Interview with Alice K

Alice K ("AK") interviewed on Friday, 20 December.

Could you please tell us about your experience as a designer, artist, architect or creator?

AK : I have been working in the field of UX/UI design for over 15 years, though my journey began with graphic design, inspired by my father, who is a graphic designer himself. Over time, my passion for creating meaningful and functional designs led me to transition into UX/UI, where I found my true calling. Currently, I manage a thriving design studio with a team of 39 incredibly talented professionals. We are dedicated to pushing the boundaries of creativity and delivering exceptional results for our clients. Additionally, I lead a design school where students are trained to create websites and mobile applications, equipping them with the skills needed to succeed in this fast-evolving industry. Throughout my career, I've had the privilege of completing over 200 projects, collaborating with a range of notable brands. For example: - Lexus: I designed a promotional website for the launch of a new vehicle, along with elements for branded marketing materials. - Marriott: I created many of localized landing pages for their loyalty program, ensuring a tailored experience for users in different countries. - Borjomi: I created a design for personalized internal platform with user dashboards, streamlining communication and engagement for their employees. These projects are just a few highlights, but they exemplify the diverse industries and challenges I've worked with. My expertise spans everything from sleek, minimalistic designs to dynamic, animated interfaces, covering both websites and complex mobile applications. I also have extensive experience as a product designer, having worked in both startups and large companies. This has allowed me to conduct user behavior research and apply insights at every stage of a projects lifecycle. What I love most about my work is the ability to blend creativity with functionality, creating designs that not only look beautiful but also solve real-world problems. This combination of artistry and strategy is what drives me every day, and it’s what has allowed me to thrive in this field for so many years.

How did you become a designer?

AK : Becoming a designer felt natural, as I grew up in a creative family — my mother, an architect, and my father, a graphic designer, inspired my early interest in art and design. I loved drawing as a child and was fascinated by how creativity could solve problems. I started with graphic design, studying composition and aesthetics, and eventually transitioned to UX/UI design to focus on creating beautiful, functional experiences. My journey began with freelance projects and grew into opportunities with brands like Lexus, AX1, Marriott, and Borjomi. What drives me is the belief that good design can improve lives, simplify processes, and bring joy. While my parents influenced my path, it’s my passion for creativity and problem-solving that keeps me inspired every day.

What are your priorities, technique and style when designing?

AK : When designing, my top three priorities are: 1) User Experience: I always focus on making the design intuitive, easy to navigate, and accessible. Whether it's a website, mobile app, or any digital product, ensuring the user feels comfortable and engaged is key. 2) Aesthetic and Emotional Impact: I aim to create designs that don’t just look good, but also evoke emotions. I prioritize crafting visuals that resonate with the user, using color, typography, and space to communicate the mood and story of the product. 3) Innovation and Functionality: I believe design should always push boundaries, so I focus on integrating the latest technological trends and creating dynamic, interactive elements that enhance the user experience. In my process, I primarily rely on design tools and cutting-edge technology (like Figma, Adobe XD) to prototype, iterate, and bring ideas to life. While I don't typically create physical models, I often sketch and prototype concepts before diving into the digital world. When approaching a new project, I start by understanding the purpose, audience, and goals. Then, I build out wireframes, test ideas, and focus on iterative refinement to ensure the final design is both functional and visually engaging.

Which emotions do you feel when designing?

AK : When designing, I feel a mix of excitement, curiosity, and satisfaction. The initial phase is especially thrilling — the moment when the concept starts to take shape, and I can feel the potential of the project coming alive. There's a real sense of discovery and creative flow that drives me, as I explore new ideas and solutions. However, the journey of design is what excites me most. The iterative process, where each new version improves upon the last, feels like solving a puzzle. It’s about finding that perfect balance between aesthetics, functionality, and emotion. What truly fulfills me is seeing the final product and knowing it not only looks great but serves its purpose. The pleasure comes from bringing an idea to life and knowing it can positively impact people — whether it's through making a user’s experience smoother, sparking inspiration, or simply creating something that resonates emotionally.

What particular aspects of your background shaped you as a designer?

