Interview with Sara Fallahi

Sara Fallahi ("SF") interviewed on Sunday, 8 June.

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

SF : have over 9 years of professional experience as a designer, starting my career as an architect, where I worked for about 7 years on a variety of residential, commercial, and public projects. During this time, I developed a deep understanding of space, user needs, and aesthetics. In the past 2 years, I transitioned into UX/UI and HMI design, combining my architectural background with digital product design. I’ve had the opportunity to collaborate with respected companies like General Motors and Stellantis, where I currently work as an HMI UX Performance Engineer, focusing on in-vehicle user experiences, ergonomics, and intuitive interface design.

How did you become a designer?

SF : My journey as a designer began with a background in Architectural Engineering, where I spent around 7 years working in the field. In the last 2 years of my architectural career, I served as a Senior Interior Designer, which allowed me to work closely with clients and focus on the emotional and functional needs of users within a space. This experience deepened my interest in human-centered design and how thoughtful environments can shape people’s experiences. That growing curiosity naturally led me to transition into UX/UI and HMI design, where I could apply those same principles to digital and interactive products. I pursued additional education in this area and started working on projects that combined technology, user research, and emotional design. It wasn’t one person or event that influenced my decision — it was my own desire to create meaningful, empathetic designs that positively impact people’s daily lives.

What are your priorities, technique and style when designing?

SF : When designing, my top priorities are understanding user needs, creating functionality with emotional impact, and following an iterative, research-driven process. I always begin by deeply studying the user's challenges, emotions, and expectations to ensure the final product feels intuitive and meaningful. Blending practical solutions with emotional design is essential to my approach — I often use insights from color psychology, ergonomics, and behavior patterns to shape experiences that resonate on a personal level. My process is rooted in continuous research, prototyping, and user testing, combining digital tools like Figma, Adobe Creative Suite, and Blender with hand sketches and physical models when needed. At the heart of all my work is empathy and storytelling, aiming to bridge the gap between personality and need while improving everyday lives through thoughtful, human-centered design.

Which emotions do you feel when designing?

SF : When I design, I experience a range of emotions—from excitement and curiosity during the initial idea phase to deep focus and satisfaction throughout the design journey. The most thrilling part is often the beginning, when creativity flows freely and new possibilities emerge. However, I also find joy in problem-solving and refining the design through iteration. Seeing a concept evolve into a finished product brings a profound sense of accomplishment and fulfillment. Designing allows me to express creativity while making a meaningful impact on people’s lives, which gives me great happiness and motivates me to keep improving. The pleasure I derive comes from creating solutions that truly connect with users and enhance their everyday experiences.

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

SF : Several non-design skills have greatly shaped me as a designer. Strong communication and collaboration skills have been essential, especially when working with cross-functional teams and stakeholders to bring ideas to life. My background in architecture taught me critical thinking and problem-solving, helping me approach design challenges holistically. Time management and adaptability have also been key, allowing me to handle complex projects efficiently while staying open to new ideas. The biggest influence on my design work has been my passion for human-centered solutions—creating designs that truly meet users’ needs and improve their lives. My journey started in architecture, where I developed a strong foundation in space and user experience, then transitioned to UX/UI design to focus more on digital interactions and emotional connection. These diverse experiences have helped me grow into a versatile and empathetic designer.

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

SF : My growth path as a designer is focused on continuously expanding my skills and exploring new areas beyond automotive design. I aim to deepen my expertise in human-centered design and create solutions that positively impact people’s mental health and well-being. In the future, I want to be recognized as a versatile designer who bridges technology and empathy to deliver meaningful experiences. My dream design project would involve developing a digital platform or app that helps individuals better understand themselves and improve their mental wellness through personalized interactions. Although I haven’t had the chance yet, I’m excited to work on projects that combine psychology, technology, and design to create real social impact. My future plans include ongoing learning, collaboration across disciplines, and pushing the boundaries of design to help people lead healthier, happier lives.

