Growth Design Podcast

What happens when a designer, a visionary operator, and a genius engineer come together to fix the broken world of email marketing?In this episode of Growth Designcast, we sit down with Rebecca Shostak, co-founder and Chief Design Officer of Flodesk — a beautifully designed email platform that's redefining small business marketing and has grown past $30M+ in revenue and hundreds of thousands of users, without traditional venture capital.We dive deep into:🎨 Rebecca’s early life growing up in Silicon Valley with a Mac at age 3✨ The aha moment that sparked Flodesk (from angry template buyers to founding a company)🧪 How brutal user testing reshaped her entire approach to design🚀 The unexpected virality that broke their servers and how they built trust by being radically transparent🧠 Moving from IC to design leader — and how coaching helped her manage anxiety, feedback, and team building🌱 How product-led growth, community, and creative brand loops fuelled Flodesk’s success🔍 What she looks for when hiring designers — and how she balances craft, leadership, and cultureWhether you're a designer dreaming of building your own product, a founder curious about growth loops, or just love a good origin story — this one’s packed with insight, honesty, and inspiration.🔗 Explore Flodesk: https://flodesk.com📩 Follow Rebecca (IG): @rebeccashostak🧑‍💻 Apply to join the team: flodesk.com/careers—Chapters:0:00 Intro2:30 From Templates to Tech Startup10:00 Meeting Her Co-Founders13:00 The Viral Launch That Broke the Internet17:30 Transparency, Trust & Early Growth21:00 User Testing That Humbled Everything26:00 Product-Led Loops & Referral Flywheels34:00 From IC to Design Leader38:00 Coaching, Anxiety, and Emotional Growth45:00 Building a Global Design Culture52:00 Hiring for Taste, Clarity, & Craft58:00 Rebranding Flowdesk1:03:00 AI in Email: What’s Next1:06:00 Advice for Designers Who Want to Build Products1:10:00 Lightning Round—🎧 Subscribe for weekly episodes on design, growth, and product strategy from founders and designers building the next big thing.#GrowthDesign #ProductLedGrowth #Flodesk #Founders #StartupStories #DesignLeadership #DesignPodcast #GrowthDesigncast

Ryan Scott, a designer and educator with experience at DoorDash and Airbnb, shares valuable insights on thriving in today's design landscape. He emphasizes the need for designers to adopt both tactical and strategic skills, highlighting the importance of thinking like product leaders. Ryan suggests diversifying skills and embracing freelancing for growth. He also discusses the challenges of articulating design's ROI in business terms and introduces specialized courses to empower designers. Tune in for practical advice on building a resilient and fulfilling career trajectory!

In this episode of the Growth Design Podcast, we hosted Nick McEvily, seasoned entrepreneur and product Leader, to uncover the secrets behind building impactful businesses. Nick shares his battle-tested insights on navigating the challenges of entrepreneurship—from cracking the code on product-market fit to mastering the art of business pivots. They dive into avoiding bias in customer interviews, creating a powerful MVP (Minimum Viable Product), and the tools every founder needs to validate ideas effectively.But that’s not all—this conversation goes deeper, covering:⚡ The fractional work model and how it’s changing the game for startups⚡ The art (and struggle) of hiring and building great teams⚡ Why delusion and curiosity are the ultimate entrepreneurial superpowersPacked with actionable advice, hard-earned lessons, and fresh insights, this episode is a must-listen for designers, founders, and anyone building something extraordinary.Guest:Nick: https://www.linkedin.com/in/nickmcevily/Host: Emmanuel: https://www.linkedin.com/in/omoleemmanuel/IniOluwa - https://www.linkedin.com/in/inioluwa-abiodun Production by ⁠- https://www.linkedin.com/in/damilola-ilesanmi-720baa1b0 ⁠⁠For inquiries about sponsoring the podcast, email hello@growthdesigncast.com

