Interview with Daniel Klatsidis
Designer Interview
29 June 2026
Design has always been the way I make sense of the world. I was drawn early to visual communication, technology and the question of why some things feel intuitive while others create friction. I studied Media Design and Media Economy, and have worked in design, digital products and creative business for more than 20 years.
My career began in branding, communication and digital design, but over time I became increasingly focused on product design: creating digital experiences that are not only visually strong, but genuinely useful. I did not initially plan to become “a designer” in the traditional sense. I simply had a strong need to improve things, communicate ideas clearly and turn complexity into something people can understand and enjoy using.
My career began in branding, communication and digital design, but over time I became increasingly focused on product design: creating digital experiences that are not only visually strong, but genuinely useful. I did not initially plan to become “a designer” in the traditional sense. I simply had a strong need to improve things, communicate ideas clearly and turn complexity into something people can understand and enjoy using.
My work sits at the intersection of product strategy, UX/UI design, branding and emerging technology. I have built and led creative teams, run an agency with up to 25 people, and worked with international brands including Google, BMW, Lufthansa and DHL.
Today, I work more selectively on digital products, AI-driven experiences, mobile applications and design systems. I enjoy being involved from the earliest strategic idea through to a finished, scalable product. My focus is not simply on making interfaces beautiful; it is on creating products that have a clear purpose, a strong identity and a real chance of succeeding in the market.
Today, I work more selectively on digital products, AI-driven experiences, mobile applications and design systems. I enjoy being involved from the earliest strategic idea through to a finished, scalable product. My focus is not simply on making interfaces beautiful; it is on creating products that have a clear purpose, a strong identity and a real chance of succeeding in the market.
Design is the intentional shaping of experiences. It is how we turn an idea, a problem or a complex system into something people can understand, use and value.
Good design is never decoration alone. It combines empathy, function, business thinking, technology and aesthetics. At its best, it makes difficult things feel simple and gives people confidence.
Good design is never decoration alone. It combines empathy, function, business thinking, technology and aesthetics. At its best, it makes difficult things feel simple and gives people confidence.
I enjoy designing products with real complexity behind them: platforms, mobile apps, AI-powered tools and services that need to work for many different people and situations.
The most rewarding projects are those where design can create a measurable difference, whether that means making a difficult process easier, helping a company communicate its value more clearly, or giving users a product they genuinely enjoy returning to.
The most rewarding projects are those where design can create a measurable difference, whether that means making a difficult process easier, helping a company communicate its value more clearly, or giving users a product they genuinely enjoy returning to.
My favourite designs are usually not single screens or objects. They are complete systems where brand, interaction, technology and user needs all work together naturally.
One project I am particularly proud of is Hypesociety, a platform created to make influencer marketing more intelligent, transparent and accessible. We built it around AI-supported matching between brands and creators, but the real challenge was making a complex process feel simple and human. It required a strong product vision, a coherent design language and a deep understanding of both sides of the marketplace.
One project I am particularly proud of is Hypesociety, a platform created to make influencer marketing more intelligent, transparent and accessible. We built it around AI-supported matching between brands and creators, but the real challenge was making a complex process feel simple and human. It required a strong product vision, a coherent design language and a deep understanding of both sides of the marketplace.
One of my earliest professional projects was in branding and communication design. It taught me an important lesson very early: design is not only about making something look good. It has to communicate clearly, solve a business need and work in the real world.
That principle has stayed with me throughout my career.
That principle has stayed with me throughout my career.
My favourite platform is digital product design, especially mobile. A smartphone is one of the most personal objects people own, and designing for it requires precision, empathy and restraint.
I am also very interested in AI as a creative and practical technology. Used well, AI can remove repetitive work, unlock new forms of personalisation and help small teams create products that would previously have required much larger resources.
I am also very interested in AI as a creative and practical technology. Used well, AI can remove repetitive work, unlock new forms of personalisation and help small teams create products that would previously have required much larger resources.
I feel most creative when I understand the real problem clearly, but the solution is still open. That is the moment where research, intuition and experimentation can come together.
I also find that creativity often appears after I have spent enough time away from the screen: walking, travelling, observing people or simply allowing ideas to connect without forcing them.
I also find that creativity often appears after I have spent enough time away from the screen: walking, travelling, observing people or simply allowing ideas to connect without forcing them.
I focus first on clarity. Can a user understand what this is, what they can do and why it matters?
After that, I focus on flow, hierarchy, emotional tone and consistency. Every detail matters, but the overall experience matters more. A beautiful screen that confuses people is not good design.
After that, I focus on flow, hierarchy, emotional tone and consistency. Every detail matters, but the overall experience matters more. A beautiful screen that confuses people is not good design.
