User-centered design is a phrase that gets used a lot. But for Alaa Chami, it’s not a methodology – it’s a mindset shift that changed the direction of her entire career. She walked away from three years in computer science to start over in design, and she hasn’t looked back since.Â
As a UI/UX designer and branding expert, she builds products that are intuitive, inclusive, and built to resonate. In this interview, she shares what that turning point looked like, why accessibility is non-negotiable, and the one piece of advice she wishes someone had given her earlier.
"A strong combination of thoughtful structure and clarity always outweighs pure aesthetics."
Was there a turning point that made you see design as more than just an interest?
During my senior year, I experienced a turning point that completely changed how I saw design. Like many people, I initially thought design was mainly about creating layouts and choosing colors. But as I started learning more, I realized it’s much deeper than that.Â
Every new concept I discovered made me genuinely excited to keep learning – which led me to make a bold decision: shift from three years in computer science and start over in design with a clear sense of purpose.
What separates a good design from one that truly resonates?
For me, what separates a good design from one that truly resonates is usability and inclusivity. A design shouldn’t just look visually appealing – it should work seamlessly for everyone. When a product is intuitive, accessible, and doesn’t require users to ask for help, that’s when it becomes successful.Â
This is at the heart of what user-centered design means in practice. It’s not about how something looks on a screen – it’s about whether the person using it feels understood.
What part of creating feels the most uncertain or unpredictable?
One of the most uncertain parts of the creative process is how users will actually interact with a design. Even when you apply best practices, real user behavior can be unpredictable. That gap between expectation and reality keeps design challenging – but also makes it meaningful and constantly evolving.
When everything is competing for attention, how do you decide what should stand out?
When everything competes for attention, I rely on prioritization. I focus on the main goal and guide users toward what matters most. Through hierarchy, contrast, and spacing, I create a clear visual path that helps users navigate without feeling overwhelmed.
It comes back to accessible design – layouts that are clear for one user tend to be clearer for everyone. Reducing cognitive load isn’t a nice-to-have. It’s the work.
Have you ever had to rethink your approach after something didn’t land?
Those moments taught me to move beyond personal assumptions and design from the user’s perspective. It shifted my mindset from focusing only on visuals to designing with intention, clarity, and usability. That’s the core of user-centered design – and it’s a lesson you can only really learn by getting it wrong first.
Where do you see the biggest tension or transformation happening in design right now?
Right now, I see a major transformation happening in the balance between aesthetics and functionality – especially with the rise of AI. Designers are challenged to work faster while still maintaining thoughtful, human-centered experiences.Â
At the same time, accessibility and inclusivity are becoming essential, not optional. That shift is reshaping how we approach design from the very first decision.
What one non-obvious piece of advice would you give someone entering design?
Don’t just focus on how things look – focus on why they work. Understanding user behavior, questioning your decisions, and paying attention to small details will make a much bigger impact than simply mastering tools. It’s the difference between a designer who produces screens and one who shapes experiences.
About the designer
Alaa Chami is a UI/UX designer and branding expert who specializes in crafting intuitive, user-centered experiences that are as functional as they are engaging. Her approach combines design strategy with strong branding to create cohesive products that resonate – not just visually, but on a deeper level of clarity and connection.Â
She believes design has the power to tell compelling stories and build genuine relationships between products and the people who use them.
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