Mellow Creme

Exploring the Intersection of Brand Storytelling and Product Design: A Conversation with Chanetsa Mukahanana

Part 1: Embracing Growth: A Conversation with an African UX and UI Design Leader

In a journey marked by decades of shaping brands and storytelling, and now recently evolving into deeper brand and marketing strategy plus coaching and mentorship I am so in love with my growth and evolution. While my roots lie in advertising and brand development, I’m now delving into the realm of product design, seeking to enrich my skill set and empower my career in brand strategy and creative directing. Join me as I engage in candid conversations with a childhood friend who is part of my strong inner circle. I first met him at college when we both enrolled into Graphic Design class and shared a love for hiphop and pop culture. In this 3 part interview series I speak with the one and only, Chanetsa Mukahanana a Design System Advocate at Absa Group in South Africa. We explore the intersections of creativity, design, and storytelling.

Mellow: Chanetsa, my man, thank you for joining me today. To begin, could you share a bit about your background in product design?

Chanetsa: It’s a pleasure to be here bro. My journey in product design started years ago, and I’ve had the privilege of witnessing its evolution firsthand. I often reminisce on how our paths intertwined from our college days, where we shared a passion for design and creativity. While you pursued a career in advertising and brand development, I ventured into product design, and am humbled you chose me to mentor you as you navigate this new territory.

Just after college I joined a firm called Africa Online which was the largest ISP in Africa at the time. As a web designer in the early 2000s the terms product design or UX (User Experience) or UI (User Interface) didnt exist as job descriptions. Its funny that all over the world creatives in my field were facing the same challenges and asking themselves the same questions. How do we make the online or digital facing customer journey better. So unlike guys from our class I was blessed to be in the field from jump so my transition to who I am now and how the world appreciates our role was seamless. I then moved to South Africa and joined the award winning Gloo Digital Design before moving to Standard Bank and now ABSA.

Mellow: Indeed, our shared history has laid the foundation for this mentorship journey. As I transition into product design, what key principles do you believe are essential and what are the challenges I am most likely to face?

Chanetsa: Effective design leadership hinges on building strong relationships and fostering open communication channels with stakeholders. Empathy, humility, and a deep understanding of user needs are also paramount. Design isn’t just about aesthetics; it’s about solving problems and enhancing user experiences. By prioritising these principles, you’ll be well-equipped to lead teams towards innovative solutions.

Transitioning from the advertising industry to UX/UI design presents designers with a fundamental shift in mindset and approach. In advertising, the emphasis is on crafting visually appealing content and persuasive messaging to drive immediate action, such as making a purchase or signing up for a newsletter. This often results in brainstorming sessions that revolve around creative concepts aimed at pushing the viewer towards a desired outcome, typically dictated by the client’s objectives.

However, in UX/UI design, the focus shifts towards understanding and empathizing with the end user’s needs and preferences. Brainstorming sessions in this field prioritize empathy mapping, user journey mapping, and usability testing to ensure that the final product delivers a seamless and intuitive digital experience. Unlike advertising, where the client’s goals take precedence, UX/UI designers prioritize user satisfaction, usability, and functionality, aiming to create products that resonate with and delight the target audience.

Mellow: Your insights are invaluable, Chanetsa. How have these principles influenced your own approach to design leadership throughout your career?

Chanetsa: Over the years, I’ve learned that empathy and humility are the cornerstones of successful leadership. By listening to team members and stakeholders, understanding their perspectives, and embracing diverse viewpoints, I’ve been able to cultivate a culture of collaboration and innovation within my teams. Design is a collaborative process, and by fostering a supportive environment, we can unlock the full potential of our collective creativity. A great idea can die from lack of collaboration if for example you dont empathise or communicate well with a developer or research expert. This means you need to be more than a creative. You must be a communicator.

Conclusion:

As I continue my journey of growth and learning, I’m directed by the integral role that UX (User Experience) and UI (User Interface) design plays in modern communication. In today’s digital landscape, where storytelling transcends traditional boundaries, crafting immersive and seamless experiences is paramount. With each step forward, I’m inspired to harness the power of design thinking and innovative storytelling to drive meaningful connections and shape the future of brand communication. In part 2 of this interview we speak more about the intersection of creativity and design in product design.

Read more in Part 2 of this interview

  1. Exploring the Intersection of Brand Storytelling and Product Design: A Conversation with Chanetsa Mukahanana – Part 2: Navigating the Intersection of Creativity and Design – Mellow Creme
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