Design often begins with exploration – trying tools, learning systems, and searching for direction. For Alina Lodina, design evolved from early experimentation with code into a long-term creative discipline. Over time, it becomes something more structured, shaped by experience, taste, and the ability to make intentional decisions. Her work reflects a balance between intuition and structure – where each project becomes an opportunity to refine both thinking and execution.
This article is based on a first-person interview with Alina Lodina, a web and UX/UI designer with over 13 years of experience across freelance and product environments.
“I’m my own biggest critic, so I don’t measure success by likes or external validation.”
Why did you decide to step into the design field? What inspires you, and why?
Since I got my first computer, I knew I wanted to build my career around it, but I didn’t yet understand in what way. I started exploring HTML and CSS and quickly became fascinated by the process. At first, I thought web development was my path, so I decided to study it more deeply and enrolled in an academy.
From the very first classes, my mentors noticed my talent for web design — and I personally felt a strong connection to it as well. That’s how I entered the field, and I’ve been working in design for over 13 years now.
What inspires me the most is that every project is different. Each one brings something new into the process, and for a creative person, that constant change is incredibly important.
How do you measure the success of your design?
For me, the success of a design is defined by how well it solves the client’s needs within their specific niche. If the result is also user-friendly and visually appealing, then it’s a win for the designer too.
I’m my own biggest critic, so I don’t measure success by likes or external validation, but by how well I was able to find the right approach to the problem.
What is your biggest challenge in the design creation process?
The biggest challenge for me is that learning and developing visual taste is a continuous process. Design is not a sprint where you can learn the basics once and rely on them for years — it’s a marathon.
If you stop even for a short time, it becomes very difficult to keep up with the industry. Staying curious and constantly evolving is essential.
What principles do you follow when creating attention-grabbing design?
There are a few key principles I follow:
- It’s important that the client and I share the same vision. Before starting, I research competitors and similar niches, and align with the client on the direction I believe would work best.
- The design should evoke emotion and resonate with me first. Until I feel that connection, I don’t present it to the client.
- I always look up to the best in the industry. Even if it sometimes challenges my confidence, it pushes me to grow and improve.
What, in your opinion, is the future of design? Or what do you think the next big change will be?
We are already living through a major shift with the rise of AI, and for designers, it brings both challenges and opportunities.
Clients who prioritize speed and low cost will likely rely more on automated tools instead of professionals. However, for experienced designers, this opens up entirely new possibilities — things that were hard to imagine before.
We can now create 3D visuals in minutes, build complex animations, generate unique illustrations, and prototype much faster. These tools elevate the level of our work while reducing the time and effort required.
This means we can focus more on the creative side of the process. In a way, designers with strong visual taste and experience become conductors, guiding AI to achieve the desired result.
About the Designer
Alina Lodina’s perspective reflects a broader shift in design. As tools become faster and more accessible, the value of design moves away from production and toward thinking – understanding problems, shaping direction, and making intentional decisions. In this landscape, strong visual taste, curiosity, and the ability to evolve are no longer advantages – they are the foundation.
Alina Lodina is a web and UX/UI designer originally from Ukraine, now based in Lisbon, Portugal, and currently available for freelance work. With over 13 years of experience, she has worked across freelance, agency, and product environments.
She currently works as a UX Designer at BlueGlass Tallinn and ithinkmarketing, alongside her role as a Senior UX Designer at AppsSpear.
Her expertise spans web design, UI/UX design, branding, and mobile design, supported by a strong foundation in wireframing, prototyping, and user interface development. She works with tools including Figma, Adobe Photoshop, Illustrator, After Effects, Sketch, and Principle.
Support the designer and follow:
