Some designers come to UX through business. Others through technology. Margarita Kvasova came through illustration – a childhood love of drawing that gradually turned into something more purposeful. Today she works as a UI/UX designer guided by a clear set of UX design principles rooted in the work of Dieter Rams and Don Norman: good design shouldn’t need explanation.Â
In this interview, she shares how she thinks about visual priority, what a failed design decision taught her about simplification, and the habit that has shaped her growth more than anything else.
"If everything is important, nothing is."
What drew you into design, and what keeps you engaged today?
I came into design through illustration – I’ve loved drawing and visual expression since childhood. Over time I became especially interested in composition, typography, and how visual elements influence perception. In everyday life I always noticed design – from packaging to complex digital products – and I naturally wanted to improve things that felt unclear or inconvenient.
That curiosity led me into UX/UI design. Today what keeps me engaged is the ability to solve real user problems and shape experience, not just create visuals.
What signals tell you that a design is doing its job well?
I rely on principles from Dieter Rams and Don Norman – good design shouldn’t require explanation. If users intuitively understand what to do and how to achieve their goal, the design is working.Â
A strong signal is when the interface stops being a topic of discussion – and the focus shifts to the product itself. I believe aesthetics matter, but usability always comes first. Design is a tool, not self-expression.
Which part of your workflow tends to slow you down the most?
When the problem, context, or constraints are unclear, I need time to align and clarify. Another factor is perfectionism – the desire to refine solutions too early. I’ve learned to balance this through design iteration: starting with a solid version and improving it based on feedback and data. It’s a more honest way to work than waiting for something perfect before sharing it.
Can you share a design decision that didn’t perform as expected?
Early in my career, we hid part of the information to make the interface cleaner and more compact. Visually it improved, but users got confused – that information turned out to be important and expected upfront. It taught me that simplification isn’t always improvement.Â
You need to balance visual clarity with cognitive needs and real user expectations. Now I always look at the full user journey, not just a single screen.
When designing for attention, how do you decide what deserves the most visual priority?
Priority always comes from the task, not visuals. I ask: what is the key action the user should take right now? Then I translate that into hierarchy – using size, contrast, placement, and rhythm. Good interfaces guide attention clearly without decoration overload. It’s one of the core UX design principles that shapes every layout decision I make.
What changes do you think will redefine design in the near future?
Design is moving toward simplicity and adaptability. AI is accelerating tools and workflows, while users expect faster, more intuitive experiences. As a result, interfaces are becoming more adaptive and less static – adjusting to context and user needs rather than staying fixed.
What mindset or habit has been most valuable in your growth?
Continuous observation and analysis. I pay attention to products, patterns, user behavior, and technology shifts. But the key is not just noticing things – it’s asking why they work and applying that understanding in practice.Â
I also focus on continuous growth through adjacent fields like product thinking and analytics. It helps me see design more broadly and make better decisions.
About the designer
Margarita Kvasova is a UI/UX designer who came to the field through a lifelong love of illustration and visual expression. Her work is guided by the belief that good design is invisible – it works so naturally that users never have to think about it.Â
She draws on the principles of Dieter Rams and Don Norman to shape interfaces that prioritize usability over aesthetics, and she continues to grow by staying curious about product thinking, analytics, and the broader systems that design lives inside.
Support the designer and follow:
