We, as the Designer Interviews ("DI") had the distinct pleasure and opportunity to interview award-winning, most creative and innovative Alice K ("AK").
Alice K is a UX/UI designer with a huge background of experience. Her vision is extraordinary, you can see it in her work: own style is felt in all projects, but despite this, each project is unique, with own character and emotions. Her competence is proven by many awards and recognitions, she is also a member of the jury of many design competitions and public person, has own UX/UI design course and is a web design mentor. Leads useful educational blogs about UX/UI design on popular social networks, because she wants to convey to the public the full value of modern design.
Alice K Designs
We are pleased to share with you original and innovative design work by Alice K.
Alice K Design - AX1 Website
Alice K Design - Ukrainian Kashambas Website
Alice K Design - ITmaestro design & Alice K Website
Alice K Design - Alfa Website
Alice K Design - Boatico Yachtcharter Website
Designer Interview of Alice K:
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?
AK : My journey into design began early, influenced by my parents. My mother is an architect, and my father is a graphic designer, so I was surrounded by creativity from childhood. This environment sparked my passion for design and visual storytelling. I started my career in graphic design, creating logos and banners, which eventually led me to UX/UI design. My first significant project was for a company in aerial geodesy, which was complex but fascinating. It taught me how to dive into a subject, understand user needs, and provide intuitive solutions. With over 15 years in the design industry, I now manage a studio with 39 talented professionals. I've worked with brands like Lexus, Marriott, and Boatico, creating websites and mobile apps for both startups and large businesses. For me, design is not just about aesthetics; it’s about understanding users and solving real-world problems, which has become a core principle in my work. Through my design school, I teach students how to approach design strategically, emphasizing user-centered design and the iterative process of improving designs based on research and feedback. In short, my design journey has been shaped by my family's influence, my love for creativity, and my commitment to solving problems through design.
DI: Can you tell us more about your company / design studio?
AK : Our design studio has been specializing in creating interface designs for websites and mobile applications for over 10 years. We are about to undergo a rebranding, merging our studio’s focus with a new platform for designers. This is an exciting phase for us, as we aim to bring together our expertise in UX/UI design with a broader mission to support the design community. Our team consists of 39 talented specialists, and we are constantly growing. We mostly work with long-term clients, although we occasionally take on new projects. Throughout the years, we have had the privilege of collaborating with well-known brands and participating in prestigious design competitions. Over the past year, we have been focusing more on mobile applications, conducting in-depth research to ensure we address user pain points.
DI: What is "design" for you?
AK : For me, design is the process of solving problems visually and functionally. It’s about creating experiences that are not only aesthetically appealing, but also user-friendly and meaningful. Design should connect with people on an emotional level, guiding them seamlessly through an interaction, while also pushing boundaries and challenging conventional thinking. Ultimately, it’s about innovation, communication, and impact.
DI: What kinds of works do you like designing most?
AK : What I enjoy most in design is analyzing a particular field, diving into it, and understanding the needs of the users — especially the potential pain points they might face. It’s crucial for me to not only identify these challenges but also examine the standards within the industry. From there, I like to break away from the norm and create something that may not visually align with what users are used to, but still feels intuitive and user-friendly. I believe such products always stand out in the market, as they provide a fresh perspective while still being easy to use.
DI: What is your most favorite design, could you please tell more about it?
AK : One of my most favorite designs is the collaboration between the Japanese artist Yayoi Kusama, who is 95 years old, and Louis Vuitton. The collection, featuring Kusama signature polka dots and bold, vibrant colors, was a game-changer in the design world. It seamlessly combined art and fashion, creating something that was not only visually stunning but also deeply meaningful. The collection truly inspired the world, and I find it fascinating how Kusama unique artistic vision transcended into the world of luxury fashion. This collaboration represents the beauty of blending different creative fields, which is something I always strive for in my own work — pushing boundaries and experimenting with new ideas.
DI: What was the first thing you designed for a company?
AK : My journey as a designer started in graphic design, so the first things I created for companies were banners and logos. Over time, I transitioned into UX/UI design. My first interface design project was for a company related to aerial geodesy. It was a challenging yet very interesting project. I fully immersed myself in the subject matter, which helped me better understand the needs of the users and create a solution that was both functional and aligned with the industry’s specifics.
