Tag Archives: project manager

UI design product management

Managing Success. The Role of Product Manager.

In our user-centered world, people’s requirements are extremely high and companies have no other option than trying to give only the best products to them. But how can the companies define if their product responds to the requirements of its target audience and make sure it’ll be successful? Who’s responsible for this key part of the workflow? The answer is a product manager.


Even though product management is a core part of the workflow in many companies, meaning behind this position can get people confused. First of all, it may be difficult to understand the essence of the “product” part. We are used to seeing “products” as something that is sold to people, so product managers may be confused with merchandiser, sales manager or other person responsible for purchases. Moreover, it may be mistaken for a job of project manager because sometimes they do have similar responsibilities. Today, in our article, we’ll clear up the essence of a product manager and their role in the workflow of web and mobile development and design companies.


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Who’s a product manager?


Typically, it is a person who is in charge of the general success of the product. A product manager makes sure that all aspects including business model, positioning, branding, and marketing of the product come together and, what’s more importantly, they ensure it meets users’ needs. Their primary concern is the target audience of the product, the business needs and measurement of the future success.


However, the role of product management varies depending on a size and a type of a company. For the web and mobile companies, a product manager is the one who builds the extensive network of relationships between customers and all the parts of the team including development, design and marketing departments to identify the goals, roadmaps and the requirements for the product. Their responsibilities include setting the strategy, the communication with customers, and defining the set of basic features. The main objective of a product manager is to create a product that users will love.


Product manager vs Project manager


It is sometimes thought that these two jobs are identical: they can be mistaken because people don’t see the differences between a product and a project. Let’s figure it out. A product is what a company provides to the users and it doesn’t matter if it’s a tangible thing or a service that they provide such as design. And, speaking of a project we usually mean a plan that includes work stages, expected outcome, responsible parties, fixed terms and budget. The project is accomplished when the outcome is provided, while the product keeps existing (hopefully) far long after the project is complete. In many cases, product is the result obtained from a particular project.


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According to this, we can say that the prior objective of a project manager is managing the team of specialists to complete all the stages of the project on time and under budget, while a product manager aims at managing and creating the competitive product that will work after the project is complete.


You can find more detailed information about a job of project manager in our article Project Management. Design Process Backstage.


Why do IT companies need a product manager?


Today the importance of product management is higher than it’s been ever before because of the focus on creating user-centered products. Nevertheless, many companies doubt whether they need to hire a product manager or it would be enough to have a project manager who will lead the team. For better understanding of the key role of a product manager in a workflow, we suggest looking closer at the tasks and responsibilities that a product manager usually takes on.


User/market research and analysis


In one of our previous articles, we’ve already discussed the role of user and market research in the process of mobile application development. User research means getting deeper into details of core target audience to understand their preferences and psychological peculiarities, the influence of different factors like colors and creative performance ways which could engage users and make them active. Marketing research means exploring the market segment, primarily in the perspective of creative solutions used by competitors. The success of final result depends on how these stages were worked out, so it may be useful and beneficial if they are accomplished by the professional product manager.


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Product strategy


Product strategy is a plan that organizations follow to achieve desired outcomes.It helps to structure the goals and the ways to achieving them. The product strategy usually consists of a set of chosen activities and milestones to be complete which are typically illustrated as a phased timeline that starts with the current stage and goes to the specific point in the future. The aim of a product manager is to create a solid product strategy that will help organize activities, establish the connection between the product and the company strategy, and clearly identify the steps that should be taken to achieve the business goals.


Features for MVP


Just to remember, MVP is a product with the set of minimal functions and features which are logically completed and sustainable providing the most important and basic functions for the core target audience. This means that the basic version of the product, able to fulfill key operations solving target audience’s problems, is created as live and starts real functioning as soon as possible.


Product manager’s responsibilities include setting priorities in all the processes of creating a product. Based on the research results, they need to choose only necessary features that respond to the actual needs of core target audience at the moment.


