Startups often navigate uncharted waters, creating innovative solutions that may lead to chaotic but exciting times. The right product designer can be the compass that keeps the startup on track. With over four years of experience in product design and a history of transforming ideas into user-centered solutions for companies like CQuel, Papermill, and Frienton, I’ve learned that design is not just about aesthetics. It’s about creating meaningful, intuitive experiences that drive business growth.

Importance of the Role

The old view of a product designer as just someone who makes things look good is outdated. In a startup, design isn’t a mere finishing touch – it’s a core element that can determine the product’s success or failure. Businesses now understand that a Product Designer is not just a creative force shaping layouts in Figma. For digital products, a Product Designer is a key player in shaping the product’s future.

Nature of the Role

A Product Designer works as part of a strategic trio with the Product Manager and Developer (or Tech Team). This role is at the intersection of technology (25%), business (25%), and user experience (50%). These percentages reflect my experience, but each designer may focus differently. When hiring your first Product Designer, consider that some may focus more on business needs, others on marketing, or closer collaboration with the tech team.

For example, my main interest, besides user experience, is understanding and improving business functions. This led me to study Product Metrics in a Product Management course. When I started at Papermill, this knowledge proved valuable. Initially aimed at replacing Microsoft Word and Google Docs for student papers, the product pivoted to a different market after researching with Postgraduate Business students. This pivot saved time and effort.

Key Competences

Regardless of personal tastes, every Product Designer should focus on a few core responsibilities:

User-Centric Design: A Product Designer must understand and interpret user needs. This ensures the product evolves in a way that resonates with its target audience. In early-stage startups, this is crucial as they often pivot based on user feedback.

Efficiency and Scalability: Designers streamline the design process by creating scalable systems. These systems keep the product cohesive and easy to use as the company grows.

Brand Differentiation: A skilled Product Designer helps establish a unique brand identity, making the product memorable and appealing.

Cross-Functional Impact: Product Designers work across teams, influencing marketing, development, and more. They turn the product vision into a tangible, user-friendly product.

In conclusion, a Product Designer’s effectiveness in these areas directly impacts business outcomes like user engagement and product-market fit. For instance, at CQuel, I gathered insights from customer calls and qualitative feedback, leading to a Value Proposition Canvas that helped pivot to a more successful business model.

Looking for a Perfect Match

Finding the right Product Designer for your startup can be overwhelming. It helps to start with a clear strategy and list key skills needed for the job.

A great product designer should be a Strategic Thinker. They understand the bigger picture and align their design with your startup’s vision and goals. It’s not just about how the product looks but about shaping its future.

They must also be a User Advocate. They focus deeply on user experience, excelling in user research, creating personas, and mapping user journeys. They design with empathy, understanding your audience’s needs and pain points.

In a startup, roles are often fluid. You need a designer who can wear many hats – UX/UI design, branding, and marketing materials. They should be a Problem Solver, comfortable switching tasks and adapting to the fast pace of startup life.

Being a Team Player is crucial. Your designer should work closely with developers, product managers, and other stakeholders. Good communication ensures alignment on design and product vision.

Startups need designers who embrace iteration. They should be comfortable with rapid prototyping, testing, and refining designs based on feedback. Flexibility is the key.

Your designer should also be a dedicated Brand Builder. They ensure your brand’s visual language is consistent across all platforms, creating design systems that resonate with your audience.

Finally, a Cultural Fit is essential. When I joined CQuel, understanding the company’s mission and aligning with the team was crucial. My role extended beyond design – I was involved in product strategy, user research, customer journey mapping, and more. I created visuals for posts, videos for ads, landing pages, printed materials, and even t-shirts and business cards.

Challenges in Hiring the First Designer

Even with a clear strategy, challenges can arise. An unclear job description can lead to misaligned expectations. For example, a designer might prefer diving into business processes rather than collaborating with the tech team. Another issue is underestimating the strategic value a designer brings. Some may view designers as mere “pixel pushers” rather than key players in product development.

Overcoming Challenges

Integrating the designer into your startup is crucial. Effective onboarding helps them understand the company and its product. For instance, although our company now operates remotely, my first day at CQuel was in Berlin at an onsite team gathering. This experience helped me connect with the team and understand the product deeply.

Collaboration with teams is essential. Cross-functional teamwork ensures the product design is visually appealing, technically feasible, and aligned with market needs. Ensure your designer has easy access to the team and is immersed in the collaborative culture. At Frienton, close collaboration with engineers and product managers made our designs both innovative and practical, leading to smoother development and a better end product.

Long-Term Impact

As your company grows, scaling the design function is key. This involves building a design team, creating design systems, and formalizing processes. In previous roles, I scaled design functions by establishing guidelines, mentoring team members, and creating scalable processes to maintain consistency and quality as the company expanded.

Building a design culture from the start is also important. Design thinking should be integrated into all aspects of the business. Avoid involving UX designers only after requirements have been gathered, as this limits their ability to add value. Instead, involve them early to ensure they can contribute effectively throughout the development process.

Conclusion

Creating the right product culture is vital for success. Yet understanding and implementing various product discovery and delivery techniques will help address customer and business problems effectively.