Case 04 · Accenture Song México
Digital Makers
Growing design talent from the inside out.
- Role
- Program Designer & AI Coach
- Timeline
- Feb – Sep 2026
- Team
- 13 coaches
- Cohort
- 13+ designers
The challenge
A coach-led curriculum, built by practitioners.
Curriculum levels built from scratch — fundamentals to leadership
Coaches across specializations: UI, prototyping, AI, handoff
Junior and mid-level designers in the cohort
Curriculum levels with AI tools embedded as a first-class skill
Context
The design practice recognized a gap: junior and mid-level talent needed a structured path to grow — not ad hoc training, but a deliberate, coach-led curriculum built by the senior designers who know the work best.
Digital Makers is that path. A three-level program (with an additional split level) that takes designers from the basics of UI — color, type, grids — through component systems, advanced prototyping and AI integration, and finally to the leadership and handoff skills that make a designer valuable to any product team.
It is not an external training buy. Every session is designed to be directly applicable to real project work, each level builds on the previous one, and the program culminates in a formal evaluation before a committee.
My contribution
- Co-designed the full program architecture with two other senior designers
- Lead coach for Level 2.2 — AI integration and advanced prototyping
- Lead coach for Level 3 — leadership, handoff and AI-assisted creation
- Responsible for embedding generative AI tools into the curriculum: prompting, Figma Make and vibe coding
- Active member of the evaluation committee for participant assessments
How it happened
The work, phase by phase.
UI fundamentals — craft before systems
The foundation layer. Before designers can build components they need to understand the raw material: why color combinations work, how typography creates hierarchy at scale, how grids create spatial consistency across breakpoints.
- Color theory — palettes, primaries, secondaries, tints and shades
- Typography scales — sizes, weights, line-height systems
- Iconography and grids across desktop, mobile and tablet
- Spacing systems and low-fidelity wireframing
- Atomic Design as a shared vocabulary for component thinking
Component systems — from elements to systems
Where raw craft becomes scalable system thinking. Participants build real components — with proper states, tokens and responsiveness — and learn how to version and maintain a design system over time.
- Component creation and navigation patterns
- Design tokens as the bridge from Figma to code
- Variant states — default, hover, active, disabled, error
- Responsive components with auto layout, plus micro-interactions
- Versioning, change control and design system governance
Advanced prototyping + AI
Where design craft meets emerging practice: high-fidelity interactive prototypes, accessibility as a non-negotiable skill, and AI as a genuine design accelerator rather than a shortcut.
Figma Make
Generating UI components, layouts and interactions from natural language — then evaluating, editing and integrating the output against design system constraints.
Prompting for designers
Structured prompting adapted for visual communication: prompt anatomy, iterative refinement, and specifying aesthetic intent in language a model can act on.
Vibe coding
Design-driven code generation as methodology — from Figma frame to live HTML/CSS in a session, reading and editing generated code with confidence.
Leadership & handoff — design that moves organizations
The capstone level. Design decisions only create value if they can be communicated, defended and handed off properly. Level 3 covers executive storytelling, documentation developers can actually use, and shipping with confidence.
- Framing design as a business tool and telling that story to executives
- Argumentation and business alignment — defending decisions with data
- Documentation and naming conventions for handoff
- Front-end fundamentals and design tokens to production code
- Storybook and AI-assisted creation as production methodology
- Final presentations before the coaching committee and design leadership
Outcomes & impact
What Digital Makers is building.
Curriculum levels designed from scratch — fundamentals to executive storytelling
Coaches — the program is developed and run entirely in-house by practitioners
Designers in the cohort growing their craft on a structured, coach-led path
Levels with AI tools embedded as assessed skills, not an optional add-on
Teaching compounds expertise
Designing a curriculum forces a clarity project work rarely demands. You cannot teach something you only half-understand — building the program sharpened my own grasp of fundamentals and of what makes AI integration actually stick.
AI as a first-class design skill
Embedding AI tools in the curriculum rather than mentioning them as extras changes how the cohort thinks about their toolkit. When they are assessed skills, designers build fluency instead of anxious familiarity.
Community of practice beats training
Thirteen senior designers teaching their own craft — instead of an external trainer who leaves — keeps knowledge in the organization. Graduates become the next generation of coaches.
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