Designer in 9 Steps: How an Economist Changed His Profession

Contents:

• My path to design: from childhood to startups
• The path to design through product projects
• TechCrunch Disrupt: The Path to Success
• Participation in the Hackathon: Inspiration and Opportunities
• Staply: The Path to Success in Corporate Communications
• Mobile Enterprise: How We Found Our Path
• Creating "Pachka": a new approach to development
• Modern realities of remote work work
• Results and thanks

I never considered myself a designer, and my path to this profession arose completely unexpectedly. It all started with a passion for drawing, creating posters and interfaces. Over time, this hobby became an important part of my life and career. In this story, I want to share my experience and the lessons I learned along the way, with the hope that it will be useful for you. Design is not only a job, but also a way of self-expression that opens up many opportunities for creativity and professional growth.

My Path to Design: From Childhood to Startups

Since childhood, I attended art school, which played a key role in shaping my self-confidence. Although I didn't complete my education due to a busy school schedule, I began mastering Photoshop and actively sought inspiration on DeviantArt. This passion prompted me to ask my parents for a graphics tablet—an essential tool for my creativity and the development of my digital art skills.

Although I initially didn't take drawing seriously, creating collages and graffiti for my friends on VKontakte, I discovered the website ADME in 2010. It inspired me to participate in competitions, which became my first step into the world of professional design. I began participating in poster and cover competitions organized by reputable organizations like the UN, as well as renowned magazines like Afisha and Hooligan. These experiences helped me develop my skills and understand the importance of creativity in design.

Summer holidays have become the perfect time for creativity and experimentation. My cousin and I developed several iPhone games. He used the Gamesalad design tool, and I created the graphics in Photoshop. This experience was not only engaging but also educational. As a result, we released a couple of casual games that are accessible to a wide audience. These projects not only allowed us to hone our game development skills but also to understand teamwork and the importance of taking user feedback into account. Creating games for mobile devices has become an exciting adventure for us.

When choosing a university, I focused on the subjects that came easiest to me: mathematics, social studies, and English. Seeking international experience, I decided to study economics in Sweden. This decision opened new horizons for me and allowed me to immerse myself in a unique educational environment. Studying in Sweden not only offers a high-quality education but also the opportunity to interact with international students, which contributes to the development of professional and language skills.

In Sweden, I continued to develop my design skills by offering services to local clubs and designing various events. This experience became my first step into a professional career in this field and helped me realize that design can be not only a passion but also a full-fledged career. Working in this field opened up new opportunities for me and allowed me to deepen my knowledge of design, which significantly influenced my further development.

The first lesson is the importance of doing what truly excites you. This could be creating images, posters, or interface designs. Don't be afraid to experiment and share your work with others. This approach will help you master the necessary tools, understand the basic design principles, and overcome the fear of criticism. Constant practice and engagement in the process will significantly accelerate your development in the field of design.

The Path to Design through Product Projects

My first major project began in my second year of study in Sweden, when I took part in the startup event Startup Live Jönköping. I presented the role of designer, as I had no other experience. On the Glean team, we developed a prototype app over a weekend and won, receiving office space and mentoring support. This experience was an important step in my career and allowed me to better understand the startup process and teamwork.

Because of the difficulties with creating mockups in Photoshop, I started looking for designers for my team. I mentioned the Dribbble platform, and this became our first step in finding professionals. To my surprise, the community was very responsive. John, who had just graduated from the prestigious design school Hyper Island and was looking for interesting projects, joined our startup.

With John joining the team, I took on the role of product manager, a term that was just beginning to gain popularity. The interaction between a designer, developer, and entrepreneur often faces challenges, and someone who can bridge these gaps is essential. With expertise in two of these three areas, I became the one who translates ideas and concepts into understandable solutions. My interest in IT, fueled by reading resources like TechCrunch and VC.RU, gave me confidence and contributed to the successful implementation of projects.

