The Best Design Advice
30 pieces of wisdom from some of the world's best product designers & builders
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Friends,
Over the course of 2024, nearly every time I’ve interviewed a product or design leader, I’ve ended the conversation by asking for one of their favorite pieces of advice. The result is this collection: a compilation of some of my favorite product-building wisdom from 35 of the world’s best product builders and design leaders.
*Most of them are my findings from the year's readings. A few of them are interviews, which you’ll watch with full links attached.
I am convinced that simply hearing them during the year improved my decision-making at key moments, and creating this guide has cemented many in my brain for good. Whether you’re a product designer, a design leader, or simply fanatical about making and designing high-quality products in circumstances with imperfect information, you will find the collection invaluable.
My goal is that every piece ADPList’s Newsletter publishes more than repays the cost of a full year’s subscription. This is an example of a resource that I believe pays for itself many times over.
To discover the frameworks, heuristics, and hard-earned lessons of some of the most performant leaders of the past couple of decades, read on.
What to expect
30 pieces of high-signal product-building advice from 35 elite leaders
Julie Zhuo's principles on human-centered product development
The metrics vs. human needs balance in modern product design
Scaling product strategies from Google’s leadership team
Battle-tested frameworks for evaluating feature requests
Core principles of sticky products from top growth leaders
Building bulletproof technical foundations and design systems
Designing for trust in the modern product landscape
Key traits of consistently high-performing product teams
…And much, much more. To unlock the full compilation, learn from the best design leaders, and discover breakout insights early, join our $8.99/month premium newsletter today. You’ll get instant access to our full guides, exclusive interviews, and full deep-dive market research. If you work in tech or design, it should pay for its price many times over.
The Best Product Building Advice
Design for people, not users
Julie Zhuo, Former VP of Product Design at Facebook
“People don’t exist to use your products; you build products to be useful to people.” Zhuo's design philosophy emphasizes empathy and the human aspect of product development. When designing, it's essential to remember that the end goal isn’t to drive metrics or increase engagement—it’s to solve real problems for real people.
Actionable insight:
Prioritize human needs over engagement metrics. By approaching design with empathy and understanding the diverse contexts in which your product exists, you craft experiences that resonate deeply. The best products feel intuitive because they align with human behavior, not just because they look sleek. This approach leads to loyal users and organic growth driven by genuine value.
(Watch this full interview with Julie Zhuo)
Force a choice, not a comparison
Logan Bartlett, Redpoint Ventures
“Startups need to force a choice, not a comparison.” If a startup tries to compete directly by comparing features, it risks being outpaced by incumbents who can easily replicate or incrementally improve. Bartlett advises creating products that redefine the problem space, compelling customers to choose fundamentally different options.
Actionable insight:
Build products that stand apart by reshaping the conversation. Instead of entering a feature war, innovate in ways that make direct comparisons irrelevant. Consider how Airbnb differentiated itself from hotels by offering unique experiences rather than standardized stays. This not only gives your product an edge but creates emotional engagement, leading users to choose you not because you're incrementally better but because you're offering something no one else is.
Prioritize functionality over aesthetics
Don Norman, Co-founder of Nielsen Norman Group
“Apple has fallen into the hands of the most disastrous faction of design: the one that believes designing is about making something pretty and elegant.” Norman warns against prioritizing aesthetics at the cost of usability. While beautiful design draws attention, the core of good design lies in solving problems and enhancing user experience.
Actionable insight:
Never let form overshadow function. Aesthetics should enhance usability, not detract from it. When faced with design decisions, ask: does this make the product easier to use? Does it address a user pain point? Products that prioritize utility become indispensable, while overly stylized but impractical designs often fade out. Form follows function, and the most beloved products are those that marry simplicity with effectiveness.
(Watch this full interview with Don Norman)
Focus on outcomes, not output
Josh Elman, Former VP of Product at Robinhood
"The measure of a great product team isn't how many features they ship—it's the outcomes they create for users and the business." Success in product development comes from focusing on the impact of what you build, not the volume of features delivered.
Actionable insight: Define clear success metrics tied to user and business outcomes. Measure the impact of features after launch and be willing to iterate or remove features that aren't delivering value.
AI for enhanced user experience
Jakob Nielsen, Co-founder of Nielsen Norman Group
“AI-driven design choices can change the world by predicting user behavior and enhancing personalization in UX.” Nielsen underscores the transformative potential of AI in crafting responsive and personalized user experiences.
Actionable insight:
AI isn’t just a buzzword—it’s a tool to amplify user experience. By leveraging AI to anticipate user needs and automate tasks, you can create frictionless journeys that feel intuitive and satisfying. However, always maintain human oversight to ensure AI enhances rather than replaces thoughtful design. Thoughtfully applied AI can unlock new levels of efficiency and delight, fostering deeper engagement.
(Watch this full interview with Jakob Nielsen)
Lead with strong opinions, held weakly
Ken Norton, Former Product Leader at Google