By Juliet Ebirim

Tayo Adebayo is a seasoned Brand & Product designer with over a decade of proficiency in the industry. His fusion of technology and design traces back to an early passion for computers. Initially drawn to the field of architecture, Tayo ultimately found interest in digital design. Guided by the insights of design experts – Victor Fatanmi and Segun Kolade, his professional journey has flourished with his creative contributions leaving an indelible mark on esteemed brands. In this interview, he articulates his perspectives on building a sustainable business, overcoming self-doubt and deriving inspiration.
Excerpts…

What sparked your interest in tech and design?
My passion for computers began at 15. I just wanted to become computer literate, leading me to explore different aspects during secondary school. I initially aimed to pursue architecture at university due to my love for design and curiosity. However, after learning basic coding with friends in school, my focus shifted. After graduation, I joined my uncle’s company, Medslat, as a front-end engineer intern. Medslat connects patients with healthcare practitioners for virtual consultations. My curiosity drove my learning journey, and I transitioned to design to address a gap in our work at Medslat.

It’s incredible how those early experiences shaped your journey. Can you share the pivotal moment that you decided to pursue a career in digital design?

Certainly. In 2014, I witnessed Victor Fatanmi designing the Future Award Africa logo, which left a lasting impression on me. After connecting with him, he supported my entry into design by providing access to valuable design materials. This encouragement and exposure to designers like Bolnkei Banwo and experiences with professionals like Mr Segun Kolade fuelled my passion, setting me on the path to where I am today. I’ve honed my skills and collaborated with brands like Payhippo, Casava, Moneymie, and Toptal.

Building creative confidence is a journey for many. How did you cultivate yours, and what advice do you have for aspiring designers?

My creative confidence grew through studying and emulating the design thinking processes of admired brands like Apple and Spotify. Joining communities, following industry experts, and continuous learning through workshops played a significant role. It’s crucial to remember that creative confidence is a process, not an overnight achievement. Embrace challenges, do your research, and gradually, confidence will follow.

Where do you find inspiration when starting a new project, and how do you approach the creative process?

Deep research into user challenges and needs is my starting point. Engaging in discussions and studying designs of top brands with similar objectives sparks unique ideas. I maintain a library of design elements and often reuse them, adjusting them to suit the project’s uniqueness. It’s about finding inspiration in understanding the user and blending it with effective design elements.

Facing self-doubt is inevitable in any creative process. Can you share a project where self-doubt turned into success and the lessons you learned?

Working on improving the user experience for Payhippo was a turning point. Initially, I doubted my ability to navigate a fintech app, but by asking the right questions and receiving constructive feedback, I delivered a successful project. The key lessons were the importance of research, effective communication, and collaboration across different departments.

Payhippo won the Fintech and Lending Excellence Award at #AFTSDC2022 and keeps a 97% monthly repayment rate despite Nigeria’s tough lending environment. As a designer, what makes people like your product?

I work with a team of engineers, so it’s a collective effort. For design, my focus is always on the user. I collect and analyze data to meet their needs and align with business objectives. Another key aspect is innovation—designing new features helps us create a sticky product.
This is another aspect of the product that makes it stand out and attract customers, prioritizing their needs over personal preferences. I believe that understanding your customer and giving them what they want is true positioning. Beautiful designs and things like that are not positioned because they don’t directly contribute to the business objective, though they are good to have.

Why is design very important for business to thrive in today’s business environment?

Beyond design, businesses must be intentional, strategic, and audience-centric. To connect with their target market, businesses need a well-defined strategy that incorporates high-quality products, compelling packaging, and a narrative that resonates with their audience. In today’s market, customers often perceive quality based on appearance and word-of-mouth. Consumers seeking luxury yearn for products that appear high-end, even if the materials don’t necessarily reflect that. Conversely, those seeking genuine quality prioritize trusted recommendations and verifiable features. Therefore, investing in both product quality and impactful packaging is crucial. By prioritizing a user-centric approach, businesses can build lasting success and establish themselves for generations.

Communicating design concepts to non-designers can be challenging. What strategies do you employ to ensure effective communication?

Storytelling is my secret weapon. I convey ideas and demonstrate user testing through compelling stories. Breaking down complex design language into simple terms helps create a shared understanding. It’s about making design accessible and relatable.

Balancing focus and attention in the design process is crucial. How do you navigate this, especially when faced with various ideas?

Sticking to the core objective of the design and setting clear KPIs are essential for maintaining focus. It’s crucial to follow a structured design process and avoid getting distracted by an abundance of ideas.

When working with tight budgets, how do you ensure user-centricity without compromising on creativity?

Tight budgets demand creative approaches. Prioritizing key objectives, maintaining a user-centric focus, and collaborating with internal teams like customer support are my strategies. It’s about finding innovative solutions within constraints.