I am a Senior UX designer at AWS leading designs for new services in the Observability and Analytics vertical. I have previously worked with companies both big and small leading end-to-end design and helping teams set up design-first product development processes, design systems, and accessibility programs. In my career, I have designed for already established, mature and industry-leading products; and more recently, I led design for two new AWS services - CloudWatch Evidently and CloudWatch RUM. In retrospect, I have realized that the challenges, processes, and attitudes for an existing product are significantly different from building something from zero to one where ambiguity is high, and agility is necessary. This talk is a reflection of my experiences on the kind of ambiguities one faces, tools that help in making crucial hypotheses and assumptions, and overall, how to design a new product and take it from zero to one and beyond.