DI: What is your favorite material / platform / technology?
AK : My favorite platform is Figma & Figjam, as it allows for seamless collaboration and real-time feedback. It's incredibly versatile for designing both websites and mobile apps. As for technology, I’m really excited about the potential of AI tools like Luma, Freepik, and MidJourney, which enhance my creativity and help streamline my design process.
DI: When do you feel the most creative?
AK : I feel the most creative when I'm in a flow state, usually during quiet moments with no distractions — early mornings or late nights work best for me. I also find that I'm most inspired when I’m exploring new technologies or seeing unique solutions in other industries. This sparks my own ideas and pushes me to think differently about design. Being in environments where I feel relaxed and open to new ideas really helps me tap into my creativity.
DI: Which aspects of a design do you focus more during designing?
AK : When designing, I focus primarily on user experience and functionality. It’s crucial that the design not only looks great but also serves the user’s needs. I also pay close attention to visual hierarchy, ensuring that important elements stand out and guide users through the interface. Consistency is key, as it creates a cohesive experience across all platforms. Lastly, I always consider accessibility, making sure that the design is inclusive and usable by everyone.
DI: What kind of emotions do you feel when you design?
AK : When I design, I experience a mix of excitement, curiosity, and sometimes even frustration. The excitement comes from solving problems and bringing new ideas to life. I enjoy the creative process and the challenge of making something functional and beautiful. Curiosity drives me to explore different solutions and continually refine my designs. There are moments of frustration when things don’t come together right away, but these are often followed by a sense of accomplishment once I find the right solution. Ultimately, the feeling of fulfillment when the design is complete and it works well for the users is what makes the entire process rewarding.
DI: What kind of emotions do you feel when your designs are realized?
AK : When my designs are realized, I feel a mix of excitement, pride, and fulfillment. There's a sense of joy in seeing an idea come to life, especially when it resonates with users and meets their needs. The challenge of transforming a concept into something functional and beautiful is always rewarding. I also feel a deep sense of connection to the project and the people it serves, knowing that my work can make a real impact in their lives.
DI: What makes a design successful?
AK : A design is successful when it effectively solves the problem it was created for. It should be user-centered, intuitive, and easy to navigate. A good design also aligns with the business goals and enhances the overall user experience. Additionally, a successful design is visually appealing, but its true success comes from how well it meets the needs of the users and delivers a enjoyable experience.
DI: When judging a design as good or bad, which aspects do you consider first?
AK : When judging a design as good or bad, I first consider the user experience. Is it intuitive and easy to navigate? Does it solve the problem it was designed for? I also look at how well the design aligns with the business goals. From a visual perspective, I evaluate the aesthetics—is it visually appealing without overwhelming the user? As a member of the jury for a leading design competition A'DESIGN AWARD, I’ve had the opportunity to evaluate thousands of designs throughout the year, so I’ve developed a keen sense of what makes a design truly successful.
DI: From your point of view, what are the responsibilities of a designer for society and environment?
AK : As UX/UI designers, we have a responsibility to create digital experiences that are functional, accessible, and user-friendly. It’s essential to design with inclusivity in mind, ensuring that our products are accessible to all users and provide positive, meaningful experiences. We also need to be aware of the social impact of our work, using design to promote inclusivity and address important causes. Ultimately, our role is to create designs that improve user lives and contribute to a better, more responsible digital environment.
DI: How do you think the "design field" is evolving? What is the future of design?
AK : The design field is evolving rapidly, especially with the growth of technology and user-centered design. With advancements in AI, machine learning, and augmented reality, the way we approach design is becoming more data-driven and interactive. The future of design will be more immersive, with a greater focus on creating experiences that blend the digital and physical worlds seamlessly. Additionally, I believe that design for inclusivity and accessibility will continue to be at the forefront, as companies and designers recognize the importance of creating solutions for all users, regardless of their abilities. As a result, user experience will remain the core of design, and those who can balance creativity with functionality will shape the future of the field.
