A start-up web2.0 company's usability design is full of challenges: no user, no design specialist, no prior experience, and the requirements change daily as the user base grows. If the product creates a new category, there is not even an existing model site to borrow things from. But "growing out of nothing" offers greater room for innovation and more opportunities to learn from mistakes. It can be an exciting experience. A start-up team's shortcomings in UE experiences can be compensated by a continuously evolving design and in-depth listening of users' voices, as shown by the scaling history of douban.com's design in its first two years.