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LOCAL STORIES
Wednesday, July 17, 2024
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The Future of Interior Design Collaboration will be a Social Platform
A New Name, but the Same Vision of Community
Published on:
Wednesday, July 17, 2024
Ignite Business Insider shares the stories of businesses that are making an impact in their local markets. We highlight their stories in order to inspire entrepreneurial growth and to let readers learn more about businesses across the world that are growing and scaling.
Featuring
Joseph Haecker
Founder
Designwal
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Thank for taking the time to sit with us today. You have some big news to share. But before we dive into that, can you share a little bit about yourself and your company?
Absolutely, thank you for having me. Throughout my career, I've worn many hats—from my roots as a lighting designer working on high-profile hotel, casino and residential projects globally, to hosting podcasts like Design Talk LIVE, producing media content across various platforms. My journey has also led me to producing programs like "A Student's Perspective," "Design Hot Seat" with Jennifer Farrell, and "TISE Talks" for The International Surface Event.
One thing that ties all my ventures together is a passion for community building.
Whether it's organizing the "Unofficial HGTV Reunion" or writing books on business strategy, I've always believed in the power of bringing people together. This theme of community has been at the heart of everything I do.
Today, I'm excited to announce the relaunch of a concept that I've explored in the past, and have relaunched under a new name. It's a venture that is over a decade in the making and reflects on my commitment to fostering connections and collaboration within the design community.
Now, before we dive into your announcement, can you share a little history into what inspired the announcement you are about to share?
Absolutely, the inspiration behind what I'm about to announce today goes back to a pivotal moment in a Las Vegas conference room. I vividly remember sitting in the conference room of a project we were working on when I noticed and asked about several Instagram and Pinterest screen grabs pinned on what they called their "design wall." The answer surprised me—they were using social media platforms like Pinterest and Instagram to find design inspiration. It was that moment when I realized that while these platforms were great for general use, they didn't cater specifically to the needs of the design industry.
That moment was my "Ah, Ha!" moment. I realized that there was a significant gap—an opportunity to create a social platform tailored specifically for the design community.
Throughout 2011, I reached out to colleagues in the design space, gathering feedback on this concept. It led to my first attempt, a small business called "CPAD,". CPAD failed because at the time I did not know or understand the difference between a small business and a tech startup. After a major financial setback and having to start from zero, in 2014, I regrouped, formed an amazing team and launched my second attempt, a tech startup named "Dezignwall".
The journey wasn't without its challenges. Pitching investors was particularly daunting; I often encountered responses like, "Oh, interior design? My wife designed our home!" Despite setbacks and lessons learned the hard way, we held onto Dezignwall until December of 2017, when we simply ran out of funding to stay open.
Like I said earlier, I took several years to focus on other programs, ventures and projects. But I've remained steadfast in my belief that the design community deserves a dedicated platform. One where professionals can connect, collaborate, and access tools specifically designed to help them grow their businesses—something larger platforms like Facebook, Instagram, Pinterest, and TikTok simply still can not address.
Which leads to this interview—an exciting relaunch under a new name. It's a project that embodies my passion for community and my commitment to empowering designers and industry professionals.
Well, let's not keep our readers waiting. What is your announcement?
Thank you for the opportunity. I'm excited to announce the launch of our social platform, under it's new name, designed specifically for the design community.
Designwal - a social media platform for the interior design community.
At Designwal, we've created a space where interior designers, retailers, manufacturers, and industry professionals can come together to connect, collaborate, and grow.
Our platform features both private and public-facing tools to serve the diverse needs of the community. Privately, members can engage through features like a social feed, groups, and direct messaging, fostering meaningful connections and discussions. This private space allows for confidential conversations and collaboration among peers.
Publicly, Designwal offers robust features aimed at promoting members' work and businesses. This includes a podcast directory showcasing industry insights and trends, a marketplace where manufacturers and resellers can showcase their products, and a platform for course creators to share educational content that empowers designers to expand their skills and knowledge.
Additionally, Designwal facilitates job postings and resume submissions tailored specifically to the design industry. This feature aims to connect talented individuals with career opportunities that align with their expertise and aspirations.
In essence, Designwal is more than just a social network—it's a comprehensive ecosystem designed to support and elevate the entire design community. We're thrilled to provide these tools and resources to help designers thrive and succeed in their careers.
What about your announcement personally excites you the most?
What excites me the most about this announcement is the opportunity it presents for our community to truly thrive, both personally and professionally. Designwal isn't just another website—it's a dynamic platform where members can actively engage, showcase their work, and connect with others in the design industry.
As a platform, Designwal empowers individuals to promote themselves and grow their businesses in ways that a static website or traditional online presence simply can't match. It's about more than just sharing content or networking—it's about building your brand, attracting clients, and creating the professional life you envision.