Designing is a mix of curiosity, excitement, doubt and determination. The best part is the moment when an unclear idea suddenly becomes visible and starts to make sense.
There is also a certain tension in good design work, because you are constantly balancing user needs, business goals, technical limitations and your own standards.
There is also a certain tension in good design work, because you are constantly balancing user needs, business goals, technical limitations and your own standards.
It is deeply satisfying to see something move from an idea into people’s hands. A design only becomes real when it is used.
The strongest feeling is not pride in the visual outcome alone, but seeing that people understand it, enjoy it and benefit from it. That is when the work has done its job.
The strongest feeling is not pride in the visual outcome alone, but seeing that people understand it, enjoy it and benefit from it. That is when the work has done its job.
A successful design creates value. It solves a real problem, is easy to understand, feels trustworthy and supports the goals of the people or business behind it.
Visual quality is important, but beauty without usefulness does not last. The best designs are both memorable and practical.
Visual quality is important, but beauty without usefulness does not last. The best designs are both memorable and practical.
I first look at whether it is clear and purposeful. Does it solve the problem it claims to solve? Can people use it without unnecessary explanation?
Then I look at the details: hierarchy, usability, accessibility, consistency, emotional impact and execution quality. Great design is rarely the result of one impressive feature; it is the result of many good decisions working together.
Then I look at the details: hierarchy, usability, accessibility, consistency, emotional impact and execution quality. Great design is rarely the result of one impressive feature; it is the result of many good decisions working together.
Designers influence behaviour. That creates responsibility.
We should avoid creating unnecessary complexity, addiction, waste or exclusion. We should design for accessibility, respect people’s time and attention, and consider the environmental cost of the products and systems we create.
In digital design, this also means being careful with data, privacy and the ethical use of AI. Just because something can be designed does not always mean it should be.
We should avoid creating unnecessary complexity, addiction, waste or exclusion. We should design for accessibility, respect people’s time and attention, and consider the environmental cost of the products and systems we create.
In digital design, this also means being careful with data, privacy and the ethical use of AI. Just because something can be designed does not always mean it should be.
Design is becoming more strategic, more interdisciplinary and more connected to technology. Designers increasingly need to understand business, product, psychology, data and AI, not only visual aesthetics.
AI will change how we work, especially by accelerating research, ideation and production. But human judgement will become even more valuable. The future of design will belong to people who can combine technology with empathy, taste, critical thinking and a strong sense of responsibility.
AI will change how we work, especially by accelerating research, ideation and production. But human judgement will become even more valuable. The future of design will belong to people who can combine technology with empathy, taste, critical thinking and a strong sense of responsibility.
I am interested in future exhibitions that bring together design, art and technology, especially in international creative hubs such as Dubai, where there is strong energy around innovation, architecture and cultural exchange. I would like the next exhibition to be connected to a meaningful project rather than simply presenting work in isolation.
My inspiration comes from everyday friction, human behaviour, architecture, fashion, art, travel and technology. I pay attention to the moments where people hesitate, get confused or feel delighted. Those moments often reveal the most important design opportunities.
I feed my creativity by staying curious. I look beyond the design industry and follow developments in culture, business, AI, mobility, hospitality and entertainment. Inspiration often comes from connecting ideas across very different fields.
I feed my creativity by staying curious. I look beyond the design industry and follow developments in culture, business, AI, mobility, hospitality and entertainment. Inspiration often comes from connecting ideas across very different fields.
My style is clean, intentional and emotionally considered. I like strong visual hierarchy, confident typography, reduced interfaces and details that create a premium but human feeling.
My approach is always purpose before decoration. I begin with the user, the context and the business goal, then build a visual language that supports those foundations. I believe simplicity is not about removing everything; it is about removing what does not matter.
My approach is always purpose before decoration. I begin with the user, the context and the business goal, then build a visual language that supports those foundations. I believe simplicity is not about removing everything; it is about removing what does not matter.
I live in Dubai and have German and Greek roots. This combination has influenced the way I think about design.
Germany has given me a strong appreciation for clarity, functionality, structure and quality. Greece has influenced my emotional connection to culture, storytelling, beauty and human interaction. Dubai adds another layer: speed, ambition, international perspectives and a constant openness to the future.
The advantage is that I work in a highly diverse environment. The challenge is that global audiences require more sensitivity: what feels intuitive or premium in one culture may not feel the same in another.
Germany has given me a strong appreciation for clarity, functionality, structure and quality. Greece has influenced my emotional connection to culture, storytelling, beauty and human interaction. Dubai adds another layer: speed, ambition, international perspectives and a constant openness to the future.
The advantage is that I work in a highly diverse environment. The challenge is that global audiences require more sensitivity: what feels intuitive or premium in one culture may not feel the same in another.