AK : I believe my journey as a designer was deeply shaped by my upbringing and the environment I grew up in. My mother is an architect, and my father is a graphic designer, so I was surrounded by creative conversations and artistic problem-solving from a young age. This naturally instilled in me a love for design and an appreciation for aesthetics. As a left-handed person, I've always felt a little different, and that sense of individuality has been an asset in thinking outside the box. Beyond design, several non-design skills have played a crucial role in my success: Empathy: Understanding client needs and user behavior is the cornerstone of UX/UI design. My ability to connect with people and truly listen has helped me create designs that resonate. Communication: Whether it's presenting ideas to a client, mentoring younger designers, or engaging with my audience on social media, the ability to convey complex ideas in simple terms has been invaluable. Adaptability: With over 200 completed projects for clients around the globe, I've had to navigate diverse industries, cultures, and expectations. This flexibility has allowed me to thrive in dynamic environments. Strategic Thinking: My role as a studio founder requires balancing creative innovation with business acumen. This has helped me make design decisions that align with both aesthetic goals and practical outcomes. As for influences, my parents were my earliest and most profound inspiration. They taught me to appreciate form and function, and that every detail matters. Over time, I’ve drawn inspiration from everyday life — from nature’s patterns to the structure of urban architecture. My design journey has been a mix of relentless learning and exploration. Starting with a love for drawing, I transitioned into digital design, gradually building my skills and portfolio. Winning over 80 professional awards and joining the jury of a prestigious design competition A'DESIGN AWARD were milestones that validated my passion. Today, with a thriving studio and a global audience of over 100,000 followers, I feel grateful for the journey that continues to challenge and inspire me every day.

What is your growth path? What are your future plans? What is your dream design project?

AK : My growth path focuses on three key areas: personal development, expanding my design studio, and contributing to the design community. I aim to continue evolving as a designer by exploring new technologies and trends, from AI-driven interfaces to immersive experiences like AR and VR. For my studio, the vision is to grow it into a global leader in UX/UI design, known for solving complex problems and setting new standards in the industry. A big part of my journey is also my design school, where I find immense inspiration. Seeing students with no prior design experience secure jobs even before completing the course, or experienced designers elevate their skills and transform their portfolios, is incredibly fulfilling. Helping others unlock their potential and build meaningful careers in design motivates me every day. My dream project would be creating a revolutionary platform that transforms how people interact with the digital world — something that blends innovation, inclusivity, and sustainability. Ultimately, I want to be remembered as a designer who made a meaningful impact, not only through the projects I created but also by inspiring and empowering others to push the boundaries of design.

What are your advices to designers who are at the beginning of their career?

AK : To new designers, my advice is: take your time to learn and grow. Don't rush to find your style — focus on building strong skills and understanding the core principles of design. Always be open to feedback and prioritize usability over trends. The best advice I've received is to stay curious and never stop experimenting. I also encourage my students to keep learning and pushing their limits. Success comes from continuous growth and being willing to step out of your comfort zone. Lastly, networking and connecting with other designers is essential. Collaboration and building relationships can take your career to new levels.

You are truly successful as a designer, what do you suggest to fellow designers, artists and architects?

AK : To fellow designers, artists, and architects, I would say: keep evolving and never stop learning. Success doesn't happen overnight — it's a combination of passion, dedication, and a willingness to adapt. Focus on user-centered design and always seek to solve real problems. Don't be afraid to experiment, take risks, and think outside the box. Surround yourself with people who challenge and inspire you, and never underestimate the power of networking and collaboration. Also, be patient with yourself. Sometimes the best ideas come after iterations and feedback. Keep honing your skills, stay curious, and always stay authentic in your approach to design. Finally, remember that design is a journey — enjoy the process as much as the outcome.

What is your day to day look like?

AK : My day typically starts with a cup of coffee and a quick glance at the latest news and trends. I like to stay informed about what's happening in the design world, and I also go through my social media to check in with my followers. I often get inspiration from their feedback or questions, which helps shape my daily tasks. After that, I dive into work — usually tackling design revisions, brainstorming new ideas for current projects, or working on client meetings. I spend a lot of time in Figma, refining interfaces and adding details, and I'm constantly balancing between design and strategy. Midday, I like to take a break, usually with a tennis match or a walk with my dog. This helps clear my head and keep my energy levels up. I find that moving around helps me think more clearly, especially when I need to solve a tough design problem. In the afternoon, I usually focus on finalizing tasks, making sure everything is on track for deadlines. I also spend time reviewing my students work, ensuring they're delivering perfect designs — it's important to me that they understand the quality and standards I expect. I reserve some time for creativity, sketching new concepts or exploring things outside of work that inspire me. To unwind, I often finish the day watching my favorite TV shows — it's a great way to disconnect and relax. I love sharing snippets of my day, whether it's about design, tennis, my dog Ursa and cat Pixel, or my favorite series, on my blog. These little moments of balance between work and personal life are what keep me motivated and excited throughout the day.

