Aleksandra Baengueva is a highly accomplished and skilled UX/UI designer, recognized for her exceptional work across various digital platforms. Her expertise in designing innovative and user-centered digital experiences has earned her numerous awards and accolades, including The Webby Awards, Summit Awards, Communicator Awards, Muse, Vega, and W3 Awards. Beyond her impressive track record in design, Aleksandra is also a member of several prestigious organizations such as the International Academy of Digital Arts and Sciences and the Academy of Interactive & Visual Arts.

Aleksandra’s involvement in these organizations and her role as a jury member for The Webby Awards and Communicator Awards highlights her dedication to promoting and recognizing outstanding design work. As a member of these exclusive organizations, Aleksandra has the opportunity to learn from and collaborate with some of the best professionals in the industry, and to be exposed to innovative designs and ideas.

As a jury member for The Webby Awards and Communicator Awards, Aleksandra brings her unique perspective as a UX/UI designer to the evaluation process. Her extensive experience designing for diverse audiences and her understanding of user needs enable her to provide insightful and comprehensive evaluations of each entry submitted to the awards. Her involvement in these industry events not only highlights her passion for design but also her commitment to promoting and recognizing exceptional design work in the industry.

Today, we have the exclusive opportunity to learn more about Aleksandra’s design philosophy and approach, as well as her involvement in The Webby Awards and Communicator Awards. Through this interview, we hope to gain insight into her process for evaluating entries and identifying outstanding design work, as well as her thoughts on the future of UX/UI and product design.

Thank you so much for this opportunity, Aleksandra. Can you tell our readers what inspired you to pursue a career in UX/UI and product design, and how has your background in economics and multimedia design influenced your approach to design?

I was interested in digital design for a long time, and then I discovered UX/UI design and really like that it includes problem-solving and creating intuitive and user-friendly experiences. My interest in this field was sparked and I decided to apply to a grad school. 

My background in economics has also influenced my approach to design by providing me with a strong analytical and data-driven mindset. I believe that data plays a crucial role in making informed design decisions and optimizing user experiences.

Multimedia design has had a significant influence on my approach to UX/UI design by emphasizing the importance of creating visually appealing and engaging user interfaces. In multimedia design, it’s crucial to understand how different elements, such as color, typography, imagery, and animation, can be used to create a cohesive and aesthetically pleasing design.

This understanding has carried over into my work as a UX/UI designer, where I strive to create visually appealing and engaging interfaces that users will enjoy using. I also draw on my multimedia design knowledge to ensure that the interfaces I design are easy to navigate and understand, with clear and concise messaging that effectively communicates the product or service’s value proposition.

Overall, my diverse background has allowed me to approach design challenges from multiple perspectives, and I believe this has helped me to become a well-rounded UX/UI and product designer.

Can you describe your experience as a member of the International Academy of Digital Arts and Sciences and the Academy of Interactive & Visual Arts, and how has this membership impacted your career and professional development?

Through my memberships in distinct organizations, I have had the opportunity to connect with other professionals in the digital media and design industry and learn about the latest trends and best practices.

Being a member of these organizations has allowed me to participate in the recognition of the best digital products and designs through the Webby Awards and the Communicator Awards, respectively. This experience has allowed me to stay on top of the latest trends and best practices in the industry and to have my work reviewed and recognized by some of the most respected professionals in the field.

My membership in the International Academy of Digital Arts and Sciences and the Academy of Interactive & Visual Arts has had an impact on my career and professional development, providing me with access to invaluable resources, networking opportunities, and recognition of my work.

How do you balance your role as a designer with your role as a jury member for The Webby Awards and Communicator Awards, and how do these two roles inform and complement each other?

I strive to maintain a balance between the two roles, which are both important to me. To ensure that my responsibilities as a jury member do not interfere with my work as a designer, I allocate specific time slots for jury duties outside of work.

I believe that these two roles complement each other by providing me with a broader perspective on the latest design trends and best practices. As a jury member, I have the opportunity to review and analyze a wide range of digital products and designs, which allows me to stay on top of the latest industry developments and emerging trends.

Moreover, my role as a jury member has also helped me to improve my aesthetic sense by allowing me to evaluate other designers’ work and learn from their approaches to design challenges. This experience has broadened my design perspective and helped me to develop a more critical eye when evaluating my own design work.

Can you discuss your design process and philosophy, and how you approach creating user-centered and inclusive digital experiences?

As a UX/UI designer, my design process is focused on creating user-centered and inclusive digital experiences that prioritize user needs, goals, and preferences while also adhering to the latest accessibility and inclusive design standards. To achieve this, I follow a structured design process that includes the following steps: Research, Prototyping, Testing, Implementation. 

What do you believe are the key skills and qualities needed to be a successful UX/UI and product designer, and how have you honed these skills throughout your career?