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Communication with clients


At the early stages, product managers build communication with the clients in order to identify their goals for the future business. When the product is being created, product managers usually write short reports daily which may be filled with graphs, charts, or updated suggestions. In this way, you can build trustworthy relationships with your clients and create the competitive product. Certainly, in some companies, these are the responsibilities of project managers. Nevertheless, a product manager knows more about the specific features of the product, that’s why it may be more effective if the reports on the product development (not a project’s progress) are made by product managers.




Research and analysis process aren’t over after a product has been developed. Product managers keep searching for new ideas and the updates on the target market. That’s why regular meetings and presentations about the findings may be quite useful for the successful outcome.


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We should note that in many digital agencies, UI/UX designers carry out user and market research by themselves to get deeper understanding what they need to do. Nevertheless, global product strategy planning can be hardly related to the field of designers’ specializations. Marketing, business strategies, economics and communications are forte of a product manager who may know little about design but be able to maintain the product presentation and promotion effectively.


As you can see, product management can make the connection of the product to the clients and users tight and efficient from the earliest stages of its creation. However, in any case the decision on involving a product manager into the process is highly individual. It depends on numerous factors, including the budget, complexity of the product and the goals behind it.


Recommended reading


Here are some more articles we could recommend for those who would like to get deeper into the topic:

Behind Every Great Product. The Role of the Product Manager

Who Needs Product Management?

Why Companies Need Full-Time Product Managers (And What They Do All Day)

Transitioning from User Experience to Product Management

The User Experience Guide Book For Product Managers

Welcome to see the designs by Tubik Studio on Dribbble and Behance

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ITEM 2016. Conference Connecting Experts.

It’s not a secret that the most powerful tool of presentation, promotion, collaboration and inspiration is personal communication between people. Nowadays we have got numerous chances to communicate, study from experts, train our skills, do business and get inspired staying at the computer desk. However, all those things are not able to fully replace live communication with experienced professionals, discussions on controversial issues, sharing interesting ideas and exchanging energy of those who know everything first hand.


Certainly, in practice it’s not so easy, as the better you are in your job, the more responsibilities, tasks and current projects arise every day. Still, knowing all those important “-tion” factors, mentioned in the first sentence, here in Tubik Studio we try to take some time for important meetings and conferences. This experience is always highly precious as it provides the moments of refreshment and new perspective of the sphere. Earlier we have already shared our memories from Dribbble meetups and Behance Portfolio Reviews. And, surely, we couldn’t have missed one of the biggest IT events of this summer in Ukraine – ITEM 2016.


item conference tubik studio opening


ITEM (IT Evolution Meetings) is a large-scale conference for managers of all kinds in IT sphere. This year it was held the 4th time in Dnipro, big city in central-eastern Ukraine which at the moment is one of the leaders in Ukrainian IT-industry and home for many IT companies known worldwide. The conference got together speakers and participants from different countries and companies all united with professional interests in diverse domains of informational technology.


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Organized at the very start of summer, 2-3 June, the event seemed to be filled with sun and warmth up to the brim. Participants arrived from various corners of Ukraine, including Kiev, Kharkiv, Lviv, Odessa, Zaporizhzhya and others. Also there were many guests from other countries representing New-York, Palo-Alto, Los Angeles, Oslo, Amsterdam, Tallinn, Riga, Tel Aviv etc. In general, the event was attended by representatives of over 100 companies among whom you could find executives and owners of IT-businesses, project managers, sales and marketing managers, designers and developers.  The conference became a great platform for IT professionals from different points of the globe to meet each other, share ideas and problems, discuss actual issues, listen to recognized speakers and have fun together.


