We, as the Designer Interviews ("DI") had the distinct pleasure and opportunity to interview award-winning, most creative and innovative Nataliya Sambir ("NS").
I'm Nataliya Sambir, CDO & Co-founder at Linkup Studio. With over 11 years in the design industry, I've devoted my career to understanding how top-notch products and services can transform user behaviors and bring benefits to businesses. At Linkup Studio, we rely on extensive data and user psychology to craft innovative solutions that not only meet user needs but also achieve business goals. Our goal is to deeply understand both the business side and our users, creating experiences so engaging and enjoyable that they naturally promote themselves. Throughout my career, I’ve led the design strategy for diverse projects across various sectors, earning multiple awards for excellence. My belief is that the core of a successful business lies in three main aspects: People (employees and customers) The Experience offered to them Achieving business goals This perspective fuels my passion for exploring and sharing knowledge about Customer Experience, Growth, Design, and Psychology. These areas are fundamental to creating impactful experiences at scale.
Nataliya Sambir Designs
We are pleased to share with you original and innovative design work by Nataliya Sambir.
Nataliya Sambir Design - Сode UA Website Design
Nataliya Sambir Design - Skinspotter Interface Design
Nataliya Sambir Design - Skinspotter Mobile App
Nataliya Sambir Design - Safetravy Social Design
Designer Interview of Nataliya Sambir:
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?
NS : I’ve been engaged in creativity my whole life, but I also have a strong technical background. I studied applied mathematics and started my career as a developer. However, I was always drawn to the creative side, which naturally led me to design. This combination of technical expertise and creativity gave me a strong boost in interface design, where I can merge structured, data-driven approaches with artistic vision.
DI: Can you tell us more about your company / design studio?
NS : At Linkup Studio, we’re a full-service digital agency built for businesses that want to scale smart. We work across three main tracks — Design, Software, and Marketing. What sets us apart is our design-driven approach, which is rare for software companies. Our award-winning design team not only crafts beautiful interfaces but also aligns design with business objectives. This combination allows us to build smarter, high-performing digital products.
DI: What is "design" for you?
NS : Design is about creating a holistic experience that merges aesthetics and function, forming an emotional connection between the brand and the user.
DI: What kinds of works do you like designing most?
NS : I love working on strategic design — exploring user behavior, forming hypotheses, and then validating them through thoughtful, impactful solutions.
DI: What is your most favorite design, could you please tell more about it?
NS : Over 12 years in design, I’ve worked on 150+ projects, each with its own uniqueness. For example, Reverso, one of the world’s most popular translation tools, holds a special place for me. Over the past three years, we’ve transformed its user experience, which has been incredibly rewarding.
DI: What was the first thing you designed for a company?
NS : It was a digital catalog for an Italian fashion brand. This was my first real design project and marked my transition from development into design.
DI: What is your favorite material / platform / technology?
NS : I draw inspiration from the research of Don Norman and Nielsen Norman Group, whose work continuously pushes forward design best practices and user psychology.
DI: When do you feel the most creative?
NS : When faced with challenges like entering a new market or achieving seemingly impossible metrics — moments when design can truly influence something meaningful.
DI: Which aspects of a design do you focus more during designing?
NS : First, usability. Then, the visual layer that creates an emotional connection with the brand.
DI: What kind of emotions do you feel when you design?
NS : I feel joy, passion, and excitement.
DI: What kind of emotions do you feel when your designs are realized?
NS : A mix of pride, happiness, and satisfaction.
DI: What makes a design successful?
NS : Its usefulness for both the user and the business.
DI: When judging a design as good or bad, which aspects do you consider first?
NS : Designers must create solutions that are inclusive, ethical, and sustainable — improving lives, supporting accessibility, and reducing digital waste.
DI: From your point of view, what are the responsibilities of a designer for society and environment?
NS : Designers have a responsibility to create solutions that are inclusive, ethical, and sustainable. We must consider accessibility, minimize digital waste, and design experiences that improve lives rather than distract or exploit.
