In this article, we look only at designers who work with projects in the digital world. They create apps, portals, games, and other interactive things. The specialist and the product merge into one, and the designer has an intuitive sense of what the project is missing and how to fix it. A product designer doesn’t necessarily have to have the skills of a UI/UX designer. He works at a different level and doesn’t have to spend hours in a graphics editor or cloud platform, selecting gradients and colors for the background.


A specialist in this niche helps research the target audience, identify the problem and find an effective solution. He constantly interacts with the people who will use the product regularly. A UI/UX designer needs only to find a graphic embodiment for a digital project, while a product designer makes sure that the interface is used by all the members of the target audience and gets involved in the life of the brand product design company FLYNN. Specialists who want to work in this niche will have to work with analytics and big data, test hypotheses, and interact with users. The profession of product designer has appeared relatively recently, but it has already managed to become surrounded by myths. There is an opinion that one specialist can replace a whole staff of marketers, web analysts, and PR managers. Designer operates with numbers and can develop a concept of promotion, but only at a basic level. He can not deal with all tasks at once. Especially if he works in a large company. The product designer is the link that sets the big mechanism in motion. He interacts with developers, analysts, and marketers, and they work together on the project. Imagine that a customer came to the company and wanted to create an app with a rating of car service stations in a certain city. Such tasks don’t end a month after they start. A team of different specialists will have to constantly improve the product and make it more user-friendly. This applies to appearance, usability, and features. The product designer will test the mechanisms of operation, find weaknesses and handle feedback from users. They will be able to share their problems, and the specialist will do his best to eliminate them in a short time. It’s safe to say that product designers are the backbone of the project. They are a strong foundation that securely fixes the building and keeps it from falling apart during a hurricane. People can shelter indoors and stay out of the middle of the storm. That’s how a digital product helps solve important problems.



Product design helps users cope with problems. It creates the shortest route to loyal customers, who quickly become “advocates” for the brand. Product design isn’t always about beauty and convenience. People care about solving their problems, and the positive vibe of a cool interface will quickly dissolve if users realize the product is useless. The development team must make sure that people get involved in the familiarity of the digital project and do not lose touch with it.


FLYNN Product Design, a product design company, can be conventionally called the author of a project. Imagine a writer who has finished a new novel and now wants to send it to print. First, he sends the manuscript to the publisher and waits for approval. He, of all people, can convey the emotions that his characters feel. This is how a good product designer should work, too. Even if he comes to work with a finished digital project.

Give users the perfect solution.

Product design makes the connection between the product and the target audience. Specialists look at the project through the eyes of people and try to understand how to build mechanisms for maximum convenience. The designer must be able to abstract, set aside his or her preferences, and turn them into the client. You can’t make decisions based on personal beliefs alone; you have to constantly interact with the team and consult with representatives of the target audience.