Lidiia Suslova

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Lidiia Suslova ("LS") for their original perspective and innovative approach to design as well as their creative lifestyle, we are very pleased to share our interview with our distinguished readers.

DL: Could you please tell us a bit about your design background and education?

LS : I have over 15 years of experience in Product Design, UX, User Research, IA, Wireframing & Prototyping, User Testing, and Human-Computer Interaction. My focus has been on complex domains such as Fintech, E-commerce, Logistics, and SAAS, where clarity and efficiency are crucial. While my formal education laid a foundation, real-world problem-solving and continuous learning shaped my expertise.

DL: What motivates you to design in general, why did you become a designer?

LS : I love creating intuitive, clean, and highly functional designs that solve real user problems. What drives me is the balance between logic and emotion — crafting systems that feel effortless but are deeply considered.

DL: Did you choose to become a designer, or you were forced to become one?

LS : I chose this path. It felt natural because I have a system thinker’s mind, a technician’s precision, and an empath’s understanding of people’s needs.

DL: What do you design, what type of designs do you wish to design more of?

LS : I design complex digital products that require deep thinking — financial platforms, SaaS applications, logistics solutions. I’d love to work more on innovative interfaces that merge AI with human intuition in meaningful ways.

DL: What should young designers do to become a design legend like you?

LS : Never stop being curious. Learn the fundamentals, but also challenge them. Focus on the user, not just aesthetics. And always seek feedback — it’s the fastest way to grow.

DL: What distinguishes between a good designer and a great designer?

LS : A good designer makes things look nice and functional. A great designer understands the entire system, aligns business goals with user needs, and designs with intention.

DL: What makes a good design a really good design, how do you evaluate good design?

LS : A good design feels invisible — it works so well that users don’t think about it. It balances usability, clarity, and emotional connection while achieving its intended goal efficiently.

DL: What is the value of good design? Why should everyone invest in good design?

LS : Good design improves efficiency, reduces friction, increases conversion rates, and enhances trust. In fintech, for example, a seamless experience can mean the difference between user adoption and abandonment.

DL: What would you design and who would you design for if you had the time?

LS : I’d love to design something purely for myself — a passion project that blends storytelling, interactivity, and visual beauty, maybe an immersive historical or biographical experience.

DL: What is the dream project you haven’t yet had time to realize?

LS : A project that merges my love for storytelling and UX — a digital biographical experience like "Lust for Life," where people can immerse themselves in the lives of historical figures.

DL: What is your secret recipe of success in design, what is your secret ingredient?

LS : Deep user understanding. I don’t just design for users — I think like them, walk in their shoes, and solve their pain points holistically.

DL: Who are some other design masters and legends you get inspired from?

LS : I find inspiration in designers who merge logic and aesthetics, but also from artists and architects who push the boundaries of experience. The most inspiring individuals are those I’ve had the privilege of knowing in real life. For me, a key source of inspiration is the talented Ukrainian designer Denys Nevozhai, whose work exemplifies innovation and excellence in design.

DL: What are your favorite designs by other designers, why do you like them?

LS : I love designs that feel effortless — Apple’s UI consistency, Airbnb’s UX, and even classic industrial designs that prioritize function without sacrificing form.

DL: What is your greatest design, which aspects of that design makes you think it is great?

LS : It’s not about one single design — it’s about the systems I’ve built that have stood the test of time, improving workflows and experiences for thousands of users.

DL: How could people improve themselves to be better designers, what did you do?

LS : Stay curious, be open to critique, and focus on understanding the "why" behind every design decision. I’ve always approached design as an evolving craft, not a static skillset.

DL: If you hadn’t become a designer, what would you have done?

LS : Probably something related to storytelling — writing, filmmaking, or even historical research. I love dissecting narratives, whether in books, people’s lives, or user journeys.

DL: How do you define design, what is design for you?

LS : Design is problem-solving through structure and empathy. It’s not just about aesthetics — it’s about making things work better for people.

DL: Who helped you to reach these heights, who was your biggest supporter?

LS : There were a few key people — mentors, colleagues, and friends — who gave me valuable feedback and encouragement. But ultimately, self-discipline and curiosity drove me forward. My biggest supporter is my beautiful and wise mom Nina Suslova, scientist and brilliant pedagogue.

DL: What helped you to become a great designer?

LS : An analytical mindset, an obsession with detail, and a refusal to settle for "good enough."

DL: What were the obstacles you faced before becoming a design master?

LS : Self-doubt, industry shifts, and the constant need to prove the value of UX in business-focused environments.

DL: How do you think designers should present their work?

LS : Through storytelling — showing the problem, the thought process, and the outcome in a way that makes sense to the audience.

DL: What’s your next design project, what should we expect from you in future?

LS : Right now, I’m focusing on projects in fintech and subscription-based models that make essential services more accessible.

DL: What’s your ultimate goal as a designer?

LS : To create systems that feel effortless and humane — designs that people trust and enjoy using.

DL: What people expect from an esteemed designer such as yourself?