Two weeks later, our mockups reached the finals of the Next Berlin startup competition, held in Berlin. Although we didn't win a prize, we gained unique experience that will help us in our future development. You can learn more about our participation and the lessons learned in another article.

Ultimately, I decided to leave the project, but my colleagues continued to work actively. Their efforts were successful, and the project was accepted to Y Combinator, one of the most renowned and influential business accelerators in the IT sector. Participating in Y Combinator opens new opportunities for startups, allowing them to receive funding, mentorship, and access to a wide network of investors.

I've found it helpful to try on different roles within a team. If you work as a designer, this will allow you to better understand your colleagues' expectations and the overall work dynamics. You may discover that you have an interest in development or project management, which can open new career paths. Taking this approach helps develop flexibility and improve team collaboration.

TechCrunch Disrupt: The Path to Success

In September 2013, I had the unique opportunity to present my project at one of the most respected tech conferences—TechCrunch Disrupt. By that time, I had already left Glean, and to seize the opportunity to showcase our startup at the exhibition, my partner Dima and I quickly launched a new project. Participating in such an event gave us the opportunity to attract the attention of investors and industry experts, which was an important step in the development of our business.

We developed a student attendance tracking app called Alosko. It works like this: the teacher calls out a code word, which students enter into the app on their smartphones. At this point, geolocation is verified and the time is recorded. This approach simplifies and speeds up the process, eliminating the need for tedious roll calls. Alosko provides a reliable and effective way to track attendance, making it an ideal solution for educational institutions.

When deciding to outsource development, I took on the design responsibilities myself. The tight deadlines required a prototype to be created in one month. While searching for a suitable UI design tool, I came across Sketch, which was a real revelation. This tool allowed me not only to effectively develop interfaces but also to enjoy the process. Now, creating high-quality and functional interfaces has become more than just a job, but a fun activity.

Our outsourcers were impressed with the quality of the design I developed and even offered me a job when other clients started inquiring about who created this project. This was unexpected for me, as I didn't consider my work to be professional enough. This interest in my design confirms the importance of high-quality visual content and its impact on attracting new clients.

Before the conference, we were contacted by a professor from Utrecht University, who became the first user of our Alosko app. He used it to check the attendance of his class of 400 students. It's interesting how he found us, but it confirms the growing interest in our product in the educational sector. Alosko provides a convenient and effective way to track attendance, making it an ideal choice for teachers and educational institutions.

This experience has shown that using the right tool can significantly increase your capabilities. It's important to constantly explore new solutions and technologies that can improve the efficiency of your work. Don't rest on your laurels; strive to improve and optimize processes.

Participating in the Hackathon: Inspiration and Opportunities

A major hackathon takes place before the TechCrunch conference, bringing together teams from all over the world. This year, my partner, Dima, and I decided to test our skills. Even though Dima only had basic programming skills and I was just starting to master Sketch, we decided to develop a distributed and secure cloud storage. Our idea attracted the attention of other participants, and developers from large companies like Apple and Microsoft joined us. Creating an innovative cloud solution was not only a challenge for us, but also an excellent opportunity to exchange experience and knowledge with professionals from leading IT companies.

In 24 hours of intensive work, we prepared a demo of our product and took second place in the competition. As a reward, we received the unique opportunity to speak on stage immediately after Mark Zuckerberg and before Marissa Mayer, which was a significant milestone in our development. This achievement underscores our commitment to innovation and our drive to succeed in a competitive environment.

Fun fact: we received an offer to star in the HBO series "Silicon Valley," formerly known as Deep Tech. However, after a successful performance, we returned to Russia and, unfortunately, decided to decline the offer.

The fourth lesson we learned from this experience is that talent and knowledge are not prerequisites for success. Each of us is capable of creating world-class products if we are willing to experiment and learn by doing. This confirms that persistence and the desire to develop are more important than innate ability. Success is available to anyone who is willing to work and develop their skills.

