Welcome to another deep dive into the heart of zigzag! This time, we're talking with Dominik Schuler, one of our valued Design Leads, who has been inspiring us with his creativity and expertise for more than ten years. Dominik has had an impressive journey: from his early days as a "charming intern” to his current role leading a design team. During our conversation, he dives into his experiences, the projects that shaped him most, and what still keeps him motivated after ten years. It’s a story that shows how far curiosity, passion, and people can take you - let’s dive in.

Take us back to the beginning! When you officially joined zigzag in 2015, what was your initial role, and what was the landscape like back then? Could you share a bit about your journey to becoming a Design Lead? Dominik: “This question feels like it could take a while to answer, but I'll try to be brief. I actually need to go back a few more years, to around 2010 or 2011. That's when I first met Florian at university. He was working at frog design Munich at the time, and he was teaching an introductory class for new students at Merz Akademie Stuttgart. He hosted a session called "Superhero Interfaces”. The concept was pretty cool: we had to come up with an interface linked to a superhero power, visualize it, and create a captivating story around it. It was such a simple and fun exercise, but it had a lot of depth and really got me hooked on UI, and more importantly, how UX and UI as a tandem can help users understand what they're perceiving with their senses and how to interact with it. A year later, a friend of mine and fellow student, got in touch with a new company called zigzag. They were founded in Stuttgart in 2012. I heard that Florian had not only moved back from Munich but had also started his own company with Siniz and Mikko. This was pretty exciting because I was already familiar with the design agency scene in Stuttgart, and these guys were doing things a bit differently. They hired my friend as their first employee, so I always knew what they were up to. zigzag has always been on my radar and another year later, I applied for a mandatory internship there through my university. Siniz, for years, told the amusing story of this totally "unprepared guy" arriving at the first interview with "odd" designs, but being somewhat charming. Funnily enough, the running joke is now how overprepared I sometimes am. After my internship at zigzag, I stayed on as a working student, wrote my bachelor's thesis there, and was then hired directly as a Junior Designer in 2015. From there, I worked my way up to where I am today – a Design Lead. Mainly by continuously learning from colleagues like Siniz, Florian, and every other team member I worked with throughout the years – analyzing their approaches and weaving those learnings back into my work.” Looking back, what advice would you give to your younger self starting at the company? Dominik: “Just go with the flow. I would say there's sufficient time to learn stuff. So you don't need to rush. Try out things. Be silly.”

What keeps you pushing forward and feeling motivated after ten years at the company? What are your core drivers? Dominik: “I would say it's the people that truly keep me going. With every new hire, we gain so much additional knowledge, unique insights, a strong work ethic, and distinct personalities. This not only enriches our company culture but also transforms the way we work, constantly challenging the status quo and bringing in fresh ideas. It's fantastic to see people who stick around for a longer time, watching them develop their skills, push their limits, and grow as individuals. The same applies to new joiners. Taking Dennis Knopf, one of our latest hires, as an example. His mindset is very different from how we typically operate as a company, and it's incredibly refreshing to have him, pushing every team member to grow above and beyond. These moments and type of collaboration are precisely what keeps me motivated more so than ever.”

What would you consider your coolest or most rewarding project you've worked on during your time here? What made it stand out? Dominik: “It's tough to pick just one project, but I really enjoy looking back at the early days at zigzag when we were primarily working for Samsung. The startup spirit in the old office - which was technically an apartment - was incredibly energetic. We were able to experiment with many new things since there were hardly any industry standards, and that was a formative and educational time for me. Two other remarkable experiences are our long-term relationships with Deutsche Bahn and BMW. With Deutsche Bahn, it started as a small side project and evolved into us supporting their digital transformation and building a global design system – ultimately changing the experience for millions of travellers in Germany. It's crazy to see how that small effort grew into the massive scale we see today. Similarly, with BMW, it began as a small "guerrilla project" to demonstrate the possibilities for revamping the then-called BMW Connected app. Today, 6 years later, we're continuously working on its successor, the My BMW with hundreds of contributors. Our team has grown significantly over the course of the project, supporting both the app and onboard side. It's truly impressive to see how far we've come.” What are you most excited about for the future of zigzag? Dominik: “I'm eager to see what the future holds for the company and for us individually. Currently, we're in a very interesting position and time at zigzag. We've reached a certain size now, resulting in the need for some form of middle management. This is always a critical point for a growing company. However, I believe the foundation is there to develop something great. And I still want to be a part of that, I would say, because I've seen the company grow from five people to now more than 35.” What is the biggest change you feel comparing yourself back then and now? Dominik: “That's a very good question. I'd say I'm still the same child at heart. I try to approach my tasks the same way I did back then: starting with knowing nothing, then trying to create something fun and engaging for the user and something valuable and memorable for the client. That's the core thing that hasn't changed. I think what has changed is how I move forward from that starting point. This applies not only to my own work but also how I try to enable the team, delegate work, integrate it into the bigger picture, and how I turn it into a vision that others can work towards. I'd say the scope and the way I approach the subsequent steps are the parts that have evolved.” What’s the best advice you’ve received from someone at zigzag? Dominik: “Oh, that's also a great one. Well, there's probably one per every team member I could mention. But I especially remember two. First, there was one from Florian, which refers back to the circle of control and influence. It essentially states that there's a certain circle of things you can control, then a slightly bigger circle of things you can influence, and then a really, really large circle of things you cannot control nor influence. Reminding myself of that has been incredibly helpful, not only for my career but also in my personal life. Ultimately, it helps you decide where to direct your energy and focus on and how to collaborate. Instead of trying to control all aspects of your work and being trapped into the common pitfall of micromanagement, the key is to understand that you are only responsible for what you can actually control and thus focus on your own strengths and how to empower others to reach their full potential. The next one came from Siniz a couple of years ago with something along the lines of, "Always start a meeting with the expectation that no one knows anything about the topic." Although it might not be his exact words, the gist of it was: come prepared, make sure everyone understands why they're here and what it's all about. That will set the basis for any discussion to have. I think it's a great advice because we very often overestimate or misinterpret how much others already know, even if it's seemingly obvious things. We can't read others' minds. So, ensuring they understand and see things the same way you do through clear communication is key.” One word to describe zigzag then vs. one word to describe it now? Dominik: “Um, one word. I'd make it two words if that's fine. And I would also say it's the same for both - fantastic people - back then and still today.”

A big thank you, Dominik, for sharing such valuable insights and an honest look at your time at zigzag! Your reflections on growing with the company, adapting to challenges, and building strong teams offer great takeaways for all of us. It's been a pleasure exploring your world and understanding the profound impact you've had on the design culture at zigzag. Congratulations on your anniversary!