I work best as a strategic partner, not simply as an external supplier. I like to understand the business model, target users, competitive landscape, technical realities and long-term ambition before jumping into visual design.
From there, I help companies define priorities, create a product vision, build prototypes, develop design systems and support delivery with their internal teams or external developers.
From there, I help companies define priorities, create a product vision, build prototypes, develop design systems and support delivery with their internal teams or external developers.
Companies should involve designers early, not only when they need a screen or presentation to look better. The earlier design is involved, the more value it can create.
When choosing a designer, companies should look beyond portfolios. They should ask: Does this person understand our users? Can they ask the right questions? Can they explain their decisions clearly? Do they understand business and technology? A strong designer should improve the thinking behind the product, not only the appearance of it.
When choosing a designer, companies should look beyond portfolios. They should ask: Does this person understand our users? Can they ask the right questions? Can they explain their decisions clearly? Do they understand business and technology? A strong designer should improve the thinking behind the product, not only the appearance of it.
My process usually begins with understanding: the business, the users, the problem, the market and the constraints.
Then I define the product or design strategy, map user journeys, prioritise the most important flows and create early concepts or prototypes. Once the direction is validated, I develop the visual system, interaction patterns and detailed screens or assets.
Throughout the process, I test assumptions, collect feedback and refine. I do not see design as a straight line. It is a process of learning, making decisions and improving continuously.
Then I define the product or design strategy, map user journeys, prioritise the most important flows and create early concepts or prototypes. Once the direction is validated, I develop the visual system, interaction patterns and detailed screens or assets.
Throughout the process, I test assumptions, collect feedback and refine. I do not see design as a straight line. It is a process of learning, making decisions and improving continuously.
1. My large-screen television, because it turns a living space into a place for cinema, gaming and shared experiences.
2. My MacBook Pro, because it is the main tool through which ideas become products.
3. Carefully selected lighting, because light can completely change the emotional quality of a space.
4. Artworks and prints, because they create personality and remind us that not everything has to be purely functional.
5. A well-designed sofa or chair, because comfort is one of the most underestimated forms of design quality.
2. My MacBook Pro, because it is the main tool through which ideas become products.
3. Carefully selected lighting, because light can completely change the emotional quality of a space.
4. Artworks and prints, because they create personality and remind us that not everything has to be purely functional.
5. A well-designed sofa or chair, because comfort is one of the most underestimated forms of design quality.
My days are a mixture of strategy, design, communication and problem-solving. I usually begin by reviewing priorities and making sure the team is focused on the right problems.
The day may include product workshops, reviewing designs, speaking with developers, refining user journeys, discussing business decisions or exploring new AI tools. I try to leave room for deep work as well, because good design needs uninterrupted thinking time.
Outside work, I recharge through travel, my dog, art, music, time with people close to me and simply observing the world around me.
The day may include product workshops, reviewing designs, speaking with developers, refining user journeys, discussing business decisions or exploring new AI tools. I try to leave room for deep work as well, because good design needs uninterrupted thinking time.
Outside work, I recharge through travel, my dog, art, music, time with people close to me and simply observing the world around me.
Learn to solve problems, not only to use software.
Build taste, but also learn how products work, how businesses make decisions and how people behave. Be curious, ask questions and do not fall in love with your first idea.
Most importantly, protect your standards. Trends will change, tools will change and AI will change the speed of the work. But empathy, judgement, communication and craft will always matter.
Build taste, but also learn how products work, how businesses make decisions and how people behave. Be curious, ask questions and do not fall in love with your first idea.
Most importantly, protect your standards. Trends will change, tools will change and AI will change the speed of the work. But empathy, judgement, communication and craft will always matter.
The biggest positive is that design gives you the opportunity to improve people’s everyday lives. You can turn uncertainty into clarity and create things that people genuinely enjoy using.
The challenge is that design is often misunderstood as a matter of personal taste. Designers need to defend good decisions with evidence, empathy and clear reasoning. It can also be demanding because there is always another version, another improvement and another detail to consider.
The challenge is that design is often misunderstood as a matter of personal taste. Designers need to defend good decisions with evidence, empathy and clear reasoning. It can also be demanding because there is always another version, another improvement and another detail to consider.
Make it clear before you make it clever.
A design should never force users to admire the designer’s intelligence. It should help people achieve what they came to do with confidence and ease.
A design should never force users to admire the designer’s intelligence. It should help people achieve what they came to do with confidence and ease.
Empathy, curiosity, communication and critical thinking are essential.
Technical skills are important, but they can be learned and will evolve. The deeper skills are understanding people, framing problems, making decisions, collaborating with others and knowing when to simplify.
Technical skills are important, but they can be learned and will evolve. The deeper skills are understanding people, framing problems, making decisions, collaborating with others and knowing when to simplify.