Staply: The Path to Success in Corporate Communications

After participating in the hackathon, we decided to expand our project and focus on developing a corporate messenger with a focus on file sharing. This process resulted in the idea for Staply – an innovative business solution that simplifies communication and makes document sharing more efficient. Staply offers users a reliable and fast way to share information, which contributes to improved teamwork and increased productivity.

Our product team consisted of three specialists. I was responsible for the design and overall concept development for the project. Andrey initially focused on layout, but soon expanded his responsibilities to also handle design. Maxim was responsible for backend development, ensuring the app's functionality and stability. Our teamwork combined a creative design approach with technical expertise, which contributed to the project's successful implementation.

During this period, we actively experimented with design and functionality. We focused on improving the interface: we implemented a tiled design for the chat list and developed a new visualization for attachments. However, a lack of understanding of real user problems became a serious flaw in our approach. This highlights the importance of researching and analyzing user experience to create effective and convenient solutions.

I completed my bachelor's degree and entered the master's program at the Graduate School of Management, St. Petersburg State University. Transitioning from economics to management was a natural progression for me, allowing me to gain a deeper understanding of product management processes. My Master's degree provided me with the necessary knowledge and skills to effectively manage projects and make informed management decisions.

Despite our efforts, we soon realized that we lacked sufficient knowledge of the American market we were targeting. We attempted to launch the product three times under different brands, hoping for organic growth, but this growth did not materialize. Our lack of understanding of consumer preferences and market characteristics played a key role in our failures. Based on this experience, we understand the importance of in-depth analysis of the target audience and the competitive landscape for successful product launches in the future.

The lesson we learned is that visual design is only one component of success. To create a truly outstanding product, a deep understanding of your target audience is essential. It is essential to either become part of this audience or actively engage with them to address their needs and preferences. Only in this way can we achieve a harmonious combination of design and functionality, which will ultimately lead to the creation of a successful and in-demand product.

Mobile Enterprise: How We Found Our Path

In early 2016, we made a strategic decision to focus on the Russian market, temporarily suspending plans to relocate to the United States. This decision was prompted by the difficulties in establishing effective relationships with clients that arose due to the time difference and significant distance. We strive to strengthen our presence in Russia by improving communication and providing a high level of service to our clients.

This turn has become a landmark in our development. We began to approach product creation more consciously, clearly defining our target audience. As a result, we began actively sharing information about our developments and launched a number of pilot projects, which allowed us to test ideas and get feedback from users.

I decided to try my hand at strategic consulting and completed an internship at BCG (Boston Consulting Group), a leading international management firm. The summer experience provided me with many valuable lessons, and although I was offered a permanent position, I decided to decline. This stage became key in my professional development, as I consciously chose design as my career. My consulting experience enriched my approach to projects and strengthened my strategic thinking skills, which allows me to successfully combine creativity and an analytical approach to design.

Soon after, we began a partnership with Beeline and launched a new product on the Staply platform called Mobile Enterprise. Today, this product is actively used by tens of thousands of companies across Russia, confirming its popularity and effectiveness in the field of mobile solutions for business.

As we grew, new challenges arose, one of which was our approach to design. Previously, we treated mockups as final technical specifications, with me acting as a moderator, capturing ideas and asking clarifying questions. However, as the team grew to 40 people, this approach became ineffective. We now needed to adapt our process to meet the needs of a larger group and foster more dynamic collaboration.

The challenge was that it wasn't always possible to discuss decisions with all participants. This led to a loss of shared understanding of product and design decisions, leaving developers feeling like mere implementers. We recognized the lack of collaborative creativity and began looking for effective ways to restore it. It's important to establish communication within the team so that everyone can contribute and share ideas, which fosters a deeper understanding of the project and improves the quality of the final product.

