Interview by Nikita Prilepsky

Contents:

• Product design: functionality, beauty, or digital?
• Fashion is cyclical, Clubhouse is fresh
• The future is already here

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Nikita Prilepsky began his career in IT as a system administrator but soon switched to interface design. He has over six years of experience in this field. While at Tinkoff, Nikita and his team achieved significant success, taking first place in both Markswebb and UsabilityLab ratings. In 2020, they were awarded the "Best Website Design" award by Global Finance. Nikita currently teaches the "Product Designer Profession" course at Skillbox, where he shares his knowledge and experience. In his free time, he develops the podcast "Untitled," dedicated to design and related topics.

In his interview, Nikita shared insightful thoughts and experiences. He discussed key moments in his professional career and also shared his personal perspective on career development. Nikita emphasized the importance of continuous learning and adapting to industry changes. He emphasized that a successful path requires not only perseverance but also a willingness to embrace new challenges. The interview provided a deeper understanding of Nikita's personality and his desire for self-improvement.

• Why has the term "product design" only emerged recently?
• Five skills a product designer should have;
• Is there a concept of fashion in design?
• Why has Clubhouse become so popular?
• When will web apps die, but it will be possible to fall in love with an operating system?

A quick reference is a concise piece of information that provides a basic understanding of a topic or object. It can include important facts, key characteristics, and key points to help you quickly digest the material. This format is useful for learning new concepts and quickly reviewing information. Quick reference is often used in educational and professional settings, as well as in online content to improve user experience and increase search engine visibility. A well-designed brief can increase interest in a topic and simplify access to the necessary information.

Nikita Prilepsky began his career as a system administrator, but soon switched to interface design. He has six and a half years of experience in this field. At Tinkoff, Nikita, working as part of a team, achieved significant success: their project took first place in the Markswebb and UsabilityLab ratings, and also received the "Best Website Design" award from Global Finance for 2020. Nikita currently teaches the "Product Designer Profession" course at Skillbox. In his free time, he develops the Untitled podcast dedicated to design and related topics.

Product Design: Functionality, Beauty, or Digital?

Product design is a multifaceted concept that covers various aspects of product development and design. While some consider it exclusively web design, others focus on industrial design or the creation of identities and branding. In reality, product design involves creating user-friendly and attractive solutions that meet user needs. It combines functionality and aesthetics, ensuring a harmonious user-product interaction. It's important to understand that product design isn't just a visual aspect, but also a thoughtful approach to solving problems related to improving the user experience and increasing the product's competitiveness in the marketplace. Product design encompasses not only digital, architecture, or printing, but also a wide range of solutions focused on user needs. For example, if a person is uncomfortable sitting on a chair, a designer analyzes the problem and designs a new one that will be more comfortable. An example of product design is IKEA furniture, which combines functionality and aesthetic appeal. In the modern context, product design is more often associated with digital products, such as mobile apps and web design, as well as with solving current problems through functional and user-friendly solutions.

The concept of "product design" has only recently become relevant. This is due to technological advances, changing consumer preferences, and increasing market competition. In today's world, where consumers demand not only functionality but also aesthetics, product design plays a key role in creating successful products. Modern designers strive to consider not only external characteristics but also the user experience, making the product more attractive and convenient. Thus, the resurgence of interest in product design is driven by the need to adapt to changing market conditions and consumer expectations.

Design as a concept has always existed, but it has had different names and emphases. Initially, the word was associated with an engineering approach, where the focus was on functionality rather than aesthetics. For example, the design of automobile panels has historically included elements focused on usability. In today's world, product design is increasingly connected to digital technologies. We use apps to call taxis, order food, and transfer money. The future of product design will be determined by the development of technologies such as voice assistants, virtual reality, and augmented reality. This highlights the importance of integrating design with technological innovations to create effective and user-friendly solutions.

A product designer must possess a number of key skills that determine their professionalism and effectiveness in their work. Firstly, the ability to analyze user needs is important, which allows them to create relevant and user-friendly solutions. Secondly, knowledge of the principles of usability and interaction with the interface helps to develop intuitive products. The third essential skill is proficiency in design tools such as Sketch, Figma, or Adobe XD, which allows for the rapid implementation of ideas. The fourth skill is the ability to work in a team and effectively collaborate with developers and marketers to achieve shared project goals. Finally, the fifth crucial aspect is creativity, which allows for unconventional solutions and the development of unique product concepts. With these skills, a product designer will be able to create high-quality and marketable solutions.

