Daria Naidenov is a Senior Digital Designer at T-Mobile where she helps drive creative reach through social, web and digital brand experiences. Previously he worked with various startups and SaaS to create and implement design strategies to advance each company's brand identity. Daria received a Bachelor of Arts degree in Digital Technology and Culture from Washington State University. He enjoys exploring the intersection of art and technology, where creative conceptual ideas develop into compelling digital solutions.

Deck 7: Can you tell us a little about your career path? What inspired you to pursue your current role at T-Mobile?
DARIA NAIDENOV: I've always been interested in human psychology, in particular understanding the social and cultural impact on our personal decisions, and vice versa. This passion, together with my passion for impact-creating art, led me to design. This space allows me to collaborate with a variety of other fields to create clear and beautiful communication. I started my journey in the more traditional field of design that included graphic design, print and advertising. Much of my work has to do with marketing for nonprofits and education. I love meeting people where they are and creating relevant and sophisticated messages for them. My skills eventually led me to work with startups, SaaS, and technology where design thinking took on a whole new medium. I turn to the web, social, and app design spaces.

Now more than ever, empathy and understanding of human communication are becoming more impactful. I met the digital creative team that was growing at T-Mobile when I first moved to Seattle. It's not a big team, but it has energy. The "no nonsense, put your ego aside and let's make something beautiful" attitude was what attracted me. Our team has nearly doubled since I joined and with the new acquisition of Sprint, it's expected to at least double again. With the introduction of 5g, it's an exciting time with T-Mobile to educate and inspire the public about our united future.
D7: How did you organize your field team, and what design methodology did you follow?
DN: Our team consists of writers and designers, working together as partners. There are levels of leadership and seniority, just like in any other department. Zoom in and you'll see the breadth of the skills and expertise of each contributor. Under the heading "digital designer," you'll find coders, illustrators, product photographers, visionaries, strategists and more. We combine our skills and collaborate to create experiences that not only meet business needs and customer expectations, but also push the envelope of design culture forward. And it's so much fun!


"Digital design is an exciting field as new ways to tell stories are being created." D7: What is the quality of the company, team, team members, culture, etc. What makes you feel empowered?
DN: Even though T-Mobile is crazy about customers, it's also an employee commitment and it flows to all departments and aspects. Although our culture of digital creative studios is problem solving, there is usually enough room for innovation and creativity. The people around me are not afraid to question authority and there is no such thing as a stupid question. The fact that we are all human, coming together to make this happen is at the forefront of everyone's mind. This creates a space for empathy to make mistakes, which is essential for company growth and fighting stagnation.

"The human voice, in all its flaws, tone, and beauty, is the most powerful tool today." D7: Why is digital design an attractive area these days? What progress have you seen regarding diversity in the world of design?
DN: Digital design is an exciting field as new ways to tell stories are being created. These stories are, in essence, only as effectively relevant. The only way anyone will listen, is if the message applies to them. And what better way to be effective than to have the diversity of humanity reflected in its message and creator? When we surrender to our humanity, people start to take notice. The human voice, with all its flaws, tonality, and beauty is the most powerful tool today. Even though we are far from perfect, I see an energy of empathy expressing itself in accessible messages, diverse teams, and fair representation.

"Being an expert in your domain empowers you to feel confident in your work while also respecting the work of others doing the same." D7: What is the most difficult challenge a designer faces in his career? How do you adapt your skills and knowledge to the challenges you face?
DN: The world of design is constantly changing. New tools are being built, ideas are being created, and cultural trends are passing. This can quickly become overwhelming for a designer trying to stay on top of their field. This is one of the main drivers of imposter syndrome. Although keeping up with the current development of design technology is of great value, being a subject matter expert is very important to build a foundation that can then be expanded. Becoming an expert in your domain will empower you to feel confident in your work while respecting the skills of others who do the same. From this point of humility and mutual respect, we can begin to share methodologies and build on one another. This goes beyond digital design, where multi-disciplinary teams treat their work as an open source available for everyone to learn.

However, letting people do their job in the end is one of the most empowering things a team member can do for each other. Because what matters in the end is the impact of the message and how well it resonates with listeners. New trends and technologies are there to support you, but what matters most is the stories told. It is this focus that can be lost in the corporate world where designers can feel that they are being told how to solve problems rather than being entrusted with doing our work.

D7: What's your favorite quote?
DN: Since true ownership only occurs when we present our authentic and imperfect selves to the world, our sense of belonging can never be greater than our level of self-acceptance. - Brene Brown

ABOUT T-MOBILE

T-Mobile USA provides wireless voice and data services in the United States, Puerto Rico, and the U.S. Virgin Islands. under the T-Mobile and Metro by T-Mobile brands. On April 1, 2020, T-Mobile USA and SprintCorporation completed their merger with T-Mobile now the full owner of Sprint.

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