The key lesson we learned: high-quality products are built through teamwork. Effective communication between designers and developers fosters a better understanding of all aspects of the development process and helps maintain focus on business goals. This, in turn, speeds up work processes and reduces unnecessary work, leading to more successful results.

Creating "Pachka": A New Approach to Development

To improve work efficiency and address pressing challenges, we've implemented a new method. Our team now jointly defines key monthly goals, divides into groups, and develops each solution in detail. This approach, inspired by Basecamp practices, is already demonstrating positive results and contributes to improved teamwork and productivity.

As part of our first experiment, we launched a new product—Pachka. This is an intuitive CRM system designed specifically for freelancers and sole proprietors. Its goal is to simplify project and client management, providing a user-friendly interface and functionality that meets the demands of modern business. With Packa, users can effectively track their tasks, manage contacts, and optimize workflows.

Through experimentation and adaptation to new conditions, we realized that significant changes shouldn't be feared. This experience became our seventh lesson, emphasizing the importance of flexibility and a willingness to embrace change. Flexibility in thinking and openness to change are key factors for successful adaptation in a rapidly changing world.

The Modern Reality of Remote Work

With the growing popularity of remote work, new opportunities for professional and personal growth are opening up. For example, I combine my work with studying to become an accessories designer at the renowned Polimoda University in Florence. This experience has contributed to the development of my creative thinking and design skills, which allows me to successfully adapt to modern market demands. Remote work provides the flexibility to combine education and a career, which in turn opens the door to new projects and ideas in the field of design.

With the transition to remote work, I realized that my studies and professional activities are centered around the computer screen. This realization inspired me to find a hobby that would allow me to escape the digital world. At that moment, I remembered my father and uncle's passion, and together we discovered leatherworking. Not only did this become a fascinating hobby, but it also helped develop my handicraft skills, which is especially important in today's technology-dominated world. Leatherworking opened up new horizons of creativity and self-expression for us. We followed our inspiration and began exploring the art of creating simple accessories like wallets, cardholders, and cases, drawing on tutorials we found on Instagram. Our work led to the opening of a small workshop in St. Petersburg, where I design patterns using Sketch. Our goal is to create high-quality, stylish accessories that highlight the individuality of each client. We strive for perfection in every piece, paying attention to detail and using high-quality materials. Working with leather has been an important experience for me, teaching me to overcome my fears and plan my actions effectively. This process brought me joy and inspired me to further explore the craft. As a result, I decided to travel to Florence to delve deeper into the world of fashion and learn more about the intricacies of leatherworking. Florence, as the center of the fashion industry, offers unique opportunities to learn new techniques and develop skills, which is an important step in my career.

Florence was a true discovery in the world of fashion for me. This city not only offers a variety of products but also inspires new ideas. Whereas fashion collections used to be presented only twice a year, today they are presented over ten seasons. I learned many lessons that deserve a more detailed analysis.

The most important lesson I learned is that learning should be an ongoing process. You shouldn't limit yourself to knowledge in one profession, because the most valuable knowledge may be within reach. Openness to new opportunities and a willingness to learn play a key role in professional and personal development. This allows you not only to expand your horizons but also to adapt to changing labor market conditions.

Results and Acknowledgments

Completing any journey is impossible without the support of significant people. My experience clearly demonstrates the importance of a team: advice, access to resources, and the opportunity to focus on other projects have become decisive factors in my development. Without the support of others, it is difficult to achieve your goals, and it is interaction with a team that allows you to maximize your potential.

I would like to express my sincere gratitude to my father, as well as my partners Dima, Andrey, and Max. Their contribution to our shared success cannot be overestimated. I look to the future with optimism and am confident that new achievements await us.

Lesson nine: A career or a startup is a long and exciting journey. The main key to success is uniting with like-minded people and supporting each other. This collaboration will allow you to overcome any difficulties and reach new heights in your professional career. Building a strong team and effectively collaborating with partners fosters the development of ideas and the implementation of ambitious projects.