Artificial intelligence has accelerated dramatically software developmentmaking it easier than ever to transform ideas into functional products. According to Stanford recent reportAI performance on a key coding benchmark jumped from 60% to nearly 100% in a single year, while organizational adoption of AI reached 88%. As AI capabilities continue to expand, Tingyu Su believes that the challenge is no longer simply creating software. It’s about creating products that people understand, trust and decide to adopt immediately.
According to Su, a startup founding designer with experience spanning creative technology, product innovation, and multidisciplinary design, that shift has made the founding designer an increasingly important early hire. She explains that while startups often prioritize engineering talentThey also need someone who can connect product development, branding and customer experience into a cohesive whole from the beginning.
“The speed of AI development has changed how companies compete.“Su says.”Creating an initial product is becoming more accessible. Creating a brand and experience that people immediately understand, trust and remember is where lasting differentiation begins.“
Customers often form opinions about a company long before using its technology, Su says. “A website, conference booth, presentation deck, or marketing collateral can become the first interaction someone has with an organization.” he says. He recalls a recent industry conference where a potential customer stopped by the company’s booth and commented that the materials felt clean and immediately understandable, and seemed noticeably more refined than those of surrounding exhibitors. For Su, moments like that confirm why each touchpoint should reinforce the same identity that customers eventually experience within the product itself. A startup’s product will change many times, he says, but a carefully constructed brand is the one thing that shouldn’t. For AI startups, That consistency is what earns customers’ trust before the technology proves effective.
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Su’s multidisciplinary career has influenced his approach to design. Her experience spans arts institutions, creative agencies, consumer brands and technology companies, backed by formal training in communication design and product innovation. His work has also been recognized with a iF Design Awardand she contributed published research presented at CHI 2025. Today, she applies that broad perspective as the founding designer of Youlify, a Silicon Valley healthcare AI startup that develops revenue cycle management technology for healthcare organizations and providers.
Su also believes that expectations for early-stage products have evolved along with AI. While the minimum viable product remains a valuable way to validate ideas, he claims that functional software alone is rarely enough to gain customer trust. Instead, it encourages founders to think about creating a Adorable minimal producta clear, intuitive and reliable experience from the first interaction. According to Su, a well-thought-out design helps turn an initial prototype into a product that people are willing to adopt and recommend.
“A product does not need dozens of features to make a good impression,“Su says.”Sometimes a carefully designed experience that clearly solves a real problem generates much more trust than a long list of capabilities that people never fully understand.“
According to Su, AI is reshaping the role of designers as much as it is reshaping technology. She believes the next generation will contribute to branding, product strategy, customer research and engineering rather than remaining confined to traditional design responsibilities. she says artificial intelligence tools and increasing technical understanding are allowing designers to collaborate more closely with engineering teams during product development.
Su encourages founders making their first design hire to prioritize curiosity, initiative, and systems thinking alongside technical ability. She explains that early-stage startups rarely have the structure for highly specialized roles, making adaptability an important characteristic for anyone joining the founding team. Designers who proactively explore client problems, collaborate across departments, and confidently recommend practical solutions often contribute far beyond traditional design responsibilities.
“TThe most valuable founding designers constantly learn alongside the company,“Su says.”They are willing to understand the customer, work closely with engineers, contribute to business conversations, and refine each experience as the company evolves.“
Su’s own multidisciplinary career reflects that philosophy. Before entering the startup ecosystem, he worked at prominent cultural institutions, including the Museum of Modern Art, the Solomon R. Guggenheim Museum, and the Rubin Museum of Himalayan Art, experiences that strengthened his understanding of storytelling, accessibility, and large-scale design systems. He later expanded that perspective through creative agencies, consumer brands and product innovation before moving into AI startup leadership, where he now combines design, technology and business strategy to help shape emerging products.
As artificial intelligence continues to reshape the way software companies are built, Su believes the role of the founding designer will continue to expand along with technological progress. While engineering excellence remains critical to startup success, it suggests that long-term differentiation increasingly depends on how clearly companies communicate value, earn customer trust, and deliver consistent experiences in every interaction.
“The companies people remember are the ones that make every interaction seem intentional,”Su says. “Technology will continue to evolve, but trust is built through experiences that feel consistent from the first impression to the product itself. That’s where I believe the founding designer creates lasting value.”
