What does it take to make design a growth engine—not an afterthought?

David Hoang, VP of Design at Atlassian and former design leader at Webflow, Replit, and One Medical, joins First Builders to share how intentional design can transform messy startup fog into clear, scalable roadmaps.

As a designer, executive, angel investor, and writer of the Proof of Concept newsletter (11K+ subscribers), David brings a unique perspective on blending art, systems, and strategy to build products people actually use.

In this episode, David shares:
– Why “design is infrastructure” and how that applies at the pre-seed stage
– When founders should hire their first designer (and the red flags to watch for)
– Lessons from building and scaling design teams at Webflow, Replit, and Atlassian
– How authenticity and consistency can shape a founder’s public voice

It’s a conversation for founders, operators, and anyone who wants to build with intention—without losing sight of craft.

Follow David Hoang
LinkedIn: https://www.linkedin.com/in/davidhoang
Twitter/X: https://twitter.com/davidhoang
Newsletter: Proof of Concept

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Show Notes

• David’s journey from early IC designer to VP of Design at Atlassian
• Why design is more than aesthetics—it’s infrastructure for growth
• Red flags when a company “thinks” it values design
• Advice for founders hiring their first designer
• Building design teams that scale across healthcare and SaaS industries
• David’s newsletter: Proof of Concept

Books mentioned:
– The Humane Interface by Jeff Raskin
– The Art and Soul of Dune by Tanya Lapointe