blending content strategy with visual design, or research with storytelling.
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Suitable for Senior-Level UX Professionals
1. Prepare for Strategic, Systems-Level Thinking
Think big picture. Understand how user needs connect to product strategy, revenue, and retention.
2. Adapt Your Role Over Time
Shift with the landscape. If you started as a designer, maybe now you’re leading design ops or co-owning OKRs with product.
3. Stay Useful, Not Just Specialized
Your niche still matters — but your ability to connect dots and use AI to multiply impact? That’s your edge.
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Suitable for Everyone
1. Use AI to Accelerate Learning
Doesn’t matter if you’re a junior or a lead — AI can level up your work, fast.
2. Cross-Pollinate Ideas
Innovation often happens at intersections. Bring in unexpected tools, frameworks, or collaborators.
3. Embrace Broader Skill Sets
Even specialists need context. Understanding how research, design, and product intersect will make your work better.
The Future: Fractional UX and the Startup Surge
I truly believe a one-person UX team is not just possible — it might be the new normal. With the right tools, mindset, and breadth, one generalist can do what it used to take a team to accomplish.
I'm personally intrigued by the "fractional UX" model — parachuting in to lead UX for a few critical months across orgs. Agile, efficient, and deeply strategic.
You might wonder: if AI makes companies leaner, won’t that mean fewer jobs? In the short term, maybe. That’s part of why the job market is so tough now. But I also believe AI will lower the barrier to entry for new startups and solopreneurs. More companies, just smaller ones — and each one needing multi-hat talent. And it won’t just be internet companies. The core principles of UX — understanding users, solving the right problems, aligning design with outcomes — apply to every business.
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What Do You Think?
If you’ve been grappling with how to label yourself lately — welcome to the club. The future belongs to those who flex, learn fast, and think across boundaries.
Drop a comment if you relate, or share your own advice on broadening your skills. I'd love to hear your story.
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