Designing Growth: What Startups and Designers Can Learn from Each Other
Great ideas are only the beginning. From deep-tech innovations to sustainable mobility, startups need more than technology to succeed. Wolfgang Wagner of Design3 explains why designers often become strategic partners—and what makes startup collaborations so unique.
From quantum computers and smart thermostats to award-winning mobility solutions, some of the most exciting innovations start small. As an iF DESIGN AWARD juror and Managing Partner of Design3, Wolfgang Wagner has experienced both sides of the innovation journey - evaluating outstanding design and helping startups bring ambitious ideas to market. We spoke with him about collaboration, creativity, and the realities behind startup success.
Design3 has worked with a number of startups in recent years. Is that something you actively enjoy?
Wolfgang Wagner: Absolutely. The number of startup inquiries has increased significantly over the years, and I find these collaborations incredibly exciting. Every startup brings a different challenge, a different business model, and usually a very passionate founder behind it. Exploring these ideas and understanding the people driving them is always rewarding.
Design is fundamentally about solving problems. In startup projects, we often have the opportunity to address those problems at a much broader level. Designing a product is only one part of the job. Equally important is acting as a sparring partner on strategic questions—sometimes even questioning the viability of an idea or business model. That broader involvement makes the work both challenging and meaningful.
What kinds of startups have you worked with so far?
WW: The range is surprisingly broad. We've worked with founders who had no prior product-development experience and simply wanted to bring an idea to life. We've collaborated with university spin-offs and with established companies entering entirely new business fields. The projects themselves are equally diverse - from intelligent thermostats (Vilisto) to quantum computing systems (Photonic), and even charging infrastructure for e-bikes (Jordan/Friwo). At the moment, we're also involved in projects related to food-preparation robotics, beauty-tech innovations, and motorsport analytics. No two projects are alike.
How do startups differ from more established clients?
WW: Most startups don't yet have the structures that larger organizations rely on. Decision-making is usually much faster, and communication is far more direct. That's a great advantage because it allows ideas to move quickly. At the same time, it often means that we take on a larger role in project management and coordination. That contribution is frequently underestimated, but it can be critical to a project's success. Experience becomes a real asset in those situations.
Are there common misconceptions startups have about design and product development?
WW: Most founders already understand that design is essential for market success. What is often underestimated, however, is how much work remains once a product appears to be "almost finished." Turning a promising concept into something that can be manufactured at scale and at competitive costs is a long journey. Engineering, testing, production, supply chains, scalability, and multiple rounds of iteration all play a crucial role. Good design doesn't end with a beautiful concept - it continues through implementation.
What advice would you give to designers who want to work with startups?
WW: Be open-minded. Some of the most interesting projects begin with ideas that initially seem unconventional or unrealistic. Every successful company started small. At the same time, honesty is important. If you don't believe in the idea or in the people behind it, it's better for both sides to acknowledge that early on. Another recurring topic is funding. Startups rarely have unlimited resources, especially during long development cycles. In some cases, designers may be asked to share part of the financial risk through adapted fee models. If that's the case, it can be worthwhile to discuss participation in future commercial success at an early stage.
If you had to summarize the relationship between designers and startups in one sentence, what would it be?
WW: The best startup collaborations happen when designers are willing to go beyond shaping products and become trusted partners in shaping the business itself.