Ilya Pashkov. Outpacing time in design

Art director and co-founder at VVorth branding agency, chief design officer and co-founder at eCapsula project, creative director at Player’s Health, Ilya Pashkov shares his thoughts on taste, intuition and future of UI/UX design.

  • When was the first time you as a designer felt you could change the way people view things?

I don’t know about the influence, there probably was some but I started fairly early. Back in high school I used to make covers for music CDs and flyers. And the first thing I made when I was little was a magazine. I was just sitting at school, cutting out some pictures and preparing my first issue.

  • Most creative people tend to have doubts. Do you doubt a lot? What makes you understand youre on the right track?

Doubts are everywhere, that’s for sure. You just have to give in to your intuition and listen to the inner voice. If your heart tells you that you’re moving in the right direction then you just do it without listening to anyone and you’ll do great. And if you rely on your brain and logic everything will come out differently. It’s perfect if you can balance both. If your heart tells you something your logic then proves it’s the best way.

  • Do you think good taste is an inborn quality or it can be acquired?

There is such a thing as inborn taste but you can basically learn anything. If you dedicate time and efforts you can learn everything. Watching good references would be enough but it’s a totally different thing to create and dictate your own taste.

  • What is the best way to talk your client into beautiful high-quality design he’s not capable of understanding?

There isn’t any specific technique besides the general persuasive techniques. If a client is smart and knows what he wants you wouldn’t have to persuade him. Design doesn’t necessarily have to be beautiful. It should be of high quality, good, proper and function to its maximum and just then be beautiful.

  • Best of Ukrainian Design 2014, EFFIE Awards Ukraine 2010, Golden Site 2002…Did multiple awards change anything in your approach?

They didn’t really change anything in my approach because I was awarded for completely different projects. But they inspired me to move on, to do my job better and better.

  • Do you ever feel like youre outpacing time? Does it make your work harder? Or do you benefit from it?

That is a very interesting question. I seem to outpace time for too many years. Future of UI/UX is my favorite. My thoughts are in 2020 at least. And that’s what gives me goosebumps and motivates me. eCapsula is one of the futuristic projects that can be brought to life now.

  • How did you come up with the idea for eCapsula and why did you decide to focus on its development?

I was concerned with the problem of people who travel a lot and know exactly how it feels like to get stuck at the airport for five hours. When you need to work or conduct a meeting and there’s a bunch of people around, you want to have a little space to yourself where no one will bother you while you do your things.

  • How often do you want to hide yourself in a capsule? How do you rest? Where do you get inspiration?

I love traveling, seeing new places, cities, meeting people. I love new emotions and adventures. Life is beautiful and that’s what impresses me the most and encourages to move on. At times I feel like isolating myself from everyone and just be on my own but this desire is quite rare.

  • Do you experience special feelings when you work on socially significant projects like Players Health?

Of course, I do because I realize I get to do something important. Such projects as Player’s Health actually help control children’s health. The system allows to keep record of all the injuries and it’s a step into the future, it’s like Facebook for health, medical record online.

  • Can you talk about your biggest aspiration for today?

Probably what I like the most now is future of UI/UX design — what people will be doing inside capsules and cars in ten years, how they will spend time, how they will order groceries, how they will get around the city. Right now I’m thinking of many interesting concepts. One of them is self-driving Uber. You don’t have to buy a car, you’re subscribed to Uber which automatically picks you up at a certain place and drives you where needed. I find important what you do and how you spend your time on the way whether you conduct negotiations, watch films, talk via Skype, shop online with the drone flying from the car, doing the shopping and bringing everything home. This is what motivates me the most. My biggest aspiration is to create my own revolutionary project that will change the world into better. Or at least try to do it.

Interview based on