Dive Club Episode Summary: Thiago Costa - Cultivating Taste as a Designer
Podcast Information:
- Title: Dive Club 🤿
- Host: Ridd
- Guest: Thiago Costa, Co-Founder and Designer of FeH
- Release Date: February 21, 2025
Introduction
In this episode of Dive Club, host Ridd engages in a deep conversation with Thiago Costa, the co-founder and designer of FeH, a standout product in the design and finance sectors. The discussion revolves around the evolution of FeH, Thiago's design philosophy, the intersection of art and science in design, and the cultivation of taste as a designer.
The Genesis of FeH
Thiago begins by sharing the backstory of FeH, highlighting the initial venture, Narrative, which aimed to fund their own ideas by offering premium design and engineering services.
Thiago Costa [01:08]: "We started with narrative... We reached seven figure revenue in the first year."
However, their true passion lay in creating a finance product that was both beautiful and simple. This led to the development of FeH, born out of dissatisfaction with existing financial tools.
Thiago Costa [06:05]: "How can you build a finance product that is primarily beautiful, simple, and understandable?"
Transition to FeH 2.0: Embracing AI and Perfection
As FeH grew, the team decided to embark on a significant update—FeH 2.0. This decision was driven by two main factors:
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Pursuit of Perfection: Designers constantly seek to refine their work, leading to shifting goalposts.
Thiago Costa [07:46]: "Perfection is like a goal post that keeps moving... We need to rethink how we can make this product."
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Integration of AI: Recognizing the potential of AI to simplify complex financial data, they opted to redesign FeH to leverage AI capabilities.
Thiago Costa [09:03]: "AI is really good at interpreting data, so we redesigned the product to put AI at the forefront."
Design Philosophy: The Art-Science Balance
Thiago emphasizes that design sits at the crossroads of art and science. While data and user feedback are essential, the artistic elements drive the aesthetic and intuitive aspects of the product.
Thiago Costa [00:00]: "Design is at this weird intersection between art and science... understanding how these things make everything look is how you practice taste."
The Creative Process: From Concept to Execution
Thiago describes the iterative process of redesigning FeH, where gut feelings and artistic intuition often guide decisions more than strict data analysis.
Thiago Costa [15:05]: "It's gut feeling in a way... Building something that works and building something at the same time."
He also highlights the importance of being the sole designer, allowing for a cohesive vision, albeit with challenges like ensuring documentation for team continuity.
Deep Dive: Visual Design Techniques
A significant portion of the conversation delves into Thiago's approach to visual design, drawing inspiration from various art forms to enhance UI elements.
Pointillism and Optical Mixing
Thiago incorporates pointillism techniques to add depth and texture, making UI components pop without overwhelming the user.
Thiago Costa [19:03]: "There’s a lot in FE that was inspired by art... making everything look more grounded and more realistic."
Lighting and Shadows
Understanding light sources is crucial for creating realistic shadows and highlights, grounded in real-world observations.
Thiago Costa [24:23]: "Observe how shadow works to kind of start making sense... applying this to UI as well."
Handcrafted Details
Every logo and icon in FeH is meticulously crafted for optical alignment, ensuring visual harmony and aesthetic appeal.
Thiago Costa [31:28]: "Company logos is one of them. We handcrafted the logos one by one with optical alignment."
Cultivating Taste and Continuous Learning
Thiago attributes his refined taste to a lifelong immersion in art and design, influenced by his artistic mother and scientifically-minded father. This blend fosters a unique perspective in his design work.
Thiago Costa [37:36]: "I grew up with my father being a doctor... my mom was an artist."
He stresses the importance of exposing oneself to various forms of art and continuously refining one's aesthetic judgment.
Thiago Costa [46:35]: "Exposing yourself to those things and understanding how these things make everything look is how you practice taste."
The Future of Design in the Age of AI
Discussing the impact of AI on design, Thiago believes that while AI can automate certain aspects, the value of handcrafted design and unique artistic input remains irreplaceable.
Thiago Costa [49:41]: "Craft is still valuable... It’s just this thing that... you can tell when something was a labor of love."
Teaching Design: A Holistic Approach
When asked about designing a curriculum, Thiago advocates for a comprehensive approach that integrates history, art, and communication skills over mere technical tool usage.
Thiago Costa [52:40]: "Start with history, art, ground them in the world, not go straight to tools."
Conclusion
The episode wraps up with Thiago reflecting on the enduring value of craftsmanship in design and the importance of continuous learning and adaptation in an ever-evolving field.
Thiago Costa [57:42]: "Building an opinionated software is the catalyst of going against AI a little bit... craft still valuable."
Notable Quotes
- Thiago Costa [00:00]: "Design is at this weird intersection between art and science... how you practice taste."
- Thiago Costa [06:05]: "How can you build a finance product that is primarily beautiful, simple, and understandable?"
- Thiago Costa [19:03]: "There’s a lot in FE that was inspired by art... making everything look more grounded and more realistic."
- Thiago Costa [37:36]: "I grew up with my father being a doctor... my mom was an artist."
- Thiago Costa [46:35]: "Exposing yourself to those things and understanding how these things make everything look is how you practice taste."
- Thiago Costa [49:41]: "Craft is still valuable... It’s just this thing that... you can tell when something was a labor of love."
Final Thoughts
Thiago Costa's insights offer a profound understanding of how taste and artistic sensibilities play a pivotal role in design. His journey with FeH exemplifies the delicate balance between aesthetic appeal and functional simplicity, inspiring designers to continually evolve and refine their craft.
For more episodes, key takeaways, and bonus resources, visit Dive.club.