Interview with Lidiia Suslova

Lidiia Suslova ("LS") interviewed on Friday, 14 February.

Could you please tell us about your experience as a designer, artist, architect or creator?

LS : I have over 15 years of experience in Product Design, UX, User Research, Information Architecture, Wireframing & Prototyping, User Testing, and Human-Computer Interaction. Throughout my career, I’ve specialized in Fintech, E-commerce, Logistics, and SAAS, working with complex products that require clean and intuitive UX solutions. My work has spanned startups to large enterprises, and I take pride in creating designs that align with user needs while optimizing business objectives.

How did you become a designer?

LS : My path to design was driven by a strong passion for problem-solving and a deep interest in human behavior. I was drawn to UX because of its systematic yet empathetic approach to creating products. I started by studying design principles, human-computer interaction, and user psychology, gradually refining my skills through hands-on experience. Over time, I developed a keen ability to structure information, conduct research, and create interfaces that enhance user experiences.

What are your priorities, technique and style when designing?

LS : I focus on three key aspects: System Thinking: Every product fits within a broader system, and I design with a holistic view. User-Centered Design: Research and user testing are integral to ensuring usability and effectiveness. Clarity and Simplicity: I prioritize intuitive navigation and clear interactions to reduce friction. I primarily rely on digital tools and cutting-edge technology but always begin projects with research and wireframing before moving into high-fidelity prototypes.

Which emotions do you feel when designing?

LS : Excitement and curiosity drive me during the initial discovery phase, while a sense of flow and deep focus follows during problem-solving. Seeing a design come to life and positively impact users brings immense satisfaction. There’s also a moment of relief and pride when a complex design challenge is resolved elegantly.

What particular aspects of your background shaped you as a designer?

LS : Growing up in an environment where emotions weren’t openly expressed taught me to observe and analyze human behavior deeply. My technical mindset, combined with strong empathy, helps me understand both user pain points and business constraints. Having experience in hiring also sharpened my ability to assess user needs and motivations, making my work more impactful.

What is your growth path? What are your future plans? What is your dream design project?

LS : I aim to continue advancing as a senior product designer, focusing on projects that push the boundaries of UX in Fintech and SaaS. My dream project would involve designing a revolutionary financial tool that makes complex financial decisions more accessible and stress-free. In the long run, I’d love to mentor and shape the next generation of designers.

What are your advices to designers who are at the beginning of their career?

LS : Never stop learning — technology and user behaviors evolve constantly. Think beyond aesthetics; great design solves real problems. Learn to advocate for your work — communicating design decisions effectively is key.

You are truly successful as a designer, what do you suggest to fellow designers, artists and architects?

LS : Always align design with the customer journey to maximize impact. Avoid getting emotionally attached to your work; iterate based on real user feedback. Keep your curiosity alive — explore fields beyond design, like psychology and behavioral economics.

What is your day to day look like?

LS : My day starts with reviewing priorities and checking design updates. I often dive into research, wireframing, or prototyping, followed by design critiques or stakeholder meetings. One of the highlights is seeing how small UX improvements create significant usability gains.

How do you keep up with latest design trends? To what extent do design trends matter?

LS : I follow industry leaders, read case studies, and observe user behavior patterns rather than blindly following trends. While trends can be useful, I prioritize usability and long-term effectiveness over fleeting styles.

How do you know if a product or project is well designed? How do you define good design?

LS : Good design is seamless — it works so intuitively that users don’t even notice it. It should be functional, accessible, and aligned with business goals while enhancing the user experience. Clarity, consistency, and emotional connection are key.

How do you decide if your design is ready?

LS : A design is ready when it successfully solves the problem, meets usability standards, and aligns with business objectives. While there’s always room for improvement, I rely on research, feedback, and testing to determine when an iteration is complete.

What is your biggest design work?

LS : One of my most rewarding projects was developing a UX strategy for a complex Fintech platform. It required balancing security, compliance, and usability while making financial processes more user-friendly. The challenge of simplifying something inherently complex made it one of my most satisfying projects.

Who is your favourite designer?

LS : I admire designers who blend art and usability seamlessly. Irving Stone’s portrayal of artists in 'Lust for Life' and 'The Agony and the Ecstasy' deeply influenced my perspective on dedication and craftsmanship.

Would you tell us a bit about your lifestyle and culture?

LS : I find peace in nature, particularly forests, which inspire my design philosophy — clarity, structure, and natural flow. Music also plays a role in my creative process, helping me enter a state of deep focus.

Would you tell us more about your work culture and business philosophy?

LS : I believe in a structured yet flexible approach to design. Collaboration and clear communication are key. I look for people who are open-minded, analytical, and driven by empathy when choosing team members or partners.

What are your philanthropic contributions to society as a designer, artist and architect?

LS : I support young designers through mentorship and knowledge-sharing, helping them navigate the industry with confidence. While I haven’t engaged in pro bono work yet, I see value in using design for social good.

What positive experiences you had when you attend the A’ Design Award?

LS : Participating in design competitions helps sharpen skills, gain recognition, and connect with like-minded professionals. Awards validate the impact of great design and push designers to refine their craft. Being recognized as a Designer of the Day is an honor that motivates me to continue innovating.

Lidiia Suslova Profile