How do you keep up with latest design trends? To what extent do design trends matter?

AK : I do follow design trends, but I also make sure to blend them with my own personal style and vision. As a designer with a large social media following, I feel it's important to stay updated with the latest trends, because my audience expects innovation and fresh ideas. If I didn't stay on top of trends, I risk losing connection with them, and that would limit both my personal growth and the growth of my community. That said, I don't just blindly follow trends; I focus on creating designs that are timeless, while still incorporating contemporary elements. For example, I love to experiment with new technologies, bold color schemes, and interactive features, but always in a way that aligns with my core aesthetic. I get my inspiration from a combination of industry leaders, conferences, social media, and simply by exploring different cultures and art forms. These influences help me stay creative and make sure my designs feel relevant while staying true to my personal approach.

How do you know if a product or project is well designed? How do you define good design?

AK : Good design, for me, is about a balance of functionality, aesthetics, and user experience. It should solve a problem, be intuitive, and enhance how people interact with the product. The first thing I check is if the design meets the users needs — is it easy to use and does it make sense? User-centered design is essential, and I often emphasize to my students the importance of user testing. This step helps you understand if the design truly works and where improvements are needed. I also look for a clear purpose behind the design, a logical flow, and visual appeal. Simplicity is key — there should be no unnecessary elements, and the design should feel cohesive. A common mistake is creating something that looks good but isn't functional. Overcomplicating the design can make it confusing or hard to use. For me, good design is: 1) Simple and easy to navigate. 2) User-friendly — it solves real problems. 3) Consistent in its visual and interaction design. 4) Innovative — it brings something new while addressing user needs. In short, a great design empowers the user, creates a positive emotional connection, and is backed up by real user feedback.

How do you decide if your design is ready?

AK : I decide a design is ready when it meets all the core goals — user needs, aesthetic appeal, and functional performance — and when I feel it's as refined as it can be within the given constraints. I usually reach this point when I've gone through enough iterations to feel confident that the design is not just «good» but aligns with the project's vision and solves the intended problems effectively. However, I don't believe design is ever fully complete — there’s always room for improvement, especially as technology, user needs, and trends evolve. While I move on to new projects, I always keep a bit of mental space open to revisit older designs if needed. A design becomes a success when it resonates with users, delivers results, and meets or exceeds the expectations of both the client and the audience. That’s when I know I've created something that works — not just visually, but in its impact.

What is your biggest design work?

AK : One of the design works I am most proud of is Boatico.com, an online yacht rental service that I designed and developed to cater to users worldwide. This project was incredibly ambitious, aiming to combine functionality, user experience, and visual appeal in an industry that was lacking modern, user-centric platforms. My initial aspiration for Boatico was to create a seamless experience where users could easily browse and book yachts while skilled captains would help organize the perfect travel routes. The goal was not just to make booking yachts easy but to offer a glimpse into the adventure awaiting users on their travels. Key aspects of the design included: - Intuitive navigation for users to explore the best yacht options. - Advanced filtering systems to match users preferences and needs. - Immersive visuals to inspire users and transport them into the experience before they even set sail. The challenges were significant: understanding a niche market, creating a platform that accommodated various user personas (from novice travelers to experienced sailors), and ensuring scalability as the service grew. Winning a prestigious web design competition with this project validated all the hard work and cemented it as one of my proudest achievements. Currently, I'm working on a project that is particularly close to my heart — an educational platform for aspiring UX/UI web designers. This platform is designed to empower designers with practical knowledge and creative confidence. It's a culmination of my years of experience, combining industry insights, hands-on exercises, and mentorship opportunities. Developing this platform has been a labor of love, involving countless hours from my team and me. What makes both of these projects special is the impact they have on people. Boatico allows users to embark on unforgettable journeys, while the educational platform aims to shape the next generation of designers.

Who is your favourite designer?

