We, as the Designer Interviews ("DI") had the distinct pleasure and opportunity to interview award-winning, most creative and innovative Valeriia Ilicheva and Antoine Questel ("VIAAQ").
Valeriia Ilicheva and Antoine Questel are central figures in the design and strategy of Electra’s next-generation EV charging stations. Valeriia Ilicheva, EV Station Designer at Electra, brings a multidisciplinary background in architecture, urban planning, and design, with advanced degrees from Sorbonne Université and the École nationale supérieure d’Architecture de Strasbourg. With nearly four years at Electra, she leads the conception of rapid charging hubs across Europe, ensuring that each project balances feasibility, aesthetics, and user experience. Her expertise spans interior and graphic design, 3D modeling, and urban integration, and she has also served as Head of Architecture and Urbanism at Electra. Valeriia’s influence extends beyond the company—she is a jury member for the international INSPIRELI Awards, reflecting her commitment to architectural innovation and mentorship. Antoine Questel, Product Manager for the Station Team at Electra, is an engineer specialized in information systems architecture from INSA Rouen Normandie, with international experience at Université du Québec en Outaouais. He defines and implements the strategic vision for Electra’s station design, overseeing both the physical and digital user experience in France and Europe. His background includes agile product management, design thinking, and previous leadership in health tech. Antoine is recognized for his pragmatic approach, strong communication skills, and his ability to bridge technology and user needs. He has played a key role in the launch of Electra’s innovative “Electraline” station design. Together, Valeriia and Antoine drive Electra’s mission to make electric mobility accessible, efficient, and seamlessly integrated into urban life. Their combined expertise in design, strategy, and technology positions Electra as a leader in sustainable infrastructure, shaping the future of urban transportation and contributing to the transition toward greener cities.
Valeriia Ilicheva and Antoine Questel Designs
We are pleased to share with you original and innovative design work by Valeriia Ilicheva and Antoine Questel.
Valeriia Ilicheva and Antoine Questel Design - Electraline Modular Charging Station Infrastructure
Designer Interview of Valeriia Ilicheva and Antoine Questel:
DI: Could you please tell us more about your art and design background? What made you become an artist/designer? Have you always wanted to be a designer?
VIAAQ : Valeriia: I studied architecture and urban planning, first at ENSA Strasbourg and later at Sorbonne Université. I've always been drawn to public space and how design can shape people’s everyday experiences. Becoming a designer was a natural evolution — I wanted to move from buildings to meaningful, user-centric objects within the urban landscape. Antoine: I come from an engineering and digital product background (INSA Rouen), but I’ve always been passionate about design and systems thinking. I transitioned into product management with a strong focus on user experience and societal impact.
DI: Can you tell us more about your company / design studio?
VIAAQ : We work at Electra, a leading EV charging operator in Europe. Our team is in charge of the design of Electra’s charging stations, with a strong emphasis on user experience, design integration, and sustainability. Together, we reimagined the entire charging station experience through Electraline.
DI: What is "design" for you?
VIAAQ : Design is a bridge between intention and experience. It’s how we make technology approachable and spaces meaningful. For us, design is never decoration—it’s problem solving, storytelling, and care for the user.
DI: What kinds of works do you like designing most?
VIAAQ : We love creating hybrid spaces—where public infrastructure meets comfort, sustainability, and interaction. Designing functional systems that feel warm and human is where we thrive.
DI: What is your most favorite design, could you please tell more about it?
VIAAQ : Definitely Electraline. It’s a modular EV charging station that combines solar energy, sustainable materials, and interactive features. It's not just functional—it’s welcoming, visible, and scalable.
DI: What was the first thing you designed for a company?
VIAAQ : Valeriia: I joined Electra at the very beginning, so technically… the first thing I designed was choosing the color of our chargers — which later became Electra’s signature color. A small detail, but one that helped define our entire visual identity. Antoine: The very first thing I designed in a company was a digital medical record for an online practice management software aimed at healthcare professionals (general practitioners, cardiologists, etc.). The main challenge was to strike the right balance between the amount, relevance, and readability of the information—while keeping the interface as intuitive as possible and minimizing any unnecessary time spent by the healthcare professional.
DI: What is your favorite material / platform / technology?
VIAAQ : Wood, aluminum, and LED integration. We love combining tactile materials with smart interfaces. Tools-wise: SketchUp, Photoshop, Figma, Notion, and lots of prototyping.
DI: When do you feel the most creative?