This isn't a coaching course or a simple online directory. It's a vibrant community hub where designers, retailers, manufacturers, and industry professionals can come together to collaborate and elevate each other's work. Whether you're showcasing your latest projects in our marketplace, sharing expertise through podcasts and courses, or networking with like-minded professionals, Designwal offers the tools and platform to support your journey towards success.
I'm thrilled to see how Designwal will empower our members to shape their futures, forge valuable connections, and achieve their professional goals within the design community.
Lets focus on how and why this latest news impacts your clients.
Absolutely. Designwal is uniquely positioned to benefit our members by filling a crucial gap in the market. While other platforms have rightfully focused on aspects like project management or online marketplaces for product sourcing, the design community has been left to fend for themselves on social media platforms like Facebook, Instagram, Pinterest, LinkedIn, TikTok, and Twitter.
These platforms are fantastic for inspiration, networking, and self-promotion, but they aren't tailored to the specific needs of interior designers and industry professionals. Designwal changes that.
We've created a platform that is purpose-built for the design community—a space where members can find inspiration, connect with peers, and promote their businesses in a way that is intuitive and effective for their industry.
Imagine a platform where designers can share their latest projects, collaborate on ideas, and showcase their expertise without the noise of unrelated content. Designwal offers features like private social feeds, group discussions, a marketplace for products, a directory for podcasts and courses, and tools for job postings—all designed to empower our members to grow their businesses and careers within a supportive and focused community.
Our ongoing commitment is to continuously improve Designwal based on the feedback and needs of our members. We're dedicated to providing a platform that not only meets but exceeds the expectations of the design industry, helping our members thrive in their business and professional goals.
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What are some insights or advise you might have for your clients and customers?
Absolutely! First, think about how you want to showcase your brand and expertise on Designwal. What makes your work unique? Take advantage of our features like the marketplace to display your products or services effectively. Use high-quality images, detailed descriptions, and perhaps even share behind-the-scenes stories that resonate with potential clients. This is your chance to stand out in a community that values creativity and craftsmanship.
Second, don't underestimate the power of networking and collaboration. Designwal isn't just a platform for self-promotion—it's a community where ideas flourish through interaction. Join groups, participate in discussions, and engage with other professionals in your field. You never know what collaborations or opportunities may arise from these connections.
Third, leverage our educational resources to stay ahead in the industry. Whether it's browsing our podcast directory for insights from industry leaders or taking advantage of courses to enhance your skills, continuous learning is key to staying competitive. Designwal is designed to be a hub of knowledge and inspiration—make sure you're making the most of it.
Last, be proactive in using Designwal to grow your business. From posting job openings to finding potential collaborators, our platform offers tools to help you expand your professional network. Take the initiative to reach out, share your expertise, and build relationships that can lead to long-term success.
Ultimately, Designwal is here to support your journey in the design industry. Embrace the platform as a tool for connection, creativity, and growth. Your active engagement and strategic use of its features can truly make a difference in achieving your business goals. Let's make the most of this opportunity together!
In business, it's good to have a differentiator. What is your greatest differentiator? And, why?
Designwal's greatest differentiator lies in its singular focus on the design community. Unlike generic social media platforms or broad business networks, Designwal is purpose-built to cater specifically to the needs of interior designers, retailers, manufacturers, and industry professionals.
Our platform is designed to be a dedicated space where members can find everything they need to thrive in their careers and businesses within the design industry. From private social feeds and group discussions tailored to industry-specific challenges, to a marketplace showcasing products and services relevant to design professionals, Designwal ensures that every feature is curated to enhance the professional lives of our members.
This focus helps the design community by providing a supportive and specialized environment where members can connect, collaborate, and grow together. By eliminating the noise and distractions of more general platforms, Designwal fosters meaningful interactions and opportunities that are directly relevant to the design industry. Whether it's finding inspiration, showcasing projects, accessing educational resources, or networking with like-minded professionals, Designwal empowers its members to thrive in a community that understands their unique needs and aspirations.
In essence, Designwal's greatest differentiator is its commitment to serving the design community comprehensively and exclusively. This focused approach not only sets us apart but also ensures that our platform is a valuable resource for anyone looking to make their mark in the dynamic world of interior design.
Can you give an example of how your differentiator translates to how you or your team engage with your clients or customers?
Certainly! At Designwal, our commitment to the design community extends beyond just providing a platform—it's about actively engaging with our clients and customers to ensure we meet their evolving needs and aspirations.
Firstly, our interactions at events are a prime example of how we engage directly with the community. Whether it's hosting meetups, participating in industry conferences, or organizing panels and discussions, we strive to connect face-to-face with designers and industry professionals. These interactions not only allow us to gather feedback and insights but also build relationships that strengthen our understanding of the community's challenges and ambitions.