In this episode of the Growth Design Podcast, we had the privilege of chatting with Jeremy Miller, a former freelance designer turned full-time UX manager, to explore the human side of UX design. Jeremy shares his journey and emphasizes the importance of building strong relationships with stakeholders and teammates to create meaningful design outcomes. Jeremy illustrates how interpersonal dynamics can shape user experience results and offers practical advice on navigating challenges like low design maturity in organizations. The conversation highlights the value of collaboration, communication, and leveraging soft skills to align design goals with business priorities and advance in a design career.Jeremy also discusses strategies for managing VUCA  (volatility, uncertainty, complexity, and ambiguity) in the workplace, effective networking in the digital age, and coping with burnout in a rapidly evolving industry influenced by AI. Whether you're a seasoned designer or just starting out, this episode offers valuable takeaways to help you thrive in the dynamic design world.Key Topics Discussed - Navigating Growth Design and Marketing - The Human Element in UX Design- Beyond UX Design: Building Relationships- Navigating the Challenges of Freelancing- Cultivating Alliances in Design Teams- Understanding Design Maturity in Organizations- The Importance of Collaboration in UXKey Takeaways- Importance of relationships in UX design.- The human element in UX is critical for successful outcomes.- Design is more than just creating deliverables; it's about understanding users and their needs.- Cultivating alliances within teams is essential for effective collaboration.- Designers should treat their colleagues as humans to foster better relationships.- Navigating low-design maturity companies requires patience and advocacy for design.- Building relationships is key to influencing design processes.Chapters00:00 Introduction and Background of Jeremy Miller07:20 Transitioning Between Full-Time and Freelancing12:05 The Human Element in UX Design16:10 Beyond UX Design: The Importance of Relationships21:17 The Allegory of Fred and Amy25:45 Cultivating Alliances in Design32:25 Navigating Low Design Maturity Companies32:55 Building Strong Stakeholder Relationships38:08 Navigating Business Priorities in Design46:45 Leveraging Relationships for Career Advancement54:50 Networking in the Digital Age01:00:01 Understanding Business for Designers01:05:08 Coping with Burnout in a Rapidly Evolving Industry01:10:50 Navigating Burnout in the Design Industry01:11:04 Book Promotion and Accessibility01:12:40 Collaboration and Creative Ideas01:13:23 The Human Element in UX Design01:15:41 Building Genuine Relationships01:16:30 The Importance of Effective Communication01:16:56 Lightning RoundsGuest:Jermey: https://www.linkedin.com/in/jmillspaysbills/Beyond UX Book Podcast: https://www.beyonduxdesign.com/Host: Emmanuel: https://www.linkedin.com/in/omoleemmanuel/IniOluwa - https://www.linkedin.com/in/inioluwa-abiodun/Production by ⁠⁠https://www.linkedin.com/in/damilola-ilesanmi-720baa1b0/⁠⁠For inquiries about sponsoring the podcast, email hello@growthdesigncast.com

Dan Foster, co-founder of MakeBuild, a London-based Webflow specialist agency, joins us for a fascinating conversation. Dan shares his journey from teaching UX design to building high-performing marketing websites, revealing the power of no-code tools, the importance of user-centric design, and the MakeBuild approach to growth design for a special niche, marketers. Discover how their HOP framework (Hunt, Order, Prove) helps marketing teams identify, prioritise, and validate growth ideas, and learn how MakeBuild empowers clients to manage their websites while providing strategic support. Dan also shares insights from his Webflow conference talk, "20 Tactics to Optimize Growth on Your Marketing Site," and offers advice for designers interested in specialising in marketing-focused growth design. Dan introduces the Flow Growth Library as a valuable resource and advocates for the power of no-code tools to democratise design. Key Topics Discussed - Navigating Growth Design and Marketing - Why Webflow is the Future of Design - Empowering Clients with Webflow - Understanding Client Needs in Marketing - Challenges in the Marketing Landscape Key Takeaways - Growth design blends design and marketing - Data-driven design is essential - Specialization and visibility are key to success - Continuous learning and open communication Chapters 00:00 Introduction and Ground Rules 01:20 Exploring Growth Design and Marketing 03:26 The Story Behind MakeBuild 07:20 Why Webflow? The Tool of Choice 10:14 Client Engagement with Webflow 13:13 Types of Clients and Industries 16:37 Challenges Faced by Marketers 21:41 The Dangers of Copycat Approaches 24:43 Low Code Tools and Growth Design 27:07 Standing Out in a Saturated Market 31:45 The Importance of Processes in Agencies 32:37 Introducing Flow Growth Library 34:23 Inspiration and Growth Practices 39:05 User-Centered Design in Marketing Workshops 41:49 Data-Driven Decisions in Growth Design 45:20 The Shift from Product to Marketing Focus 50:38 Visual Development and No-Code Tools 55:57 Advice for Aspiring Growth Designers Guest: Dan: https://www.linkedin.com/in/danfoster29/ MakeBuild: https://www.makebuild.studio/ Flow Growth Library: https://www.makebuild.studio/flow-growth Webflow Conference Talk: https://webflow.com/webflowconf/session/20-tactics-to-boost-your-websites-growth-presented-by-makebuild-london Host: IniOluwa - https://www.linkedin.com/in/inioluwa-abiodun/ Production by ⁠⁠https://www.linkedin.com/in/damilola-ilesanmi-720baa1b0/ ⁠⁠ For inquiries about sponsoring the podcast, email hello@growthdesigncast.com