VIAAQ : When we're on-site, observing users interact with our work—or during brainstorming sessions where tech, design, and user needs collide.
DI: Which aspects of a design do you focus more during designing?
VIAAQ : Form, clarity, and usage. It should feel obvious how to use it, yet leave an emotional impression.
DI: What kind of emotions do you feel when you design?
VIAAQ : Excitement and curiosity. Sometimes frustration (constraints!), but always joy when an idea clicks and solves multiple problems at once.
DI: What kind of emotions do you feel when your designs are realized?
VIAAQ : Pride and humility. Seeing people use something you designed is incredibly rewarding. It becomes part of the real world.
DI: What makes a design successful?
VIAAQ : When it works seamlessly, looks great, and creates no friction for the user. When it feels like it’s always been there.
DI: When judging a design as good or bad, which aspects do you consider first?
VIAAQ : We start with user perspective: Is it clear? Is it enjoyable? Is it purposeful? If not—it’s not working.
DI: From your point of view, what are the responsibilities of a designer for society and environment?
VIAAQ : Huge. We design systems that people depend on. We must reduce environmental impact and make spaces more inclusive and human.
DI: How do you think the "design field" is evolving? What is the future of design?
VIAAQ : Design is becoming more multi-layered: digital + physical, circular + systemic. Tomorrow’s designer is a connector more than a stylist.
DI: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
VIAAQ : Last: We proudly showcased Electraline at the Paris Motor Show 2024. It was an amazing moment—visitors were excited to see a charging station that actually looked and felt like the future. The feedback on the materials, the curved lines, and the LED interface was overwhelmingly positive. Next: Technically... our next exhibition happens every day since the stations we design are being built all across Europe.
DI: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
VIAAQ : Inspiration is everywhere — sometimes in the texture of a wall, the way people move through a space, or a conversation overheard in a café. But truthfully, nothing fuels our creativity quite like traveling, getting lost in a city, or wandering through an exhibition. Those moments when you're outside your routine, when your senses are wide open, that's when the best ideas tend to show up. It’s rarely about sitting at a desk waiting for a concept — it’s about staying curious, observing constantly, and letting things click when you least expect it.
DI: How would you describe your design style? What made you explore more this style and what are the main characteristics of your style? What's your approach to design?
VIAAQ : Minimal, modular, inclusive. We start from function, then build emotion through materials, light, and flow.
DI: Where do you live? Do you feel the cultural heritage of your country affects your designs? What are the pros and cons during designing as a result of living in your country?
VIAAQ : Valeriia: I grew up in Russia, but I’ve been living in France for over 11 years now — so I feel like I carry both cultures with me every day. That mix definitely shapes my creativity. From Russia, I bring a deep sensitivity to space, symbolism, and storytelling. From France, a strong appreciation for elegance, detail, and how things fit within a bigger urban narrative. It’s like having two design languages in my head — and switching between them gives me more freedom to create. Antoine: As a born-and-raised French guy with a tech background, I bring a solid dose of structure and pragmatism to the mix. But working closely with Valeriia (and in a very international team) pushes me to think beyond the typical product frameworks. It’s that balance — between structure and emotion, between engineering and intuition — that makes our collaboration click.
DI: How do you work with companies?
VIAAQ : Given our roles, we work exclusively for Electra — but we collaborate constantly with external partners on a wide range of topics related to design, user experience, industrial production, and urban integration. Whether it’s working with manufacturers, architects, cities, or branding agencies, we ensure that every touchpoint — from materials to user flow — aligns with Electra’s vision and delivers the best possible experience.
DI: What are your suggestions to companies for working with a designer? How can companies select a good designer?
VIAAQ : Trust them. Don’t just look at portfolios—look at how they frame problems and iterate. And pair them with product people early on.
DI: Can you talk a little about your design process?
VIAAQ : User insight → Problem framing → Concept sketching → Rapid prototyping → Feedback loop → Production detail.
DI: What are 5 of your favorite design items at home?
