Dive Club 🤿 Behind the scenes of my design founder journey
Jun 11, 2025
Embark on a thrilling journey as a design founder shares the exhilarating highs and inevitable lows of launching a feedback tool called InFlight. Expect raw insights into the messy behind-the-scenes world of design, including hideous concepts and transformative breakthroughs. Discover the challenges of integrating AI and how user feedback drives product evolution. Dive into the future of design tools that aim to elevate creativity and communication in the field. It's a firsthand look at navigating the twists and turns of innovation!
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Founders Reunite for InFlight
- Ridd met Kyle Barber, his first hired designer from 2013, reconnecting after years through a podcast.
- They joined forces on InFlight, initially a marketplace for design feedback, which pivoted to a software tool.
Marketplace vs. Software Value
- Marketplace unit economics are very challenging to make work effectively.
- Surprisingly, the software designed to support the marketplace held more potential than the marketplace itself.
Extensive User Testing Journey
- They tested initial simple design feedback tools showing iterations of video cursor interactions and transcripts.
- They conducted about 200 demos globally, rebuilding InFlight multiple times based on feedback.