AK : I have a lot of respect for designers who have both an incredible sense of aesthetic and a deep understanding of user-centered design. Some of my favorites include: Jony Ive — His work with Apple has truly revolutionized how we think about product design. His ability to merge simplicity with functionality is unmatched, and his designs have had a huge impact on how we interact with technology. Dieter Rams — Known for his minimalist approach, Rams has been a huge influence on my work, especially his philosophy of «less, but better.» His designs are timeless and showcase how simplicity can create elegance without compromising on functionality. Paula Scher — I admire her bold and expressive approach to graphic design, especially in branding. She is fearless in pushing boundaries and has influenced many of my own design strategies. As for the most iconic designer of all time, I would say Steve Jobs, not only for his visionary leadership at Apple but for how he understood design as a way to change the world. His focus on user experience, simplicity, and emotional connection made him an icon. Finally, when it comes to architects (because my mother is an architect), I greatly admire Zaha Hadid for her innovative and futuristic approach to architecture. Her work, with its organic forms and dynamic structures, pushes the boundaries of what architecture can be and has inspired countless designers and architects around the world.

Would you tell us a bit about your lifestyle and culture?

AK : Despite the current global situation, I try to travel as much as possible — usually about 2-3 times a year. Traveling is essential for me, as it broadens my perspective and exposes me to new cultures and ideas. When I'm working, I'm always in my headphones, listening to music. It helps me stay focused and enhances my creativity. Music has a special place in my process; it fuels my energy and helps me think outside the box. As for cities, I'm really drawn to big cities like New York. The energy, constant movement, and diversity of ideas in places like that inspire me. They remind me that design is always evolving and that there’s always something new to discover. Currently, I'm working on a personal project for designers, which I'm very excited about. It's all about improving the UX/UI process. Good design plays a huge role in the advancement of society because it simplifies communication, solves problems, and makes lives better. It's about creating environments where people can thrive and experience things more intuitively. Personally, design has introduced small but positively incremental changes to my life — whether it's a more organized workspace, better time management tools, or simply using good design to make everyday tasks more enjoyable and efficient. It keeps me focused on growth and improvement, both professionally and personally.

Would you tell us more about your work culture and business philosophy?

AK : I manage a design studio focused on websites and mobile applications, and I work closely with my team to deliver the best results. I'm known for being demanding — I pay attention to every detail, even the smallest ones. This ensures that every project we work on is of the highest quality, and I approach each one as if it were my own. I believe it's important to work with partners and team members who are not only skilled but also share the same passion for design. I look for people who are proactive, collaborative, and committed to continuous learning. In my studio, everyone has to be a problem solver and think critically about user experience. The core challenges of our profession are balancing creativity with functionality and meeting deadlines while keeping the design process innovative. My responsibilities include overseeing the design process from start to finish, managing client relationships, and guiding my team to ensure every project is delivered with excellence. A good designer, artist, or architect must be detail-oriented, adaptable, and passionate about creating meaningful, functional designs. They should also have great communication skills and be open to feedback.

What are your philanthropic contributions to society as a designer, artist and architect?

AK : As a designer, I give back to the community by mentoring and sharing my knowledge with other designers. I provide feedback, guidance, and help them improve their portfolios. I do consider pro bono work for causes I believe in, as I think design can drive positive social change. Designers have a responsibility to use their skills for meaningful projects, whether it's improving accessibility or addressing societal issues. I'm also involved in design events and conferences, where I connect with other professionals and support emerging talent. I organize workshops for my student and followers and provide opportunities for new designers to grow and showcase their work. Ultimately, I believe in creating a cycle of learning and collaboration, and I'm always looking for ways to support and inspire others in the design community.

What positive experiences you had when you attend the A’ Design Award?

AK : Attending the A'Design Award has been an incredible experience for me. Each time, I look forward to the ceremony in Italy with great anticipation, and I prepare for it with excitement. It's always a mix of nervousness and pride, as it's such an honor to be recognized alongside some of the best in the industry. For me three main benefits of participating in design awards and competitions are: Exposure: Being part of a prestigious competition brings visibility, which helps expand your audience and build credibility within the design community. This is especially valuable when you have a large following like I do. Networking: Each ceremony is a fantastic opportunity to meet and connect with other renowned designers from around the world. These connections have often led to new collaborations and professional growth. Validation and Motivation: Winning or being recognized in these competitions is a boost for my career. It not only validates my hard work but also motivates me to push boundaries and continue developing my skills. Being Designer of the Day was a true honor. When it was announced, I felt a deep sense of gratitude and excitement, and sharing that moment on my social media with my followers felt incredibly rewarding. Design competitions are important because they celebrate creativity, give designers a platform to showcase their work, and push the entire industry forward by setting higher standards for innovation and quality.

Alice K Profile