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