Sofia Drankovich is a UX/UI Designer specializing in mobile apps, websites, landing pages, and conversion-focused digital products. In this interview, Sofia Drankovich shares her thoughts on user-centered design, AI-assisted workflows, and minimalism, and why solving the right problem is more important than creating visually impressive interfaces. Drawing on both engineering and UX thinking, she explains how strategy, analytics, and iterative design help transform ideas into intuitive digital experiences. The conversation explores her practical approach to building products that balance business goals with user needs.
“Growth in design comes from staying curious.”
What first sparked your interest in design, and what continues to drive your creativity today?
I first got into design through animation. I was fascinated by the idea of expressing thoughts and emotions visually, and over time I moved from creating advertising creatives to working on larger projects like websites and landing pages. What still motivates me today is the process of turning scattered ideas into one clear and cohesive visual experience. I enjoy finding the balance between creativity, structure, and communication.
In your view, what makes a design successful? Is it how it feels, how it performs, or something different?
For me, visual appeal and functionality are inseparable. A product should attract users visually, but it also needs to work smoothly and help them achieve their goals comfortably. As a UX/UI designer, I don’t see design as just creating beautiful screens — I see it as building a tool that solves real problems. A successful design is one that feels intuitive, useful, and engaging at the same time.
What do you find most difficult in your design workflow, and how has that difficulty shaped your way of working?
One of the biggest challenges is identifying the real problem the design needs to solve. Clients often come with a specific idea they believe will work, so I try to understand the logic behind their thinking before starting the design process. Sometimes this leads to suggesting alternative solutions that address the goal more effectively. Because of this, I always begin by defining the product goals and expected outcomes before moving into visuals.
When designing for attention, which element do you prioritise most: clarity, emotion, or visual appeal – and why?
It really depends on the niche and the specific goal of the product. Sometimes the offer itself is strong enough that clarity becomes the priority, and adding too much visual complexity would only distract the user. In other cases, stronger visual storytelling is necessary to create engagement. Overall, I tend to work in a more minimalistic style and usually focus on making the message as clear and easy to understand as possible.
Can you share an example of something that didn’t work as planned? What did it teach you?
Design is often about testing hypotheses and learning from user feedback. I’ve had situations where ideas that seemed strong at first didn’t perform the way I expected once users interacted with them. Those experiences taught me to rely more on analytics and real user behavior instead of becoming emotionally attached to my own concepts. Now I approach design decisions more objectively and treat iteration as a natural part of the process.
As design evolves, what change or trend are you most looking forward to – and how do you see it impacting the field?
I believe AI is currently having the biggest impact on the design industry. I already use AI tools in my workflow, and I think we are moving toward simpler visual interfaces and more personalised user experiences. AI will also make product analysis and optimisation much more accessible, even for small businesses without large analytics teams. I see it as a tool that can help designers make faster and more informed decisions.
If you could go back, what key advice would you give yourself when starting out in design?
I would tell myself that curiosity and adaptability are some of the most important qualities for a designer. The industry changes very quickly, so it’s important to stay open to new tools, trends, and ways of thinking. My advice would be to keep experimenting, keep learning, and not be afraid to try unfamiliar approaches. Growth in design comes from staying curious.
Key Facts
- Name: Sofia Drankovich
- Location: Serbia (Remote Worldwide)
- Specialties: UX/UI Design, Mobile Apps, Web Design, Landing Pages
- Focus Areas: Conversion Optimization, UX Strategy, SaaS, eCommerce
- Experience: 3+ years in UX/UI design, previously 7+ years at Huawei Technologies
- Tools: Figma, Tilda, AI-assisted development
- Education: Bachelor’s Degree in Engineering, Tomsk State University of Control Systems and Radioelectronics
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