What is it like to win the international Best in Design competition and what is behind a successful project? Dalibor Itze, the author of the winning project Slovak Railways redesign, spoke in an interview about his experience on the road to victory. He describes what brought him to the topic, how he thought about different user groups when designing, and how he verified the functionality of the solution in practice. He speaks openly about the challenges, surprising moments, and personal limits while working on the project. Finally, he shares his perspective on the role of useful design and advice for future contestants.
How did it feel to become the winner of last year’s Best in Design competition and what made you enter the competition?
“That feeling was very difficult because it was very valuable to me and I couldn’t understand it,” answers last year’s winner. “The strongest thing for me was understanding. I had the feeling that I found a group of people who were willing to go deep into the work, look at it differently and really understand and appreciate it,” he explains, adding that the desire for understanding was one of his main motivations for entering the competition.
Could you introduce your winning project to us in a way that people who haven’t seen it yet can immediately understand what its main idea and benefit is?
“I tried to fix the navigation system and the visual style of Slovak railways, because I take trains a lot and gradually I started to notice an awful lot of bad things.” Its aim was to clarify the user experience of traveling by train and respond to inconsistent visual language, poor orientation and chaotic signage.
How did you come to choose the topic of redesigning Slovak railways for your bachelor’s thesis? Was there any specific experience or experience of traveling by train behind it?
“My father is a railway worker, so from a young age I listened to what works, what doesn’t, what is good, what is bad,” explains the author of the winning proposal, adding that it wasn’t a specific moment, but rather accumulated frustration that led him to the idea of doing things differently. “One day I made a small manual on what could be fixed, and then it occurred to me that this was a powerful topic that I would enjoy.” It was only during the work that he realized that this was a matter of the heart, which is why he decided to enter the project into the competition.
Did you try to think about different user groups, such as the visually impaired, when designing?
“Yes,” he confirms. “There are several forms of handicap, but I mainly focused on people with a visual handicap. I tried to make the design of the train itself so that people who have impaired vision, tunnel vision or are color blind can see more clearly the elements that are important. Where is the button by the door, where is the door and where are the stairs.” One concrete solution is, for example, a distinctive colored stripe at the bottom of the door, which draws attention to the step and increases the safety of movement.
Was there a moment during the process that really surprised you or changed your perspective on the project?
“During the project, I managed to contact a product designer in Vienna, Daniel Huber, who made Austrian express trains,” recalls the young designer. “He told me that they wanted to design a brand so good that the employees themselves would be proud of it. This stuck in my head and was a powerful aha moment for me. Design a system that people can be proud of.”
What did you learn the most about yourself as a designer while working on the project? What experiences showed you the most about your strengths and weaknesses as a designer? Did you feel burned out?
“Probably what type of projects I like and that sleep is worth it,” Dalibor answers with a laugh. “When I enjoy something, I am completely engrossed in it and can spend several hours a day on a project. But this can easily turn into a weakness – I forget to rest, eat, drink and especially sleep, which partly led to a feeling of burnout.” He adds that today he tries to perceive these boundaries more and work with them.
How did you verify that your navigation system was truly understandable and functional for passengers?
“We did simple user testing,” he describes. “I stuck signs on the wall, set up a stool, and with the help of a timer, we measured how long it took a person to find, for example, a socket,” he answers.
When did you first realize that design could have a real impact on people’s everyday lives?
“A coincidence of circumstances about three years ago at the Zlin Design Week,” recalls the author of the project. “There was a product designer who designed a socket that wasn’t perfectly straight, but had these small funnels, so that when you put a plug in it, it would turn and slide in. It was an extremely simple but brilliant idea. That’s when I realized that design can be subtle but magical at the same time.”
What is your next dream or ambition in the field of design, where would you like to improve after winning the competition?
“My personal goal is to have a Red Dot one day, but I’m most happy when I manage to design something that has a bit of magic in it. It would be ideal if I manage to have some studio or agency one day where I can guide people to design products so that it’s a really good product and at the same time there’s magic in it.”
How do you perceive the role of design in today’s society and what do you think “useful design” means?
“Society is often unaware of what design is all about, but that could change if designers were to talk more openly about the creation process and explain what all design means,” explains Dalibor. “Useful design is one that people don’t even notice – precisely because it works properly. Everything a person uses or comes into contact with – from the phone to everyday objects – is design. And I believe that if we teach society to understand the creative process, it will work better as a whole.”
What advice would you give to people who are considering participating in the Best in Design competition to get the most out of it? What did you personally take away from the competition? Did it advance you in your “career”?
“I believe that everyone who applies or is thinking about it has at least one project that they are passionate about, and that is what they should try. You learn that you have to try. I feel like I have learned where to ask, where to send work, what to do and, most importantly, how to try to get ahead.” He adds that he also sees great benefits in networking and boosting self-confidence.
