Seven Peaks Insights

From Aesthetics to User-Centricity in UX/UI Design and Management

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Sujitra (Bee) Chatromyen is currently UX/UI Design Manager at Seven Peaks. Her artistic journey began at Silpakorn University's Faculty of Fine Arts, specifically in Visual Communication Design. A childhood love for drawing sparked her passion, and she knew she had to dive deeper. While her decorative art studies leaned toward visual aesthetics, they laid a strong foundation for her current career as a UX/UI designer. Back then, she explored drawing, graphic design, exhibitions, typography, and print, essentially learning the art of visually captivating creations. Now she tackles Digital Product Design with strong collaboration and enterprise tools such as Figma.


Good UX/UI Design Stems from Logic

Before joining Morphosis, I collaborated with three graphic design firms. During a pivotal period, I ventured to England for a year-long study in drawing. This experience honed my ability to discern the elements that contribute to the beauty of an image, graphic, or design and identify areas for improvement.

When working on projects with a marketing focus for clients, I prioritize clarity in the logical approach I adopt. I consciously set aside personal biases, ensuring the work is tailored to meet the client's objectives. Openness to feedback is a key aspect of my approach, as I believe constructive input enhances the quality of the final product. Conversely, personal projects afford me the liberty to center my focus on individual preferences and satisfaction.

Engaging in UX/UI work involves navigating various constraints. When faced with client requests that may compromise design principles or hinder the user experience, I articulate the rationale behind my recommendations. For instance, advising against a button that occupies half the screen size, I emphasize the importance of adhering to design principles for an enhanced user experience and improved conversion rates. This aspect of the work I find particularly rewarding, as it allows me to provide clients with well-founded and thoughtful design leadership.

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Becoming a Design Manager

Three years at Morphosis comprised my journey from UX/UI designer to becoming a design manager. This role demands deep design expertise, but also hands-on digital product development alongside my team. Beyond crafting pixels, I lead the hunt for talented new designers, nurture internal growth through proposals, training plans, and 1-on-1s, and orchestrate team improvements based on feedback. Essentially, I'm the caretaker, ensuring the well-being of my design team– their work, growth, and team harmony.

My main priorities are seeing the big picture, tracking project progress, and being there when challenges arise. Think of me as the maestro of design, guiding the team while letting their brilliance shine.

One constant evolution is my communication skills. From client presentations to internal discussions, I'm constantly honing my ability to connect with a diverse range of audiences. This role encouraged me to find my voice, and I'm still learning to make it resonate with every member of our design orchestra.


Today’s Challenges in Digital Product Design

Back in the day, websites were pixel playgrounds. Photoshop and Illustrator were our paintbrushes, meticulously crafting digital landscapes for desktop eyes only. Visuals were king – stunning photos, killer logos – everything was about making a website "look good." It was a world of pixel perfection, where designers were the masters of aesthetic alchemy.

Fast forward to today, and the design landscape has undergone a seismic shift. Apps and websites are intricate tapestries, woven with layers of functionality hidden beneath the surface. That one seemingly simple login screen might be 20 pages of interconnected flows. This is where Figma enters the scene, my digital design partner.

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Figma is more than just a tool; it's a design revolution. Its synchronized elements dance in perfect harmony, its ever-evolving plugin ecosystem offers infinite creative tools, and its effortless collaboration features make sharing and feedback a breeze. Even developers get a peek under the hood, inspecting code to understand the technical aspects. 

Figma isn't just about aesthetics; it's about user-centricity, where every button, menu, and flow is meticulously crafted to create a seamless user experience. It simplifies the design and development of even the most intricate digital products, while effortlessly paving the way for future scaling across larger platforms.

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An Exceptionally Proud Project

My first design task here threw me into the deep end. Figma? Never touched it. Yet, there I was, entrusted with designing a platform for a truck equipment e-commerce giant. But the thrill of unlocking my UX/UI potential made it all worth it.

Immersed in the collaborative TrueID app project, a vast ocean of ideas with diverse perspectives, was a refreshing change from my solo e-commerce venture. The extended timeline granted us the luxury of meticulous refinement, ensuring every detail resonated with our client's enthusiastic feedback. Witnessing our vision come alive – beautiful, intuitive, and exceeding expectations – on launch day was a shared triumph for the entire team, a testament to the power of collective creativity.

Essential Skills for UX/UI Designer

In the intricate world of digital product design, collaboration is key. UX/UI designers are the bridge between ideas and reality, constantly interacting with team members, clients, and stakeholders. That's why communication skills are your superpower. Open-mindedness and adaptability are also important– those who can speak up clearly, whether to team members or clients, create smoother workflows, and hit goals with finer precision.

“Don't be afraid to initiate the conversation. Voice concerns, needs, or suggestions with confidence. Take your time to gather your thoughts, but don't let panic cloud your judgment. Organize your ideas logically, and your message will land with crystal clarity.”

The final question: UX or UI? This choice defines your design journey. Invest your passion, energy, and time into mastering what truly ignites your design spirit. Remember, the path to design mastery starts with a single, clear decision.


Future Plans

My goal is to gain a comprehensive understanding of digital product design and development, particularly the discovery phase where you uncover user needs and validate problems. While I'm not aiming to become a full-fledged UX researcher, I want to be equipped with the proper tools and techniques like empathy maps, A/B testing, and usability testing.

This knowledge and practice will not only inform my design decisions but will also help me navigate complex projects with multiple stakeholders through better project management skills.

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For the Aspiring UX/UI Designer

Forget about the textbook grind and dive into real-world experience. Grab an internship or assistant gig at a design agency to get your hands on actual projects. Or, land a freelance job focused on digital product design to level up your UX/UI skills.

Ready to join a powerhouse UX/UI team brimming with international talent? Morphosis can turbocharge your design journey. Join us or contact us to turn your digital product dream into reality.


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Sujitra (Bee) Chatromyen
UX/UI Design Manager

Bee loves the creativity of art applied to UX/UI design work. Currently, Bee is responsible for supervising members of her team to be able to create designs with value and user experience that resonate with consumers for digital products. She has nearly 10 years of experience working as a Visual Designer, Illustrator, and UX/UI Designer, both with agencies and in-house capacities.



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