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Tubik Studio managers team attending ITEM 2016


The program of conference took two full days of interesting and informative work.  44 inspiring and informative speeches were presented by speakers in 5 conference panels covering actual topics of modern IT industry: IT-Geography, IT-Business, IT-Technology, Sales and Marketing, and Project Management. That was one more chance for us to feel the great power of teamwork: with many participants of management staff, Tubik Studio team got the chance to catch the maximum of information having representatives in every panel and then exchange thoughts and ideas. The speeches were given by well-known experts. Among headliners, whose presentations were full of actual and practical tips, must-mention ones are Tom Gilb, Jurgen Appelo, Zhenya Rozinskiy, Yegor Bugayenko, Yakov Fain, Kfir Bloch, Nikolai Prosto, Eugene Galkin and others. Certainly, the most precious benefit was the ability to ask questions and get immediate answers and tips as well as the chances of informal chat during breaks.


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Tom Gilb chatting with participants during coffee-break


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Tom Gilb giving speech


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Jurgen Appelo giving speech


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Zhenya Rozinskiy chatting with participants during coffee-break


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Yegor Bugayenko giving speech


The wide range of topics and directions presented at the conference gave a really wide scope of issues to consider. No doubt, information and feelings got there are going to transform into bright memories of this summer  for every participant and perhaps open new vision of the industry and market in IT sphere.


item conference tubik studio team


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Tubik Studio managers team attending ITEM 2016


Those who had the experience of professional events organization obviously appreciated the level at which the conference was held. We left the Menorah Center, the venue of all the speeches and discussions, with warm feelings of inspiration and gratitude to those who did the stuff making all this big and bright machine called ITEM 2016 function like clockwork. Thanks to speakers for thoughts and tips shared and all the participants for great time together! Look forward to new meeting at ITEM-2017!


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Most photos are taken from official Facebook page of ITEM conference.

invision prototyping tool tubikstudio review

Design Tool Review. Prototyping with InVision.

Prototyping is one of the important stages of efficient UI/UX design process as it allows trying design solutions and test them practically before moving to high-fidelity design polishing as well as product development.


In one of our previous articles we have already mentioned the benefits of prototyping for designing strong and positive user experience and reviewed one of popular prototyping tools Pixate. Today we are going to continue this conversation describing the other efficient software for prototyping called InVision.


General description of the tool


InVision is the comprehensive prototyping software supporting the process of designing user interfaces for mobile applications and other sorts of digital interactive products. Now it is one of the major players on the market, perhaps due to constant improvement and extensions of the functionality which the company adds to the product as well as the strong informative support via their Blog which share diverse cases and articles on design.


invision prototyping in tubik studio

The basic idea behind InVision is fast and easy creating live prototype from static images of any fidelity level. The tool provides the ability to upload wireframes which can be more or less detailed and with the functional facilities of the software they are automatically transformed into the prototype of the app. It is possible to follow the necessary transitions, to test the buttons, to analyse the layout in the mock-up of the device interface.


tubik studio design


Working over numerous project on UI/UX design for mobile applications here in Tubik Studio, we are usually keen to try different tools and software to increase productivity and — what is more important — efficiency of design workflow and communication with the customers. These are the reasons why InVision prototyping tool has become popular here in cases of app design. Being simple and clear in its interface, it doesn’t scare clients who can be easily involved in the process; in addition, it provides numerous functions enabling designers to make the process of testing design faster and easier in terms of productive teamwork.


Why should you try prototyping?


As we have already mentioned plenty of times in our earlier blog posts, prototyping is the essential stage of design process when user interface for mobile application or a website is created. Being based on our practical experience, we can definitely say that prototyping is the stage when testing can save the time, effort and money.


Let’s see, how the process is going on here in the studio. After setting clear objectives for the product, conducting user and market research, defining and analyzing target audience designer starts working on the initial UX design solutions. This is the time when the living organism of the future product gets into its skeleton and all the elements that have to be included start functioning as the united system. The designer thinks over all the layout, forms the group of screens, decides on their functionality and transitions, thinks over the most efficient variants of placement for interactive elements and CTAs. The result of this process, based on great deal of thinking and analysis, is initially given out as a system of UX wireframes. This is usually the set of screens done in limited color palette and its main goal is to set all the logic and functionality of the future application. And this is the high time when the team involved in design process could apply a prototype to make a full analysis of design solutions before starting UI design stage.


tubikstudio UX design


Lively and clickable prototype tested in the mock-up of an actual device screen you design for is the great and fast way to reveal any sort of problems influencing usability of the product. It lets all sides of the design process – designers, managers, testers and clients – have actual experience of interaction with the future product, to ensure that there are no missing parts or unnecessary steps in the process, to test if all the elements are logical and placed right.


