founder @heartbeatua - thinking about design through a founder’s lens
Joined April 2012
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its been a year or two since I've stopped making fancy proposals, now it looks like this
1. intro call or chat
2. 5-10 minute Loom with my thinking
3. contract with scope if it all looks good
I can also see how some new designers are utilizing tactics that some other designers used in the past to promote their accounts. And although it may work, it's just a quick reminder from me that it's better to be yourself versus follow some kind of playbook for a year, even get some growth and maybe deals. But then to realize that long term, that's not about you.
just wrapped a call with Max a founder we worked with 10 years ago on his adtech startup. he sold it. last few years he's been running a design subscription, big across Germany and Europe.
talked about ai. three things stuck:
lower-end design work won't be a market much longer. clients show up with vibe-coded prototypes already.
what survives is the part that needs trust. someone to make the call and stand behind it.
clients now expect more for the same money. ai makes it easier to deliver, but it shifts what they're paying for.
my take: next year or two, the meta in design will be people with real taste and reference depth — who understand how a brand connects to the real world, and can wrap it into systems that mostly run themselves on the daily stuff.
adding AI on top will make it even easier
this one's for you, designers & founders. how to mix storytelling with design & strategy to give your product that unique edge. a quick tip: center it all around the human.
you know the drill: standout designs for digital products are a must. it would be best if you dived into the unique and began anew. yet, we're all racing against time, eager to launch.
the stumbling block? saas and digital products often need to pay more attention to that simple, human touch in explaining what they do.
users feel lost in the "we do X for Y to get Z" maze. they crave emotions and empathy. and it is also challenging for creatives to build something remarkable on top of it.
in most cases, the designer will mix 2 of your competitors (or references you've sent), and you'll like it just because there were no alternatives. and no time.
here's the short playbook:
1. focus on your user — beyond trends and flashy gimmicks. it's the human experience that counts. connect deeply and empathize more.
2. uncover what truly motivates them. forget the stereotypes. a few JTBD chats will unveil the rich insights you've been missing.
3. craft a core insight from these revelations. let this be the heartbeat of your narrative. a short and catchy phrase that makes the target audience feel and relate.
4. weave your MVS — minimum viable story: humans we speak to + things we fight for + evil we fight against + outcome that matters.
and remember, this is not about the product, it is about the human (user). feel free to use something like the hero's journey framework as a starting point.
5. now, you have your design compass. aim to create a visual metaphor that scales and binds your insights together.
something that complements the insight you found and fits well with the MVS you wrote. be creative, collaborate with teammates, and invite stakeholders to conversation.
6. prepare to be amazed at the clarity and unity this brings to your work. it's about aligning on a shared vision and creating something that genuinely connects.
7. embrace the journey. the journey of refining your product and its story is an ongoing one. user needs evolve, market trends shift, and your product must adapt.
it took me some time to put it all together, and if you like or want to hear more explanation — somehow let me know :)
ai is a Ferrari someone just handed you the keys to.
pulls harder than anything you've driven.
but you still pick the road. you still take the corners.
floor it on the straights. ease off before the turn. make the call. floor it again.
let the car steer and you're in a wall.