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

SF : My advice to young designers starting their careers is to stay curious and patient. Design is a journey that requires continuous learning and resilience. Early on, I faced challenges balancing creativity with practical constraints, but I learned that clear communication and openness to feedback are essential. I also recommend building a strong foundation in both design principles and technology—this combination will make you more adaptable. One valuable lesson I received from mentors is to always focus on solving real user problems rather than just creating visually appealing work. Finally, never stop exploring new tools, trends, and perspectives, and seek out collaboration opportunities to grow your skills and broaden your understanding.

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

SF : To fellow designers, artists, and architects aiming for success, I suggest focusing deeply on user-centered design—always prioritize the real needs and emotions of the people you’re designing for. Avoid the common mistake of getting too attached to your initial ideas; stay flexible and open to iteration based on feedback and testing. Embrace collaboration across disciplines, as diverse perspectives enrich your work and spark innovation. Invest time in mastering both fundamental design principles and emerging technologies to stay relevant. Also, cultivate strong communication skills—being able to clearly explain your vision and reasoning is just as important as the design itself. Lastly, don’t underestimate the power of storytelling in design; a compelling narrative can transform a good project into a memorable experience. These practices help create meaningful, impactful work that stands the test of time.

What is your day to day look like?

SF : My typical day starts with reviewing any updates or emails to prioritize tasks. I like to begin with a quick scan of design news or industry trends to stay inspired and informed. Professionally, I spend most of my time collaborating with cross-functional teams, focusing on user experience and performance improvements. Even on routine days, I enjoy moments of creative problem-solving—those “aha” insights keep me motivated. Taking short breaks to stretch or go for a quick walk, sometimes going to the gym or planning a weekend hike, helps me stay refreshed and focused. These small routines bring balance and energy to my workday.

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

SF : I keep up with the latest design trends by regularly reading industry blogs, attending webinars, and following influential designers on social media. Staying informed helps me understand evolving user expectations and new technologies. However, I believe trends should complement, not dictate, my work. I prioritize creating timeless, user-centered designs that reflect both the project’s purpose and my personal design philosophy. When appropriate, I selectively incorporate current trends to enhance relevance and freshness, but always with a focus on lasting value. Inspiration often comes from a mix of nature, art, culture, and real-world user experiences rather than trends alone.

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

SF : I know a product or project is well designed when it effectively meets users’ needs while being intuitive, functional, and aesthetically pleasing. For me, good design balances usability, simplicity, and emotional connection—when a user feels both ease and satisfaction in interaction, that’s a clear sign it works. I evaluate designs by how seamlessly they solve problems, their clarity, and how thoughtfully they consider the user experience from start to finish. The “aha” moment comes when everything feels natural and effortless without unnecessary complexity. Common mistakes to avoid include overcomplicating the design, ignoring user feedback, or sacrificing functionality for looks. Ultimately, good design is purposeful, user-centered, and creates a meaningful impact.

How do you decide if your design is ready?

SF : I decide a design is ready when it fully meets the project goals, user needs, and passes usability testing without major issues. While I believe design can always be improved, there comes a practical point where further changes offer diminishing returns and could delay progress. At that stage, I focus on delivering a polished, functional solution and move on to new challenges. I usually keep an open mind to revisit and refine past work if needed, but I balance this with deadlines and priorities. A design feels successful when it receives positive user feedback, solves real problems effectively, and aligns with the intended vision.

What is your biggest design work?

SF : One of my biggest and most rewarding design projects was developing an innovative infotainment system for a luxury vehicle during my time working with General Motors. I aimed to create a seamless user experience that not only met functional needs but also enhanced emotional well-being by integrating biometric sensors and adaptive AI features. This project stood out because it combined cutting-edge technology with deep user research and thoughtful interaction design. The challenge was to balance complex technical elements with intuitive, elegant interfaces that users could enjoy effortlessly. It gave me great satisfaction to see how this design elevated the driving experience, blending safety, comfort, and personalization. Currently, I am focusing on expanding my expertise in HMI UX at Stellantis, applying my knowledge to enhance ergonomic and user-centered vehicle experiences.

