From Form to Substance: Why Designers Need to Develop Product Thinking

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The essence of meaningful design is understanding the goals, context, and needs of users. Without these elements, even the most carefully crafted layout and carefully chosen fonts will not add true value to a project. A designer needs to expand their horizons: to be able to see the whole system beyond the screen, and the strategic vision behind each task.

In this article, together with designers and art directors, we studied what skills will help to perceive layouts beyond their visual appeal.

Director of Lepyokhin Studio.

In my opinion, all designers are essentially product designers. The term "designer" itself implies the process of creating and solving specific problems. When a specialist works on developing a solution, taking into account existing constraints, requirements, and context, the result of this process invariably becomes a product.

A designer never acts haphazardly—if they do, it indicates a low level of professionalism. Therefore, for me, it doesn’t matter what field they work in—be it graphic, industrial, or digital design; ultimately, all of these areas are related to product activities. Today, specialists developing online services are usually called product designers. However, I believe that a designer is a person who finds solutions to various problems using all the means and tools available to them.

A key aspect of design is the ability to think creatively and outside the box. This applies not only to the capabilities of Figma, but also to going beyond familiar patterns, preconceived norms, and established stereotypes. Each project has its own unique circumstances, constraints, and requirements that come from both the client and potential users. For example, if we're developing a practical bottle rather than a service, then we're faced with a specific task.

For successful thinking, it's important to start with the basics, just as in mathematics. You need to consider the initial conditions and build upon them. It's important not to simply open Figma and start creating, but first understand: what exactly am I working on? What problem do I need to solve? What is the desired outcome?

When a designer starts creating a website simply because it needs to be developed, without understanding the goal, they're not approaching the work with product thinking. In this case, they don't ask themselves what the end result should be. In their perception, the website is something abstract, and they're simply trying to implement their own ideas. Instead, it is important for the designer and client to work together to develop a common vision for the project: how it will function, what constraints it will have, and what challenges need to be addressed.

It is crucial to discuss all of these points at this early stage.

Editorial insight really does play a significant role, and it has had a significant influence on me in my time. I am convinced that editors are excellent designers because they focus not only on aesthetics, but also on the end result of their work.

A quality editor is not only a person who creates texts, but also a master of organizing a workflow. For example, they may plan the release of twenty materials over the course of a month. Their thinking encompasses both the process itself and the end product. In some cases, the result may be not only an article, but also a video, a graphic card, or an infographic. The format does not matter - what matters is the meaning and purpose for which all this is being done.

It is important to approach thinking not with predetermined templates, but to focus on specific tasks. What is the essence of the problem? What result does a person expect? What exactly will they have to work with?

I deliberately choose the word "person" instead of "user." This is because there is always a living person behind the screen, with a unique context, life experience, and emotions.

A product can be anything, for example, even an ad posted in a building entrance. The main condition is that it should not cause irritation. Ilyakhov once implemented a project with similar ads, and this can also be considered a product.

You can formulate tasks and find solutions yourself. It is important to start with the question: what kind of product am I developing? What interaction experience will the user get as a result?

Perhaps my answer seems a little general, but the essence remains clear. Let's summarize:

— understand the essence of the task; — take into account the context and constraints; — do not start with drafts; — first and foremost, define your goals and target audience.

Product thinking is a universal approach that can be used in various areas of design, including graphic design, motion design, and UX. I don't rank these areas by importance. There are certain skills and specifications, but the key aspect remains the way you think.

If you think like this, then you have the skills of a good designer.

Head of Branding Group at T-Bank

I believe there are two important qualities to develop in order to create meaningful projects of any kind, regardless of the design field you work in—product, graphic, or motion design. These qualities are empathy and curiosity.

It's important to pay attention to the person who will be using your product. You need to consider their circumstances, the conditions of use, and the broader cultural context in which it will be inserted.

When designing a pricing table, it's crucial to understand how the user will perceive this information. What circumstances will they be in when reading it? What questions will they be asking themselves first? What challenges will they face? Understanding these aspects will allow the designer to create something meaningful and responsive to the client's needs.

Simply copying and pasting a template only creates the illusion of activity without solving a real problem. This statement is true for any field. It's important to understand when the user will encounter the template and what exactly they should perceive as meaningful for themselves. This applies to both animated videos and application forms in various services.

To effectively complete a given task, it is necessary to focus not only on the client or customer, but also on the end user. If we aim to solve their problem, then we indirectly help the client, who is also interested in achieving this result.