LS : Clear thinking, strategic insights, and design that goes beyond aesthetics to drive real impact.

DL: How does design help create a better society?

LS : By making essential services more accessible, intuitive, and efficient — especially in industries like finance, healthcare, and logistics.

DL: What are you currently working on that you are especially excited about?

LS : A pitch video for an innovative home insurance model that challenges traditional perceptions of the industry.

DL: Which design projects gave you the most satisfaction, why?

LS : The ones where I see a measurable impact — higher conversion rates, reduced friction, or positive user feedback.

DL: What would you like to see changed in design industry in the coming years?

LS : More focus on accessibility, ethical design, and meaningful innovation rather than trends.

DL: Where do you think the design field is headed next?

LS : AI-assisted design, hyper-personalization, and deeper integration between UX and behavioral psychology.

DL: How long does it take you to finalize a design project?

LS : Depends on complexity — weeks for small projects, months for large-scale systems.

DL: When you have a new design project, where do you start?

LS : User research and problem definition. Always.

DL: What is your life motto as a designer?

LS : "Design with intention. Solve with empathy."

DL: Do you think design sets the trends or trends set the designs?

LS : A bit of both, but great design is timeless — it transcends trends.

DL: What is the role of technology when you design?

LS : A tool, not a crutch. Tech enables but shouldn’t dictate design decisions.

DL: What kind of design software and equipment do you use in your work?

LS : Figma, Sketch, Miro, and a notebook for initial sketches and ideas.

DL: What is the role of the color, materials and ambient in design?

LS : They shape emotions and influence user perception.

DL: What do you wish people to ask about your design?

LS : Not just "How does it look?" but "Why does it work this way?"

DL: When you see a new great design or product what comes into your mind?

LS : I deconstruct it mentally — how and why it works.

DL: Who is your ideal design partner? Do you believe in co-design?

LS : Yes, collaboration brings out the best ideas. My ideal design partner is a person who is my mental soul-mate, the person who has similar mindset, values, experience and high level of energy and intellect.

DL: Which people you interacted had the most influence on your design?

LS : A mix of mentors, colleagues, and users themselves. Early in my career, I had key figures who shaped my thinking, but much of my expertise comes from deep user research and understanding how people interact with complex systems.

DL: Which books you read had the most effect on your design?

LS : Books that explore human behavior, creativity, and problem-solving have influenced me the most. Irving Stone’s works, especially Lust for Life, shaped my understanding of persistence and vision. My interest in history and biographies fuels my approach to storytelling in UX.

DL: How did you develop your skills as a master designer?

LS : Through experience, relentless curiosity, and a methodical approach. I naturally break down complex problems into structured solutions. My deep understanding of conversion optimization, UX principles, and human psychology has refined my ability to design intuitive products.

DL: Irrelative of time and space, who you would want to meet, talk and discuss with?

LS : Vincent van Gogh — his resilience and vision resonate deeply with me. I’d also love to meet influential designers and innovators who shaped the industry, like Dieter Rams, Jony Ive, or early pioneers of UX and digital product design.

DL: How do you feel about all the awards and recognition you had, is it hard to be famous?

LS : While recognition is nice, my focus has always been on the work itself. I prioritize solving meaningful problems over chasing awards. Fame isn’t the goal — impact is.

DL: What is your favorite color, place, food, season, thing and brand?

LS : Color: Probably deep green, inspired by the forests I love. Place: The park that feels like a forest, where I find peace and nostalgia. Food: Something warm and comforting — perhaps a well-crafted pastry, given my appreciation for my friend’s baking. Season: Autumn or spring — times of change and reflection. Thing: A beautifully designed book or a well-crafted UX flow that just "clicks." Brand: One that balances innovation with clarity — Apple, perhaps?

DL: Please tell us a little memoir, a funny thing you had experienced as a designer?

LS : There have been plenty of moments when a small UX detail, overlooked by others, ended up being the key to solving a major problem. I’ve also had times when stakeholders dismissed a UX concern, only to realize later that it was exactly what was breaking conversions. Those moments are both frustrating and satisfying.

DL: What makes your day great as a designer, how do you motivate yourself?

LS : Seeing a design come to life, solving a complex problem elegantly, or getting validation from real users. Walking in nature also helps clear my mind and spark creativity.

DL: When you were a little child, was it obvious that you would become a great designer?

LS : Not necessarily in the conventional sense, but I always had a keen eye for structure, logic, and storytelling. My ability to break things down and understand how they work was always there.

DL: What do you think about future; what do you see will happen in thousand years from now?

LS : Design will evolve beyond screens — integrating seamlessly with AI, brain-computer interfaces, and new forms of interaction. Society may change in ways we can’t even imagine, but some things — like the human need for storytelling, beauty, and connection — will always remain.

DL: Please tell us anything you wish your fans to know about you, your design and anything else?

LS : Design isn’t just about aesthetics — it’s about clarity, problem-solving, and making things that work beautifully. It’s a craft that requires constant learning and empathy. And never underestimate the power of a walk in the forest to clear your mind and inspire new ideas.