Tomáš Zúbrik approaches design as a process of problem-solving rather than simply visual creation. For him, the real test of a design begins when assumptions meet actual human behavior — and when data, testing, and user feedback reveal whether an idea truly works. In this interview, Tomáš discusses what separates good design from design that resonates, the importance of visual hierarchy, learning from failed assumptions, and how AI is shifting the designer’s role from producing screens to solving more meaningful problems.
“Making something stand out isn't about making it bigger or brighter — it's about showing the user only what they really need to see next.”
Was there a turning point that made you see design as more than just an interest?
Honestly, probably when it started paying my bills! 😀 But jokes aside, the main turning point was when I stopped just making things look pretty and started solving bigger problems using data and testing. Seeing real, positive results for businesses and users made me realize design is a real profession, not just a hobby. But it’s still my passion—otherwise, I wouldn’t be doing it for over 12 years.
What, for you, separates a “good” design from one that truly resonates?
A “good” design works well, solves the business problem, and is good enough. But a design that truly resonates offers something extra. It can be a great UI/UX detail or a new perspective that brings much better business results. It’s that moment when a design works perfectly and also makes you say, “Wow, that’s awesome!”
What part of creating feels the most uncertain or unpredictable to you?
The gap between my ideas and real human behavior. You can use standard UX patterns and data, but real users can always surprise you. Dealing with this uncertainty and changing the design based on real user feedback is unpredictable, but it’s also the best part of the process.
When everything is competing for attention, how do you decide what should stand out?
First, I need to understand the main goal of the website and what the user wants to do. Based on this, I create a clear hierarchy of elements. If everything tries to get attention, nothing stands out. Making something stand out isn’t about making it bigger or brighter—it’s about showing the user only what they really need to see next.
Have you ever had to rethink your approach after something didn’t land? What shifted for you?
Yes, definitely. Sometimes a UX pattern that worked great on another project doesn’t work here. That reminds me that design is not just copy-paste. I have to look at the specific context, check the data again from a different angle, and try a new solution. It taught me not to rely on old assumptions and to learn from every test.
Where do you see the biggest tension or transformation happening in design right now?
Definitely AI. There is a lot of hype, and the market is changing very fast. AI makes work faster and handles easy tasks, but it changes the role of the designer. AI can generate designs in seconds, but it doesn’t have human empathy or strategic thinking. Designers are moving from just making screens look nice to solving real problems.
If you could give one non-obvious piece of advice to someone entering design, what would it be?
A portfolio is like a passport—you can’t get a job without it. But just having pretty pictures is not enough today, because AI can do that easily. My advice is to focus on problem-solving. Show 2 or 3 good case studies (even with imaginary clients) that explain your thinking process, what problem you solved, and what results you achieved. Show clients why you made your decisions, not just how nice it looks.
Key Facts
- Name: Tomáš Zúbrik
- Location: Slovakia (Remote Worldwide)
- Specialties: UI/UX Design, Web Design, Web Architecture, Conversion Rate Optimization (CRO), Front-End Web Development
- Focus Areas: High-Performance Websites, AI-Accelerated Design, Complex Interfaces & Dashboards, Web Accessibility, Data-Driven Design, UX Strategy, Web Designs, Dashboards, Design Systems
- Experience: 12+ years, 100+ projects across 14 industries (SaaS, Healthcare, Finance, Automotive, AI & Data, AgTech, and more)
- Tools: Figma, WordPress (Official Bricks Builder Expert), HTML/CSS, AI Tools (Figma Make, Gemini)
- Industries: SaaS, Corporate Websites, E-commerce, Real Estate, Civic Platforms, AI & Tech, Healthcare, Automotive, Corporate & Business Services
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