Kristina Volchek is a Senior Product Designer who shares her journey from being a Chief Marketing Officer to a successful solopreneur. The conversation delves into essential skills for designer solopreneurs, the importance of personal branding, strategies for finding clients, and effective pricing techniques. She emphasizes the significance of time management and the challenges faced in solopreneurship, while also discussing the benefits of building a support network and creating an impactful portfolio. The episode concludes with practical advice for aspiring freelancers and solopreneurs. Key Topics Discussed: Personal Branding and its elements What’s in a Solopreneur's Toolkit? Creating an Ideal Work-Life Balance Time management and how to scale. How to Niche Down to Stand Out Takeaways. Freelancing for the first time can be challenging. Running a business requires understanding financial management. Personal branding is crucial for solopreneurs. Clients often find you through your personal brand. Questioning pricing can indicate a problematic client. Time management is essential for maintaining work-life balance. Starting as a generalist can provide valuable experience. Networking is a proactive effort that pays off. Visual appeal is critical in a designer's portfolio. Chapters 00:00 Introduction to the Grow Design Podcast 02:24 Christina's Journey: From CMO to Solopreneur 11:17 Essential Skills for Solopreneurs 16:59 Building a Personal Brand as a Solopreneur 25:20 Finding and Landing Clients 34:56 Pricing Strategies for Freelancers 47:33 Time Management Techniques for Solopreneurs 52:15 Challenges Faced in Solopreneurship 57:31 Niche Down or Generalist: Finding Your Path 01:01:13 Building a Support Network 01:07:26 Creating an Effective Portfolio 01:10:54 Conclusion and Key Takeaways Where to find Kristina Volchek: - LinkedIn - https://www.linkedin.com/in/kristi-digital/ - ⁠Website - https://kristi.digital/ Co-hosts: Emmanuel - https://www.linkedin.com/in/omoleemmanuel/ IniOluwa - https://www.linkedin.com/in/inioluwa-abiodun/ Production by ⁠⁠https://www.linkedin.com/in/damilola-ilesanmi-720baa1b0/ ⁠⁠For inquiries about sponsoring the podcast, email hello@growthdesigncast.com

Zachary Bolton is a product strategist with over 15 years of experience navigating the triumphs of product development. He is a partner at Other Land, a design studio that helps B2B product leaders decide what needs to change to improve growth. Zach shares insights from his career, including his transition from advertising to founding the agency, Otherland. He challenges traditional strategy frameworks, emphasizing the critical role of understanding customer value. The discussion explores practical strategies for aligning teams within organizations, fostering a growth-oriented culture through leadership, and providing actionable advice for designers looking to launch their practices.Key Topics Discussed​Deconstructing Traditional Frameworks.​Uncovering True Customer Value ​Growth Mindset in Established Companies ​Bridging Customer Insights and Product Strategy​Facilitating Cross-Department CollaborationKey Takeaways- ​Product strategy is about understanding unique value.​Frameworks should serve the strategy, not hinder it.​Customer insights are crucial for an effective strategy. ​Collaboration across departments is key to success.​Simplicity in communication enhances understanding.​Mistakes are part of the learning process.Referenced Resources:- ​No Bullsh*t Strategy by Alex M H Smith https://a.co/d/c3pkKTD​Running Lean by Ash Maurya - https://a.co/d/a6BpApW​House of Suns by Alastair Reynolds - https://a.co/d/17pFCB9Chapters00:00 Introduction and Guest Introduction02:52 Zachary Bolton's Journey and Background05:50 Understanding Product Strategy11:45 The Complexity of Strategy18:02 Challenges in Traditional Product Strategy24:02 Bridging Customer Insights and Product Strategy30:12 Facilitating Cross-Department Collaboration36:07 Leadership and Growth Mindset42:10 Final Thoughts and Advice for DesignersWhere to find Zachary BoltonLinkedIn: https://www.linkedin.com/in/zachbolton/Agency Website: https://www.otherland.studio/Co-hosts: Emmanuel - https://www.linkedin.com/in/omoleemmanuel/IniOluwa - https://www.linkedin.com/in/inioluwa-abiodun/Production by⁠⁠https://www.linkedin.com/in/damilola-ilesanmi-720baa1b0/⁠⁠For inquiries about sponsoring the podcast, email hello@growthdesigncast.com