Secondly, our feedback feature, prominently located in the profile menu, underscores our dedication to listening and responding to our users. We actively encourage members to share their thoughts, suggestions, and concerns. This feedback loop is invaluable in shaping the development of new features and refining existing ones to better serve the community's needs. It's all about creating a platform that evolves based on direct input from those who use it every day.
Speaking of new features, Designwal is continually expanding its capabilities to remain at the forefront of innovation within the design industry. Whether it's enhancing our marketplace, introducing new tools for project management, or integrating educational resources, we are committed to providing value-added features that empower our members to thrive in their careers.
Beyond Designwal, my work on The Design Fund reflects a broader commitment to fostering innovation and growth within the design community. By creating an accelerator program and pre-seed venture fund, we aim to support entrepreneurs and startups with promising ideas that can impact the design industry. This initiative is about nurturing creativity, supporting new ventures, and ensuring that the design community plays an active role in shaping its future.
In essence, my commitment to the design community goes beyond just providing a platform or creating content—it's about building and nurturing a community where ideas flourish, innovation thrives, and connections are forged. This dedication to "Community" is what drives everything we do at Designwal and beyond.
How does that impact your clients, or customer's experience?
The impact on Designwal's members is profound and multifaceted. By actively engaging with the design community through events, feedback mechanisms, and the development of new features, we ensure that our platform evolves in ways that directly benefit our members.
Firstly, our direct interaction at events allows us to forge personal connections with members, understand their challenges firsthand, and gather insights that shape our platform's development. This ensures that Designwal remains relevant and responsive to the evolving needs of interior designers, retailers, manufacturers, and industry professionals.
Secondly, our commitment to gathering and acting upon feedback enhances the user experience significantly. Members feel heard and valued when they see their suggestions implemented or their concerns addressed. This fosters a sense of ownership and community within Designwal, where members know their input matters in shaping the platform they rely on for networking, promotion, and professional growth.
Moreover, our continuous introduction of new features and enhancements directly impacts members' day-to-day experiences on Designwal. Whether it's improving usability, expanding networking opportunities, or introducing tools that streamline business operations, these updates are designed to empower our members to achieve their professional goals more effectively.
Beyond the platform itself, initiatives like The Design Fund underscore our commitment to supporting the broader aspirations of the design community. By fostering innovation and entrepreneurship through funding and mentorship, we create opportunities for members to explore new avenues and drive positive change within the industry.
It's about empowering people with the tools, resources, and community support they need to thrive in a competitive and dynamic industry landscape.
What is your brands biggest driver of growth?
Designwal's biggest driver of growth lies in our commitment to providing valuable and shareable content creation features for our members. Unlike other social platforms that rely on complex algorithms and retargeting programs, we focus on empowering our members to showcase their expertise and projects through features like Stories, Articles, Featured Projects, and Job Posts.
These features are designed to be easily shared across other social media platforms, amplifying our members' reach and visibility beyond Designwal itself. By enabling members to create compelling content that resonates with their audience, we help them attract new clients, collaborators, and opportunities.
Our approach to growth is fundamentally different from platforms aiming for sheer user numbers. At Designwal, our goal is to empower our existing members to succeed and grow in their businesses. When our members thrive and utilize our tools effectively to showcase their work, it naturally drives organic growth as more professionals in the design community recognize the value of our platform.
In essence, Designwal's growth is intricately tied to the growth and success of our members. By focusing on creating tools and features that enhance their visibility and professional impact, we foster a vibrant community where each member's achievements contribute to the collective growth and reputation of Designwal as a valuable resource in the design industry.
Let's focus on your clients a bit. Can you share one of your favorite stories about a client?
Absolutely, I'd love to share a story about one of our beta members who has embraced Designwal's platform to make a significant impact in sustainability within the design community.
One of our beta members, let's call him Michael, is deeply passionate about integrating sustainable design practices into his work. On other social media platforms, he found it challenging to cut through the noise and reach an audience that truly values sustainability in design. When Michael joined Designwal, he immediately saw the potential to create meaningful content that resonates with like-minded professionals and enthusiasts.
With Designwal's intuitive features like Articles and Content Creation tools, Michael has been able to share his insights, tips, and strategies for implementing sustainable design practices effectively. He's crafted articles that not only educate but also inspire other designers to consider the environmental impact of their projects. By leveraging Designwal's platform, Michael has found a space where his voice is amplified within the design community and beyond.
In my conversations with Michael and other beta members, the feedback has been inspiring. Many have expressed gratitude for Designwal creating a dedicated space where their expertise is valued and where they can connect with a community that shares their passions and values. For Michael, Designwal isn't just another social media platform—it's a tool that empowers him to contribute meaningfully to a cause he deeply cares about.
