The question most founders bring to a designer is 'what should we change.' The more useful question is 'what's not working.' The answers are completely different. When you ask what they want, you get a feature list. A new dashboard. A redesigned home screen. Ideas that sound good on paper, solve a problem the builder has, or came from one user request that stuck. When you ask what's not working, you get something different. A flow that made sense to the person who built it but confuses everyone else. A core action nobody is completing. What gets asked for is usually more features. What the product needs is someone to question whether the existing ones are working. Those are two different conversations, and only one of them moves the numbers.