Nikita Bier, known for his work in consumer tech and for advising over 50+ companies, recently stirred up a conversation on Twitter by pointing out a critical gap in many startups: a lack of full-time designers. In his view, having a dedicated designer “in the room at all times” is the key differentiator between companies that execute effectively and those that flounder.
The Crux of the Argument
Bier recounts how he has met with numerous companies—some funded with millions (and even billions)—that have no designer on payroll. This, he argues, breaks the product development process in three main ways:
- Real-Time Visualization
Without a designer present, brainstorming sessions remain abstract. Bier believes constructive product conversations require immediate visualization to solidify ideas. - Inconclusive Experiments
He points out that poorly designed interfaces or unclear features often lead to inconclusive test results—users either don’t discover new features or misunderstand them entirely. - Lack of a Visionary
When no one is steering the product’s look and feel, the team can’t rally around a cohesive vision. Designers, Bier says, are essential for shaping product comprehension, navigation, interaction, and copywriting.
More Than Just Pretty Pixels
Importantly, Bier emphasizes that design is about much more than creating polished visuals. It involves thinking through the “fundamental building blocks of product comprehension”—from user flows to interaction patterns. A strong designer should be able to prototype in high resolution, bridging the gap between concept and tangible user experience.
“At the end of the day, products live and die in the pixels: it’s what the users see and tap,” Bier writes. “Without someone shepherding that process, you are effectively wandering the desert blind.”
Exceptions—and Their Limits
Bier acknowledges that there are rare exceptions. In some cases, the CEO or founder might be a talented visual thinker who can effectively stand in as the product’s de facto designer. However, he stresses that this approach typically does not scale beyond a small team. As the company grows, so does the complexity of the product—making a dedicated design expert crucial for maintaining a clear, intuitive experience.
A Call to Action
For startups and established companies alike, Bier’s thread is a wake-up call. It challenges leaders to reconsider whether a full-time designer is an optional luxury or a non-negotiable role. With user expectations higher than ever, design isn’t just about aesthetics—it’s about ensuring clarity, usability, and a cohesive vision that drives growth.
What do you think? Is having a designer at the table for every major decision truly a game-changer? Or can teams function just as well by outsourcing or leaning on cross-functional team members?
Share your thoughts in the comments below.