The great advantage of InVision tool is that due to its functionality its now rather easy to apply the technology of prototyping, in fact, almost at all the stages of design process as it is not time consuming to upload the static images of the screens and form the prototype with them. That means that it’s possible to start effective testing from the very first groups of screens to see how they provide logic of the layout and transitions.


invision prototyping tubikstudio


Moreover, in case of using the tool it is also possible to test all the UI decisions in the clickable prototype and see them actively used. The designer can apply animation and simulate gestures using tools’ native functionality to make the prototype felt even more realistic and the experience very close to natural.


The power of collaboration


What we especially appreciate about InVision software here in Tubik Studio is its strong and constant support of efficient collaboration in design process. Knowing that fast feedback from the client is a vital feature of effective and productive design workflow, creators of this tool made it convenient and clear not only for designers and project managers who are usually fast in dealing with different tools and soft, but also for those customers who are not really avid software users and it takes some effort for them to deal with new tool. InVision has good navigation and is user-friendly for different types of users.


The tool enables creators to get a clickable prototype and at the same time to communicate on every smallest part of it. That means clients are able to set their feedback not only to particular screen but even to a particular element of the screen such as button or toggle, shade or shape, piece of copy or graphic icon – anything. It provides the functionality of multiple threads and therefore designers, managers and clients can discuss particular elements quickly and set more productive workflow together.


invision prototyping tool tubikstudio review



Additional features


Except the general functionality of prototyping process, some important additional features of the tool should be also mentioned:


— Easy and fast integration with other design tools for efficient work, such as Sketch of Photoshop, for example, from which the wireframes can be directly uploaded to InVision.

— Supporting cross-platform experience: the tool provides the ability to set sizes and resolutions of different devices you design for. This feature is highly applicable in the process of responsive design and mobile adaptations.

— Easy control and marking of project statuses for efficient project management.

— Functionality for creating and presenting mood boards, brand boards, galleries and style guides.

— Tools for direct live communication right from the project account. Especially appreciated by the teams working remotely.

— Saving versions history to easily compare several versions of design solutions.

— Diverse functions and features for creating high-fidelity prototypes that can be used for user-testing before the stage of development.


invision tool tubik studio review


So, the software has shown itself as the important tool improving teamwork and the process of testing design solutions as well as tight collaboration with the customers. Those positions are among the key points of efficient design process providing thought-out, high-quality and user-friendly designs.

Welcome to see the designs by Tubik Studio on Dribbble and Behance

Tubik Studio Review

Tubik Monthly Review. January

Traditionally, we start a new month in Tubik Studio with a moment of looking back at what has been done in the previous one. New year has started with new interesting projects and concepts, diverse shots on Dribbble, new plans and hopes and new articles in Tubik Blog. So, let’s look a bit closer at what January has brought up.

tubik studio office


In January we filled up our Dribbble portfolio with fresh shots featuring concepts for web, app, motion and logo design. Glad to mention that this month brought us two bright debut shots for the team, both featured in Dribbble weekly replays. Here’s the set of January shots.


tubik studio design UI

Photo Retouching Service by Alla Kudin


tubik studio UI design

HomeBid — Live Furniture Auction by Violetta


tubik studio app design

Social Network. UX for Communication by  Marina Yalanska


tubik studio app design

Entertainment App by Ludmila Shevchenko


tubik studio design

Structure – Architecture Blog by Ernest Asanov


tubik studio logo design

Tootl Logo by Ildar Alexandrov


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Microinteraction for Macroresult by Marina Yalanska


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Web Template by Sergey Valiukh


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Weather Concept by Tamara


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Weather in UI Design by Marina Yalanska


