Adrian Nistia, Brand & UI/UX Designer at Omniconvert: “The accessibility of software has allowed a larger number of people to explore design”

Living up to its name, Omniconvert aims to turn every visitor to your site into a customer. But this interview with Adrian Nistia, Brand & UI/UX Designer, isn’t part of our Pipeline series: instead, we wanted to talk design.

“I specialise in branding and UI/UX design,” Adrian told us. “Over the years, I’ve had the privilege of working with a wide variety of clients, ranging from small businesses and startups to established corporations. My strength lies in understanding a client’s vision and translating it into impactful designs that communicate their message effectively and help them stand out in a crowded marketplace.” Not a terrible strength to have.

Adrian leads the design department at Omniconvert, and he has years of experience working creative agencies of all sizes. And he’s worked in his native Romania, as well as internationally.

Here, he shares how Omniconvert uses tech to aid the creative process, with a focus on collaboration, and provides his take on generative AI. To find out if Adrian is a fan of Midjourney and its brethren, keep reading.

Related reading: Nolan Smith, President and COO at Cin7: “AI is actually replacing what makes jobs hard”

When thinking of your creative process, at what point does technology come in? What role does it play in different stages, from concept to final design?

Technology is involved from the very beginning of the creative process. From brainstorming and initial sketches made in software like Figma, Photoshop, or Illustrator, to communication tools like Google Meet – technology is at the heart of every step. At Omniconvert, teamwork is a core focus, which is why we rely on tools that facilitate rapid communication, such as Google Meet, since our team has the opportunity to work remotely.

After moving past the research and sketching phases, we switch to dedicated design programs like Figma to build the final design, create prototypes, or animations. In short, technology is the foundation of our success.

What was the most challenging project you’ve worked on in which technology played a critical role?

Every project presents its own set of challenges. Our approach at Omniconvert is guided by a Customer-Centric philosophy, which means we need to understand what the user wants in order to provide them with the best and most intuitive experience possible. Without technology, this would be almost impossible to achieve.

How has technology changed the way you collaborate at work? And in your view, has it improved or worsened navigating creative differences with clients or team members?

Technology has opened up new possibilities for collaboration. We can now work with teams from around the world in real-time, which significantly reduces the time needed for feedback and adjustments. For example, most of the projects handled by the design department are developed in Figma, a software that allows us to communicate directly with team members within the platform itself.

At Omniconvert, we transitioned almost immediately from older tools like Adobe XD or Sketch to Figma due to its cloud-based functionality, which allows everyone to view the project in real time in a single place. This tool has greatly improved our internal communication and, most importantly, has enhanced communication with clients, who can have a broader overview of the project.

What trends in graphic design are you most excited about right now, and where do you see the industry heading?

Generative AI is definitely a hot trend right now. Everyone is looking for ways to integrate AI into the design process, which leads to new design trends, such as ultra-simplified or overly complex designs that disregard generally accepted rules. I believe we are currently in a period of adaptation that will transition into a technological revolution, which will undoubtedly reshape the industry. How exactly this will happen remains to be seen.

Related reading: Peter Strcula, Founder of BluVard: “What you can’t measure, you can’t manage”

Generative AI art has taken the graphic design space by storm – what are your views on the use of tools like Stable Diffusion, Leonardo, Midjourney and others?

It’s both fascinating and intimidating at the same time. As I mentioned earlier, these tools are not yet fully mature, and people are still adapting to them, learning, and discovering how and where they can add value. At the moment, they are just tools, and we will see how they evolve in the coming years. For now, the best approach is to learn how to use them and see where they can lend a helping hand or if they are suitable for what you need to accomplish.

At Omniconvert, we also use some AI tools, such as the AI features integrated into Photoshop, for various tasks—from quickly removing backgrounds from images to generating content that helps us present our ideas as clearly as possible.

With the rise of AI and automation in design, how do you see the role of a graphic designer evolving in the next few years?

In my opinion, AI will replace certain tasks, just as 60-70 years ago, everything related to design was done with pen and paper, and in the following years, it shifted to computers, laptops, and graphic tablets. I believe the same thing is happening right now, and those who fail to adapt to the new environment will likely change careers. This change is closer than we think or would like to believe. People just starting out in graphic design would do well to learn and stay open to AI, as it will most likely alter the current operating model.

What tools or software do you find indispensable in your daily work, and why?

Figma, without a doubt. Currently, I spend about 80% of my time in this program. From sketches and designs to prototypes and presentations, we handle everything in Figma.

Over the course of your career, what is one technological shift you’ve witnessed in graphic design that really stuck with you? 

The transition from static design to dynamic and adaptive design has been one of the most significant changes. Additionally, the integration of UX testing and analysis tools into graphic design has completely transformed the way we view the performance of a layout. The ability to use platforms to test different versions and see the real impact of visual decisions has been revolutionary.

Related reading: Dawood Khan, Commercial Director at Amdaris: “You can’t have AI dine with a client in a nice restaurant”

What advice would you give to aspiring graphic designers looking to break into the industry today?

Learn, experiment, refine, forget everything you learned in the first three steps, and start over. As long as you do this and are constantly eager to develop yourself and accept that what you knew may no longer work, you’re on the right track. Besides that, I’ve noticed that many get stuck on the idea of a portfolio—they don’t have a portfolio because they don’t have clients or haven’t worked yet. The solution is simple: create projects that you are passionate about and include them in your portfolio. It’s an excellent starting point.

In what ways has the accessibility of design software democratized the field of graphic design, and what challenges or opportunities has this created?

The accessibility of software has allowed a larger number of people to explore this field. However, it has also led to increased competition and a greater need to stand out.

How do you stay updated on the latest design technologies and software advancements, and how do you decide when to integrate new tools into your workflow?

I attend workshops, read specialized articles, and take courses to keep up with new trends and tools in design. I choose to integrate new tools only after ensuring that they bring real value to the creative or collaborative process. At Omniconvert, we emphasize personal and professional development and provide access to specialized publications, courses, and more for our colleagues.