A designer must possess not only hard skills, such as knowledge of software or the ability to create mockups, but also important soft skills. They must be an autonomous specialist, capable of independently analyzing emerging problems and finding optimal solutions. It is important to be able to organize the work process, regardless of location, and effectively collaborate with colleagues and partners. These skills are critical for success in the design field.

A product designer is a business-oriented specialist. Their task is not limited to creating visual elements; they must deeply understand the business model and monetization mechanisms of the product. It is important for the designer to be able to connect design solutions with the usability and needs of users, thereby ensuring the successful implementation of the product on the market. A key aspect of the product designer's work is creating a harmonious interaction between aesthetics and functionality, which contributes to the satisfaction of customer needs and the achievement of business goals.

The designer must be a leader who directs the team. Among developers, testers, and managers, they play a key role in bringing the team together and inspiring them. An effective designer is able to clearly communicate tasks to each team member, which helps achieve synergy and improve productivity. Teamwork in this format contributes to higher-quality project execution and improves the end result.

The fourth characteristic is problem-solving ability. A designer must never stop and think, "I don't know how to proceed." They must constantly generate ideas and seek solutions until they find the optimal solution. This persistence in finding solutions is critical to success in design, as each task requires an individual approach and creative thinking.

A designer is a specialist who transforms the world around them. They change habits and ways of interacting with products, are not afraid to break established norms, and are constantly looking for opportunities for improvement. Perfection does not exist, and this is evident in the example of a chair: the variety of its types indicates that each element can be improved and adapted to new requirements. Constant change and innovation are the key to design development.

He shouldn't be afraid to experiment. Experiments open up new possibilities and contribute to skill development. By mastering new approaches and methods, he will be able to find more effective solutions and improve his results. Experimentation is the key to innovation and professional growth.

In a company where a designer works, the opportunity to experiment is essential. Experimentation allows for mistakes, which in turn lead to success and the accumulation of experience. This creates an environment for creative development and innovation, which contributes to the improvement of the quality of design solutions and better work results.

A product designer must have some knowledge of psychology. Understanding psychological aspects helps create more intuitive and user-friendly interfaces. Knowledge of how people perceive information, react to visual elements, and make decisions can significantly improve the quality of design. Furthermore, understanding the motivations and needs of the target audience allows for the creation of products that will truly be in demand. Thus, psychology becomes an essential tool in the product designer's arsenal, contributing to the creation of successful and effective solutions.

Colors play a significant role in product perception and can significantly influence consumer emotions. The correct choice of color palette can strengthen brand positioning. For example, soft pink is often associated with childhood and girls, which contributes to certain cultural stereotypes. Understanding these associations can help companies create more appealing and effective marketing strategies, taking into account the psychology of color perception among target audiences. Using color schemes that align with consumer expectations and emotions can increase product interest and improve sales. Geometric shapes play an important role in design and visual communication. Consider the circle and the square. The square, representing a stable and stable shape, symbolizes reliability and order. While the circle, being less stable, can be perceived as a dynamic and flexible element. This makes it suitable for various target audiences and allows it to be used as a basic shape in brand identity. These characteristics of the shapes influence perception and convey emotions, shaping the overall mood of the design. The right choice of geometric shapes helps create a harmonious visual message and effectively convey an idea to the audience.

Phil Barden's book "Hacking Marketing" tells the story of a company producing drinkable cocktails, which are divided into two types: thick and thin. To determine consumer preferences, a focus group study was conducted, which revealed that thick cocktails won. Based on this data, the company decided to focus on producing this type. However, it soon became clear that thick cocktails were not in demand, and most consumers preferred thin options. This case highlights the importance of a deep understanding of consumer preferences and the need to consider real market needs when developing products.

It turned out that the focus group survey was conducted in the evening, when people after work are more likely to choose thick drinks. In the morning, however, most consumers prefer a thinner consistency. Had the survey been conducted in the morning, the results could have been significantly different. This highlights the importance of timing research to obtain objective data on consumer preferences.

Fashion is cyclical, Clubhouse is fresh

The concept of fashion really does exist in the world of design. Trends are constantly changing, and what was popular yesterday may no longer be popular today. For example, if square shapes dominated design yesterday, round elements may take center stage today. This volatility reflects not only public tastes but also new technologies, materials, and ideas that influence visual perception. Therefore, designers must stay abreast of the latest trends to create relevant and appealing work. By staying current, they can not only attract audiences but also set new standards in design.