Adi Kujal, a seasoned growth product designer shares his insights on applying growth design principles within the fast-paced world of early-stage startups. He discusses his transition from traditional design to a growth-focused approach, emphasizing the importance of an entrepreneurial mindset, a deep understanding of user psychology, and navigating the unique challenges of the startup environment. He delves into the power of emotionally driven user research, exploring the balance between persuasive design and ethical considerations. He also examines the evolving role of designers in startups and offers practical advice on identifying red and green flags when considering joining an early-stage company. He offers valuable insights into recognizing red and green flags when joining early-stage companies and addresses the pervasive experience of imposter syndrome among designers. Key Topics Discussed: Expectations for Designers in Founding Roles. Approaching Conversations with CEOs About Design's Influence. Setting Up Experiments and Working with Limited Data. Incorporating Sales Psychology and Behavioural Science into Design Work Sharing Personal Experiences and Stories From Working With Startups Takeaways. Connecting psychology with design enhances user experience. Proactivity is key in early-stage startups. Small wins can lead to bigger opportunities. Experimentation is necessary in the absence of data. Emotional user research can yield deeper insights. Qualitative data is essential when quantitative data is lacking. Experimentation should be fun and engaging for teams. Sales psychology can enhance design effectiveness. Referenced Resources: Sera Tejima’s Growth Playbook The Creative Act - Rick Ruben Creative Confidence: Tom Kelley, David M. Kelley Chapters 00:00 Introduction to Growth Design and Adi’s Background 02:47 The Importance of Entrepreneurial Mindset in Design 06:03 Aha Moments in Growth Design: Psychology and Sales 08:53 Challenges of Working in Early Stage Startups 12:13 Misconceptions About Founding Designer Roles 15:02 Navigating Responsibilities in Sensitive Fields 17:48 Essential Skills for Designers in Startups 21:00 Communicating Design Value to Founders 23:53 Proactive Design Strategies and Small Wins 27:11 Validating Design Decisions with Limited Data 35:32 Emotional User Research 36:52 Navigating Growth Design with Limited Data 39:11 Fun and Impactful Experimentation 40:36 Integrating into Team Structures 43:02 Sales Psychology in Design 46:12 Balancing Persuasion and Ethics 48:06 Applying Behavioral Science Principles 50:58 The Evolving Role of Designers 55:46 Generalists vs. Specialists in Design 01:00:08 Lessons from Startups 01:04:29 Identifying Green and Red Flags in Startups Where to find Adi Kujal - LinkedIn: https://www.linkedin.com/in/aditya-kuja - Website: https://www.rootdesign.net/ Co-hosts: Emmanuel - https://www.linkedin.com/in/omoleemmanuel/ IniOluwa - https://www.linkedin.com/in/inioluwa-abiodun/ Production by ⁠⁠https://www.linkedin.com/in/damilola-ilesanmi-720baa1b0/ ⁠⁠For inquiries about sponsoring the podcast, email hello@growthdesigncast.com