Who is your favourite designer?

SF : One of my favorite designers is Dieter Rams because of his timeless philosophy of “less, but better,” which has influenced generations of designers with its focus on simplicity, functionality, and sustainability. His work truly embodies good design principles that stand the test of time. If I had the chance to talk with a deceased designer, I would choose Charles Eames — his innovative approach to furniture design and his ability to blend art, technology, and comfort have always inspired me. I believe Rams and Eames are among the most iconic figures who shaped our modern understanding of design. Beyond them, I admire architects like Zaha Hadid for her bold, futuristic forms, and artists like Yayoi Kusama for her unique vision and creativity. Their work continually reminds me how design can be both functional and deeply expressive.

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

SF : I believe good design is essential for advancing society because it improves how we live, work, and connect with each other. My lifestyle reflects a balance between creativity and mindfulness—I enjoy exploring nature through hiking and staying active by going to the gym, which helps keep my mind clear and inspired. Music plays a big role in my creative process, often setting the mood or helping me focus during design work. I’m currently based in the USA, and while I’m not working on a specific project at the moment, I’m always looking for ways to grow as a designer and expand my skills beyond just automotive design. My culture and background influence my work subtly, especially in how I value thoughtful, human-centered design that respects people’s needs and emotions. One small but meaningful change design has brought to my life is how I organize my environment—both physical and digital—to create spaces that promote calm and productivity. I believe these incremental improvements not only enhance individual well-being but also contribute positively to society by encouraging healthier, more balanced lifestyles.

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

SF : My work culture is built on collaboration, clear communication, and respect for every team member’s ideas. I’m adaptable and open-minded, which makes it easy for others to work with me. While I can work independently, I truly value teamwork because diverse perspectives lead to stronger, more innovative designs. When choosing business partners or team members, I look for passion, reliability, and a willingness to learn and grow. A key part of my philosophy is staying user-focused and solution-oriented, always aiming to create meaningful and practical outcomes. Challenges in this profession often include balancing creativity with technical constraints and meeting diverse user needs, but these push me to keep improving. As a designer, I believe good professionals must be curious, empathetic, and detail-oriented. Patience and strong problem-solving skills are essential, along with the ability to communicate ideas clearly and work well under pressure. These qualities help deliver not just beautiful designs, but ones that truly serve their purpose.

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

SF : As a designer, I believe it’s important to give back to the community that has shaped me. Whenever possible, I take on pro bono projects, especially those that aim to improve people’s lives or support social causes. I see humanitarian work as a meaningful way for designers, artists, and architects to use their skills for positive impact—helping to create solutions that address real-world problems. I also stay involved with design events and conferences to share knowledge and mentor young designers, offering guidance and encouragement as they start their careers. Providing opportunities and supporting growth for emerging talent is something I value deeply because nurturing the next generation strengthens the whole creative community. Good design, to me, is not only about aesthetics but about making life better, more accessible, and more humane. That purpose drives my involvement in philanthropic and community-focused work.

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

SF : Attending the A’ Design Award was an inspiring and rewarding experience. It gave me the chance to connect with a global community of talented designers, gain international recognition, and receive valuable feedback on my work. Being named Designer of the Day was a proud moment that boosted my confidence and motivated me to keep pushing creative boundaries. Participating in design awards and competitions offers three key benefits: first, it helps build credibility and visibility for your work; second, it encourages growth by challenging you to innovate and refine your skills; and third, it opens doors to new opportunities, clients, and collaborations. Design competitions are important because they set industry standards, inspire excellence, and foster a culture of continuous improvement. Overall, they play a vital role in shaping a designer’s career and personal development.

Sara Fallahi Profile