DI: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
AK : My last exhibition was a virtual showcase of my design work, which I shared with my followers on Instagram and through my social media platforms. It was an exciting way to engage with my community and showcase my latest projects. As for my next exhibition, I'd love to hold a physical exhibition in the near future, perhaps showcasing not just my work but also the work of my students. This would be a great opportunity to bring together design enthusiasts, share knowledge, and inspire others.
DI: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
AK : My design inspiration comes from a variety of sources. I spend time on platforms like Instagram, Pinterest, Dribbble, and Behance, where I explore the latest trends and see what other designers are creating. I also find inspiration in design competitions and offline conferences, where I can connect with fellow professionals and exchange ideas. Interestingly, I also draw a lot of inspiration from the work of my students. Watching them grow and develop their skills often sparks new creative ideas for me.
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?
AK : My design style can be described as sophisticated, mysterious, and often dark-themed. I've always been drawn to creating interfaces with a bit of intrigue and depth, which engage users in a more immersive way. What excites me about this style is its ability to evoke strong emotions and make a lasting impression. The contrast between dark elements and bold typography or vibrant accents is something I’ve come to appreciate more over time, as it really enhances the visual impact. My approach to design is user-centered, always focusing on creating intuitive and seamless experiences while keeping the aesthetic engaging. I tend to explore the boundaries of what users expect, often playing with unexpected design elements to create a unique atmosphere that draws people in.
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?
AK : Due to the global situation, I travel a lot and frequently change my place of residence. This allows me to experience different cultures and adopt the best practices from top specialists in Europe and Western countries. Living in various places has broadened my perspective, enabling me to integrate diverse influences into my work.
DI: How do you work with companies?
AK : When working with companies, I focus on understanding their business goals and user needs. I begin by conducting thorough research and stakeholder interviews to gather all necessary insights. Then, I collaborate closely with the team to create design solutions that align with their objectives. Throughout the process, I ensure there is ongoing communication to keep everyone aligned and make adjustments as needed. I'm flexible in adapting to their workflow, whether it's working with startups or large companies, and always strive to deliver user-centered designs that drive success.
DI: What are your suggestions to companies for working with a designer? How can companies select a good designer?
AK : When working with a designer, companies should focus on collaboration and clear communication. A good designer should be seen as a partner who brings a fresh perspective, not just someone to execute tasks. It’s important for companies to define their goals and expectations early on, while also being open to the designers creative ideas and suggestions. To select a good designer, companies should look for a combination of technical skills and creativity, as well as a solid understanding of user experience. Reviewing a designers portfolio is crucial to see their past work, but it's equally important to assess their problem-solving abilities and how well they can understand and address the specific needs of the business. Companies should also consider whether the designers style aligns with their vision and if they can handle the scope of the project.
DI: Can you talk a little about your design process?
AK : My design process is a mix of research, ideation, and iteration. First, I start with research, gathering insights about the target audience, business goals, and competitors. This helps me understand the problem and define the project’s direction. Next, I move to the ideation phase, where I brainstorm and sketch different design solutions. I often create wireframes and prototypes to test concepts and gather feedback. Once I have a solid direction, I move to designing the final visuals, focusing on user experience, functionality, and aesthetics. Throughout the process, I collaborate with stakeholders, gather feedback, and make adjustments to ensure the design aligns with both user needs and business goals. Finally, I work closely with developers to ensure smooth implementation. The process is iterative, meaning I constantly refine and improve the design based on testing and feedback. I also teach this detailed design process to my students, helping them understand how to apply it to their own projects.
DI: What are 5 of your favorite design items at home?
AK : 1) Our computer chairs, which my husband and I spent a long time selecting. They are incredibly comfortable and have made a big difference in our work setup. 2) The kitchen bar counter, which is based on the trunk of a tree. It’s a beautiful, natural piece that adds warmth to the space. 3) A painting of the starry sky, which I gave my husband for New Year. It holds sentimental value and adds a touch of magic to our home. 4) Perfume bottles, which I find fascinating not only for their scent but also for their beautiful and unique designs. 5) A minimalist desk lamp, which helps me during late-night work sessions. It's sleek and functional, providing just the right amount of light without being overwhelming.
DI: Can you describe a day in your life?
