There are plenty of ways to talk about why design matters. But most of them stay abstract – principles, frameworks, theory. Rotem Pinkas doesn’t do abstract.
With over 15 years of experience across cybersecurity, fintech, and tourism, she has spent her career designing systems used by millions of people. In this interview, she talks about what actually makes design work, why strategy matters as much as execution, and why she is more excited than worried about what AI is about to change.
The interview is presented in her own words.
"Design is about understanding people, intuition, and emotional connection. That requires a human perspective."
Why did you decide to step into the design field?
I started my journey over 15 years ago, back when the world of apps and advanced websites was still in its early stages. Everything felt new and full of possibilities. I was fascinated by the idea of creating interfaces and building websites that not only function well, but actually generate revenue and influence user behavior.
What inspires me most is how dynamic this field is. It evolves constantly. There is always something new to learn, explore, and improve. It never feels repetitive. On the contrary, it keeps challenging and exciting me every single day. I genuinely wake up inspired to create.
How do you measure the success of your design?
For me, success goes beyond aesthetics. A design is successful when it works. When users can easily navigate it, when engagement grows, and when it drives real conversions.
This is exactly why UX design matters – not just for the user sitting in front of the screen, but for the business behind it. If a system I designed is being used by thousands or even millions of users, that in itself is a strong indicator. Beyond that, I look at business impact. Even small design improvements can significantly affect performance and revenue over time, and that is something I always aim to achieve.
What is your biggest challenge in the design creation process?
The biggest challenge lies in the small details. The nuances of user experience are what truly make or break a product. It is not just about making something look good, but about deeply understanding the user journey and refining every interaction.
I often work closely with multiple teams, aligning product, development, and business goals while making sure the user experience remains seamless. This complexity is exactly what makes the process both challenging and highly rewarding.
What principles do you follow when creating attention-grabbing design?
Everything starts with research. This is also why strategy matters – without it, design is just decoration. I believe in taking the time to truly understand the client, their goals, and their target audience. Once that foundation is clear, the creative direction becomes much more precise and effective.
I focus on clarity, intention, and alignment with business objectives. That includes visual decisions too – choosing the most eye catching color is never random. It serves a purpose: guiding attention, setting tone, and reinforcing the message you want people to walk away with.
And this applies whether I am working on a web platform, a dashboard, or app design – why app design matters is the same reason why any design matters: it either helps people do what they came to do, or it gets in the way.
I bring my own ideas and perspective into the process too, showing clients how thoughtful design decisions can elevate their product, improve usability, and ultimately deliver better results.
What do you think the future of design looks like?
AI is clearly one of the biggest shifts in our industry. While it may seem threatening at first, I see it as a powerful tool rather than a replacement. When used correctly, it can enhance our workflow and open new creative possibilities – including using AI for setting user experience goals, identifying patterns in user behavior, and making faster, more informed design decisions.
That said, I do not believe AI can replace human designers. Design is about understanding people, intuition, and emotional connection, and that requires a human perspective. We are designing for humans, not just systems. The key is to stay curious, keep learning, and adapt to new tools as they evolve. Personally, I feel more excited than worried about what is coming next.
About the designer
Rotem Pinkas is a product and UX/UI designer with over 15 years of experience across cybersecurity, fintech, and tourism. Currently working at Check Point Ltd, she specializes in design systems and complex product challenges where user experience, business goals, and technical constraints all need to align at once.
She works remotely and takes on freelance projects alongside her full-time role. Her approach starts with research, moves through intention, and ends with design that earns its place by driving real results, not just looking good on screen.
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