Svetlana Lisenkova is a creative designer working globally. Her approach combines strategic thinking, visual craft, and a focus on outcomes – creating experiences that are purposeful, expressive, and thoughtfully designed.
How did you first get into the industry?
I’ve always been drawn to creativity, psychology, and technology. I studied design and chose to work in a field that genuinely inspires me.
Where are you based now and who do you work for?
At the moment, I work remotely, collaborating with international teams across different time zones and markets.
What is your personal background and what role did it play in your career?
I've always been interested in the intersection of creativity and technology. That combination – a love for visual expression and a curiosity about how things work – naturally led me to design. It defines how I approach every project today.
If you weren’t in your current industry, what would you be doing?
Probably something at the intersection of systems thinking and visual expression.
Can you explain your creative process? What makes it unique?
My process starts with understanding the problem – researching user needs, business goals, and context to identify core pain points. From there I move into ideation: sketches, prototypes, and iterative validation through feedback and data.
Modern tooling accelerates the process at each stage – not as a shortcut, but as a way to move faster without sacrificing quality.
How would you describe your style?
Minimalist at its core, but with room for storytelling. Clean, structured, and practical — yet still with personality and depth. It depends on the project — sometimes it calls for rich visuals and a more expressive, creative approach.
Which individuals do you gain inspiration from? Do you have any heroes in the industry?
I’m inspired not only by designers but also by architects, artists, and thinkers across disciplines – people who combine structure with expressiveness and find ways to communicate complex ideas clearly.
What tips would you give to aspiring creatives looking for work?
Show your process, not just the result. Share your work and stay open to feedback. Stay adaptable – curiosity and creativity are more durable than any specific skill.
What tips would you give to other professionals to get more clients?
Understand your client’s goals, show how your work solves real problems, and be consistent in delivering value.
Can you share a memorable experience from your career journey that shaped your approach to creativity?
I've always noticed how clarity changes the way people experience things. Design can either open a door or quietly close it. My role is to create that clarity – and with it, a sense of calm and understanding.
What kind of tools/kit/software could you not do without?
The choice of tools depends on the task at hand. I adapt to what the project requires.
What’s your secret to staying inspired and motivated?
I'm inspired by creative people and new ideas. Reflection helps – noting what worked and why informs future decisions. Staying curious across disciplines keeps the thinking fresh.
What’s the work achievement you’re most proud of?
The moments when design becomes invisible – and people simply feel that everything works exactly as it should.
As someone with experience in the industry, what trends do you foresee shaping the future of creativity?
AI personalization, more expressive and responsive interfaces, and a growing focus on inclusivity – these are shaping what comes next.
What do you think sets apart truly exceptional creatives from the rest of the pack?
What sets exceptional creatives apart isn't just skill – it's deep awareness of the world around them, empathy, and an inner confidence that even complex problems can be solved through creativity and the right approach.
How do you think technology has influenced the creative industries and how have you adapted?
Technology has changed the pace, but visual and product thinking still drive the work — tools just help get there faster.
What is the one thing that you would change about the industry?
I'd invest more in fundamentals – visual thinking, storytelling, understanding people. These outlast any trend or tool.
Any websites, books or resources you would recommend?
There's no shortage of great resources – everyone finds their own path. NN/g is one I keep coming back to.
