how might we...have more design founders?

your honour, i’m just a girl standing in front of a VC, asking them to believe in design thinking

Hi! I have been putting off my first article in this section for a while now, because the imposter syndrome has actually disguised itself as a monster under my bed. But I have decided to shut it out for a few thirty minutes because I want to spark a conversation about design led entrepreneurship outside the designer circles. You see, a few weeks ago, a family friend had asked if I ever thought about starting or leading a venture in the near future. To which I said, yes I would strongly consider it. Design leadership? The potential is endless. They nodded, then tilted their head. Almost half curious, half confused and said, “Oh… but tum toh designer ho na?” (translation: “Oh…but you’re a designer?”)

Nothing malicious in the slightest sense, but it revealed something I was secretly hoping to not notice. That pause between “start something” and “but you’re doing design”? You see, that carried the weight of a dichotomy that’s being deconstructed as we speak.

In Conversation: Dylan Field and Garry Tan on design, AI, and the power of “locking in” from Figma Shortcuts

Earlier, design for products has been the part people see last and understand least and this shift has been underway for some time now. The people who once got asked to “make it pop” are now the ones shaping the core of what gets built, why it matters, and how it behaves in the hands of real users. More than an aesthetic layer because building good products that solve problems also mean taste, clarity, or the ability to make someone experience delight. Form follows function indeed ;)

Three things are happening at once, and together they’re opening up a rather dramatic window for designers who want to build, not just beautify.

First, the commoditization of technical infrastructure. Building software has never been easier, which in turn means technical differentiation has never been harder. The barrier to entry for "building" has collapsed, and so has the edge of pure technical execution. When everyone can build fast, functional software, the differentiation can no longer just be tech. It has to be clarity, experience and delight. Second, the amplification of this trend caused by AI maturity. As functionality becomes automated, human interaction design becomes more crucial. The question becomes not can it be done, but “how does it feel while it’s done?” Third, I think this one’s important. But, users today have developed more sophisticated taste. The iPhone generation expects thoughtful design. They abandon products that feel clunky, regardless of functionality. The thought process is simply: Abandon any technostress because there will always be a better designed alternative. This creates a selection pressure favoring founders who understand that experience is a core crux of product. Never a better time to be a designer founder than now, right?

The pluses sound amazing, but what still makes the VC’s squirm a little? Design founders have weaknesses that still sometimes make investors nervous. They can be precious about details that don't matter, can sometimes sacrifice speed for perfection and they can be stubborn about vision when they should be listening to data. The grab is that, these same weaknesses can also play beautifully as strengths. The founder who obsesses over button animations might also be the one who notices that users are dropping off at unexpected moments. The founder who insists on custom iconography might also be building a brand that commands premium pricing. Fret not, because the situation is far from bleak. In the words of Andy Budd (design and product leader turned investor) “As a VC, I often get asked what I look for when evaluating startups. Yes, I care about the usual things — team, market, timing. But I also care deeply about how well a product understands its users. Sometimes, what looks like a “small” UX issue to a spreadsheet-minded investor is actually the reason people churn. Sometimes a subtle workflow improvement is the unlock for 10x growth.”

Aaron Epstein on why we need more design founders.

The most successful design founders understand that they're not just building products. But that, by doing so, they need to be building the aesthetic and functional vocabulary for how humans interact with technology. So the question isn't whether design founders will succeed because they already are (case in point: Airbnb, Linear, Figma and more). But the question is whether the rest of the startup ecosystem will adapt to a world where empathy, intuition, and aesthetic judgment matter as much as technical execution and business metrics, and I think our proof is in the pudding.

While you’ve reached the end of this bite sized piece, I would love to redirect your attention to insightful articles that explore design entrepreneurship with more razor sharp detail and clarity. Consider my article the amuse-bouche to what lies ahead, and happy reading :)

1. What You Need To Know Before Becoming A Design Founder - Designer Fund

2. Everyone Talks About Product–Market Fit. A Good Designer Can Help You Find It. - Andy Budd

3. Why Development Leaders Are Investing In Design - Figma Shortcuts

4. We’re so back, why everyone is suddenly so thirsty for designers - Carly Ayres

5. More Design Founders - ADPList’s newsletter