In this interview, Toluwase Adedayo shares how he approaches early-stage product design, working closely with startups to turn rough ideas into structured, testable experiences. Presented in his own words, this conversation highlights the importance of clarity, speed, and user-centered thinking in modern product design.
“I don’t just design interfaces - I help turn ideas into products people can actually use.”
Why have you decided to step into the design field? What inspires you and why?
I didn’t start in product design. I studied Architecture and was genuinely passionate about it. But when I graduated, the job market in Nigeria was tough. Opportunities were limited, and I had to make a hard decision to pivot.
I remember the day I made that decision, I actually cried. Letting go of something you’ve spent five years building towards isn’t easy. But at the same time, I knew I still wanted to create, solve problems, and design meaningful experiences.
That’s what led me into product design.
What inspires me now is the ability to build things that people actually use. Not just visuals, but real products that solve problems, drive business outcomes, and make life easier for users. That shift from designing things to designing solutions is what keeps me going.
How do you measure the success of your design?
For me, success isn’t just about how clean a design looks, it’s about whether it works.
I look at it from both a business and user perspective. Did the design move the product forward? Did it make things easier for users? Did it improve conversion, clarity, or engagement?
If a user can move through a flow without confusion and the business gets closer to its goals, that’s a win.
I also pay attention to feedback from founders and teams I work with. When they say, “this actually makes things clearer” or “this works better than what we had,” that’s a strong signal.
Good design should reduce friction, not just look good on a portfolio.
What is your biggest challenge in the design creation process?
Knowing when to stop refining.
Because I focus a lot on clarity and flow, I tend to keep pushing until everything feels tight. There’s always something to improve, spacing, hierarchy, or micro-interactions.
But over time, I’ve learned that design is also about timing. At some point, you have to ship, test, and learn from real users instead of staying in Figma.
Balancing quality with speed is something I’m constantly working on.
What principles do you follow when creating attention grabbing design?
I don’t design for attention first, I design for clarity first.
If a design is clear, structured, and easy to understand, attention follows naturally.
My process usually starts with understanding the goal. What is this product or page supposed to achieve? Once that’s clear, I focus on simplifying the flow and removing anything that doesn’t contribute to that goal.
I also think a lot about hierarchy and messaging. People don’t read everything, they scan. The design has to guide them to what matters quickly.
In most cases, the designs that stand out are not the loudest, they’re the ones that feel effortless to use.
What in your opinion will be the future of design or the next big change?
AI is already changing everything, and it’s only getting started.
For me, AI isn’t something to fear, it’s a tool to get better and faster. I use it a lot in my workflow, from brainstorming ideas to exploring different directions when I’m stuck.
Tools like Claude and ChatGPT help me think faster, not replace my thinking.
I still believe the designer’s role is in decision-making, understanding users, and aligning with business goals. AI can assist, but it can’t replace judgment.
The designers who will stand out are the ones who know how to combine strong thinking with these tools, not ignore them.
About the Designer
Toluwase Adedayo is a product and UX designer based in Lagos, Nigeria, working with startups across SaaS, B2B, and consumer products.
He focuses on early-stage product design, helping teams turn unclear ideas into structured, testable MVPs. His work includes designing dashboards, landing pages, and mobile applications, with projects ranging from AI budgeting tools to SaaS task management platforms and mobile app experiences.
His approach combines UX strategy, wireframing, and rapid prototyping using tools like Figma and no-code platforms, allowing teams to move quickly from concept to launch.
Rather than focusing only on visuals, he works as a product partner – aligning user needs, business goals, and design decisions to create products that are both usable and scalable.
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