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Messenger App by Ludmila Shevchenko


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Randomizer concept by Vladyslav Taran


tubik studio web template

Luxury Real Estate Web Template by Sergey Valiukh


tubik studio UI design

Offer App Coupon by Daria


tubik studio UI design

Case Study. Saily UI Design by Marina Yalanska


We also had an active month publishing new articles in Tubik Blog. In case you could miss something, let’s review the topics of the month:

  • Social Network Design. UX for Communication. The article gathering general points important to consider in the process of creating efficient UI/UX design for social networks of different kinds
  • UI Animation. Microinteraction for Macroresult. The article considering use and purpose of interface animation in UI/UX design in the aspect of efficient microinteractions. Supported with practical ideas and examples from Tubik Studio team.
  • FAQ Design Platform. Diversity of the Job. The fresh set of frequently asked questions about design in new FAQ Design Platform issue. This time it reviewed popular questions about different aspects of digital design as a job. Based on Tubik Studio answers at Quora.
  • Weather in UI Design. Come Rain or Shine. The article about some principles and practical ideas about UI design for weather applications and widgets. Supported with weather concepts by Tubik Studio designers.
  • Project Management. Design Process Backstage. The article considering the role of project management in successful design process. Here we gathered some important points and practical tips from Tubik Studio Project Manager.
  • Case Study: Saily App. Designing UI. The second case study about design for Saily App. This time it is devoted to description of user interface design for the application and packed with loads of images and animations to show more about the process.

Tubik design studio


As usual, we had a lot of everyday bright and memorable moments of team work, communication, creativity and rest, posted regularly for our over 15K followers in studio Instagram page.

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Also, we shared our ideas and thoughts via Medium, WordPress and Quora and kept everyone updated with studio news via Twitter, Tumblr and Flipboard.

tubik studio on medium

So, leaving one more dynamic month behind, all the team is full of inspiration looking forward to new interesting and active work.

Welcome to see the designs by Tubik Studio on Dribbble and Behance

tubik studio project management

Project Management. Design Process Backstage

Behind every complex and responsible project in any creative sphere you will find not only creators but also a person or people who support them in this process. They take a lot on their own shoulders to enable all the complicated mechanism of project accomplishment run like clockwork. They communicate the customers, set and follow keeping the deadlines, solve misunderstandings, explain all the issues to all the sides of the process, and sometimes really need to be strong enough to stop the creator when he or she goes too far from the task. They need to know all the details and parts of the process to work like the conductors controlling the orchestra at every single sound to perform the successful and satisfying result. They are project managers.

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Studio designers and project managers brainstorming


Today we decided to think over this important part of design process which is constantly proved as one of the keys to efficient performance and high productivity.


The essence of project management


Project management actually could be defined as the process of supporting and maintaining efficient, fast and productive communication between all the sides of the project (customer(s), designer(s), developer(s), sales manager(s) etc.) Actually, project manager is a specialist who provides communication of all levels and general supervision of all the process, obtains and processes necessary information, together with the creator estimates time of accomplishment for the design task and – one of the hardest things for creative guys! — follows and keeps the deadlines, pulling all the ropes necessary to do it.


One of the famous American speakers and specialists in human behavior Denis Waitley said: “Expect the best, plan for the worst, and prepare to be surprised”. That is a really exact description of project management process in design, full of surprises, discussions, disagreements and iterations, but still working much better when carefully planned and controlled.


Project Management in practice


One of Tubik Studio project managers Olena is sincerely keen to tell our readers a bit more about the backstage of design process in the perspective of project management as the supportive link between designers and customers. Having extensive experience of working on diverse design projects, she emphasizes that a lot of points in creating handy UX/UI design features are put to use by studio team on a daily basis and that is the result of talents working on the basis of good team spirit and efficient organization. So, let’s catch up with her practical ideas based on devoted work in design field.

project manager tubik studio

Project manager Olena and UI/UX designer Violetta discussing feedback from customers 


Aiming at individuality and uniqueness of every product we tackle, sheer application of modern design strategies and tendencies seems not enough to end up with fruitful results. It is important also not to give a miss to what stands behind the actual workflow and how projects are carried out from an organizational point of view. Accordingly, Olena would like to share some project management tips today, focusing on high performance leverages.