This concerns passion for your profession. It is important not to limit yourself to the visual design of the program or preferred plugins. You should pay attention to the context - to the events and circumstances that surround the design we are developing.

Design is invariably the result of social interaction. It cannot be isolated from the environment. Interest in analysis is also an expression of curiosity: what experience has been accumulated within the framework of a given project or product, what experiments have been conducted previously? What turned out to be successful, and what, on the contrary, did not produce the expected results?

This also concerns strategic thinking. It is important to be able to ask yourself the question: "What is the purpose of completing this specific task?" What will happen to it in the future? What are its consequences? What processes does it activate?

Also, it's worth considering the nuances of perception, especially if your work involves visual elements. It's crucial to understand how people perceive what you create.

There are universal principles worth considering: for example, in outdoor advertising, a concise message works best. This is because passersby see advertising in motion and don't have the opportunity to analyze details for long. At the same time, contextual and targeted advertising functions completely differently.

There are also informal, internal principles that designers become aware of in the course of their work. For example, one might note conclusions such as: "pastel shades are ineffective in our outdoor advertising" or "this material doesn't evoke a pleasant sensation in people when touched – it shouldn't be used." The reasons for such decisions sometimes remain unclear. However, this is precisely the experience that must be accumulated.

When a designer goes beyond their immediate task and doesn't get stuck in the familiar rectangular format, but begins to consider the broader context—left and right—the results of their work become deeper and more meaningful.

To effectively cope with the task at hand, it is necessary to focus not only on the client or customer, but also on the end user. When we find a solution to his problem, this in turn has a positive effect on the client, since he is also interested in achieving a positive result.

Head of the creative department at maryco studio.

Sometimes a designer can become so immersed in their idea that they begin to lose concentration: they get carried away with visual effects or waste time on less important tasks. This isn't a whim, but a natural feature of creative thinking, especially when driven by the desire to perfect everything.

It's important to remember that a creative designer isn't an artist or a representative of the arts in the traditional sense. They're a professional who uses visual tools to solve specific problems. Their job isn't just to create an attractive concept, but also to imbue form with meaning. The primary goal is to achieve functionality and effectiveness.

At this stage, product thinking plays a special role. It serves as a guide, allowing one to avoid getting bogged down in the process for its own sake and instead focus on the key aspects of the task: who the user is, what their needs are, under what circumstances they will encounter the product, how the proposed solution integrates into the overall context, and how it will impact key performance indicators. Thus, a designer with product thinking isn't simply striving for aesthetics—they're thinking within a system. It's important for them to understand the purpose of each step and the value it brings.

Typically, a designer works closely with a lead. If the lead is able to clearly define the context, set priorities, and trusts the designer's ideas, tasks are completed quickly, efficiently, and with impressive results. Dialogue is key. In this case, the design process does not occur "from above," but rather through joint analysis and discussion.

Simply "thinking differently" is not enough. Deep and meaningful thinking is key. In the creative field, inspiration itself is much more valuable than the ability to make informed decisions: it is necessary to understand why a particular approach was chosen, how it solves the problem, and the rationale behind this choice.

When selecting a new designer for our team, their thinking is paramount. We value not only visual perception but also the ability to justify their decisions. If a candidate can explain why a particular approach is effective, they become a strong member of our team, as this demonstrates a mature design approach.

We also always pay attention to the level of engagement. Light-up eyes, genuine interest, a desire to understand, learn, and develop—this is precisely the kind of attitude that cannot be assessed through tests. However, it is precisely this attitude that indicates that we are not just a professional, but a person who truly cares about his work.

Product designer for Flowwow client applications

The main difference between product design and graphic design is that the former focuses not only on visual appeal, but also on how the final product serves the user and contributes to business development. Focusing on practical value is a key aspect of product thinking.

However, a product approach is not limited to interaction with interfaces. It is important to remember the following:

1. Shift your focus from beauty to practicality. A designer's aesthetic preferences may not align with the end user's expectations. For example, a style that appeals to Generation Z or Alpha youth may not resonate with boomers. Each client and company has its own unique characteristics—it is important to delve into the context and carefully analyze the specifics.

2. Study your audience and formulate specific goals. Understanding the needs of the target group helps achieve the results the client expects. At the same time, the more specific and concrete the task, the easier it will be to develop and present the completed work.

3. Try to understand the reasons for the success of certain solutions. If you are working with a regular client, it is necessary to monitor how the measures taken affect the results. For example, this could apply to metrics such as event attendance, purchase conversion rate, banner effectiveness, and other similar indicators. When clients vary and change, it's helpful to study successful examples and practices used by other professionals in the field.

