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Title
Hacking Revenue Growth with Design (Andy Budd)
Why do we hire designers? Is it just to make things look pretty or can they actually drive revenue?
Well, according to Andy Budd, a proper design legend, one of the first UX designers in the United Kingdom and a VC nowadays, it’s the latter.
We caught up with Andy during our recent visit to the How To Web conference in Bucharest, where we had the opportunity to pick Andy’s brain on design and growth. He talked about the things that founders miss when it comes to design and about the things that designers miss and often overlook when it comes to actually running a profitable and scalable business.
As somebody who works on bringing those two sides closer through mentoring and consultancy work, our guest shared his views on product-led and founder-led marketing, noting that many founders are focused on product development and often overlook the significance of effective marketing and sales strategies:
“The founder’s involvement in sales and marketing is crucial for connecting with customers and building a successful growth strategy.“
Throughout the episode, Andy took the time to explain why retaining users is a common challenge for startups, as founders often assume customers will instantly see the value of their product. He emphasized the need to prioritize usability and user onboarding, noting that customers usually need guidance to understand and utilize a product’s features fully. He stated:
“Founders should really resist the urge to continually add new features and instead focus on optimizing existing features to provide clear, accessible value.”
Continuing our conversation, Andy underlined that UX plays an important role in a product’s success. Our guest encouraged founders to value design not just as an aesthetic element but as a strategic tool that can improve user engagement and business outcomes.
He also noted that design leaders should focus on measurable outcomes and collaborate with other departments to demonstrate the impact of design on the company’s growth and success — especially nowadays when organizations are trying to streamline their budgets.
Saving the best for last, Andy also gave us an insight into his latest book, The Growth Equation. This book summarizes the past 30 years of his work and discusses valuable principles for growing companies, teams, and revenue.
Interested in the whole interview? Click the video below or find us on Apple Podcast, Spotify, or Pocket Casts!
