A raise can be both exciting and daunting. Founders feel the pressure of making the best use of their raise - having to choose between competing priorities and make decisions that will impact the growth of their startup. We’ve sat across from a number of founders going through this - overwhelmed with decision fatigue. 

One of the most difficult things to answer confidently, is whether something is worth investing in. Being a design innovation studio, maybe we’re a little biased - but we think that foundational work in brand and product can go a long way.

• The process of developing a brand strategy helps founders crystalise their USPs and is often a challenging but worthwhile exercise in recognising how the startup is positioned against competitors.
• The process of developing a product can help brands deliver their product goals more effectively, through a smoother customer experience. 

Even if founders decide that they are willing to invest in design, they typically have a number of questions underpinned by a desire to make a worthwhile investment. We’ve collated the questions we’ve heard time and time again from founders with similar concerns and our learnings that are helpful in navigating these challenges. We hope that they can help founders navigate the decisions they need to make after a raise - particularly when it comes to design. 

How do we prioritise design without slowing down development?

• A common fear is that design will introduce delays. However, if deployed strategically, design will enable efficiency as a product develops. Good design ensures a strong foundation with reusable components, scalable systems and workflows that reduce engineering churn. This foundation can be built upon when there is greater complexity in the product. 
• Pro tip: We’ve found that a lightweight design system is the best place to start — it’ll pay for itself when your team inevitably grows.

Should we hire in-house or work with a partner?

• Startups are often tempted to hire a design team, only to realise that they need senior-level expertise that they can’t yet afford. This leaves junior designers unsupported in building a long-lasting design approach - and inevitably costs the startup time and resources. 
• Pro tip: The hiring process is arduous - finding the right combination of experience and expertise with added resourcing limitations is hard. You can reduce the pressure from your in-house hire by taking a hybrid approach: a design partner for foundational pieces or strategic moves, in-house for day-to-day execution.

How do we measure the ROI of design?

• The impact of design isn’t always obvious - but it is measurable. Metrics such as conversion rates, onboarding success, churn rate are all impacted by design decisions. Tracking these throughout design uplifts can help startups quantify the ROI that design adds. 
• Pro tip: Pair every design initiative with a business goal. Example: ‘Improve onboarding flow to increase Day 1 activation by 15%.’ Pair every design initiative with a business goal e.g. ‘Improve onboarding flow to increase Day 1 activation by 15 per cent’. This will also enable the design process - providing clarity in the goals to be achieved. 

Does our brand really matter at this stage? 

• While you don’t need a $1m rebrand, a strong brand foundation will articulate your value proposition and position you clearly within the competitive landscape. It is critical to establish this for hiring, fundraising, and of course, customer acquisition. 
• Pro tip: Focus on a brand narrative that communicates your value proposition in one sentence. You can use this to validate your brand assets and messaging framework. 

What’s the most critical design problem we should solve first? 

• It’s natural to want to fix everything all in one go. Instead, consider which issues are bleeding the most users, revenue or trust in the product. Prioritise this list and create a plan of attack that is feasible. 
• Pro tip: Focus on ‘high-leverage’ design fixes. These are typically issues that have an impact on retention, activation or conversion. 

How can we scale design without losing consistency? 

• A good design system is scalable, and should be applied to every new feature and product that is built. When this foundational layer is strong, you won’t lose consistency with new additions.
• Pro tip: Build a lightweight design system that grows with you. Start with core components: typography, buttons, and grids. 

Do potential customers understand what we do? 

• Clarity drives growth. It’s important to do the work internally and make sure this clarity exists in the team - you can then build a clear messaging framework that helps users grasp your value. If your messaging is unclear, users will bounce—or worse, choose a competitor. 
• Pro tip: Test whether a non-expert can explain what your product does after a 10-second glance at your website.

Are we leaving money on the table with our user experience? 

• Don’t underestimate the impact of poor UX on conversion. Even small UX inefficiencies can hurt your bottom line. A confusing onboarding flow, for example, can tank trial-to-paid conversion rates. 
• Pro tip: Run a heuristic evaluation or A/B test to identify where users are struggling.

Should we build more features or refine what we have? 

• Most successful products deliver value through a few core features. Adding more doesn’t always increase value—it often adds friction. Refining your existing features is time worth spent.
• Pro tip: Use the ICE framework (Impact, Confidence, Ease) to prioritise features that truly move the needle. There will be opportunity to build additional features!

We are always excited to talk to founders, understand their challenges, and see how we can support their brand and product needs. If you have any other questions, get in touch.