How Kevin Wong (Webflow) Builds Great Design Process from the Ground Up
From Disney sketches to design leadership at Webflow — and the rituals that make great design happen.
Kevin Wong, Head of Product & Content Design at Webflow, joins us to unpack how great design actually gets done — at scale.
From leading teams at Airbnb and Meta to shaping Webflow’s design org, Kevin’s career has been rooted in one thing: intentional process. Whether it’s weekly crits, internal build days, or simply knowing when not to rush feedback, Kevin shares how to create the right environment for designers to thrive.
This episode is full of real-world insight on how to lead design teams, build thoughtful rituals, and bring more clarity into how design adds value across the company.
About Kevin Wong:
Kevin has held design leadership roles at Airbnb, Meta, and now Webflow, where he’s helping shape both the product and the company’s broader design culture. He’s passionate about making design processes more human, scalable, and impactful — especially in remote, global teams.
In This Episode, You’ll Learn:
Why “design maturity” isn’t just about headcount — it’s about trust and cultural buy-in
How to create rituals that protect creative thinking (even in a high-speed product org)
What design reviews look like at Webflow — and how they differ from product reviews
Why process is most powerful when it’s shared, not just top-down
How AI and prototyping tools are reshaping the designer’s role
Key Takeaways and Insights:
🧭 Rituals shape culture
From design crits to public Slack recaps and internal “build days,” Kevin shows how good process isn’t heavy — it’s clarifying. The goal is to protect thinking time, build trust, and increase alignment.
🎯 Great design needs constant advocacy
No matter the company size — Meta or Webflow — design leaders must consistently educate, communicate, and demonstrate the value of design. There’s no autopilot.
⚡ Prototyping is a force multiplier
Kevin believes the best designers today think in prototypes — not slides. “A prototype can save you thousands of hours of debate.”
🧩 Designing for designers is its own challenge
At Webflow, Kevin’s team builds for a deeply technical audience. That means design teams need more than visual skills — they need systems thinking, deep product empathy, and technical literacy.
💬 “Don’t assume people get design. Show them why it matters. Teach it. Celebrate when it works.”
In This Episode, We Cover:
(00:00) Kevin’s early influences — from Disney sketches to agency life in Seattle
(08:45) Transitioning to in-house product roles at Airbnb and Meta
(15:20) Building design culture at scale: the Airbnb vs Meta vs Webflow experience
(25:10) Rituals that support thinking time and reduce design debt
(31:45) Using build days, design reviews, and cross-pillar critiques to stay aligned
(39:00) How prototyping and internal feedback loops help ship better products
(45:25) Designing with (and for) AI — what the future of design process might look like
(53:15) Advice for new design leaders: “Start by watching great leaders closely. Then build your own style.”
Where to Find Kevin Wong:
LinkedIn: Kevin Wong on LinkedIn
Webflow:
https://webflow.com
Resources Mentioned:
Don Norman’s “The Design of Everyday Things”
IDEO's legendary “shopping cart” redesign
Vannevar Bush’s As We May Think
If you care about building better design teams, scaling creative processes, or just want a behind-the-scenes look at how Webflow ships thoughtful, user-centered work — this one’s for you.
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Let me know what resonated — always love hearing your take.
— Jason Culbertson