The Secret Weapon of Tech Giants: Growth Product Design

Ever wondered why some products scale effortlessly while others struggle to keep users engaged?

One factor that top companies like Notion, Canva, and Miro have mastered:

“Growth Product Design.”

Let’s explore what exactly it is and why it matters so much!

What Exactly is Growth Product Design?

At its core, it’s not about making things look good — it’s the art of creating seamless, user-driven experiences that directly align with business goals.

It’s about designing customer journeys that:

• Convert
• Retain
• And drive long-term business growth

But it wasn’t always like this.

The History

There have been five major chapters that shaped the history of Growth Product Design:

1. 1990s
   ↳ It all began with UX design when Don Norman at Apple coined the term to focus on every aspect of user interaction.
2. 2000s
   ↳ The field split into specific roles — UI & UX designers became the norm.
3. 2010s
   ↳ The Product Designer role emerged, combining UX and UI into a holistic approach.
4. Late 2010s
   ↳ Growth Product Design was born, where designers focused on improving activation, retention, and growth.
5. 2020s & beyond
   ↳ It continues to evolve, merging with fields like AI, but its core remains the same — user-centric growth at scale.

To learn more about building out growth product design, check out the full deep dive with the Growth Design Expert, Kate Syuma.

But There Are Misconceptions

Despite its rise…

Two common mistaken beliefs prevent companies from unlocking its true potential.

Let me explain.

Mistaken Belief One: Growth Designers Should Prioritize Speed Over Quality

The assumption: Fast iteration means faster growth.

The reality? Cutting corners on quality creates bad user experiences, leaving users frustrated and confused, resulting in high churn.

Companies like Notion, Canva, and Miro emphasize quality. And you can FEEL it in their products.

Mistaken Belief Two: Growth Designers Are Just Executors

Too many companies view designers as mere executors who “make things look nice.”

In truth, they should be partners in strategy, influencing everything from product-market fit to long-term user retention.

Why?

Because they understand user needs deeply and can bridge the gap between those needs and business objectives.

Here’s the Key Takeaway:

Growth Product Design is more than a function — it’s a growth lever.

Companies that balance quality and strategic design see:

• Higher retention
• More conversions
• And stronger product-market fit