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Thiago Hapner talks about blending data with creativity, building products through continuous experimentation, and shifting from conversion-driven design to emotionally engaging user experiences.
Product design today sits at the intersection of creativity, data, and customer understanding.
As digital experiences become more competitive, brands are moving beyond pure conversion metrics to build deeper, more meaningful relationships with users.
This shift requires teams to rethink how they design, test, and iterate—combining qualitative insights with quantitative validation while continuously learning from real user behaviour. The result is a more adaptive, insight-led approach to building products that resonate.
“The mindset shifting from the conversion approach to more like a connection approach, where you can really talk about bringing people into experiences… They come back to use it because it’s relevant to them and not because we’re throwing different emails, notifications, etc. at those customers, but actually that we’re being meaningful in a relevant part of their lives,” says Thiago Hapner, Head of Product Design (IC), Zalando.
His perspective highlights how modern product design is less about perfection and more about continuous experimentation, fast learning cycles, and creating emotionally relevant experiences that users choose to return to.
Top Insights from Thiago Hapner:
1. Fast experimentation and failure accelerate meaningful learning
Progress in product design comes from testing ideas quickly and learning from what doesn’t work. Embracing failure as part of the process enables teams to refine solutions faster, make better decisions, and continuously improve both products and user experiences.
2. Customer feedback must guide every stage of development
Integrating qualitative and quantitative feedback throughout the product lifecycle ensures alignment with user needs. From early discovery to post-launch validation, continuous insights help teams build experiences that remain relevant, intuitive, and grounded in real behaviour patterns.
3. Emotional connection matters more than pure conversion optimisation
Focusing on emotional relevance helps products move beyond transactional interactions. By creating meaningful, habit-forming experiences that fit naturally into users’ lives, brands can drive stronger engagement, loyalty, and long-term value without relying on constant prompts or notifications.
