Today’s users are overwhelmed with information. The battle for their attention forces IT companies to constantly pack additional features into their digital services. As a result, interfaces become cluttered and heavy, and businesses begin to lose customers who refuse to waste time on overcomplicated user flows.
BP Mobile’s Lead Product Designer Siarhei Tarasenka addresses this issue through the standardization and simplification of elements. With 17 years of industry experience, Siarhei designs interfaces for products with multi-million audiences, including AI Arta.
In August 2025, the expert joined the International Academy of Digital Arts and Sciences (IADAS) and became a judge for the Webby Awards and Lovie Awards.
We spoke with Siarhei about why good design should be invisible, how the Veritheme system saves company budgets, and why his approach to interfaces outperforms spontaneous creativity.
Good day, Siarhei. Let’s start with the major trend currently debated within the IT community. Why is there so much talk about user cognitive load these days?
Good afternoon. It’s quite simple: people are exhausted by the sheer volume of information. Dozens of apps compete for their attention daily, and if an interface forces them to think too hard, hunt for a specific button, or decipher the creators’ logic, the user will simply close the tab. Complex design has become too expensive for businesses. A simple product sells itself better because it saves people time.
You have been in this field for over 17 years. How has the corporate attitude toward interfaces evolved over this time?
Back then, design was perceived merely as a pretty picture: technologies were more primitive, and a web resource only needed to match the visual tastes of the executives.
Today, it is pure engineering and analytics. Companies have realized that chaotic creativity can hinder product growth. A designer now thinks in business metrics: the product must solve the user’s problem in as few clicks as possible.
You hold the position of Senior Product Designer at BP Mobile and are developing the AI Arta project. What would you say is the most challenging part of your job?
The main challenge is making the product intuitive for people from different countries and with diverse backgrounds. At AI Arta, we work with AI-driven technologies.
Our task is to remove this technical complexity from the user’s field of vision, hiding it inside the app’s architecture. The user should only see concise controls and take minimal actions to get the desired result.
So, you support the thesis that good design should be practically invisible?
Exactly. Sound UX/UI design doesn’t draw unnecessary attention to itself. The user solves their problem without even noticing how the interface works. If a user is admiring an unusual layout of elements but cannot figure out what to do or how to do it on the website, chances are that interface is impractical for daily use.
You are developing your own project, Veritheme. What industry problem does this product solve?
The industry is suffering from an overabundance of interface components; teams create hundreds of variations of the exact same button for different screens, which bloats design systems.
Veritheme offers a different path: a minimal set of versatile components that cover the vast majority of real-world use cases. We are creating a unified standard for all IT products.
How does this approach impact the actual business process? Speaking in terms of management and budgets.
The main effect is closing the gap between the layout and the production-ready code. Designers and developers start speaking the same language thanks to the design token system.
A programmer no longer needs to code every single element from scratch; they simply take a pre-made component. This accelerates release cycles and cuts operational expenses for the business.
In August of this year, you joined the International Academy of Digital Arts and Sciences (IADAS) and became a judge for the Webby Awards and the Lovie Awards. How does this experience help you in your daily practice?
Hundreds of international digital products cross my path. I see typical usability errors alongside fascinating patterns that resonate with audiences. This allows me to fine-tune standardization systems in my own projects, drawing on top-tier global practices.
What criteria do you use to evaluate your peers’ interfaces at the Webby Awards? What do you look for first?
I look at the logic of the structure and how quickly a task can be solved. If a product looks aesthetically pleasing, but I cannot find the core feature within three seconds, a high score is out of the question. I value rigor, clean typography, and the absence of visual clutter.
For your achievements, you also received the “Era of Innovations 2025” award. What value does this bring to a product designer?
For me, the primary indicators remain product metrics: audience engagement and the growth of business KPIs. Awards are valuable as a tool for the expert community to validate your methodologies.
You entered the profession very early — starting as a freelance web designer at 14-15 years old, teaching yourself front-end development and CMS platforms. Does this early technical experience help you today?
Yes, it shaped my systematic approach. Because I handled HTML/CSS coding and hosting setups myself, I understand how a digital product works from the inside out. Instead of drafting abstract layouts that are impossible to code, I embed the underlying code logic directly into the design system from the start. This helps prevent delays and friction between the design and development teams.
What are your near-term plans for the growth of Veritheme? What kind of standard do you want to introduce to the industry?
I want the minimal-component approach to become the norm, ensuring that updating a major app’s interface takes hours, not weeks. We will continue expanding the Veritheme ecosystem to make the tool accessible to large product teams worldwide.
What advice would you give to designers who are just starting to architect interfaces for complex products?
Learn to code and study business. You need to understand how your decisions affect development velocity and company revenue. Strip away everything unnecessary from your screens. Simplify everything that can be simplified.
