Ana Feréns, an established designer based in Stockholm, Sweden, considers herself very fortunate to have found her passion in UX + UI Design. She has since worked with notable companies like Ogilvy and Ubisoft. She credits her achievements to her own curiosity to explore the unknown with the outstanding teams and people she was working with.
“In my view, the more I’m passionate about something, the more I want to explore. The key to develop your passion in this field is to understand that there are so many things you don’t know but don’t feel frightened to face them.”
Having a background in architecture also helps develop her career as a designer. Architecture teaches the importance of taking responsibility for own decision making and changing the ways of user interaction (one of the simplest example is space zoning).
“In architecture, you will understand that everything you did has consequences.”
So when she started off as a Visual Designer and taking on the role of product design, she understands that improving the overall user experience is paramount to a successful product design. This can be achieved through testing, listening, talking and constantly gathering user feedback. They provide insights that allow designers to better understand
why and how the product is used.
“Testing your decisions and getting feedback could be stressful, hurt your confidence but it’s far more useful for you as a designer and could bring far more value to the whole product at all.”
She also believes that good products are always made in Teams and should be the number one rule in design. Her recent collaborated works prove that teamwork does work!
CACTUS STORE is not a typical retail store. We’d like to define it as Experience Store. This project is dedicated to Travis Scott, his sense of fashion, incredible and recognizable visual and music styles. The owners of this store gathered all available rare items related to Travis Scott’s art and style.
All of the items presented in the store are available for buying: vinyl music, fashion items etc. Also, the owners are huge fans of Travis, so for their clients, they provided an extra option named – TOUR. By ordering the TOUR for one of the current Travis Scott’s shows fans are getting the tour fan package: tickets for the show, flight tickets and hotel booking organized by Cactus Store.
REBULK is a renaming application. This app allows you to easily rename/remove the scope of files/folders in a few clicks. Add date/time stamps, replace numbers, insert text, convert case, add auto-numbers, process folders and sub-folders. Extremely useful for professional photographers, photography lovers or for someone who simply struggles
from a regular files mess and wants to deal with chaos in a system. In this case, we try to face all of the design stages: starting from user values, research analysis, user needs from the interviews, lo-fi wireframes, animation behaviour, etc.
The main solution that we provided for this app is the filtered category structure. So that’s why our regular user has the ability to rename the scope of files, literally, in 3-5 clicks.
Future designers and the future of digital product design
Ana recommends to invest your time in books and a design schools to gain proper knowledge if you are considering a career in UX/ UI design field. You will be taught by industry experts and hence be able to organize/structure your knowledge in this field much faster than you will do it alone by yourself, you will work in the teams and as result have to look at the specific problem from different angles and perspectives.
According to Ana, COVID-19 is changing the way we live and work. Consumers are relying more on digital products and services. User experience behaviors are also evolving especially in the online shopping, gaming platforms and communication experience (for example one of the most hyped app of the recent months is Clubhouse).