Discussing the challenges faced by Product Designers in 2023
We recap the Figma x Berlin Product Designers Meetup event Zalando hosted during Berlin Design Week, including insights from the panel on the challenges faced by Product Designers in 2023.
As Product Designers, we are adept at facing challenges and navigating ambiguity. But, in 2023, the problem-solving turned to our wider industry. At the outset, there was economic uncertainty. Then artificial intelligence entered the chat. Advancing more rapidly than any of us could have predicted, and promising to impact our lives as creative professionals, AI has generated further unknowns in the ever-changing landscape of product design.
The challenges are known, so how can we begin to find solutions to help us approach the future with more confidence? At Berlin Design Week 2023, we dived into this process as Product Designers do best: by putting our heads together.
On May 11th, Zalando hosted a special Figma event in collaboration with Berlin Product Designers Meetup. Head of Design at Primer, Monika Ocieczek’s keynote, How designers keep shooting themselves in the foot (and what they can do about it), was followed by an engaging panel on the challenges faced by Product Designers in 2023. Thiago Hapner, Principal Product Designer in Zalando’s Fashion Propositions Customer Experience team, joined Julia Kestner (Figma), Adam Cochrane (Lufthansa Innovation Hub), and Behrad Mirafshar (Bonanza Design) for the discussion.
“The event was a great opportunity for Product Designers from different companies and backgrounds to come together and open up about all the uncertainties weighing on our minds,” Thiago reflects. “It prompted us to broaden our thinking and examine our core values, asking ourselves, ‘What’s happening? What are my options? And do I need to reinvent myself to adapt to the changing circumstances?’.”
Sergei Puchkin, Senior DesignOps Manager at Zalando, helped to make this memorable event happen — our first with Figma, which recently opened an office in Berlin. “I was excited to see over 200 designers from the wider community in our Zalando office. I found the topic amazing to discuss in person. Especially in these difficult times, there is value in coming together and sharing our perspectives on the future. The feeling that we, as a community, can support each other was the highlight of the evening.”
What were the topics that stood out most for Thiago in the panel discussion? We asked him to share some of the perspectives he contributed on the topic of design challenges in 2023.
Is specialization still worth it in 2023?
Highly creative environments need specialists, and when there are plenty of projects to go around, it’s not hard to find a match to our strengths. Shruti Ramiah, Head of Product Design at Zalando, once charmingly described her team, The Studio, as a band: “No two people are alike, and we all play a special ‘instrument’, but together we can make great music!”
At the same time, every product design team benefits from generalists, who bring an equally special wisdom gleaned from multiple areas of design. Though generalists might not be considered experts, they have greater flexibility to mold around different projects and adapt to changes.
So, in 2023, should we aim for specialization or generalization? Given the current challenges in the industry, many designers might incline toward the latter. However, as Thiago suggests, the answer is not black and white: “I encourage people to observe their environment and then to understand if a specialization is required, and how that might bring value to the project or the people around them. People often believe that if we are good at something, our skills will always be useful to someone. However, we can use the metaphor of a specialized watch repairer: They will be much more successful if they are located near stores that sell watches rather than being isolated in an industrial neighborhood. Even though their skills may be unquestionable, it’s just not the right place to be a specialist in repairing watches. So specialization provides value in particular companies or teams, while generalization is more helpful in others.”
Making the case for design
We’ve come a long way since the times when design and development did not speak the same language. Our tools and processes are now much closer than they were a few years ago, changing how we collaborate. “Nowadays, we have a much better understanding of what each of these professionals does and the value we bring as Product Designers,” Thiago confirms. “We need to explain our role much less than we did before. That said, this perspective is specific to my experience at Zalando, as I joined the company five years ago. Zalando has a very design-centric approach to product development. But I sensed from the audience that this is not always the case in other environments, such as freelance or agency work. For example, there was a debate about how to explain the role of design to engineers. Some designers still have to battle for their seat at the table and to be perceived as someone that brings value. It was great to exchange with people in this position and give them suggestions on how to deal with these issues.”
“It’s not on us as Product Designers to gatekeep the word or the role. Rather, we should strive to get the best out of everyone and build that into the solution.”
Design is like the sky; inside it is a whole universe. However, the simplicity of the word might sometimes lead to the oversimplification of the concept. For example, that design is solely to do with aesthetics. “This came out of our discussion,” Thiago continues. “I don’t struggle with the oversimplification. I love the word design. I encourage everyone on the team to act as a designer, even if they are not a designer. All team members can bring their perspectives on how to build something together. It’s not on us as Product Designers to gatekeep the word or the role. Rather, we should strive to get the best out of everyone and build that into the solution.”
Bringing the focus back to people
At the end of the discussion, the panelists shared their words of encouragement for designers starting out in these shaky times. “My advice applies to both new and established Product Designers,” says Thiago. “When we are having these conversations about AI and other technologies, we should always bring the focus back to people. We should not forget that our work as designers will always be about collectively understanding and improving the lives of the people around us. It will always be important for us to care about the human beings next to us and look after them. We are all in this together.”
Do you have any perspectives to share on the topic of design challenges in 2023? We would love to read them in the comments. Next, read our reflections from another recent future-focused event, Interaction 23.
