Why Users Feel a Product Before They Understand It

We create tech to solve problems. And while this need for solutions is the foundation on which we build, each new wave of technological advancements opens a new pathway for user expectations. If you think about opening a new platform or using a new system for the first time, it only takes a few minutes to understand whether it’s not just functional, but whether it actually feels right. This feeling is the connection between the engineering of a system and the design built alongside it.

Our progression into a design-focused platform has been unique, as the ad tech world has arguably been slower to build systems that create an empathetic user experience rather than just tools to get a job done. As we continue to evolve into a truly converged platform where teams can manage linear and digital business, creative, and media management, the growth of design within Pilot becomes increasingly crucial.

How Design Translates Code Into Human Value

There’s a version of the tech vs. design debate that frames them as opposites. In reality, the two depend on each other. Engineering builds what’s possible, while design determines how that possibility is actually used.

In ad sales, we’ve experienced what happens when that balance is off. Legacy systems were built to function, not to flow, and keeping up with the demand for thoughtful design simply wasn’t there.

Design is what turns functionality into human value by reducing friction, building confidence, and letting users move through complex workflows without second-guessing every step. It's the difference between a system that works and one that actually works for someone.

For Pilot, this has shaped how we think about every functionality in our product.

How We Design Pilot

Our design process begins at the intersection of business requirements and user experience. If we take a step back and think about the product design role as a whole, you will notice that job titles come in many forms—experience designer, interaction designer, and human-centered designer. But at the core of all of them is one thing: the human.

Business requirements provide a strong foundation for what a project must achieve. But the real magic happens when we talk to users, observe the tools they are using today, and understand their workflows and desired outcomes.

When we design a new feature, like creative management in Pilot, we start with research. What tools are currently being used, and what does the user journey actually look like? How are users moving from point A to B to C? At the same time, studying existing tools too closely can limit thinking. It can bias us toward what already exists, which is why starting with a blank slate matters. Through whiteboarding and conversations with users, we map out user flows that inform our design concepts.

From there, we break ideas into smaller, manageable pieces, similar to how development teams approach execution. While we keep the full vision in mind, not everything needs to be included in the first iteration. We focus on what gets the feature off the ground and what can come later.

Once concepts are defined, we bring them back to users, internal teams, and stakeholders for feedback. This helps us refine ideas before moving into prototypes and high-fidelity wireframes, giving everyone a clear view of how the application will function without writing a single line of code.

Over the past five years, parts of the design process have become more streamlined. Tools like Figma, combined with robust design systems, allow us to iterate more quickly than ever before. The days of pixel pushing are fading as we focus on assembling scalable components from a shared design library.

For every feature, we stay closely aligned with user needs, business goals, and the realities of development.

The Takeaway

Our role in tech comes with a responsibility to provide a useful, intuitive, and thoughtful platform for our users. By understanding the human behind the user, we can create more connected, intentional, and intuitive technology. Design is what makes that possible.

Gone are the days of choosing functionality over creativity. The most successful platforms require both working together to create meaningful user experiences.