To start off, let’s shed some light upon the importance of boosting designers’ efficiency. The issue is quite simple in theory and surprisingly complex in practice: happy designers do great job! Eager to work, they think out-of-the-box, put forward original and working solutions to any challenge they face. In addition, they stick to deadlines and, even if timeframes are a bit exceeded, your customers feel satisfied since they know for sure that designer works his/her fingers to the bone, brainstorming and trying out all possible means to breathe life into the project. Sounds good, doesn’t it? Here are a few points which can break the ice and trigger off designers’ creativity and energy to work.

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Project manager Olga and studio designers testing the upcoming app


Project Manager’s practical tips


1. Customer and Designer: two peas in a pod.

Do not forget that each stakeholder thinks differently. In other words, you have to be aware that customers and designers take things individually. The former are inclined to conjure up future design mostly from a layman’s perspective while the latter add professional touch which sometimes contradicts to what your customer wants.


No need to explain how stressful such a situation is for each party. The role of a project manager here is to bridge the gap between both. You need to explain your customer that designer struggles for the best outcome: modern approach, usability, high conversion rate, etc. On the other hand, be obstinate to persuade designer that some sacrifices to his/her concept will do no harm to the project and there are often ways to reach consensus thanks to alternative solutions.


tubik studio brainstorm

Dive deep into creative process

Moreover, prove both parties have an opportunity to talk to each other because personal involvement makes wonders and conciliates contradictory points of view. The more they communicate, the more plausible chances are they will head for the same goal in the same direction.


2. Be a source of inspiration.

It does not mean you should turn into a fairy godmother. You just need to keep your designer’s creative poise. This is a tricky task as we are all human beings with mood swings, up and downs of life, weather sensitivity — anyone can insert one more million reasons here.


However, either down in the dumps or on cloud nine, it is crucial to stay professional and cope with constantly upcoming tasks. You cannot be a saviour to your designer’s life breakdowns, but, luckily enough, there is a hot tip to rouse their creativity from slumbers. English proverb saying that “Patience is a plaster for all sores” is an ideal piece of advice for a PM, though it does not answer the question how to deal with crestfallen designers.


Just try to put forward as many ideas to project as you can. They may be totally absurd or useful — the designer you work with will benefit from each! In the worst course of events any professional would not put up with silly and unpractical recommendations. Normally, they get a bit irritated at subliminal level due to weird suggestions which cranks up the mechanism of contradiction. A person tries to bring about some ideas out of accord with what you offer. Needless to say, their ideas are full of professionalism and determination. Whenever you toss up useful suggestions, they can be further developed and polished by the expert, but at least he/she would climb out of the stagnation pit.


tubik studio project management

Project management is all about support


In any case, this unobvious brainstorm brings high chances of boosting performance and keeping the designer inspired.


3. Find a personal approach to everyone.
It is not about an assembly line, there isn’t a comprehensive method to manage everyone and everything. Some people prefer working on their own mostly, so if that is the case of yours, do not poke your nose into what they do five times a day. Try to avoid disturbing them, referring generally for management issues only. Your golden rule is to do your best to ensure people can seek your help any time.


tubik studio project manager


Independent and resilient designers will still appeal to you when they need whereas shy personalities will pluck at you as a drowning man at a straw. On the contrary, some designers are more productive when they have someone to discuss project with. Do not let him/her feel forlorn and desperate. Be there for support! This not only makes the designer you work with feel better, but also contributes to your own deeper insight into the project flow.


To sum up, stay creative and do not forget: it is designers who play a key role in the project but you are the one who sets the pace. Be a conductor to make your orchestra perform successfully on the world stage.

Welcome to see the designs by Tubik Studio on Dribbble and Behance