The ubiquity of digital media provides an unprecedented possibility to redefine the process and methods of design. Through experience from a series of creative projects, I investigate how certain aspects of the web allow for design to attain a degree of autonomy, thus producing results that go beyond anticipation and expertise of the author. Utilizing an unlimited capacity to store the content and retrieve immediate feedback, the designer’s role can be shifted to that of an initiator defining rules and boundaries, from which the process can evolve independently based on the input of users and data. The design output in such conditions is the development of schemes in which the author remains, but is marginalized as a producer – consciously restraining his level of control. Rather then struggling to add something singular to the bottomless pit of information, the designer is relegated in the role of medium: collecting and recombining the bits of fragmented data into the structures conveying meaning.