VIAAQ : Valeriia: Complicated question, haha — I’m not sure I’d name five exactly, but here are a few I really love: My Tesla Model Y — probably my favorite "design object." It's so simple to drive, incredibly intuitive, and I love the minimalist design philosophy behind it. It’s a perfect blend of function and elegance. Then there’s my iPhone 15 Pro Max — same logic: super powerful, easy to use, beautifully minimal. Apple really nails emotional clarity in their products. And finally, one of my favorite pieces at home is a framed illustration of Strasbourg, the city where I studied architecture for five years. It’s a beautiful object, and it holds a lot of meaning for me — it’s both decoration and a part of my personal story. Antoine: I also tend to fall in love with objects that tell a story or bring a smile. At home, I have a Seletti Monkey Lamp — it’s playful, a little absurd, and always makes people react when they see it. It’s a great conversation piece that doesn’t take itself too seriously. Then there’s my Hermès Arceau watch. It’s elegant, timeless, and I love the balance between precision and poetry in its design. It’s the kind of object that reminds you that design can be both subtle and deeply expressive. My Devialet Phantom speaker is another favorite — it’s not just about the sound quality (which is mind-blowing), but the sculptural presence it brings to the room. And finally, the Samsung The Frame TV — I love how it blends into the space like an artwork. It proves that even the most functional tech can be part of the interior narrative.
DI: Can you describe a day in your life?
VIAAQ : Our days are pretty diverse — it really depends on where we are in the project timeline. Some days are super hands-on: sketching, prototyping, testing ideas, refining details. Others are more collaborative — aligning with engineers, discussing strategy, or presenting to stakeholders. When we’re in early concept phases, it’s a lot of exploration and bouncing ideas around. Later on, it shifts to execution, follow-up, and iteration. But there’s always a mix of focus time and teamwork. And whenever we can, we like to step outside — walk the city, observe, recharge. Some of the best ideas show up away from the screen.
DI: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
VIAAQ : Stay curious. Ask why. A lot. Iterate more than you present. And build trust with your teammates.
DI: From your perspective, what would you say are some positives and negatives of being a designer?
VIAAQ : + You shape the world. – Your work is always being judged—by users, stakeholders, and even weather.
DI: What is your "golden rule" in design?
VIAAQ : If it’s not easy to understand, it’s not done.
DI: What skills are most important for a designer?
VIAAQ : Empathy, storytelling, systems thinking, and being OK with ambiguity.
DI: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
VIAAQ : AutoCAD, SketchUp, Twinmotion, Artlantis, Photoshop, Illustrator, and InDesign, along with physical mood boards and design books for inspiration.
DI: Designing can sometimes be a really time consuming task, how do you manage your time?
VIAAQ : Sprints and rituals. We plan ahead, leave space for exploration, and protect deep work blocks.
DI: How long does it take to design an object from beginning to end?
VIAAQ : Weeks to months. Electraline took 9 months from brief to real-world prototype.
DI: What is the most frequently asked question to you, as a designer?
VIAAQ : Probably: “How did you come up with that idea?” It’s the classic one — and honestly, there’s never a simple answer. Sometimes the idea comes from a very rational process, other times it appears out of nowhere after weeks of thinking about something else entirely. Inspiration is messy like that — it builds up quietly, then shows up suddenly.
DI: What was your most important job experience?
VIAAQ : We’re both still early in our careers — but ElectraLine is without a doubt one of the most important projects we’ve worked on so far. It’s been a real milestone for us, both as individuals and as a team.
DI: Who are some of your clients?
VIAAQ : Primarily internal: Electra’s operations, marketing, city partnerships—but the end client is always the EV driver.
DI: What type of design work do you enjoy the most and why?
VIAAQ : Turning overlooked infrastructures into experiential public design. Giving emotional value to utility.
DI: What are your future plans? What is next for you?
VIAAQ : For now, the focus is on the deployment of ElectraLine across all Electra stations — making sure it scales well, adapts to different contexts, and delivers a consistent, high-quality experience. We’re also working on continuous improvements based on real-world feedback, and yes… we’re already exploring new products for the next chapters. Stay tuned — the story’s just getting started.
DI: Do you work as a team, or do you develop your designs yourself?
VIAAQ : Always teamwork. We are a tight design + product duo, and we collaborate with engineers, developers, users etc.
DI: Do you have any works-in-progress being designed that you would like to talk about?
VIAAQ : We do — but for now, they’re still confidential. Let’s just say we’re not short on ideas… and there’s more to come.
DI: How can people contact you?
VIAAQ : Valeriia Ilicheva +33 6 20 61 21 88 Personal: valeriia.ilicheva@gmail.com Pro: valeriia@go-electra.com Antoine Questel +33 6 35 19 71 96 Personal: antoine.questel1@gmail.com Pro: antoine.q@go-electra.com
DI: Any other things you would like to cover that have not been covered in these questions?
VIAAQ : Only this: Good design feels invisible—but its absence is always obvious. We try to create designs that feel like they’ve always belonged. Thank you!