Interview with London-Based Designer Denis Loznnik: Insights into Design Process and Challenges

Written in February 17, 2023 by Alex Halchenko
Interview with London-Based Designer Denis Loznnik: Insights into Design Process and Challenges


Denis Loznnik is a London-based designer with a passion for creating exceptional user experiences for digital banking products. After earning a degree in interaction design from the Royal College of Art in London, Denis began his career as a UX/UI designer.

Denis’ talent and innovative approach to design quickly gained him recognition from leading banks in the finance industry, and he has worked with big brands like Barclays, and Lloyds Bank. His work primarily involves designing user interfaces for digital banking products.

Denis’ design philosophy is focused on creating a seamless and enjoyable user experience. He believes that banking should be simple, straightforward, and accessible to everyone. To achieve this, he draws inspiration from emerging technologies, user feedback, and the latest design trends.


Alex: Hi Denis, thanks for taking the time to chat with me today. Could you tell me a bit about your background and how you got started in the design industry?

Denis: Hi Alex, thanks for having me. I’ve always had a passion for art and technology, and after studying interaction design at the Royal College of Art in London, I started my career as a UX/UI designer.

Alex: That’s interesting. What drew you to UX/UI design in particular?

Denis: I was always interested in how design can shape the way people interact with technology and each other. UX/UI design allows me to create experiences that are both functional and beautiful, and that can improve people’s lives in meaningful ways.

Alex: That’s great. What was your first job in the design industry, and how did it shape your career?

Denis: After completing my degree, I worked as a UX/UI designer at a small design agency in London. It was a great opportunity to gain experience and develop my skills, and I was fortunate to work with some fantastic clients. However, I soon realized that I wanted to specialize in a particular area, which is why I started focusing on digital banking products.

Alex: I see. What do you think are some of the biggest challenges facing designers in the digital banking industry?

Denis: One of the biggest challenges is balancing usability and security. Financial products and services require a high degree of security, but we also need to make sure that the user experience is simple and accessible for customers. Another challenge is keeping up with emerging technologies and incorporating them into our designs in a meaningful way.

Alex: Those are certainly important considerations. What are some of the trends you’re seeing in digital banking design right now?

Denis: One trend is the increasing use of artificial intelligence and machine learning in digital banking products. This technology can help us personalize the user experience and offer more targeted recommendations to customers. Another trend is the move towards more seamless and integrated experiences across different devices and platforms.

Alex: Fascinating. What advice would you give to someone who’s just starting out in the design industry?

Denis: I would say to stay curious and keep learning. The design industry is constantly evolving, so it’s important to stay on top of emerging technologies and best practices. It’s also important to have a strong understanding of the industry or field that you’re designing for, and to be open to feedback and criticism. Finally, don’t be afraid to take risks and try new things.

Design Process

Alex: Thanks for the insights, Denis. Can you describe your design process and how you approach a new project?

Denis: Of course. When starting a new design project, my first step is to gain a deep understanding of the problem at hand. I try to get as much context as possible, whether that’s from the client, stakeholders, or user research. This helps me to identify the pain points and opportunities for improvement.

Alex: That makes sense. What steps do you take to bring your ideas to life?

Denis: Once I have a clear understanding of the problem, I start sketching and wireframing different design concepts. This is an iterative process, and I try to generate as many ideas as possible, without worrying about whether they’re good or bad. I find that this helps me to generate more creative solutions.

Alex: Interesting. How do you decide which design concepts to pursue further?

Denis: I usually narrow down the ideas based on how well they meet the needs of the project, as well as how feasible they are in terms of development. From there, I move on to creating high-fidelity prototypes that are more closely aligned with the final design. This is where I start to refine the design and make sure it’s meeting the needs of the user and the client.

Alex: That sounds like a thorough process. Do you involve other team members in your design process?

Yes, collaboration is a key part of my design process. I often work closely with developers, product managers, and other designers to get feedback and make sure the design is meeting everyone’s needs. I find that having multiple perspectives helps me to create better designs.

Denis Loznnik

Design Inspiration

Alex: Denis, I’m curious about where you draw your inspiration from. Are there other designers or creative fields that inspire you?

Denis: Yes, there are many talented designers and agencies that inspire me. One of my favorite design agencies is Ester Digital, based in London. I find their work to be both innovative and user-focused, and I really admire the way they approach their design process. In particular, I’ve been following the work of Tetiana Donska, who is the Creative Director at Ester Digital. She’s known for creating designs that are not only beautiful but also highly functional and user-friendly.

Alex: That’s great to hear. What is it about Ester Digital and Tetiana Donska’s work that you find inspiring?

Denis: I really appreciate their attention to detail and their ability to create designs that are both aesthetically pleasing and highly functional. They’re also really good at staying on top of the latest design trends and incorporating them into their work in a meaningful way. I find their designs to be inspiring in terms of their creativity and their ability to solve complex design problems.

Alex: That’s really interesting. Are there any other local designers or agencies that you admire?

Denis: Yes, there are many talented designers and agencies in London. Some of my other favorites include Simon Foster and his agency, Superfly, who create some really modern and sleek web designs. I also really like the work of Build, who are known for their great use of typography and clean design aesthetic.

Alex: Those are some great recommendations. And it’s always inspiring to see talented designers and agencies working right here in London.

Design Challenges

Alex: Denis, could you share some of the biggest challenges you have faced in your career as a designer, particularly when it comes to logo design? I published a few articles regarding common mistakes to avoid in logo design recently, so what your opinion on the problems I highlighted there.

Denis: Sure. One of the biggest challenges I’ve faced is when companies do not provide enough direction for their logo design. Without a clear sense of the company’s values, mission, and target audience, it can be difficult to create a logo that accurately represents the company’s brand.

Alex: That sounds like a difficult challenge. How have you overcome it in the past?

Denis: One approach is to conduct research and analysis of the company and its competitors to get a better sense of the brand and its unique selling points. It’s also important to communicate with the client and ask questions to clarify their needs and preferences.

Alex: Are there any other challenges you’ve faced in logo design?

Denis: Yes, another challenge is when companies do not consider the scalability of a logotype. A logo that looks great on a business card may not work as well when it’s resized for a website or billboard.

Alex: That makes sense. How do you address this challenge?

Denis: One approach is to create a logo that works well in both small and large sizes. It’s also important to consider how the logo will look in different contexts and to test it at various sizes to make sure it’s still recognizable and legible.

Alex: Are there any other challenges that you’ve faced in logo design?

Denis: Yes, some companies often forget to stick to a budget, which can be a challenge for designers. It’s important to have open communication with the client and make sure that expectations are set from the beginning.

Alex: What about challenges related to the designer’s role in logo design?

One challenge that I’ve seen is when designers ignore brand guidelines or create designs that don’t fit with the company’s brand image. It’s important for designers to understand the brand and its guidelines and to create designs that are consistent with the brand’s identity.

Another challenge is when designers don’t get input from others, such as the client or other team members. It’s important to get feedback and collaborate with others to ensure that the final design meets everyone’s needs and expectations.

Denis Loznnik

Alex: Those are some great insights, Denis. Thanks for sharing your experiences and the challenges you’ve faced in your career as a designer, particularly in the area of logo design.

Conclusive note

In this interview, I had the pleasure of speaking with Denis Loznnik, a talented London-based designer with years of experience in the industry. Denis shared his background and design process, as well as his sources of inspiration and some of the biggest challenges he’s faced in his career, particularly in the area of logo design. I appreciate Denis taking the time to share his insights and experiences with me and hope that his perspective will be helpful to others in the design community.