Designwal's mission isn't about achieving mass adoption or hitting arbitrary user numbers. Instead, our focus is on serving the specific needs of our members like Michael by providing a platform tailored to the intricacies of the design industry. We're here to facilitate connections, foster creativity, and support professional growth within a community that values quality over quantity.
Michael's story is just one example of how Designwal is making a difference for its members. We're proud to provide a platform where passion meets purpose, and where every member has the opportunity to thrive and make a positive impact in their respective fields of design.
Everyone loves an inside scoop. Can you share a fact or detail about you or your company that people might not know?
Everyone loves an inside scoop, so here's a little-known fact about me and one of my most memorable events. If you Google "Unofficial HGTV Reunion," you'll find that in 2018, I organized and hosted a reunion event with my sponsors, Theodore Alexander, House Tipster, and Surya Rugs. We had 51 HGTV celebrities attend the event, which was quite the feat! We even rented three limousines and a Bentley from the Mayor of High Point to transport our guests in style.
But here's something you might not know about that event: about a month before, while coordinating with International Market Centers, I had a rather painful and completely avoidable encounter. While walking the day before the meeting with IMC, I noticed a green fire escape ladder hanging too low from a building and thought, "Gee, someone is going to walk right into that."
The next day, I rush off to go meet with the IMC Team, meanwhile I'm walking, responding to texts and emails about the event, SMACK!!!...RIIIINNNNGGG.... At full speed, without looking up at the last second, ZERO warning. Just, full speed, I crashed headfirst into that very same cold, hard steel, green fire escape. And the impact, with ZERO warning, was bone-crushing and teeth-jarring.
I don't know if you know this, but head wounds bleed like crazy. And mine was no exception. I showed up to the meeting with blood pouring from my head. In hindsight, I should have gone to the hospital immediately, because there is ZERO question that I needed stitches. I didn't get them. And it took nearly two months for that wound to close up.
If we ever meet in person, you can still feel the indent on my head.
A few weeks later, despite the head trauma, I was there to host the HGTV Reunion.
Life is a ridiculous journey, filled with unexpected and sometimes painful moments, but these experiences make for the best stories. I love all the weird, out-of-the-box adventures that come my way, and they continue to shape who I am and what I bring to the table.
Before we wrap up our interview, what are some thoughts and insights you would like to share with our readers?
Sure! Thanks! I would love to leave with a few thoughts.
First, the importance of community cannot be overstated. I raised my kids saying, "Life is as much Who you know, as it is What you know. And you could probably get away with knowing less." Your network is everything. Throughout my own career, whether as a lighting designer, podcast host, media content creator, or business strategist, the recurring theme has always been about building and nurturing communities. It's through these connections that we find support, inspiration, and opportunities for growth. Whether you're just starting out in the design industry or are a seasoned professional, never underestimate the power of a strong, supportive network.
Second, I would like to normalize accepting failure in the design community. Failing isn't the end of the story. It is the exciting part of the journey that makes you wiser and more experienced.
I encourage everyone to embrace innovation and not be afraid of failure. My journey with Designwal has been filled with ups and downs, from the initial "Ah, ha!" moment in a Las Vegas design office to the challenges of launching and re-launching the platform. Each setback was a learning opportunity, and each success was a step towards realizing a vision. The design industry is evolving, and those who are willing to innovate and adapt will lead the way.
Last, remember that your professional growth is tied to the tools and platforms you use. Designwal does not answer all of your business needs. But it was created specifically to meet the needs left unaddressed by the larger social platforms, offering features that help you connect with peers, showcase your work, and grow your business. It's not just another social media site; it's a platform designed with your success in mind. Our goal is to empower you with the tools and community support you need to thrive.
I hope you feel inspired to pursue your passions and to connect with the amazing community we are building at Designwal.
Well, it has been wonderful sitting with you again. Can you remind our readers how they can find you to learn more?
It’s been wonderful sitting with you as well! To learn more about Designwal and stay updated on everything we’re doing, you can find us at www.Designwal.com.
For those who want to connect with me personally, you can find me on LinkedIn under Joseph Haecker. I love engaging with the design community, so feel free to reach out with any questions or just to say hello.
You can also follow Designwal on our social media channels. We're active on Instagram, Facebook, and LinkedIn.
For more information about getting involved in The Design Fund, an upcoming cohort, becoming a corporate partner, or joining our pre-seed fund, please visit, www.josephhaecker.com/the-design-fund
Thank you so much for sitting with us and sharing your story.
Thank you again for this opportunity, and I look forward to connecting with all of you.
Here’s to fostering an amazing design community together!
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