Hey Lisa. Thank you for taking the time. Could you give me a rundown of who you are: Name, age, current location, education, extra that you think matters to mention.

Sure! My name is Lisa, I am originally from Antwerp (Belgium) and I moved to Denmark in 2016 where I now split my time between Lolland and Copenhagen. I am a digital experience designer and I design everything from digital brands to websites and from digital products (UX and UI) to design systems. I'm aware, this seems like a lot, but in my practice, a good user experience starts with the first interactions between users and a brand, all the way down to the tiniest product nuances. Being able to sculpt that entire journey is what I love most about my job. I collaborate a lot with start ups and scale ups, but I also love partnering with agencies, institutions or art initiatives. I've been doing this for a decade and since May 2023 I started my independent practice to be able to tap back into the craft on deeper levels.

... product designers are caught in a "done-is-better-than-perfect" loop

Lisa Apers on the state of Product Design

So you're in love with sculpting, taking the lead, is that fair to say? Did that play a part in kickstarting your own practise?

Yes, definitely. It's to really embrace the craft of digital experience design. I've been in a few leadership roles only to realise my focus had strayed, leaving me feeling a bit adrift. It definitely taught me that career ladders and fancy titles aren't the essence of happiness when they steer you away from what truly ignites your passion.

On another note, I've also grown an interest in design fiction and speculative design. Not just about envisioning the future aesthetics and behaviours of digital design, but also about unraveling what that future narrative might hold for our craft as a profession.

Now that I'm independent, I combine both client projects with design research projects. I strongly believe the combination of both creates an interesting tension between what's achievable today and what holds potential for tomorrow. It's my not-so-secret-anymore ingredient for crafting more imaginative outcomes in every project.

You mention you hang around Copenhagen quite a lot. What do you like about the place?

When I'm in Copenhagen I love meeting with people, of course also the bakeries and coffee shops and the simple fact that there is always something to do, from art shows to exhibitions or even sample sales. Also the second hand market is pretty strong in Copenhagen, at least when it comes to fashion. One last thing I love about Copenhagen as opposed to bigger cities is that everything is within walking distance. Something I easily take for granted.

Would you stay in Copenhagen if you were given an opportunity to go to where you want to be?

I'm not sure, even though there is always something to do, I do miss more diversity in people, cultures and also events and it is sometimes challenging to find that. Like, where are the creative female entrepreneurs or those co-working spaces that break the mold? Besides that, Copenhagen could still do a lot better with more space for recreation in the city landscaping, it's not a particularly relaxing place for me to be. Again, Copenhagen is a pretty amazing place, but it's always healthy to keep an open mind.

Let's talk design for a bit. What's your impression of today's design (product) landscape?

Alright. The landscape of brand and web design is charting new territories, especially with the influence of creative coding and accessible tools like Spline, Webflow, Framer and AI.

However, when it comes to product design, it feels like we're lagging behind. The democratization of product design, led by platforms like Figma, has made design more accessible than ever. It's a double-edged sword though. While it empowers everyone to dive into design, it sometimes sidelines true design thinking for pixel pushing and rushed product launches.

Now, don't get me wrong—I'm all for Figma and obsessed with design systems. But it's crucial that these tools don't become a compromise to crafting remarkable product experiences. Instead, they should enable designers to tackle the real challenges head-on, not just serve as shortcuts. Unfortunately, what I've noticed is a homogenisation of products—similar looks, familiar interactions—think tables, lists, cards… Even worse, product designers are caught in a “done-is-better-than-perfect” loop, burning themselves out while not even doing the work that truly matters.

Luckily, I'm discovering more voices and movements pushing back against this trend, and I'm hopeful this momentum will continue. Especially with AI integrating our processes, reinstating the human touch in design thinking is going to be paramount.

Where do you escape to?

Lolland and Hogwarts.

Hogwarts? As in Harry Potter?

Yeah. Last year, a friend introduced me to the realm of PlayStation. Surprising as it may sound, I'd never dabbled in games before. Now, after some serious muscle memory development (yes, those controls took some getting used to), I'm peeking into a whole unexplored domain for UX and UI design.

Figma as a design tool has changed the way we design and build our products. By using a game engine and principles from multiplayer games, we can now co-create live on a digital canvas. I'm very excited to see other apps picking this up as well such as AMO or anything developed by Ustwo.

I can't wait to delve deeper into this space and infuse it into more traditional product design as well. I'm not talking about game principles to hook users on our products. I'm talking about how users interact with products drawing inspiration from the gaming world. Especially in the B2C market I see tremendous untapped potential.

And then there's Lolland.

When it comes to Lolland, it's a strong contrast with Copenhagen. Life there follows a simpler, slower rhythm. It's been a refuge after some turbulent years, offering the space I needed to regain balance while staying within doable reach of Copenhagen's energy.

Down there, I've started experimenting with sourdough and growing my own vegetables. There's an undeniable tranquility in the slowness of growth. It's a sentiment I'm learning to weave into my work, especially in the fast-paced world of tech. Trusting the process, allowing ideas the time to bloom—it's a philosophy that often brings unexpected results.

Hogwarts. Sourdough. Where does this come from? Who did you look up to as a child?

Pippi Longstocking.

What makes her worthy of looking up to?

She is free spirited, not biased by peoples judgement or expectations, and follows her own intuition. In the way she lives, thinks and acts. I've always admired that and it is something that I'm striving for. One of my favourite quotes:

"I have never tried that before, so I think I should definitely be able to do that."

Pippi Longstocking

This genuine childlike curiosity is for me invaluable in life.