Design, like any fashion, is cyclical. Throughout the history of design, we've seen elements such as shadows and gradients appear, disappear, and then return again. We can now expect some of these elements to become relevant again in the future. By analyzing past trends, we can make predictions about what design will be like in ten years. This is a natural process that reflects the dynamics of tastes and preferences in the design industry.

The future of advertising is a topic of much discussion. In recent years, there has been a trend toward declining effectiveness of traditional forms of advertising, such as outdoor advertising and print media. With the advancement of technology and the increase in time spent online, many companies are shifting their budgets toward online advertising.

Online advertising, including contextual, targeted advertising, and social media, will continue to evolve as it allows for more precise targeting of audiences and measurement of results. At the same time, offline advertising, such as billboards and brochures, may be losing its relevance, especially in cities with high population density and developed digital infrastructure.

However, it is worth noting that some types of outdoor advertising, such as interactive screens and advertising in public transport, will remain in demand, as they can combine elements of digital technology and traditional formats. It is important to adapt to changes and seek new approaches in advertising strategies to remain competitive.

It is incorrect to say that any content formats will disappear. It is more appropriate to talk about digital transformation and the rethinking of traditional media. Static formats are gradually becoming animated and interactive, and printed materials are giving way to digital. The evolution and disappearance of advertising media will be determined by how audiences consume content, as well as the preferences of different generations. Today, there are people who still choose offline publications. As long as these publications continue to sell and find their audience, advertising in them will remain relevant.

The modern generation is accustomed to consuming exclusively digital content, which leads to an increase in advertising traffic and a greater diversity of advertising formats. Outdoor advertising, in my opinion, is undergoing a transformation. Billboards are already starting to go digital, and in the future, the implementation of augmented reality technologies is possible. In the future, we expect the integration of eye-tracking technologies, which will open new horizons for innovation in this field.

How much subjectivity do you think there is in your profession? This topic generates a lot of discussion, since the perception of work can vary among different professionals. Subjective aspects of the profession can include personal preferences, emotional involvement, and individual experience, which influence the approach to completing tasks. It is important to understand that each professional has their own unique perspective on work, which makes this field interesting and multifaceted. By analyzing these subjective elements, you can better understand how they affect the result and career development.

For a designer, it is important to exclude the concept of "subjective." While personal preferences can influence perception, all decisions should be focused on the audience. A product designer has business goals and objectives, and successfully achieving them means the designer has achieved their goal. In this context, aesthetics take a backseat to functionality and effectiveness. The designer's primary goal is to create a product that is not only attractive but also useful to users, meeting market needs and business goals. Some prefer serif fonts, while others prefer sans-serif. The choice of font can significantly impact the perception of text and the overall aesthetic of a design. Serif fonts are often associated with traditional style and high legibility, making them popular for print publications and official documents. Conversely, sans-serif fonts are perceived as more modern and minimalist, making them ideal for web design and mobile apps. Choosing the right font can improve user experience and enhance content appeal. At certain sizes, sans-serif fonts provide better legibility and emphasize technological design, while serif fonts are associated with a classic style. Lindt chocolate is a prime example—its elegant and sophisticated design appeals to connoisseurs of quality. In contrast, the Snickers logo takes a completely different approach, targeting a more dynamic and youthful audience. These two brands illustrate how the choice of font can significantly impact the perception and positioning of a product in the market.

The design of Telegram and VKontakte evokes different emotions in many users. Some consider it outdated and unintuitive, which negatively impacts the user experience. The platform's visual design is important because it influences first impressions and the overall perception of the service. Discussing the design can be an incentive to improve the interface and enhance usability. What do you think of the appearance of these popular messengers and social networks?

Telegram is the ideal messenger for me thanks to its well-thought-out user experience. All the features and interface are designed with the end user in mind, making communication convenient and intuitive. At the same time, I use VKontakte quite rarely, and it is difficult to fully evaluate this platform yet. Perhaps, as our podcast community on VKontakte develops, I will be able to more accurately evaluate its capabilities and functionality.

Many users are expressing dissatisfaction with the latest Facebook updates. These changes cause irritation and confusion, as they affect the familiar interface and functionality of the platform. As a result, many are looking for alternative social networks or ways to adapt to the new conditions. It's important to note that while such updates are often aimed at improving the user experience, not all changes are received positively. Users are hoping for more transparent communication from Facebook regarding the reasons and goals of these updates.

I use Facebook regularly and have noticed that the latest update has made it more convenient and enjoyable to use. However, there are some issues: posts are sometimes shared incorrectly, and it's not always easy to find the right users to mention. These technical issues can negatively impact the overall user experience, as the interface sometimes behaves differently than expected. However, overall, the interface has become significantly more user-friendly.

