heatmaps of Marta Moskwa web design

Meet Marta Moskwa – How to Create a Design That Draws Attention?

Our team has decided to interview the most intrigue creators on good design and test their works with the Attention Insight platform. It predicts how user’s attention distributes in design. Hope, these short talks will inspire you and give some useful insights on catchy design. Enjoy!

Marta Moskwa is a product designer by passion and profession based in London.

Why have you decided to step into design field? 

I have been always interested in art since my childhood. Later, I joined my local secondary art school. But I think the moment I stepped into the design field was when I realised that making art without any deeper meaning or of benefit for the community was no longer satisfying enough for me. Understanding design principles, and the reason you do it, requires more maturity, so I was lucky enough to reuse my technical skills in a new way and a different medium.

Marta Moskwa web design
heatmaps of Marta Moskwa web design

What inspires you and why?

There’s no single source of inspiration for me. I try to use the time I spend commuting to reflect on ads I see on the Tube. Could I design it better? What is the idea this brand is trying to sell? Is the message visible and accessible?

I also browse design-dedicated platforms to stay informed on current trends. But I’m not a big fan of designing something fake for the sake of getting likes on social media. If you have some spare time, you can design something for your local charity instead.

I believe that true inspiration comes from self-reflection and empathy towards others.

How do you measure the success of your design?

I’m personally interested in data and analytics and this helps me to make decisions when it comes to improvements (Who is my audience? Where do the users drop off? What are they looking for? What the conversion rate looks like, etc.). So being well-informed is one is the successes for me.

One more aspect of design success is whether the design system is scalable. You can start with just one product at the moment when the first library is created, but finish with ten products in the future. A well-designed system should be ready to expand and grow with your products.

Last, but not least, I think about my own satisfaction. Is it something I am proud of? Does it match the requirements on my level of experience? Is it an improvement on my own journey?

Marta Moskwa web design
heatmaps of Marta Moskwa web design

What is your biggest challenge in design creation process?

I would say communication is the biggest challenge. It’s important that all the team are on the same page when it comes to prioritisation and the messages we need to share with customers. 

Another big challenge is collaboration – good visual design that draw attention but with poor copy or marketing won’t make a sale itself. The same thing applies to services – even the nicest brand assets won’t help if you don’t listen to your audience and follow their needs. We are all involved, no matter which department you come from.

When it comes to my own after-hours creations, the most challenging part is time management and how to work on self-development.

Marta Moskwa web design
heatmaps of Marta Moskwa web design

What principles do you follow when creating attention grabbing design? 

  • I really like the atomic design approach when it comes to creating components for digital products. 
  • I also follow some old, but good Gestalt principles.
  • I have recently been reading more about design thinking to get some ideas about how I can implement it in my workflow.
  • Also, it’s good to be aware of fundamental UX heuristics.

Get inspired by Marta’s works: dribbble.com/martamoskwa

Follow Marta Moskwa on Instagram

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