My toolbox changes depending on the project, but it usually includes Figma for interface and product design, prototyping tools, AI tools for exploration and production, presentation tools, analytics platforms and collaborative tools for workshops and documentation.
Hardware matters as well. I work primarily on a MacBook Pro and use mobile devices constantly for testing real product experiences.
Beyond software, the most important tools are observation, conversation, research, sketching, reference collections and the ability to turn feedback into better decisions.
Hardware matters as well. I work primarily on a MacBook Pro and use mobile devices constantly for testing real product experiences.
Beyond software, the most important tools are observation, conversation, research, sketching, reference collections and the ability to turn feedback into better decisions.
I manage time through priorities, not by trying to do everything at once. I identify what will create the biggest impact, define clear decisions early and avoid spending too much time polishing work before the direction is validated.
I also separate strategic thinking from execution. Some decisions require deep focus; others should be made quickly. Good time management in design means knowing the difference.
I also separate strategic thinking from execution. Some decisions require deep focus; others should be made quickly. Good time management in design means knowing the difference.
It depends entirely on the scope. A focused feature or interface flow may take days or weeks. A complete digital product can take several months, especially when research, testing, development and iteration are included.
The important point is that design does not end when a screen is handed over. The best products continue to evolve after launch through real user feedback.
The important point is that design does not end when a screen is handed over. The best products continue to evolve after launch through real user feedback.
A common question is: “Can you make it look more premium?”
My answer is usually that premium is not one visual style. It comes from clarity, quality, consistency, confidence and attention to detail. A product feels premium when every part of the experience feels intentional.
My answer is usually that premium is not one visual style. It comes from clarity, quality, consistency, confidence and attention to detail. A product feels premium when every part of the experience feels intentional.
Building and leading my own creative agency was one of the most important experiences of my career. It taught me how to balance creative ambition with commercial responsibility, team leadership, client relationships and delivery pressure.
It also showed me that great work is rarely created alone. The strongest outcomes come from bringing together different perspectives around a shared goal.
It also showed me that great work is rarely created alone. The strongest outcomes come from bringing together different perspectives around a shared goal.
Over the years, I have worked with and contributed to projects for international brands including Google, BMW, Lufthansa and DHL, as well as startups, technology companies and digital platforms.
I value working with clients who are open to challenging assumptions and building something meaningful rather than simply following what already exists.
I value working with clients who are open to challenging assumptions and building something meaningful rather than simply following what already exists.
I enjoy product design most, especially when it combines strategy, UX, brand and technology. It is rewarding because the work does not stop at a visual outcome. You can shape how a business works, how users feel and how a product grows over time.
My focus is on building and supporting products that use AI in practical, human-centred ways. I am especially interested in tools that help businesses work more efficiently while still creating better experiences for their customers.
I also want to continue working across product design, technology and creative direction, while developing projects that can create long-term value rather than only short-term campaigns.
I also want to continue working across product design, technology and creative direction, while developing projects that can create long-term value rather than only short-term campaigns.
Both. I am very hands-on and enjoy developing core concepts, product direction and key design work myself.
At the same time, I strongly believe in collaboration. The best outcomes happen when designers, developers, product owners, strategists and clients work together with trust and clarity. Design improves when different expertise is involved early.
At the same time, I strongly believe in collaboration. The best outcomes happen when designers, developers, product owners, strategists and clients work together with trust and clarity. Design improves when different expertise is involved early.
I am currently exploring several AI-driven product concepts, particularly tools that help businesses transform complex or time-consuming workflows into simple, high-quality digital experiences.
What interests me most is not using AI for novelty alone, but using it where it can genuinely save time, improve decisions and make services more accessible.
What interests me most is not using AI for novelty alone, but using it where it can genuinely save time, improve decisions and make services more accessible.
People can contact me through my website www.weareepic.studio, Linkedin (www.linkedin.com/in/daniel-klatsidis).
One important lesson I would share with other designers is to leave ego outside the room. Design is not about proving that you are the most creative person in the meeting or making every project look like your personal portfolio.
Our role is to understand the real goal of the client, the needs of the users and the limitations of the business, then create the strongest possible solution within that context.
A designer should have strong opinions and high standards, but also the maturity to listen, adapt and let go of ideas when they do not serve the project. The best design is not always the one that gets the most attention. It is the one that helps the client succeed and makes life easier for the people using it.
Our role is to understand the real goal of the client, the needs of the users and the limitations of the business, then create the strongest possible solution within that context.
A designer should have strong opinions and high standards, but also the maturity to listen, adapt and let go of ideas when they do not serve the project. The best design is not always the one that gets the most attention. It is the one that helps the client succeed and makes life easier for the people using it.
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