Product designers employ a variety of tools in their work, including data analysis, testing, user pattern research, and user flow creation. To use these tools effectively, a graphic designer needs to develop a number of skills:

The main principle of UX design is to study how users interact with graphic components.

Read also:

«Interface»: the basics of developing user-friendly systems

Working with data includes the ability not only to collect and analyze metrics, but also make informed conclusions based on various metrics.

Read also:

User flow: what is it and why its absence makes the development of applications and websites impossible

User flow, or user flow, is a sequence of actions that a user performs when interacting with an application or website. This is an important design aspect that helps organize the user's journey from the initial contact to achieving a final goal, such as registration or purchase.

The lack of a clearly defined user flow can result in an application or website being difficult to use. Users may become confused, which, in turn, causes negative emotions and a desire to abandon the site. A well-designed user flow helps minimize errors, increases satisfaction, and promotes more effective interaction.

Therefore, developing applications and websites without understanding the user flow can significantly reduce their effectiveness and appeal to the end user. That is why creating a convenient and logical user flow is an integral part of the development process.

The third stage involves studying the target audience, which involves creating detailed target group portraits or user segmentations. This also includes analyzing their behavior and identifying the main problems or needs they face.

Read also:

"Who to interview?": identifying participants for UX research

4. Hypothesis testing includes A/B testing, questionnaires, and corridor testing of various design options.

Read also:

Assumptions in Product Development

5. Customer engagement involves the ability to ask deeper questions, such as: "What outcome would you like to achieve?" Instead of simply "Do you like this font?"

Read also:

"Say 'no' first": strategies for successfully ending negotiations.

Graphic design based on the principles of product thinking goes beyond simple aesthetics. It is the process of developing solutions that meet both business and user needs. The better a designer masters this approach, the more valuable their projects will be.

Art Director

Whenever I come across discussions of the product approach, a subtle smile appears on my lips. I became aware of the concept of this approach long before it became popular, back in the days when the term "product design" was associated exclusively with industrial design. In those days, apps practically didn't exist, and the digital industry was just starting to develop.

From the very first days of training, my mentors emphasized: "Use your mind, analyze, put yourself in others' shoes, take into account their experiences." This advice became fundamental and deeply ingrained in my mind during my student years. For me, a designer is, first and foremost, someone who finds solutions to problems. They do this relying on common sense, empathy, and yes, product-oriented thinking. Even if they don't realize it.

What does it mean to think like a product designer? For me, it means keeping the interests of users at the forefront. It is important to sometimes test ideas on your own experience. It's not always necessary to conduct complex analyses, spend time on in-depth interviews, or organize six months of research. Sometimes, simply turning on your thinking is enough.

A simple question: "Will this path be convenient, understandable, and logical for me as a user?"

I remember interacting with one small carsharing service. In the section with documents—offers and agreements—there was no back button. To go back, I had to restart the app. In the end, I decided to delete it rather quickly.

Ultimately, you can use different terms—analytics, empathy, logic, user experience. However, the main idea remains the same: it is necessary to consider the needs of those who will interact with this product.

When creating an identity, you need to consider that it will be used not only by customers, but also by the company's employees. For example, a logo with very thin lines for a fashion brand may be ineffective: it will be difficult to embroider or print on fabric. It looks appealing at first glance, but in practice, it doesn't work.

Creating an app that doesn't allow you to go back or achieve the goal the user launched it for isn't design, it's a real obstacle. Test it thoroughly, conduct your own tests, and rethink your approach.

I find it a bit amusing when designers are classified as "product" and "non-product" today. Seriously. Let's not get too technical: whether it's working in Figma, Sketch, Adobe, or even with a simple pencil—it's not decisive. The tool doesn't determine your skill. Just as a pen doesn't make you a writer, nor a brush an artist.

It's the mindset that matters.

Do you understand the task you're taking on?

Can you discover the simplest method for accomplishing this task?

Are you capable of not only creating artistic works, but also arguing for your ideas?

This, in my opinion, is where the essence of a true product approach comes into play.

This isn't just a trendy phenomenon; it's a reflection of maturity.

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Read also:

• "Amazing Experiment with Form and Color": Experts Present the Most Outstanding Graphic Projects.
• "Overdone": Experts Share Their Opinions on the Logos of Famous Companies.
• Ideas in a Day: How to Generate Creativity in a Limited Time.
• Introducing New Features in Products: Stages, Communication, and Common Mistakes.
• Kirill Blumin Shares His Views on Product Design at Skysmart.