Periscope has gone dark, while a new service, Clubhouse, operating in a similar segment, has quickly gained popularity. Why did this happen? Perhaps the reason lies in Clubhouse's unique approach to user interaction. The platform offers the ability to participate in audio chats, which creates the effect of live communication and attracts users. In addition, limited access and exclusivity of invitations add an element of intrigue, helping to increase interest. These factors may explain why Clubhouse has become successful while its predecessor failed to retain an audience.

Periscope ceased to exist due to content degradation. Pornographic streams and uninteresting content, such as people eating or sleeping, began appearing on the platform. This led to a loss of user interest. Facebook and Instagram adapted some of Periscope's features and attracted audiences. In terms of content quality and usefulness, these social networks significantly surpass Periscope, which contributes to their sustainable development and popularity.

Interest in Clubhouse, in my opinion, arose for two main reasons. The first is the general negative attitude toward voice messages in messengers: many consider them inconvenient, as evidenced by numerous memes about them. Clubhouse offers an alternative, giving users the opportunity to communicate in live audio chats, which makes interaction more natural and interactive. The second reason is that Clubhouse creates a unique social atmosphere where users can share ideas and knowledge in real time, which attracts a large number of participants.

The second important component is invitations, which create a closed-club atmosphere. In my opinion, in its current form, Clubhouse will not be able to maintain its popularity for long. The platform needs to expand its presence not only on iOS but also on Android, which will lead to an increase in the number of users. This, in turn, could lead to an increase in low-quality content. A transformation is necessary, but it is still unclear what direction this will take. However, the very concept of voice social networks certainly has potential for further development.

The Future is Here

The future of product design is seen as a rapid development based on the integration of new technologies and taking into account user needs. Given the growing interest in user experience, product designers will increasingly focus on creating intuitive and accessible interfaces. An important aspect will be the use of artificial intelligence and machine learning to personalize product interactions.

Product design is also expected to focus on sustainability and environmental aspects, leading to the creation of more responsible and eco-friendly solutions. As a result, designers will not only address functional issues but also consider the environmental impact of their products.

Thus, the future of product design will be defined by innovation, a focus on user experience, and a responsible approach to ecology.

Product design remains relevant throughout time, and its importance will not fade. As technologies, approaches, and interfaces change, so do the methods of working in this field. Currently, there is a trend towards a shift to mobile devices, which is gradually leading to a decline in the popularity of web services and web applications. This means that stationary interfaces on large screens may lose their relevance. It's important to consider these changes to adapt product design to new conditions and user needs.

If you think about the future of technology, you might imagine concept videos like those created by Microsoft. They visualize the idea of ​​large panels integrated into walls and mirrors that we will be able to use to control various functions. This will require us to change the way we interact with information. Instead of being limited to a small screen, we will have to learn to effectively use a larger space for work and entertainment. This transition will open up new possibilities for organizing and presenting data, creating a more intuitive and convenient user experience.

As technology advances, we expect an increase in voice interfaces and augmented reality. The primary task of a product designer remains the same - to help users solve their problems. However, new approaches and modern technologies will be applied to achieve this goal.

What about neural networks? It seems that in the near future they may become capable of replacing people in various fields. The development of artificial intelligence and machine learning technologies is opening new horizons for process automation. Neural networks are already demonstrating impressive results in fields such as data processing, content creation, and even medicine. However, it is important to remember that, despite their capabilities, the human factor and creativity remain indispensable. It is important to understand how to effectively integrate neural networks into workflows so that they complement, rather than replace, human labor.

In simple and quick tasks, replacing humans with automated systems may be justified. However, when it comes to emotional aspects, artificial intelligence cannot completely replace humans. Emotions and human interactions require a deep understanding and empathy that machines cannot reproduce. Thus, in situations where feelings and emotional connection are important, the role of humans remains indispensable.

The film "Her" vividly demonstrates how a user can fall in love with an operating system, perceiving it as a living being. This story raises important questions about the nature of the relationship between people and technology, as well as how artificial intelligence can influence a person's emotional life. The film provokes reflection on the boundaries between the virtual and the real, demonstrating how technology can evoke profound emotions and create new forms of communication.

The development of voice interfaces could lead to scenarios similar to those depicted in the film "Her." We are already seeing how computer game addictions are becoming a reality for many people. These addictions are often associated with mental disorders, which, unfortunately, will always exist. However, with the advancement of technology, they can take on new forms. It is important to understand that the impact of technology on mental health and social interactions requires careful analysis and awareness.