The Future of Product Design: When Everyone Becomes a Builder – with Gabriella Hachem

BuildingIconic

In this episode, Olivia sits down with Gabriella Hachem, co-founder of Dessn, the platform redefining how product teams build by anchoring design directly inside production. They explore what it really means to build something iconic-and why solving foundational problems requires deep conviction, thoughtful craft, and the willingness to be a little delusional.

Gabriella explains how Dessn eliminates the decades-long gap between design intent and engineering output by connecting directly to the codebase and creating a design environment that operates inside it. Rather than bringing production into design (like most tools attempt), Dessn starts at the code and builds upward, allowing designers and PMs to contribute meaningfully without needing to code.

They discuss collapsing roles, avoiding decision fatigue, democratizing access to higher-leverage work, and why future teams will operate as “builders” rather than siloed specialists. Gabriella also speaks candidly about the emotional side of scaling a company, choosing to work only with truly exceptional people, and how to maintain joy and humanity while solving brutally hard problems.
🔑 KEY TAKEAWAYS
Dessn starts from your codebase, creating a design environment inside production rather than abstracting away from it.
Most competitors start outside and work backward - Dessn reverses that.
AI removes low-leverage work, leaving craft, taste, and originality as competitive edges.
Great design isn’t decoration - it’s how humans experience trust.
Conviction is non-negotiable. You sometimes have to be “delusionally certain” before anyone else sees it.
Roles will begin to collapse as access to product environments expands - future teams are “builders.”
True innovation requires not just big vision, but consistent delivery.
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