AK : A typical day in my life begins early with some quiet time to plan my day. I spend the first few hours reviewing ongoing projects, checking in with my team, and responding to emails. Throughout the day, I also review students' work in my design school and provide feedback. I take time for physical activity, either stretching or playing tennis, to stay energized. Midday, I walk my dog, Ursa, and together with my husband, we play with our cat, Pixel. The afternoons are filled with deep focus on design work, brainstorming sessions with my team, and meetings with clients. I also dedicate time for research to stay updated with design trends and tools. Evenings are more relaxed, but I still engage with my design community online or refine my personal projects. I like to end the day with some creative reading or drawing to unwind.
DI: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
AK : For young designers, my advice is to keep learning and embrace mistakes as opportunities to grow. Build a solid foundation in design principles, but also be creative and think outside the box. Practice regularly and create a portfolio that showcases your skills. Learn to communicate well with clients and teams, as collaboration is key. And remember, creativity can be developed throughout life, so keep challenging yourself!
DI: From your perspective, what would you say are some positives and negatives of being a designer?
AK : Being a designer has many positives. First, it allows for creativity and problem-solving, as we're constantly finding new ways to improve user experiences and solve real-world challenges. The ability to work on a variety of projects with different industries is also rewarding and keeps the work dynamic. Additionally, the impact we have on users' lives is fulfilling — design can truly improve peoples daily experiences. However, there are also challenges. One negative aspect is the pressure to constantly innovate while meeting client expectations, which can sometimes feel overwhelming. Another challenge is the balance between creative freedom and project requirements, as designs often need to align with business goals or technical constraints. Lastly, the constantly evolving nature of technology and design trends requires continuous learning to stay relevant.
DI: What is your "golden rule" in design?
AK : My «golden rule» in design is to always prioritize the user. A design is only successful if it serves the needs of the people using it. Understanding the users pain points and creating solutions that are intuitive, accessible, and functional should always be the top priority. Good design should always be user-centered, not just visually appealing. I often remind my students of this rule, as many tend to focus too much on the visual aspects and forget about the users and their actual needs.
DI: What skills are most important for a designer?
AK : For a designer, the most important skills include: 1) Empathy: Understanding users needs is at the core of creating meaningful and functional designs. 2) Problem-solving: Designers must think creatively to find effective solutions that balance user needs and aesthetics. 3) Communication: Clear communication is crucial for collaborating with clients, teams, and stakeholders, as well as presenting ideas. 4) Adaptability: Staying updated with trends and new tools ensures a designer remains relevant in a fast-changing industry. 5) Attention to detail: Refining even the smallest aspects of a design elevates its overall quality. Through my design school, I actively teach students these essential skills, preparing them for successful careers. Many of my students secure employment even before completing their training, which is one of the most rewarding aspects of my work.
DI: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
AK : In my design process, I rely on several tools that help me bring ideas to life. I primarily use Figma for designing interfaces, as it's perfect for collaboration and real-time editing. For more detailed graphic work, I turn to Adobe Photoshop and Illustrator. I also use Adobe XD for prototyping and UI/UX design. In addition, I often incorporate AI tools like Luma, Freepik, and MidJourney to enhance my creative process and streamline certain tasks. These tools help me explore new concepts and provide inspiration, making my workflow more efficient. My toolbox also includes design books and platforms like Pinterest and Behance, where I stay updated on the latest trends and find fresh ideas.
DI: Designing can sometimes be a really time consuming task, how do you manage your time?
AK : Designing can indeed be time-consuming, but I manage my time by setting clear priorities and breaking tasks into smaller, manageable steps. I make use of project management tools to track progress and deadlines. I also ensure that I dedicate focused time for deep work, where I can fully immerse myself in the design process without distractions. In addition, I balance my time between individual tasks and team collaboration to keep projects moving forward efficiently. I also make sure to regularly assess and adjust timelines, especially for large projects, to stay on track and avoid burnout.
DI: How long does it take to design an object from beginning to end?
AK : The time it takes to design an object from beginning to end depends on the complexity of the project. For simple designs, it can take anywhere from a few days to a week. For larger and more complex projects, such as platforms or apps, it can take several weeks or even months. The process includes understanding the requirements, user research, wireframing, prototyping, testing, and finalizing the design. Each phase requires thorough attention to detail, especially for projects with multiple stakeholders.