Mindaugas Petritis, founder of Coho, joins us to discuss the future of design and its crucial intersection with business. He shares his unconventional journey from hospitality to community building and entrepreneurship, emphasising the importance of authentic relationships and understanding the challenges designers face in aligning their work with business objectives. We explore the evolution of Coho, from a fellowship to a platform focused on peer learning and unlocking hidden knowledge within organizations. Mindaugas also shares his insights on the evolving nature of work, the power of curated peer groups, and why more designers should consider the founder path. The conversation delves into the impact of AI on the design landscape, the need for designers to develop broader skills like communication and critical thinking, and practical advice for aspiring design founders. Key Topics Discussed: The future of work and the increasing importance of peer groups The benefits and challenges of designers becoming founders Bridging the gap between design and business objectives The impact of AI on the role of designers and the need for new skills Practical advice for building relationships within organisations Takeaways: Building authentic relationships is crucial for career growth and understanding the business context. Designers can gain valuable business insights by proactively engaging with other departments. Peer groups offer a powerful way to navigate the changing work landscape and share knowledge. Designers should consider the founder's path and experiment with side projects. The future of design requires strong communication, critical thinking, and adaptability. Don't outsource your thinking to AI; focus on developing core skills. Referenced Resources: Business Thinking for Designers by Ryan Rumsey Chapters 00:00 Introduction and Background 01:58 From Hospitality to Community Building 08:16 Understanding the Challenges of Designers 12:30 Transition from InVision to Coho 22:22 The Importance of Curated Peer Groups 29:16 The Future of Work and the Role of Coho 35:05 Designers as Founders 38:20 Challenges Faced by Growth Designers 48:23 The Impact of AI on Design 49:26 Developing Skills Beyond Design 59:47 Building Relationships and Collaboration 01:10:06 Advice for Designers Who Want to Be Founders 01:12:18 The Importance of Side Projects and Experimentation 01:14:38 The Role of Sales and Marketing in Entrepreneurship 01:18:03 Founder vs CEO: Understanding the Difference 01:26:34 If Not a Founder, Then a Restaurant Owner 01:27:44 The Books, Movies, and Profession That Inspire Mindaugas Where to find Mindaugas: - LinkedIn: https://www.linkedin.com/in/mindaugaspetrutis/ - Website: https://www.joincoho.com/ Co-hosts: Emmanuel - https://www.linkedin.com/in/omoleemmanuel/ IniOluwa - https://www.linkedin.com/in/inioluwa-abiodun/ Production by ⁠⁠https://www.linkedin.com/in/damilola-ilesanmi-720baa1b0/ ⁠⁠For inquiries about sponsoring the podcast, email hello@growthdesigncast.com

Andy is a design leader, speaker, investor, coach and founder, many times over. From ClearLeft to Seedcamp, always a designer at heart, Andy believes design is powerful in transforming companies, teams and customers' lives for the better. Andy joined us to discuss the importance of design in startups, particularly growth design's role in driving business growth and solving problems. Together, we explore practical strategies for acquiring early customers, including leveraging networks, attending industry events, and utilising outbound sales. Andy highlights the importance of growth designers in these early stages, particularly for customer discovery and research. He introduces the concept of "language-market fit," stressing the need to understand the target audience's specific language and needs. He concludes by discussing the need for adaptability and quick iterations in early-stage startups and the future of design, including the merging of roles and new tools. Key Topics Discussed: Finding early users and achieving product-market fit. The importance of founder-led sales and marketing. The role of growth designers in customer discovery and research. Understanding the language and needs of potential customers ("language market fit"). Takeaways Growth design focuses on improving existing capabilities and solving business goals, rather than just adding new features. Outbound sales and personalized outreach can be valuable strategies for acquiring early customers. Language market fit is important in effectively communicating the value of a product to potential customers Designers in early-stage startups need to be adaptable and willing to experiment with different approaches. The future of design involves the merging of roles and the use of new tools Referenced Resources: The Growth Equation: How Early Stage Startups Can Build a Powerful Engine for Growth by Andy Budd Turn the Ship Around by L. David Marquet Never Split the Difference by Christopher Voss and Tahl Raz Blue Ocean Strategy by Renée Mauborgne and W. Chan Kim Chapters: 00:00 Introduction and Guest Introduction 01:13 Andy's Journey into Design 07:38 Shift from Building Design Companies to Supporting Startups as an Investor 13:02 Defining Growth Design and Its Importance 20:13 The Biggest Design Challenges for Startups in the Early Stages 27:46 Effective Tactics for Acquiring Early Customers 37:59 Finding First Customers and Founder-Led Sales and Marketing 38:45 The Role of Growth Designers in Startups 46:20 The Importance of Language Market Fit 41:34 Designers in Early-Stage Startups: Adaptability and Experimentation 56:54 Utilising Behavioural Science to Drive Growth 01:14:04 The Role of Growth Design in Startups 01:15:24 Building a Small, Independent Team for Growth Design 01:19:18 Understanding Business Partners and Applying Empathy 01:23:18 The Future of Design: Merging Roles and New Tools 01:36:10 Lightning Questions with Andy Where to find Andy: - LinkedIn: https:https://www.linkedin.com/in/andybudd/ - Website: https://www.andybudd.com/ - Read a free chapter of his book here: https://www.andybudd.com/book Co-hosts: Emmanuel - https://www.linkedin.com/in/omoleemmanuel/ IniOluwa - https://www.linkedin.com/in/inioluwa-abiodun/ Production by ⁠⁠https://www.linkedin.com/in/damilola-ilesanmi-720baa1b0/ ⁠⁠For inquiries about sponsoring the podcast, email hello@growthdesigncast.com