Pilar Bermejo is a UX/UI Designer at KingEclient Madrid. Design has been her profession for 15 years and she has trained herself in diverse sectors. She works with the creative department designing web projects and applications oriented to user experience.
Today, Pilar talks about her work and experience, success, the future of UX – and many other things concerning the user experience world!
KingEclient: How did you get into design?
Pilar: Pure science student with honors and passion for creativity and drawing decides, just before taking the ‘Selectividad’ exams (Spanish University Access Tests), to graduate in Fine Arts. That is what I did, and I specialized myself in New Technologies.
I started professionally in design in the publishing sector, going through the digital photography sector, pedagogical and children’s illustration, advertising, marketing, a lot of corporate identity… with a PhD halfway and intermittent periods as a freelance.
Now, more focused on UX/UI, I suppose that the more square and pragmatic side of me never left, and hence I believe that designing is not only creating beautiful things but making those things work.
KingEclient: How is your typical work day?
Pilar: Well, I do not think it is very different from any other colleague. Get to KingEclient’s office, make a coffee, open the email, open Asana… and prioritize tasks. Then, get to work! According to what tasks are necessary to do before research, looking for references, creating mood boards… or working in creativity sessions and/or strategy with my colleagues.
KingEclient: How would you define user experience design?
Pilar: Create something with the user as its central axis, without losing sight of the objectives.
Everything has user experience. In the past, it was applied more explicitly to industrial design… a scalpel is very thought out as aseptic as it might be. However, in graphic design or unidirectional advertising is also present, created thinking of efficient communication with the target touching emotions and having defined objectives.
Nowadays, with the boom and development of digital products, user experience design makes more sense, and this has led to the development of work methodologies that are adjusted to fully meet the objective of not losing sight of the centre of each proposal: not to make the user think, making the use of tools fluid.
KingEclient: How do you know when a design is finished?
Pilar: You never know, it can always be sensitive to be improved. On practical purposes, when the delivery date and the validation by the client arrives.
This can be good or bad. There are times when you approve things that you are not proud of, but it is the client who has the final decision. There are others in which the client is guided and advised and allows you to do the tests of users needed to confirm that the design works and is understood, that is, it does not make the user think. This is when you have the feeling that it is finished (although it can always be optimized).
KingEclient: Why do you love UX Design?
Pilar: I have always argued that designing is not just creating beautiful things, and the UX design makes it clear from the beginning. Hence, coming from the advertising sector, I feel so comfortable in this facet of design.
KingEclient: What are the conditions that best contribute to your success as a designer?
Pilar: In the 15 years of experience that I have, I have developed infinite patience and great resilience!
KingEclient: What do you value as a designer — what are your priorities?
Pilar: Assuming that we focus on the user (which is basic), my priority is that a brief is fulfilled: the objectives defined by the client. This implicitly involves a previous investigation of the current situation, references, where and how we want to get there.
I am also very loyal to the brand image of the projects I develop because I believe in the need of their personality for their correct understanding (when it is well defined is a relief, another struggle is when the brand lacks this definition), as well as trying to surprise and resonate the user. For this, the copy always must go hand in hand with the design. And the world of microinteractions also seems very exciting to me.
KingEclient: What product have you recently seen that made you think ‘this is great design’ and why?
Pilar: I have not been able to use it much, but from what I have seen, the Drivy app seems to be very well thought out to me. It is true that it already takes a reference to the other carsharing or Airbnb apps, but we must bear in mind that when you know that some features are assumed in behaviour, it is more dangerous to innovate than to improve what is already established.
KingEclient: How do you see the future of UX?
Pilar: Well, I think it’s where we’re going [KingEclient]; the digital transformation is a reality in all companies. The biggest ones with the most history are the ones that generally find it harder to accept the changes, simply because of political/bureaucratic issues, not because they do not believe in them and the implicit need they have. However, little by little, they are betting explicitly on the digital transformation, and there is still a lot to ‘’transform’’.
And those that have already been launched directly as digital products, the start apps, will always be in continuous evolution. It is logical because the users are never the same; we speak of the millennial generation, the Z generation… and our task is to adapt the use of technology to their behaviour.
Written by KingEclient