DI: How do you think the "design field" is evolving? What is the future of design?
NS : As AI takes over more practical tasks, the future of design lies in emotion — balancing function and emotional resonance. That’s what will set human-created design apart.
DI: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
NS : I work in interface design, so our projects often appear in curated design showcases online. Recently, our works were featured in an exhibition organized by Red Dot Awards in October.
DI: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
NS : From observation and visual exploration. Inspiration can come from unexpected places — even outside the digital world.
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?
NS : My design style is minimalistic, functional, and emotionally engaging. It focuses on clarity, storytelling, and precision — blending simplicity with emotional impact.
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?
NS : I live in Ukraine, which has a highly developed digital design industry. The creative environment here pushes me to constantly grow and innovate.
DI: How do you work with companies?
NS : I’m the Co-founder and Chief Design Officer at Linkup Studio. We partner closely with clients, immersing ourselves in their context to ensure our design aligns with their growth goals.
DI: What are your suggestions to companies for working with a designer? How can companies select a good designer?
NS : Seek designers who are curious, adaptable, and collaborative. Skills matter, but mindset and growth potential often make the biggest difference.
DI: Can you talk a little about your design process?
NS : We have tailored frameworks for different services. For every product, we choose the most suitable approach to maximize impact — combining research, analytics, prototyping, and iteration.
DI: What are 5 of your favorite design items at home?
NS : A ceramic stingray-shaped lamp Unique dishware and vases A waterfall-style bathroom faucet A bee-shaped incense holder from Bali A balcony wall mural in dot-work style
DI: Can you describe a day in your life?
NS : Morning journaling, yoga/stretching, breakfast, and taking my daughter to kindergarten. My workday lasts until evening, after which I enjoy time with my daughter, visiting galleries, working out, or meeting friends for coffee or hookah. I always close the day with music on vinyl and journaling.
DI: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
NS : Don’t let fear block your creativity. And don’t fall in love with your designs — stay open to improvement.
DI: From your perspective, what would you say are some positives and negatives of being a designer?
NS : I love the excitement of creating something new. A minor downside is the pre-presentation nervousness that never fully goes away.
DI: What is your "golden rule" in design?
NS : Design with purpose. Every element should either be functional, tell a story, or evoke emotion.
DI: What skills are most important for a designer?
NS : Critical thinking, empathy, storytelling, research, visual aesthetics, and understanding data and psychology in design.
DI: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
NS : Figma, Miro, ProtoPie, Google Analytics, Hotjar.
DI: Designing can sometimes be a really time consuming task, how do you manage your time?
NS : We use clear planning, syncs, and resource tracking within our team to maintain balance and efficiency without burnout.
DI: How long does it take to design an object from beginning to end?
NS : For digital products, improvements and metric monitoring can last continuously for years.
DI: What is the most frequently asked question to you, as a designer?
NS : "Did you study design?"
DI: What was your most important job experience?
NS : Leading the design strategy for products with millions of users, learning how design drives both engagement and business growth.
DI: Who are some of your clients?
NS : Our clients include TATA, Reverso, Bosch, Impact, Boba, Freestone, and many others.
DI: What type of design work do you enjoy the most and why?
NS : I enjoy projects with complex ecosystems, where design influences both user experience and measurable business performance.
DI: What are your future plans? What is next for you?
NS : Creating innovations in design and conducting research on the intersection of design, AI, and emotional engagement.
DI: Do you work as a team, or do you develop your designs yourself?
NS : We work as a team of highly talented designers, combining expertise to deliver stronger outcomes.
DI: Do you have any works-in-progress being designed that you would like to talk about?
NS : I’m collaborating with IT Cluster Ukraine to develop and implement a bachelor’s program in digital design across universities.
DI: How can people contact you?
NS : Via our website, LinkedIn, or Behance.
DI: Any other things you would like to cover that have not been covered in these questions?
NS : Thank you — everything was comprehensive and fulfilling!