DI: What is the most frequently asked question to you, as a designer?
AK : The most frequently asked question I get as a designer is: «How do you come up with creative ideas?» Many people are curious about my process and how I approach problem-solving. My answer is that creativity comes from a combination of research, experience, and collaboration. I start by deeply understanding the users needs, the business goals, and the context of the project. From there, I explore various design solutions, often involving brainstorming with my team or researching current trends. Creativity is not just a natural talent; it's something that can be developed throughout life. This is something I emphasize in my design course, where I guide students on how to enhance their creative thinking and apply it to real-world problems. Creativity thrives when there’s a strong foundation of knowledge and teamwork.
DI: What was your most important job experience?
AK : My most important job experience was when I worked in a large IT holding on a real estate project. I managed a design department of 40 people, which taught me a lot about leadership and collaboration. During this time, we conducted numerous user research sessions, which provided valuable insights into user behavior and needs. This experience shaped my approach to design and played a crucial role in the development of my career. It taught me how to manage a large team and how to create designs that truly meet the needs of users while aligning with business goals.
DI: Who are some of your clients?
AK : Some of my notable clients include Lexus, for whom I created a promotional website and branding materials, Marriott, where I developed localized landing pages for their loyalty program across multiple countries, and Borjomi, designing a custom internal platform with user dashboards for employees. I've also worked with innovative companies like Boatico, building a yacht rental platform, and AX1, among other holdings and enterprises. My portfolio spans collaborations with startups, medium-sized businesses, and large corporations from around the world, allowing me to tailor solutions to a wide range of industries and audiences.
DI: What type of design work do you enjoy the most and why?
AK : Even though mobile traffic now dominates over desktop, I really enjoy designing desktop interfaces. They give me the opportunity to fully express the visual character of a project and evoke a strong impression — creating that «WOW» factor is always exciting. At the same time, I do enjoy working on mobile applications, particularly in industries like finance, tourism, medicine, and real estate, as I have extensive experience in these areas. Designing for these sectors offers unique challenges and allows me to create highly functional, user-friendly solutions. Additionally, I truly enjoy creating educational design content for my hundreds of thousands of followers. It's incredibly fulfilling to share knowledge and help others grow in their design journey.
DI: What are your future plans? What is next for you?
AK : My future plans include continuing to expand my design agency and platform, which aims to provide valuable resources for designers and help them grow professionally. I'm also focused on scaling my design school, where I mentor students and help them secure jobs in the industry.
DI: Do you work as a team, or do you develop your designs yourself?
AK : It depends on the project. For some projects, I work as part of a team, collaborating with other designers, developers, and stakeholders to bring the vision to life. Teamwork allows us to bring diverse perspectives and expertise to the table, which is especially valuable for larger, more complex projects. For other projects, I prefer to work individually, handling all aspects of the design process myself. This is often the case for smaller or more specialized projects where I can focus on creating the design from start to finish.
DI: Do you have any works-in-progress being designed that you would like to talk about?
AK : At the moment, I'm working on two very exciting projects. One is a design platform that I'm developing, which will cater to my over 100,000 followers. It’s a project that requires a lot of attention and testing, but I'm confident it will be incredibly useful for designers. The other project I'm involved in is the mobile app for the police of Kazakhstan. This app is particularly interesting and important, and while it demands a lot of attention and testing, I believe it will have a significant impact and a huge demand once it's released.
DI: How can people contact you?
AK : People can contact me through Instagram: @webdesign.uiux, Telegram: @alicekdesign, or via email at hello@alicek.design. Feel free to reach out!
DI: Any other things you would like to cover that have not been covered in these questions?
AK : I think we've covered most of the important aspects of my design journey. However, one thing I'd like to mention is how continuous learning is essential for any designer. The design world is constantly evolving, and it's important to keep exploring new ideas, techniques, and tools. As Pablo Picasso once said, «Learn the rules like a pro, so you can break them like an artist.» This quote resonates with me because it reflects the balance between mastering design principles and pushing the boundaries of creativity. Always stay curious, and never stop learning.