I believe that one needs a combination of both technical and soft skills, as well as certain personal qualities. Here are some of the key skills and qualities that I believe are essential: 

  • User research: UX/UI designers should have strong research skills to understand user needs, goals, and preferences.
  • Information architecture: The ability to organize and structure information effectively is crucial to creating user-centered and intuitive digital experiences.
  • Visual design: UX/UI designers should have a strong understanding of visual design principles and the ability to create visually appealing and engaging designs.
  • Interaction design: Being able to design intuitive and engaging user interactions is crucial to creating successful digital experiences.
  • Collaboration: UX/UI designers should be able to work effectively with cross-functional teams, including developers, product managers, and stakeholders.
  • Communication: Strong communication skills are necessary to articulate design decisions, explain design rationale, and collaborate effectively with stakeholders.
  • Empathy: UX/UI designers should have empathy for the end-user and be able to design experiences that meet their needs and preferences.

How do you stay up to date on the latest trends and best practices in web and mobile application design, and how do you incorporate these into your design work and evaluation process for The Webby Awards and Communicator Awards?

Staying up-to-date with the latest trends and best practices in web and mobile application design is crucial to ensuring that my design work is innovative, effective, and competitive. Here are some of the ways I stay informed:

  • Attend conferences and workshops: I attend industry conferences and workshops to learn about the latest trends, techniques, and best practices in UX/UI design. These events provide an opportunity to network with other designers, learn from experts, and gain new perspectives on design.
  • Read industry publications and blogs: I regularly read industry publications and blogs to stay informed about the latest trends, research, and news in UX/UI design. These resources also provide insight into emerging technologies and best practices in design.
  • Experiment with new tools and technologies: I experiment with new design tools and technologies to stay up to date with the latest trends in design. This allows me to explore new design possibilities and stay ahead of the curve.

Incorporating these practices into my work allows me to stay informed about the latest trends and best practices in UX/UI design. When evaluating design work for The Webby Awards and Communicator Awards, I use this knowledge to assess the effectiveness and innovation of the design. I consider how well the design incorporates the latest trends and best practices in UX/UI design, as well as its overall impact on the user experience. This allows me to provide constructive feedback and ensure that the winning designs are innovative, effective, and user-centered.

Can you share any particularly challenging or rewarding design projects you have worked on throughout your career and how these projects have impacted your growth as a designer?

In my role when I was a product designer at G/O media I was responsible for 11 digital properties including high-profile brands such as Gizmodo, The Onion, Jizabel, The Root, and others. Effective prioritization and collaboration with team members and stakeholders were crucial to the success of the projects. Each website covered a different topic, so conducting thorough research and analysis was essential in identifying and utilizing the right resources. By prioritizing and collaborating effectively, we were able to create successful digital products. 

Also, I am proud to have been a part of the award-winning project for the non-profit organization “Save Baikal.” As the UX/UI designer, my focus was on creating an immersive and interactive experience that showcased the story of the organization in a visually stunning and aesthetic way. Through the use of beautiful typography, layout, and engaging interactions, we were able to create a digital product that not only provided a great user experience but also effectively communicated the organization’s mission and values. 

The projects that I have worked on, including those for high-profile brands and non-profit organizations, have been instrumental in shaping my growth as a UX/UI designer. By collaborating with team members and stakeholders, conducting thorough research, and prioritizing effectively, I have learned to create digital products that meet the needs of users and exceed the expectations of stakeholders. Overall, these projects have been instrumental in my growth as a designer and have enabled me to create impactful and innovative digital experiences.

Looking to the future, what are some of the emerging trends and technologies in UX/UI and product design that you are most excited about, and how do you see these shaping the future of digital experiences?

I’m always keeping an eye on emerging trends and technologies that could potentially impact the future of digital experiences. One area that I am particularly excited about is the rise of voice assistants and chatbots, which have the potential to revolutionize how users interact with digital products. With the advancement of natural language processing and machine learning, these technologies have become increasingly sophisticated and are able to provide users with more personalized and intuitive experiences.

Another trend that I’m closely following is the increased focus on accessibility and inclusive design. As more and more companies recognize the importance of creating digital experiences that are accessible to everyone, there is a growing need for designers to develop skills and knowledge in this area. I believe that in the future, creating accessible and inclusive digital experiences will become a standard practice for all designers.

Finally, I’m also excited about the potential of augmented and virtual reality technologies in UX/UI and product design. These technologies can provide users with truly immersive experiences and have the potential to transform how we interact with digital products. From virtual showrooms to augmented reality product demos, these technologies can help bridge the gap between the physical and digital worlds, providing users with more engaging and interactive experiences.

Overall, I believe that the future of digital experiences will be shaped by these emerging trends and technologies and that, as designers, it is our responsibility to stay informed and up to date in order to create the most innovative and impactful digital products possible.


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