Niyati Gupta: Netflix Product Design Lead on what happens when a designer becomes a product manager, and why your influence might not be in your title

Niyati Gupta describes her career as one long experiment — deliberately putting herself in uncomfortable, ambiguous situations and treating every move as a personal learning loop. That instinct took her from a bachelor’s in design inside one of India’s most prestigious engineering colleges, where almost nobody understood what design was, to a research role at Carnegie Mellon where she studied health info needs for low-literacy users in rural India, to Autodesk’s bio-nano innovation lab building molecular visualization tools for scientists — and eventually to Google, where she joined the Next Billion Users team. Find bonus content and more on our Substack: https://designbetterpodcast.com/p/niyati-gupta That team’s mission was to ask an open question: where would the next wave of users come from, what did they need, and what products didn’t exist yet to serve them? Niyati ran immersion sprints in the Philippines, India, Indonesia, and Mexico — shadowing users, building prototypes in the field, testing them in the wild, and bringing those insights back to a team that was building products like Camera Go and Google Files from the ground up. And she’ll tell you that the swim lanes between designer, engineer, and PM felt just as artificial out there in the field as they do today with AI accelerating everything. These days she’s a senior product designer at Netflix, working on commerce and partnerships — which means thinking hard about discovery, about fandom, about how you help someone decide what to watch on a Friday night without making them feel like the choosing is harder than the watching. It also means designing across a ten-foot TV screen, a phone, and every device in between, and trying to make all of it feel like one seamless experience. In this conversation, we get into what the Next Billion Users work taught her about designing for people who aren’t like you, how she thinks about influence as a designer — and why she’s convinced the title was never where the influence actually lived — and what Netflix’s design culture looks like from the inside, including how they run crits and how they think about A/B testing. *** Premium Episodes on Design Better This ad-supported episode is available to everyone. If you’d like to hear it ad-free, upgrade to our premium subscription, where you’ll get an additional 2 ad-free episodes per month (4 total). Premium subscribers also get access to the documentary Design Disruptors and our growing library of books. New premium subscriber benefit: we’ve launched a private Slack workspace…join now to connect with designers, product leaders & creative practitioners in our community. And get a behind-the-scenes pass to every episode with The Roundup, where each week we bring you insights and actionable tactics from recent episodes. You’ll also get access to our monthly AMAs with former guests, ad-free episodes, discounts and early access to workshops, and our monthly newsletter The Brief that compiles salient insights, quotes, readings, and creative processes uncovered in the show. And subscribers at the annual level now get access to the Design Better Toolkit, which gets you major discounts and free access to tools and courses that will help you unlock new skills, make your workflow more efficient, and take your creativity further. Upgrade to paid Learn more about your ad choices. Visit megaphone.fm/adchoices