Craft’s early success came from its clean design and focus on flexibility
Ilya Levtov, founder of Craft, launched his software company without ever learning to write code, relying instead on his background in design and product vision to build a venture-backed business. Based in San Francisco, Levtov started Craft in 2020 as a document collaboration tool aimed at helping teams create and organize knowledge more intuitively. The company has since raised multiple rounds of funding from prominent investors, proving that technical expertise isn’t the only path to building a scalable software product. Levtov’s journey began with frustration over existing tools that felt clunky and disconnected from how people actually think and work. As a designer, he focused on user experience and interface simplicity, partnering with engineers who could bring his ideas to life. He emphasized that his role was not to replace developers but to define the product’s purpose and feel, ensuring it solved real problems for users.
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Plaud unveils smart earbuds that capture audio and execute tasks automaticallyCraft’s early success came from its clean design and focus on flexibility, allowing users to wikis, notes, and databases in one fluid interface. Levtov often speaks about the importance of trusting technical co-founders while maintaining a clear product vision rooted in empathy and observation. How Design Thinking Shaped Craft’s Core Product Levtov credits his design training for shaping Craft’s approach to information organization, prioritizing fluidity over rigid structures. He studied industrial design before transitioning into tech, which taught him to prototype quickly and iterate based on user feedback. This mindset allowed Craft to evolve from a simple note-taking app into a platform used by startups, educators, and creative teams for project planning and knowledge sharing. Rather than chasing features, Levtov focused on reducing cognitive load, ensuring the interface felt natural and inviting.
He believes that non-technical founders bring a unique advantage
He believes that non-technical founders bring a unique advantage: they’re less likely to fall in love with complexity and more likely to prioritize usability. Can You Build Tech Without Coding? Levtov argues that building a software company doesn’t require coding skills, but it does demand deep curiosity about how technology works and the ability to collaborate effectively with technical teams. He spends time learning about architecture, APIs, and development constraints not to code himself, but to communicate better with engineers. His advice to other non-technical founders is to find a trusted technical co-founder early and invest in understanding the trade-offs behind product decisions.
Craft’s growth has been fueled by this partnership model, where Levtov owns the „why” and the „what,” while his team handles the „how.” The company now serves tens of thousands of users and continues to expand its feature set with a focus on AI-assisted organization. Frequently Asked Questions Did Ilya Levtov ever try to learn coding? He experimented with basic HTML and CSS early on but quickly realized his strengths lay in design and product strategy, choosing to focus on those areas instead. How does Levtov stay involved in technical decisions without coding? He works closely with his engineering team, asks detailed questions about feasibility and timelines, and uses prototypes to convey his vision clearly. What advice does he give to non-technical founders seeking funding?
He recommends building a strong prototype, demonstrating user traction, and clearly articulating the problem you’re solving—investors back vision and execution, not just code.